Marketing in Sports

Athlete creators have become must-have partners for brands at March Madness

March Madness marketers have leaned heavily on NIL creators for campaigns during this year’s tournament, including a water boy.

Related Coverage

• For brand marketers, creators and athletes are becoming interchangeable
• As athletes embrace influencer work, ‘a new breed of agency’ emerges
• How partnerships between athletes and brands are beginning to resemble influencer deals