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Today’s Case

Charlotte Sports Foundation partners with Opendorse on NIL marketplace for Duke's Mayo Bowl

NIL is getting more and more innovative every day.

Charlotte Sports Foundation (CSF, owner and operator of the Duke’s Mayo Bowl) announced a first-of-its-kind, bowl-specific marketplace, which will help players from participating schools in the Duke’s Mayo Bowl maximize NIL opportunities.

Charlotte-based businesses and brands can use the marketplace to easily connect with athletes for participation in promotional campaigns or events. Additionally, supporters of both Duke’s Mayo Bowl teams can find, pitch and pay any player for NIL activities in one compliant platform.

Popular activities include video shoutouts, social media posts, live or virtual appearances, and more.

Opendorse CEO Blake Lawrence: “CSF and the Duke’s Mayo Bowl are setting the standard for providing student-athletes NIL opportunities during big games. This is a game-changer for how easy it is to support your favorite athlete during bowl season.”

This year’s contest takes place on December 27th and features teams from the ACC and SEC. Teams will be selected on Sunday, December 3rd.

The Verdict

• NIL evolution

  • While bowl games cannot directly sign athletes, the event can help to connect businesses and players.

    • Last season’s Cheez-It Bowl featured four athletes (including one each from participating teams Oklahoma and Florida State) that were provided specialized hotel rooms.

  • Additionally, with a revenue sharing model potentially forthcoming for high-level college football, marketplaces at football bowl games are a natural first step in that direction.

• Tap into long-term partnerships

  • Although the window to maximize a partnership around the bowl game is limited (~3.5 weeks), that shouldn’t prevent athletes and brands from building extended relationships well after the conclusion of the game.

  • Also, with the Charlotte-based bowl game featuring ACC and SEC teams, this is a prime opportunity to also create regional campaigns with participating athletes and teams. (Most notably Duke, given the similarity in name and that they are located in North Carolina.)

• Will both schools be on board?

  • Given the partnership is with Opendorse and one or both participating programs might have a marketplace partnership with another company, curious to see how this will be used by athletes, should the situation arise.

    • However, don’t see this being an issue, as athletes may use multiple NIL marketplaces to source deals. They are not limited to only using the platform that has a partnership with their school.

Caitlin Clark signs NIL deal with State Farm

The Iowa basketball star continues to build her portfolio off the court. Watch this video for more!

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