Opendorse, the NIL technology platform, launched Opendorse One™ and introduced Athlete Commerce Media as a new performance category, connecting athlete-powered content to retail media networks at scale.

The Lincoln, Nebraska-based company positions Athlete Commerce Media as infrastructure that links retailer first-party purchase data to athlete-driven digital content, closing the loop between cultural influence and verified retail outcomes. The estimated total spend on NIL products and services is projected to reach $4.2 billion in 2026-27, according to the company.

“Over the past couple of years, brands have shifted from treating NIL as a PR play to a tried-and-true media channel,” said Steve Denton, CEO of Opendorse. “This is the present and future. It’s about real results and value, not just supporting your alma mater.”

Opendorse One™ and the Commerce Media Layer

Opendorse One™ functions as the company’s premium commercial tier, comprising more than 1,000 curated athletes with structured commercial relationships and full-service execution. The company reports brands using Opendorse One™ see three to five times boosts to media investment per campaign.

The broader Opendorse network includes more than 200,000 college athletes spanning every sport, school, and market, with the company reporting a 67% NIL share of voice. The company reports an average engagement rate of 5.6%, compared with a 1.9% benchmark for general influencers, at under $25 CPM fully loaded. The network covers 98% of the top 100 Designated Market Areas through a Division I program.

Opendorse Commerce Media (OCM) connects athlete inventory directly into retail media ecosystems, including DG Media Network, Roundel, Walmart Connect, and Amazon Advertising. The company describes OCM as a demand generation layer for existing on-site retail media inventory. 

“This is a new day in athlete marketing,” Denton said. “It’s culture in, commerce out.”

The launch follows a period of restructuring at Opendorse. In November 2024, the company reduced its workforce by 23%. Co-founder Blake Lawrence, who moved to president of collegiate operations following a July 2024 leadership transition that elevated Denton to CEO, cited realignment with 2025 priorities at the time.

Opendorse reports facilitating more than $250 million in NIL transactions and maintains relationships with more than 250 university athletic departments. The company will introduce the Athlete Commerce Media category to brand, agency, and retail media leadership at Cannes Lions 2026.

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