Cheerleaders are emerging as major players in the NCAA’s Name, Image and Likeness (NIL) marketplace. Their success highlights the evolving college sports economy, where visibility and marketability now extend beyond traditional revenue-generating sports.
Cheerleaders Enter the NIL Spotlight
Cheerleaders have become unexpected beneficiaries of the NCAA’s NIL policy. Maddy Brum recognized for her appearance on Netflix’s Cheer, has turned her fame into a personal brand. She has secured endorsement deals with athletic and lifestyle companies, demonstrating how cheerleaders can capitalize on athletic skill and entertainment appeal. Her deals underscore how athletes outside of mainstream sports can thrive under the NIL system.
Texas Tech’s Strategic NIL Approach
Texas Tech University’s cheerleading program has become a model for NIL’s success. Several team members have landed brand partnerships by strategically building their social media followings. Their ability to market themselves off the sidelines has allowed them to participate in NIL opportunities previously reserved for high-profile sports like football and basketball.
Athlete-Influencers Redefining Marketing
Cheerleaders are uniquely positioned to succeed in the NIL era due to their strong presence on social media platforms like Instagram and TikTok. Brum, for example, regularly shares content that combines athletic performance, personal style and lifestyle branding. This makes her appeal to a wide range of sponsors, targeting sports fans and general consumers.
Breaking Stereotypes and Expanding Opportunities
The success of cheerleaders in the NIL space challenges outdated stereotypes about their role in sports. Historically viewed as supporting athletes, they are now recognized as standalone marketable stars. Their ability to engage with audiences through sports and entertainment has made them valuable partners in a rapidly evolving sports marketing industry.
Cheerleaders like Brum and Texas Tech’s squad are reshaping the NIL landscape, proving that athletic performance, personal branding and social media influence can redefine college sports endorsements. Their achievements illustrate how NIL is expanding opportunities for athletes across all disciplines.
