NIL isn't a zero game.

In the vast realm of global sports, 'nil' traditionally has a long-standing definition. Zero.

"Nil nil" in football states a goalless draw: 0-0. "7 nil" in rugby boasts a win of seven points to

nothing. But, in US collegiate sports, NIL means something different entirely. Its valuation is far from zero - it's now a billion dollar industry - in just three years.

Yet, NIL as topic of conversation has barely escaped US shores. Whilst consulting over the past few months I've been met with mazed reactions. European brands have tilted their heads puzzled when I've mention it as an opportunity. Asian venture capitalists furrowed their brows in confusion when I talked of it as a trend to follow. Middle Eastern sports-enthusiasts-turned-investors exchanged glances with one another at the neoteric concept they thought I was making up. But, their bafflement isn't unwarranted. How can a three-year-old lucrative market be largely unnoticed on the global stage? NIL is sports best kept secret.

To underscore NIL's lack of international residence, I will tell of an interaction I had last month advising one of the 'big four' consultancies. During a discussion on industry trends and projections across multiple sports and markets, I introduced NIL as a crucial component. To my surprise the room fell silent. Whilst I ardently looked at a bunch of senior researchers and consultants, they were looking back at me puzzled. Their response - 'we've not heard of that, so I don't think it's something we need to explore' - highlighted a glaring gap in awareness. If the respected firms that exist to expose new trends to executives and companies are behind the curveball, no wonder brands, outside the US, lag behind.

Thus, I've resolved to make NIL a focal point for yakker. It's time to shine a spotlight on this untapped opportunity, bridging the gap between US-centric developments and global awareness. Having been part of the NIL movement since its inception in 2020, I feel compelled to spearhead its international expansion.

With that, let's delve into the essence of NIL. At its core, NIL grants athletes the autonomy to monetise their personal brand, leveraging their name, image, and likeness for endorsements, sponsorships, and partnerships - activities that were previously prohibited. For example, a prominent college football player can capitalise on their own reputation by collaborating with brands, utilise their social media for promotions, participate in paid appearances, launch their own merchandise, and feature in commercials - among other opportunities.

College athletes have evolved into multifaceted entrepreneurs of their own personal brands.They have transformed from solely student-athletes into individuals with the ability to forge lucrative partnerships, secure endorsement deals, and engage in various commercial endeavours.

But why should global brands pay attention to this phenomenon? The answer lies in the myriad of opportunities awaiting those bold enough to seize them.

1. Entry into the US market: For global brands eyeing expansion into the lucrative US market, NIL serves as a gateway like no other. By aligning with collegiate athletes and harnessing their burgeoning influence, brands can establish a foothold in a new market whilst maintaining focus on their desired audience.

2. Access to international athletes: American universities have an influx of untapped international talent. These athletes represent a goldmine of opportunity for global brands seeking to penetrate their respective domestic markets. By forging partnerships with these athletes, brands can tap into their vast networks and fan bases both in the US and back home, thereby amplifying their reach and influence on a global scale.

3. Authentic engagement: NIL provides a platform for authentic engagement that transcends traditional marketing tactics. Athletes are more than just endorsers; they're storytellers, cultural icons, and advocates for change. Student athletes, in particular, offer a unique appeal - they are less commercial, more accessible to fans, and represent a hard-to-reach generation who are influenced by online personalities.

4. Opportunity for all: N|L breaks down barriers and makes sports partnerships accessible to brands of all sizes. . Entering into sports partnerships often comes with exorbitant price tags that are incompatible with budget allocations. For many brands, the closest they will get to an athlete endorsement is the chance occurrence of an athlete inadvertently showing their brand in a social media post. NIL changes this dynamic, offering brands the opportunity to collaborate without breaking the bank.

5. Backed by affiliation: Unlike traditional brand deals with rigid contractual terms, college athlete sponsorship offers a unique advantage. Sponsoring an athlete from a top school not only provides exposure but also aligns the brand with the prestige and allegiance of the school name and brand—without the hefty price tag.

6. Capitalisation of a consumer shift: NIL aligns with a significant shift in consumer behaviour, particularly evident in the NBA in recent years. There has been a noticeable trend of younger consumers gravitating towards individual players rather than teams. NIL embraces this model of individual preference over franchise allegiance, presenting brands with a lucrative opportunity to capitalise on this evolving consumer landscape.

7. A major audience: US college sports fans represent the largest fan base in the country, surpassing even professional leagues and franchises in terms of sheer numbers. For brands, overlooking NIL— even in just an exploratory, educational capacity—would be a missed opportunity.

What is obvious is the advent of NIL represents a seismic shift in sports marketing, offering global brands unprecedented access, authenticity, and opportunity to connect with audiences. As yakker. embark's on this journey to bring NIL to the forefront of the international stage, our goal is not to merely observe, but actively participate in shaping its trajectory.

Whether you're a brand executive seeking new avenues for growth, an investor looking to capitalise on emerging trends, or simply a sports enthusiast eager to stay ahead of the curve, let's start a conversation. Let us dare to dream, to innovate, and to redefine the possibilities of what can be achieved in this new era of NIL.

Best,

yakker.'s founder