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Today’s Case

Alabama, Texas kickers star in NIL ad for Goldman Sachs

Ahead of this Saturday’s Texas-Alabama college football matchup, Goldman Sachs is partnering with kickers Bert Auburn (Texas) and Will Reichard (Alabama) for an ad that will run during the game and on social media platforms.

Focused on promoting Goldman Sachs’ 10,000 Small Businesses Voices program, the ad features Auburn and Reichard calling on Congress to reauthorize the Small Business Administration (SBA). The spot plays on the idea that kickers are under-appreciated but essential - similar to a small business.

Joe Wall, national director of Goldman Sachs’ 10,000 Small Businesses Voices: “NIL is a great way to support college athletes while also introducing our message about SBA reauthorization to a wider audience. America loves college football and that includes small business owners and Members of Congress. Will and Bert both played such critical roles in last year’s game, and we felt this year’s rematch was a great opportunity to highlight how, similar to kickers, small businesses are often overlooked yet essential, whether it’s for a winning team or a strong U.S. economy.”

This is Goldman Sachs’ second NIL campaign, with the first featuring college basketball stars Caitlin Clark and Caleb Love for a commercial during March Madness earlier this year.

The Verdict:

• Goldman Sachs sees value in NIL, despite not being a “traditional” type of partnership

  • Unique to see such a high-power Wall Street company teaming with college athletes to promote the good of small businesses.

    • In an industry where most organizations don’t understand NIL or choose not to enter the space, it’s good to see companies who “get it” when working with college athletes.

• Broader business & NIL tie-in is smart

  • Goldman also knows that some future college graduates will become small business owners. Therefore, targeting this audience using college athletes is a great way to tap into a younger demographic, as well as for those who plan to begin a business in the future.

• Running an ad closer to Small Business Saturday would be optimal

  • Small Business Saturday is a marketing initiative created and promoted by American Express to encourage holiday shopping on the Saturday after Thanksgiving in the United States (November 25 this year), during one of the busiest shopping periods of the year.

    • Since Goldman’s NIL emphasis is on small businesses, and a lot of people in the U.S. will be gathering with family and friends for Thanksgiving (and presumably watching football), this presents a great opportunity to advance the partnership and collaborate with AmEx on a commercial featuring college athletes.

Three NIL Myths and Facts

While there are certainly many more myths and facts regarding NIL_, check out this video on three common false statements and why they are not true.

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Court is adjourned. Go be great!!