top of page

Hollywood Taps Into Postgame For Movie Promotion

Forbes - Hollywood Taps Into Postgame For Movie Promotion

Hollywood Taps Into Postgame For Movie Promotion

Headlines are often dominated by NIL deals offered to individual student athletes, but NIL agency Postgame is taking a different approach and offering athletes to companies at scale in order to promote things like Hollywood movie releases.

In March, more than 1,000 college and high school student athletes shared content promoting Woody Harrelson’s latest comedy, Champions, as part of a sponsored NIL deal. The campaign included five screenings for athletes through a partnership with Hollywood production company Focus Features.

"The Champions event offered a unique opportunity for student athletes to participate in promoting a major Hollywood film,” said Postgame’s director of athlete relations, Aaron Hackett. “For many of these athletes, this was their first NIL opportunity. Postgame was able to coordinate five different movie screenings across the country with over 150 attendees. Postgame helped student athletes capture professional drone videography to help boost their personal brands.”

It’s one of the largest NIL campaign so far in terms of the more than 1,000 athletes involved who generated nearly 2 million impressions. Postgame says Instagram reels produced the best engagement.

"The event was great because student athletes promoted a movie that shows how sports goes beyond wins and losses,” said Hackett. “Athletes walked away with a different perspective of how impactful sports can be in many different ways."

Champions is described as a hilarious and heartwarming story of a former minor-league basketball coach who, after a series of missteps, is ordered by the court to manage a team of players with intellectual disabilities. He soon realizes that despite his doubts, together, this team can go further than they ever imagined.

Student athletes who promoted the movie were compensated both with baseline compensation and with additional monies earned through affiliate commission.

Champions | Official Trailer

bottom of page