Competitive Edge - Sports & Entertainment Marketing News

Why brands like Nascar are taking alternative approaches when working with college athletes


Marketers and advertisers are increasingly concentrating their efforts on college athletes following the name, image and likeness (NIL) policy change in 2021. The strategies — which vary by brand, but often have them appear in digital ads — are often a way to get in front Gen Z and sports fans.

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Discussion Questions:

  1. What are ticket sales?
  2. Why are ticket sales important in sports and entertainment?
  3. Why are they important to Nascar?
  4. What is a target market?
  5. What is a demographic?
  6. Who is Gen Z?
  7. Why would Nascar be interested in targeting Gen Z consumers?
  8. What is NIL?
  9. Based on what you learned in this news story, how would you describe Nascar’s approach to NIL marketing?
  10. How is Nascar using NIL to help increase ticket sales?
  11. The headline of this article describes using NIL to sell tickets as an “alternative” approach. What does that mean?
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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