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Sports Court NIL Newsletter | Pump Up The Volume
The fastest 3 minutes in name, image and likeness
Tariq Ahmad
January 26, 2024
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Today’s Case
JBL launches NIL & student influencer program
LSU basketball player and JBL Audio ambassador Flau’jae Johnson (Photo Credit: NIL Newsstand)
JBL Audio, a leading makers of premium speakers and headphones, announced a new NIL initiative featuring 25 top college athletes at 12 different schools.
JBL Campus is a unique initiative focusing on NIL student-athletes and influencers to amplify uninhibited expression. In addition to the athletes, the company has partnered with 55 lifestyle influencers across 45 U.S. college campuses who redefine their craft by celebrating the vibrant blend of passion and individuality - “eardividuals,” students that go beyond the ordinary, embodying a lifestyle that champions their most unique self.
The class is headlined by LSU women’s basketball star and accomplished rapper Flau’jae Johnson, whose music has generated millions of listens and downloads.
Johnson: “I’m excited to continue growing my partnership with JBL through a program that embodies the spirit of self-discovery and amplifies authentic voices. It's not just about sound, it’s about celebrating the individuality that makes each of us different and unique throughout campus.”
The Verdict
Music is an integral part of sports - and JBL is tapping into that
As indicated by Johnson being a rapper herself and virtually every sports locker room listening to music pre-game, this NIL initiative is an optimal fit.
The company is also tapping into a younger demographic (college and GenZ) in order to create lifelong consumers - and said athletes on campus will help drive that mission.
Benefits for followers?
Although details were not disclosed, from the surface, it looks like the athletes themselves are the only beneficiaries of the partnership.
Perhaps there may be custom speakers or headphones that the athletes will market to their followers in the coming months, but it essentially seems like the athletes are encouraging others to express themselves via intangible means only.
JBL vs. Beats for NIL audio supremacy?
Last August, Beats By Dre signed 15 college football players to NIL deals. Could this be a battle of sorts over who “wins” the coveted college demographic spurred via NIL?
To JBL’s credit, they are leveraging athletes from numerous sports, as opposed to Beats’ football-only deal. However, Beats may sign more non-football athletes for future partnerships.
A $1.4 million NIL deal?!?!
Mercy Miller, son of rapper Master P, partners with greek yogurt company Sweetkiwi. Check out this video for more!
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