Kwik Trip’s Recent NIL Sponsorship Shows How NIL Is For More Than Just Student Athletes

 

 

Kwik Trip’s recent NIL sponsorship is opening new territory for college students. College athletics have long been a major factor for universities to attract attention, alumni donations, and brand loyalty. However, that’s shifting now since the advent of Name, Image, and Likeness (NIL) regulations in 2021, granting college athletes the long-overdue right to make money off their names too. This transformation is not just a victory for athletes; it’s a fascinating case study in modern branding opportunities for all students. 

While athletes are still navigating these relatively uncharted waters, the non-athletic students always had the freedom to explore entrepreneurial avenues. This aspect has helped campuses become grounds for mutual learning between athletes and their peers. Co-branded opportunities—where student athletes and their universities both benefit—serve as a compelling bridge. Yet, these new frontiers in personal branding aren’t just about short-term gains. They are exploratory platforms where students can fine-tune marketing strategies, create partnerships, and understand target demographics. As students leverage their newfound NIL sponsorship opportunities, colleges are presented with the potential to redefine their brands in a landscape where everyone stands to gain.

Brittney Whiteside, the VP of College Partnerships at Altius Sports Partners, says that an NIL sponsorship will create a lot of different opportunities for students, and even build better relationships between them and their institutions. She also added that the concept of co-branding can facilitate this relationship through a number of several factors.

Whiteside has extensive experience in the field of college athletics and partnerships, working previously as Deputy Athletics Director at the University of Virginia, Senior Associate Athletics Director at Appalachian State University, and Director of External Engagement at the University of Missouri.

 

Whiteside’s Thoughts

Opportunities for General Students and Athletes in College Athletics

“What athletics does, and college athletics in general, is almost that front-facing part of a university, of a brand. And so I do think it’s going to lend itself to more opportunities for general students to think about what brands am I passionate about, how can I leverage my personal platforms to really tell a story about my passion for that brand, and maybe get creative with partnerships.”

On the Timeline for Athletes to Monetize their Name, Image, and Likeness

“It’s really interesting when you think about NIL. Like, athletes only have the opportunity to really start to monetize on their name, image, and likeness starting in 2021. And nonathletes and general student body have always had that opportunity.”

Learning Opportunities for Athletes

“I think athletes have opportunities to learn a lot from their classmates that have explored brand partnerships, and have been able to build a personal brand, and been able to leverage some of the opportunities prior to 2021.”

Brands Becoming Comfortable with College Students

“I believe brands will continue to be more comfortable working with college students. So I think that there will be a comfortability really engaging in this space, and really starting to understand some of the target markets, and just some of the opportunities that exist with college students.”

Follow us on social media for the latest updates in B2B!

Image

Latest

digital freight invoicing
ODeX Is Leading the Charge in Digital Freight Invoicing
April 24, 2025

Global shipping continues to grapple with fragmented billing processes, often delaying cargo movement. According to McKinsey, adopting an electronic bill of lading could save $6.5 billion in direct costs and enable $40 billion in global trade. As vessels carry goods for thousands of shippers per voyage, the administrative burden of managing and reconciling invoices…

Read More
Human Intelligence Movement
Just Thinking… about Reimagining Education for the AI Era with the Human Intelligence Movement
April 24, 2025

As artificial intelligence reshapes education, work, and daily life, educators are grappling with how to prepare students for a future where human skills—not just knowledge—will be paramount. In fact, a growing number of reports highlight that employers increasingly value collaboration, communication, and emotional intelligence over memorized content. Amid this transformation, the Human Intelligence Movement…

Read More
The Value of a Restoration Team with Healthcare Experience
The Value of a Restoration Team with Healthcare Experience
April 24, 2025

In this episode of Inside Restoration & Recovery, host Martha Lewis welcomes Jason McClaren, Director of Facilities Operations at Reunion Rehabilitation Hospitals, to discuss the critical advantage of partnering with a restoration team experienced in healthcare. A former firefighter and military veteran, Jason has spent the last decade managing safety, risk, and emergency preparedness…

Read More
Science of reading
Educators Must Combine 1:1 Tutoring with the Science of Reading to Close the Reading Gap
April 23, 2025

Coming out of the COVID-19 pandemic, the education system faced a seismic shift. Learning loss, especially in foundational literacy, was a national crisis. In 2024, only 31% of fourth graders in the U.S. were reading proficiently, according to the National Assessment of Educational Progress (NAEP). Meanwhile, tutoring exploded as a top strategy to recover…

Read More