The college sports world has changed forever. With the advent of Name, Image, and Likeness (NIL) opportunities, brands now have access to a marketing channel that was once completely off-limits: student-athletes. From local standouts with passionate followings to nationally recognized stars, this new landscape offers fresh ways to connect with audiences. But with opportunity comes complexity.

That’s where we step in.

Making Sense of the NIL Landscape

The NIL era is exciting—but also complicated. Each school, conference, and state may have different guidelines, and compliance matters. We help clients:

  • Understand the regulations that shape NIL deals.
  • Identify what’s permissible versus what could create risk.
  • Build strategies that align with both athletic department rules and brand integrity.
  • Create NIL opportunities that are compelling for the athletes and the University

Matching the Right Athlete with the Right Brand

Not every athlete is a fit for every brand. Our team works to:

  • Evaluate athletes beyond stats—looking at personality, values, and audience.
  • Analyze social media reach and engagement to gauge true influence.
  • Align partnerships so they feel authentic to both the athlete and the brand.

Maximizing ROI in Athlete Partnerships

We don’t just help secure a deal; we help make it work. That means:

  • Crafting campaigns that showcase the athlete in ways that resonate.
  • Leveraging content across multiple channels (social, digital, in-person events).
  • Tracking performance to ensure the brand gets real, measurable lift.

Local Roots, Big Impact

One of the most powerful aspects of NIL is its ability to connect brands to their local communities. A student-athlete with deep local ties can create a bond with audiences that national advertising can’t replicate. We help brands tap into that hometown pride while still thinking big.

NIL Case Study

The Oklahoma Proton Center (OPC) is a state-of-the-art cancer treatment facility in Oklahoma City near the University of Oklahoma (OU). OU has over 600 Division One student athletes who come from multiple states to play for some of the top sports teams in the country. 

Over the last 10 years, OU has won national championships in Women’s Softball, Men’s and Women’s Gymnastics, and Men’s Golf and other sports such as baseball, basketball, and football are regularly ranked in the top 25 nationally.

As a result, the athletes at the University of Oklahoma have a prominent and recognizable presence. Additionally, many have large social media followings and are very capable of leveraging the power and reach of platforms such as TikTok and Instagram.

NIL rights for college athletes officially became legal on July 1, 2021. Shortly thereafter, OPC partnered with BlueORCA to begin the process of navigating and understanding this emerging opportunity. 

Initially there were few rules and lots of uncertainty. BlueORCA was able to secure opportunities for OPC working through one of the NIL collectives that started shortly after NIL became legal. As time went on, more rules were put in place and athletic departments, including the University of Oklahoma, sought to centralize the NIL process within one department or entity.

Most recently a rule was established that requires all NIL contracts valued at $600 or more to be reported to an NCAA governed centralized clearinghouse. The intent is that all NIL deals going forward are “market value” so there is not a pay for play scenario.

BlueORCA was able to work with the Oklahoma Proton Center and the University of Oklahoma and its partner Learfield Sports to craft unique and compelling opportunities for athletes that fit within the most recent rules and regulations. These opportunities are a great way to promote the OPC brand and services while also providing an educational opportunity to students.

Examples of NIL activities include:

  • Athletes participating in cancer patient graduation lunches
  • Athletes participating in charitable events
  • Athletes attending and participating in patient survivorship events
  • Micro-internships for athletes
  • Athlete tours of the Oklahoma Proton Center 
  • Video testimonials from athletes who have had family members impacted by cancer
  • Special messages from athletes to patients going through treatment
  • Participation in the Oklahoma Proton Center podcast

Pictures and video are captured during all of these activities with follow up cross posting by Oklahoma Proton Center and the athletes on various social media platforms. These posts often see of the most engagement for OPC (likes, shares, and comments) online. 

A Strategic Partner in an Evolving Market

In short, NIL isn’t a passing trend—it’s a permanent shift. As the marketplace matures, the rules and opportunities will continue to evolve. BlueORCA stays ahead of the curve and can help identify unique and creative opportunities for clients interested in leveraging the power and presence of athletes at local universities.