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Sports Court NIL Newsletter | Fractional NIL
The fastest 3 minutes in name, image, and likeness
Tariq Ahmad
June 19, 2024
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Fractional NIL - is this the way?
What this means, and would this be fruitful for the future of college athletics.
Fractional CMO graphic (Photo Credit: atomicrevenue.com)
You may have recently heard the phrase ‘Fractional CMO’. (Or not.)
So, what exactly is a Fractional CMO?
According to CMOx: A fractional Chief Marketing Officer (or CMO) is a part-time, outsourced position which fulfills the role of a marketing executive for businesses without committing to the cost of a full-time, in-house role.
Essentially, a person who provides recommendations for an organization related to one area of business in a reduced amount of time.
They can be used for one day, one week, one month, or a few months - depending on how detailed the ask is from the organization.
This got me thinking: Can a Fractional NIL CMO prove to be beneficial to college athletic departments? (Even a Fractional NIL CMO in student-athlete form to help student-athletes at their school improve their NIL.)
In short, yes
Limited commitment
A Fractional NIL CMO is not tied to one specific school or conference for an extended period of time. They can work with the organization, provide their recommendations (strategies, execution, etc.) and move on to the next college.
Transferrable
Once a Fractional NIL CMO works with one school to assist with NIL efforts, this can be replicated (to an extent) for other programs.
Of course, every college has their unique challenges related to NIL, but the framework of learning the ecosystem of the school and providing solutions can be fairly easy to duplicate.
Cost-effective
This can be a great way for colleges to save money by not having to hire a full-time, senior-level athletic department resource.
This also benefits the Fractional NIL CMO in terms of schools not balking at their rate card, but still earning business and relationships with athletic departments.
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