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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NCAA Final Four - San Diego State's Lamont Butler Joins Postgame's NIL Campaign with Urban Outfitters
On3 - San Diego State’s Lamont Butler joins Postgame’s NIL campaign with Urban Outfitters
Lamont Butler always will be associated with his last-second shot that put San Diego State in Monday night’s national title game.
That shot is the reason his name, image and likeness rights are extremely valuable at the moment. He has seen an uptick in his social media following. Plus, he has joined Postgame’s NIL campaign with Urban Outfitters, posting on his Instagram on Sunday night. “Urban Outfitters has game winning apparel,” Butler wrote.
While he only scored nine points in the Final Four win over Florida Atlantic, his jumper as time expired put him in the national spotlight. His teammates mobbed him near center court. Butler was interviewed on the CBS broadcast next to coach Brian Dutcher, too.
The focus is obviously winning Monday night against UConn, but Butler could be looking at plenty of NIL possibilities. A junior, he has two years of eligibility remaining because of the extra season granted by the NCAA in the wake of COVID-19. He is averaging 8.7 points, 3.3 assists and 2.7 rebounds per game.
Terms of Butler’s deal were not disclosed.
This is not his first NIL deal; the NIL Store released a T-shirt featuring Butler’s shot, with his jersey also for sale through the custom and co-licensed apparel company. He also has released physical trading cards with the digital marketplace Daps and a pre-existing deal with JLab audio.
Postgame’s role Urban Outfitter’s deal
A source told On3 other college basketball stars are expected to join the Urban Outfitters campaign in the coming days. A sports marketing agency, Postgame plays a role in getting the company to the table in the first place. More than 60,000 athletes from over 350 colleges are in Postgame’s athlete portal.
Postgame does not classify itself as an NIL marketplace, such as Opendorse or Icon Source. It also does not view itself like INFLCR, which brands itself as a software company. It has worked with a number of recognizable brands including Reebok and Urban Outfitters. A recent marketing deal with Crocs featured 550 athletes.
The Urban Outfitters campaign has been running since September and was renewed for March Madness.
“I can say with confidence, we’ve done more NIL deals than anyone in this space,” Postgame director of athlete relations Aaron Hackett previously told On3. “We’ll go approach brands, and we’re a free platform for athletes. We work on the brand side. And you know, we’ve had a lot of success running these influencer campaigns at scale."