PHASE 1: RECRUITMENT
After discussing your campaign goals (including segmentation of athletes by sport, gender, location, follower size, etc...), we spend up to 3 days recruiting athletes to be considered for your campaign. We reach out directly to our 5,000+ members as well as a greater audience of 70,000 additional D1 collegiate athletes. We recruit through a combination of SMS, Email and Postgame App notifications.
PHASE 2: SELECTION
After recruitment has completed, we provide the brand with an extensive list of the athletes who have opted-in for consideration. The list is sorted by athlete value - determined in part by our own calculations and past history of having worked with the athlete(s).
During this phase we offer suggestions in order to help maximize the brands' budget.
PHASE 3: NEGOTIATION
After selections have been made, Postgame begins negotiating with each athlete and/or their agent. Our experience of working with thousands of college athletes gives us a strong sense of their worth - allowing us to expedite the process with a fair offer - and one that makes the best use of the brands budget.
PHASE 4: CONTRACT
After the offer has been accepted by the athlete, we generate a custom contract between us and the athlete that includes campaign expectations, payment, content rights, and more.
Each college expects the athlete to submit a contract to their respective compliance office prior to participating in a campaign and receiving payment.
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of the latest college athlete UGC
Colorado's Shedeur Sanders Headlines Urban Outfitters NIL Campaign with Postgame
Before Shedeur Sanders took the college football world by storm the last couple of weeks, the University of Colorado quarterback used NIL to give back to his teammates.
Before Shedeur Sanders took the college football world by storm the last couple of weeks, the University of Colorado quarterback used NIL to give back to his teammates.
Through a nationwide campaign with Urban Outfitters, he took 10 teammates shopping at the brand’s Boulder location. Since then, he’s thrown for more than 900 yards and seven total touchdowns with no interceptions.
Sanders wasn’t the only college football star to treat his friends to an afternoon at the lifestyle retail chain. Three other quarterbacks participated in the campaign: LSU’s Jayden Daniels, Penn State’s Drew Allar and UCLA’s Chase Griffin.
Facilitated by the sports marketing agency Postgame, more than 100 athletes promoted the brand ranging from college football to basketball and track and field. Athletes earned different levels of compensation based on factors such as the size of their social media followings and their engagement rates.
This is the third time Urban Outfitters invested in the NIL space. It’s the company’s biggest investment yet, with a commitment to identifying highly marketable athletes in markets that have an Urban Outfitters location.
“We did a big back-to-school activation last year, featuring Cameron Brink and DeMarvion Overshown,” Postgame’s Director of Athlete Relations Aaron Hackett told On3. “Also, our March Madness campaign featured some of the top basketball players in the countrywhich we expanded on with this new list of higher-profile guys."
“Urban has been strategic about their choice of locations - specifically targeting highly-recognized athletes who can do these live activations during the season. It has proven to been really powerful,” concluded Hackett.
For Sanders’ work with Urban Outfitters, Postgame traveled to Boulder to capture the day. The quarterback included teammates Xavier Weaver, Alton McCaskill, Jimmy Horn Jr., Jordan Domineck, Jeremiah Brown, Isaiah Hardge, Assad Waseem, Omarion Miller, Javon Antonio and Adam Hopkins in the NIL activation.
A video released on Instagram showed all the athletes in-store, trying on outfits and hanging out. For brands like Urban Outfitters, having multiple members of the Colorado football team at a store can help foot traffic. It’s also a valuable deal for Sanders, who is able to give back to his teammates.
The in-store activation wasn’t limited to Colorado. A similar promotion was launched at University of Texas with both football players and 35 athletes from other sports as well.
“Urban Outfitters is using a top of the funnel approach to promote their overall branding with Gen Z - working with guys like Shedeur to do that,” Postgame Founder Bill Jula said when asked about Urban Outfitters’ investment.
"We’ve now promoted and managed a few in-store activations with Urban Outfitters - each seeing a significant uptick in sales that day at that location We're looking forward to continuing to work with the team at Urban on growing these activations at more locations with more college athletes," concluded Jula.
