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- Sports Court #29 | GG
Today’s Case
The Brandr Group, Hyperluxe strike e-gaming partnership with Ole Miss' Grove Collective
The Brandr Group x Hyperluxe x Grove Collective (Photo Credit: TBG)
Later this year, Grove Collective athletes will begin participating in monthly esports tournaments run through the Hyperluxe platform. The competitions will be open to all Ole Miss students, alumni and fans, with the online tournaments featuring Grove Collective athletes competing and interacting with the gaming community.
The Brandr Group, which has a preexisting relationship with the collective, brokered the relationship with Hyperluxe.
Hyperluxe CEO Kurt Lunkwitz: “When you start to look at the evolution and then see the opportunity within collegiate ranks, universities and NIL athletes, I think the one thing that everyone will agree on here today is all of these players, they’re all gaming. The university fan base, the communities – they’re all gaming.”
The Verdict:
Tapping into a large audience is valuable
By forming this partnership, athletes can not only connect with other athletes via gaming platforms, but millions of gamers worldwide.
This is a good method to form fan alliances and strengthen team affiliations and loyalty.
It’s also a cool way for Ole Miss students and fans to connect with their favorite athletes beyond social media.
This could be a scalable program nationwide
Since The Brandr Group brokered the relationship between Hyperluxe and The Grove Collective, it seems natural that similar partnerships could be created at other schools.
Because of this, deals within the same conferences could be possible - allowing collectives to go head-to-head virtually for bragging rights.
Custom templates benefit athletes
The Hyperluxe product provides events landing pages, custom sponsorship integration, subscription models and a variety of administration functions, along with social integrations for gameplay, too.
This is a solid way for athletes at the collective to create a niche for themselves within esports, along with earning some NIL revenue. Monthly subscription models and sponsorship integration could prove valuable for the athletes and Hyperluxe.
Youth Camps is a easy NIL win for student-athletes
With the arrival of summer, more student-athletes should put on summer camps. Check out this TikTok video for more!
Question of the Day
Will NIL be present 10 years from now?
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Yes, but in a different format
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