Competitive Edge - Sports & Entertainment Marketing News

Adidas’ plan to take over college sports: Sign endorsement deals with up to 50,000 student athletes

Following a landmark Supreme Court decision last year that opened the door for college athletes to make money, sponsors have scrambled to nab the highest-profile NCAA players. But Adidas is playing the game differently.

Click here to read the story at wsiltv.com.

Discussion Questions:

  1. What is product endorsement?
  2. Why is endorsement important to sneaker and apparel brands like Adidas?
  3. What is NIL?
  4. How do college athletes benefit from the new NIL rules?
  5. Why would a brand want a college athlete to represent its products or services?
  6. According to this story, what is unique about how Adidas is approaching NIL deals with college athletes?
  7. What is an advantage to this strategy?
  8. What might be a disadvantage?
  9. In your opinion, will this strategy work for adidas? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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