Last Updated on March 27, 2023
After announcing an exclusive NIL deal to support the University of Arizona women’s basketball and softball teams, MarketPryce is making headlines, again in the name, image and likeness space, in a recent NIL partnership with the UCLA women’s basketball team.
As a part of the deal, the Bruins were split into two teams for a challenge on TikTok to activate the partnership. The winners were compensated and received bragging rights for the season.
“We first partnered with UCLA athletes across multiple sports on an individual basis in October for activation with Puma for International Day of the Girl — they served as counselors for a sports clinic for local girls in the Los Angeles area,” Michael Ehrlich, MarketPryce’s Head of Athlete Engagement, said in an email to The NIL Deal. “This was the first touchpoint for a few Bruins with us, and they had an incredibly positive experience. They were able to easily engage in the NIL process, while giving back to the community at the same time.”
“It was another example of how MarketPryce creates opportunities for student-athletes that are more than just the traditional NIL transaction. Their women’s basketball administration saw the social media conversation around this event and proactively connected with us to begin exploring a formal partnership.”
A constant will be integrating social media apps like TikTok to engage and activate partnerships as name, image, and likeness evolve. Sports are going through a shift where entertainment is increasingly valued — the more engaging an athlete is, the more he or she can attract brands.