Since the NCAA has allowed Name, Image, and Likeness (NIL) deals for student-athletes to monetize their talents and personal brands over the past four years, the usual suspects have been the main sports to cash in. Football and men’s basketball players have been — by far — the major NIL beneficiaries.
But track and field student-athletes, while not exactly catching up, have made meaningful progress despite often toiling in relative obscurity compared to packed football stadiums. Dozens of track and field athletes have signed NIL deals ranging from local sponsorships to national brand partnerships.
Take former Arkansas star Britton Wilson, who earned national championships in the 400-meter run, the 400 hurdles, and the 4×400 relay in 2022, for example. In 2023, she partnered with ZIPS Car Wash to produce “Car Wash Convos,” a series of fun and informational videos. While competing for the Razorbacks she also inked deals with 310 Hydrate, Born to Be Me, RIND Snacks, Noerden, Quizlet, NOCAP Sports, and Ibotta.
On Opendorse, she offered personal shoutout videos ($19+ each), personal social media posts ($29+), attendance at a practice or event ($104+), or an autograph ($121+).
Wilson’s Opendorse bio read:
“Hi I’m Britton. I am an outgoing student-athlete for the Razorback track and field team! I am so excited for the chance to grow my brand and express who I am and what I represent through different deals. I specialize in the 400 and 400-meter hurdle dash, and [she lists all her accomplishments here].
Track and field is my passion and I am so grateful to be where I am today. However, I have many other passions I would love to express through collaboration with different brands!! Fun fact: I play guitar and piano and love to sing. I also am a big animal lover and hope one day to go to vet school after a professional track and field career.”
The veterinarian transition will have to wait. Wilson has become one of the most important professional female runners and has accumulated numerous lucrative deals.
Some of the best — or most famous, thanks to large social media followings — track and field student-athletes sign major shoe deals with brands like Nike and adidas. But for most, those partnerships are still a long way down the road.
How can you get there?
Track and field athletes compete in niche events, which creates unique angles for brands. Sprinters often emphasize speed-oriented and athletic brands. Throwers tend to connect with nutrition, strength training, or local gym partners. Jumpers frequently attract fitness, wellness, and agility-focused sponsors.
Really get into it. Post highlights, training tips, and day-in-the-life content on social media. Include team events like relays — those are particularly coveted. And be consistent in your postings; just like your events, it takes repetition and effort.
Local gyms, running stores, shoe retailers, and sports clinics are great places to make your pitch. Offer to host free events such as clinics to significantly expand your local fan following.
If you are an outstanding student as well as an athlete, promote that. The same goes for campus leadership roles and hobbies. Seek internships in addition to sponsorships, and build a strong LinkedIn profile to document your NIL journey, performances, and future aspirations.
Learn More About the NIL Landscape
Name, Image, and Likeness plays an increasing role in college sports, and understanding how it works often requires more than individual articles or news updates.
RallyFuel is a platform focused on NIL-related topics across college athletics. It brings together information about athletes, NIL activity, and the broader structure behind modern college sports, helping readers explore the topic in more depth.
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