A comprehensive industry report from athlete marketing intelligence platform Out2Win reveals that apparel and tech brands are leading the college athlete NIL market, which now exceeds $15 million in tracked spending across major categories. The 2024-25 analysis reveals how fashion companies, such as Hollister, and technology firms, like Uber, are dominating sponsorship volume and spend, respectively.
Hollister leads all brands with 692 sponsored posts across college athletes, while Uber tops estimated spend at $926,000, according to the report tracking deals from September 2024 through May 2025.
“The past year in NIL showed us that this is no longer an experimental channel for brands. It’s become a serious part of the marketing mix,” Jack Adler, founder and CEO of Out2Win, tells Net Influencer. “We saw more structure, bigger budgets, and smarter athlete selection. This report is our attempt to bring clarity to where the real momentum is happening.”
The report identifies apparel and fashion as the leading industry category with $3.33 million in estimated spending across 2,620 sponsored posts. Retail ranks second with $2.68 million in spend across 2,631 posts, followed by food and beverage at $2.58 million.
Sport-Specific Brand Preferences Emerge
The data reveals distinct brand preferences by sport. Adidas dominates men’s basketball with 67 sponsored posts, while CVS Pharmacy leads women’s basketball with 74 posts. In football, Allstate tops the list with 91 sponsored collaborations.
Other sport-specific leaders include GK Elite in gymnastics (102 posts), Rawlings in baseball (99), and Hollister in track and field (67).
University NIL Performance Varies
Texas Longhorns athletes lead in total sponsorship volume with 372 sponsored posts, followed by Ohio State (329) and Alabama (235). However, LSU Tigers athletes command the highest estimated income from brand partnerships at $1.4 million, with UConn Huskies athletes earning approximately $1.3 million.
When broken down by team, the UConn women’s basketball program stands out with 92 sponsored posts, while Texas football leads its category with 71 posts. Kansas men’s basketball (45) and Wisconsin women’s volleyball (37) top their respective sports.
LSU also leads in athlete influence, with an average following of 21,500 per athlete, followed by Texas (19,400) and Oregon (18,100).
Athlete Follower Growth and Earning Potential
Colorado’s Travis Hunter tops follower growth metrics with 735,000 new Instagram followers between September 2024 and May 2025. Boise State’s Ashton Jeanty follows with 700,000 new followers, while Colorado’s Shedeur Sanders added 577,000.
UCLA gymnast Jordan Chiles leads all athletes with 59 sponsored posts, followed by UNC cheerleader Alycea Adams with 54. UConn basketball star Paige Bueckers and Nebraska’s Cami Merickel tie for third with 38 posts each.
The report also provides estimated price ranges for top athlete influencers, with LSU’s Flau’jae Johnson commanding $12,740-$19,100 per Instagram post. Texas quarterback Arch Manning ranks second at $12,433-$18,649, followed by USC’s Juju Watkins at $9,278-$13,917.
Methodology
Out2Win’s report analyzed data from over 250,000 athletes in its database, tracking Instagram performance and sponsored content from September 2024 through May 2025.
The company explains that its price estimates factor in sport, school, follower count, engagement rate, in-game performance, and position. It also utilizes an “Out2Win Score,” which the report describes as “an AI-powered marketability metric that provides users with a clear, comprehensive way to compare athletes.”
Launched in 2024, Out2Win positions itself as an athlete marketing intelligence platform, equipping brands, agencies, and universities with the data and insights needed to build high-impact marketing partnerships.
All images are credited to Out2Win. The full report is available here.
A comprehensive industry report from athlete marketing intelligence platform Out2Win reveals that apparel and tech brands are leading the college athlete NIL market, which now exceeds $15 million in tracked spending across major categories. The 2024-25 analysis reveals how fashion companies, such as Hollister, and technology firms, like Uber, are dominating sponsorship volume and spend, respectively.
Hollister leads all brands with 692 sponsored posts across college athletes, while Uber tops estimated spend at $926,000, according to the report tracking deals from September 2024 through May 2025.
“The past year in NIL showed us that this is no longer an experimental channel for brands. It’s become a serious part of the marketing mix,” Jack Adler, founder and CEO of Out2Win, tells Net Influencer. “We saw more structure, bigger budgets, and smarter athlete selection. This report is our attempt to bring clarity to where the real momentum is happening.”
The report identifies apparel and fashion as the leading industry category with $3.33 million in estimated spending across 2,620 sponsored posts. Retail ranks second with $2.68 million in spend across 2,631 posts, followed by food and beverage at $2.58 million.
Sport-Specific Brand Preferences Emerge
The data reveals distinct brand preferences by sport. Adidas dominates men’s basketball with 67 sponsored posts, while CVS Pharmacy leads women’s basketball with 74 posts. In football, Allstate tops the list with 91 sponsored collaborations.
Other sport-specific leaders include GK Elite in gymnastics (102 posts), Rawlings in baseball (99), and Hollister in track and field (67).
University NIL Performance Varies
Texas Longhorns athletes lead in total sponsorship volume with 372 sponsored posts, followed by Ohio State (329) and Alabama (235). However, LSU Tigers athletes command the highest estimated income from brand partnerships at $1.4 million, with UConn Huskies athletes earning approximately $1.3 million.
When broken down by team, the UConn women’s basketball program stands out with 92 sponsored posts, while Texas football leads its category with 71 posts. Kansas men’s basketball (45) and Wisconsin women’s volleyball (37) top their respective sports.
LSU also leads in athlete influence, with an average following of 21,500 per athlete, followed by Texas (19,400) and Oregon (18,100).
Athlete Follower Growth and Earning Potential
Colorado’s Travis Hunter tops follower growth metrics with 735,000 new Instagram followers between September 2024 and May 2025. Boise State’s Ashton Jeanty follows with 700,000 new followers, while Colorado’s Shedeur Sanders added 577,000.
UCLA gymnast Jordan Chiles leads all athletes with 59 sponsored posts, followed by UNC cheerleader Alycea Adams with 54. UConn basketball star Paige Bueckers and Nebraska’s Cami Merickel tie for third with 38 posts each.
The report also provides estimated price ranges for top athlete influencers, with LSU’s Flau’jae Johnson commanding $12,740-$19,100 per Instagram post. Texas quarterback Arch Manning ranks second at $12,433-$18,649, followed by USC’s Juju Watkins at $9,278-$13,917.
Methodology
Out2Win’s report analyzed data from over 250,000 athletes in its database, tracking Instagram performance and sponsored content from September 2024 through May 2025.
The company explains that its price estimates factor in sport, school, follower count, engagement rate, in-game performance, and position. It also utilizes an “Out2Win Score,” which the report describes as “an AI-powered marketability metric that provides users with a clear, comprehensive way to compare athletes.”
Launched in 2024, Out2Win positions itself as an athlete marketing intelligence platform, equipping brands, agencies, and universities with the data and insights needed to build high-impact marketing partnerships.
All images are credited to Out2Win.
The full report is available here.