- Captiv8 created an influencer-marketing playbook to help college athletes work with brands.
- The guide outlines topics including best practices for negotiating brand deals and future trends.
- Insider broke down key takeaways from the guide for student-athletes entering the creator economy.
- See more stories on Insider’s business page.
The influencer-marketing firm Captiv8 wants to help student-athletes harness their star power and enter the creator economy.
The NCAA is expected to vote to give student-athletes the right to monetize their name, image, and likeness for the first time in the association’s history. With this change, student-athletes would be able to make money through social media, coaching, camps, endorsements, and other ventures.
In preparation for this new era, Captiv8 created a 15-page influencer marketing playbook for college athletes that outlines topics including best practices for negotiating brand deals, how to understand your creator market value, and trends for the future.
The University of Arkansas is the first institution to partner with Captiv8 to help its student-athletes manage their brands and personal partnerships. But Captiv8 hopes to expand to more colleges, the company said.
The curriculum for Arkansas student athletes, in partnership with Captiv8, will focus on:
- Entrepreneurship basics
- Name, image, and likeness legislation
- Influencer-marketing and personal branding
- Business fundamentals
- Storytelling and the art of the pitch
As an expansion beyond the University of Arkansas partnership, Captiv8 also launched its own program, called “Captiv8 Collegiate.” This program will be led by Captiv8’s director of brand partnerships, and in it, students will learn the ins and outs of influencer marketing, from its history and recent trends to increasing one’s brand value and understanding platform metrics.
“We realized their was an opportunity for education for creators and student-athletes,” Bryce Adams, Captiv8’s director of brand partnerships, told Insider. “When you think about the opportunity to be able to go out and monetize their social presence and make some money it sounds like a really great opportunity.”
For now, Captiv8 is focused on providing free tools and resources (the playbook is free to download), since student-athletes aren’t able to monetize their brand yet. But when these athletes can start accepting brand deals, Captiv8 aims to be the platform they’ll use to develop these partnerships.
Ultimately, the platform is looking to establish a level of trust with these student-athletes, the company said. The agency is currently open to working with any college athletes, no matter their follower-count size.
Captiv8 works with a variety of brands, from Amazon to L’Oreal, and creators can use Captiv8’s marketplace to connect with brands for sponsorships and track their analytics.
Check out 5 key slides from the playbook for student-athletes, below: