Postgame manages the largest Name, Image & Likeness campaigns for many of the world's most recognized brands - in all of college sports.
Our team consists of technology and brand experts with extensive knowledge of structuring a NIL deal involving college athletics and influencer marketing.
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College Athletes Make Their Mark In Urban Outfitters Campaign
The lifestyle retailer Urban Outfitters has partnered with 29 NCAA Division I athletes in NIL deals as part of a campaign during the back-to-school season in which they’ll showcase how they “make their mark,” according to a press release. The NIL agency Postgame helped connect the athletes and the brand through its network of roughly 60,000 college athletes.
The Urban Outfitters campaign will feature athletes who are household names for fans of their respective sports. Stanford women’s basketball player Cameron Brink, Georgia running back Kendall Milton and defensive back Kelee Ringo, and Texas linebacker DeMarvion Overshown are part of the campaign.
The campaign features 11 women, and athletes from 10 different sports and 20 different schools.
“In collaboration with Postgame, Urban Outfitters will work with the participating athletes to showcase how they ‘Make their Mark’ in all aspects of student-athlete life, whether it be on the field or on campus,” the release stated. “The campaign will include a variety of social media posts by each athlete over a number of weeks wearing UO apparel and showcasing UO Home’s dorm decor assortment. UO’s diverse community can follow along on social media as the athletes share their favorite products and how they fit into their daily routines.”
The athletes partnering with Urban Outfitters
While some third-party companies that provide NIL resources or education sign contracts with specific institutions or conferences, Postgame does not.
“We’re an open network,” Postgame CEO Bill Jula previously told On3 over the summer. “We have no allegiance to any specific program, conference, anything. We don’t have any contracts with schools. So we’re as open a universe as imaginable.”
The 29 athletes who are part of the campaign will provide social media endorsements. They’ll also have the opportunity to make in-store appearances at select Urban Outfitters locations. The lifestyle retailer has more than 200 stores in the U.S.
On Thursday, Sept. 29, Texas’ Overshown will attend Urban Outfitters’ College Night programming in Austin. The athletes in the campaign will be featured on Urban Outfitters’ platforms “throughout the quarter.”
The complete list of athletes who are participating in the Urban Outfitters campaign is below:
Stanford University: Cameron Brink
University of Georgia: Kelee Ringo
University of Michigan: A.J. Henning
UCLA: Margzetta Frazier
USC: Brenden Rice
FSU: Cam’Ron Fletcher
Texas: DeMarvion Overshown
University of Georgia: Kendall Milton
Penn State: Anna Camden
Arizona State: Chad Johnson Jr.
U of L: Hercy Miller
Georgia Tech: Devion Smith
Penn State: Ishaan Jagiasi
UCLA: Janelle Meono Ivy
University of Arizona: Lauren Ware
Georgia State: Tony McCray
IU: Malachi Holt-Bennett
Drexel University: Ronnie Gunter
Penn State: Beau Bartlett
St. John’s: Tyler Roche
UPenn: Madison Leibman
Tennessee: Chandler Hayden
Tennessee: Jonas Aidoo
Villanova University: Trey Patterson
FSU: Allison Royalty
Columbia: Jaida Patrick
IU: Jordyn Levy
Tennessee: Rickea Jackson
Postgame App Unleashes An Army of NILLIONAIRES.
The app that started as a way to measure student-athletes’ NIL value has grown into a full-service agency connecting national brands with thousands of college athletes, an NFT marketplace, and “NIL Coin,” its own cryptocurrency.
Phase I: Brand Services
Sarasota, FL - July 1, 2021 will go down as one of the most significant days in the history of college athletics. From that point forward, student-athletes were able to start monetizing their personal brands. When that day hit, Postgame already had a database of thousands of college athletes and an estimate of how much it would cost brands to do a deal with them.
To start, Postgame had to go to brands and pitch their services, which wasn’t hard, considering everything it offers. “We do everything for the brand from A to Z,” said Postgame CEO & Founder, Bill Jula. “We have 6,000-plus athletes with significant followings on our network ready to endorse; We ask the brand who they are trying to reach... and specifically what type of athletes they want to work with based on geography, sport, gender and more. We then recruit our athletes into the campaign and allow the brand to ultimately choose who they want to work with. It could be 20 athletes it could be 2,000 depending on their budget. We're built to manage any size campaign."
While Postgame has its database of athletes, Jula notes that the company is not an agency and hasn’t signed any athlete to any sort of exclusive deal. Athletes merely provide Postgame with their information in exchange for notifications about potential opportunities. To date, Postgame has successfully paired athletes from just about every team and sport with interested brands — be it for a one-off social post or an extended partnership.
“You could tell right away, most of the market was really fixated on the big one-off deals,” Jula said. “I didn’t think our chances of succeeding on day one was with those marquee guys, so my plan was: Let’s go far and wide with this and give the brands a different kind of opportunity vs. putting all their eggs in that one basket with that one big-name player. Let’s reach more followers with more athletes at less cost.”
Phase 2: NFT Marketplace
It only seemed natural that the next step for Postgame would be to dive into the NFT game, as the blockchain-powered phenomenon gives athletes the chance to do something on their own and invest in themselves.
When Postgame agrees to develop a non-fungible token for a player, he or she is given five for free, either to sell and make money from, or to bet on themselves, predicting that they will go pro one day and their college NFTs will accrue more value over time. Digital collectibles sold in the marketplace are split 50/50 between Postgame and the athlete.
“Our vision is to be a conduit for these college athletes to earn money from their NIL's,” Jula said. “Coming from a technology background and watching the NFT space and what was happening with NBA Top Shot, there’s definitely a void in this space (college athletes). Not many people were doing college athlete NFTs as of a month or so ago.”
From Postgame’s perspective, it needs to be strategic around who gets an NFT. Jula says there are some simple criteria that the company uses. For one, the athlete needs to have a real chance to go pro and/or offer something unique like being the first-ever NFT for their college, sport and more.
Florida pitcher Hunter Barco was one of the early athletes to have an NFT in Postgame’s NFT marketplace. He’s the Gators’ ace and is a potential first-round pick in the 2022 MLB Draft. Postgame’s homepage touts that one of his Limited Edition GOLD NFTs sold for $850.
Opening up NFTs to college athletes also means bringing in a new audience of fans — older alumni, or simply people who have not been engaged with the likes of NBA Top Shot. Postgame isn’t in the business of explaining cryptocurrency to its customers, so it removed that barrier. Fans can shop on Postgame’s marketplace with a credit card or PayPal in addition to their MetaMask wallet. Their marketplace NFT Locker, also stores the NFT(s) for a buyer until they are ready to move them. Soon, Postgame will provide another option for payment: NIL Coin.
Phase 3: NIL Coin
If your staff is tech-savvy enough, it’s only logical that the next step would be to go from dealing in cryptocurrency to actually creating one. So Postgame did, officially debuting NIL Coin in January.
While NIL Coin was made with college athletes in mind, the hope is to have it available on crypto exchanges alongside Bitcoin, Ethereum, and the other big players. When NIL Coin officially went live, Postgame and its athletes were ready to promote it across their Instagram feeds and stories. They will now have the opportunity to get paid to promote Postgame in US dollars, NIL Coin, or a combination of the two.
“It doesn’t necessarily have to be something that’s going to be limited to college athletics,” Jula said. “But because we have such a good starting point with 6,000-plus athletes on Postgame, it’s a no-brainer to launch the coin through this.”
NIL Coin is still in its infancy, but in just two full days since its launch, it was up over 200%. Two hundred of Postgame’s athletes are currently promoting the currency, and all of them will officially tie as the first student-athletes to be paid for a name, image, and likeness deal at least partially in NIL Coin.
Consider the era of the self-made NIL-lionaire officially minted.