One of the more interesting name, image, and likeness deals this year involves Alabama A&M women’s basketball star Amiah Simmons, who signed a name, image, and likeness deal with Snickers.
Simmons’ management company, Curran Sports & Entertainment, released news of the deal on X. The details of the partnership have not been released.
Simmons has built a unique brand by leveraging social media. The guard has over 100,000 followers on Instagram and TikTok, but her expansive follower base is a dedicated community that goes beyond basketball.
In addition to securing her first NIL opportunity, the Bulldog is also a part of Meta’s NIL Empowerment 3.0 Program. NIL Empowerment 3.0 strongly empowers female college athletes by providing them with the necessary education, development, and opportunities to help them thrive in the space. Simmons joins fellow college stars Olivia Dunne and Angel Reese in generating brand partnerships through their media followings. And although Simmons may not play basketball for a school with as big of a brand as LSU, her partnership with a brand like Snickers not only brings attention to herself but to Alabama A&M as a whole.
Moreover, as tech platforms like Meta leverage influencer marketing to sell products, it will create abundant opportunities for college athletes within the NIL space. For context, Mars, the parent company of Snickers, allocated over $1 billion in advertising expenditures in 2021.
For Simmons, this is just the beginning. The Osawatomie, Kansas native is averaging 15 points per game, received Southwestern Athletic Conference Player of the Week honors in December, and has eclipsed the 1,000-point mark in her career. With over a season of eligibility remaining, we anticipate Simmons to continue to expand her NIL portfolio.