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!



skilled trades career
A Skilled Trades Career Provides a Future-Proof Path
July 18, 2024

In today’s rapidly changing job market, a skilled trades career offers a viable and attractive option, especially for the younger generations exploring alternatives to traditional college education. Recent trends indicate a significant shift in interest in these hands-on professions. On Straight Outta Crumpton, host Greg Crumpton engages in a lively conversation with Nicole Bass,…

Read More
HVAC careers
How to Bridge the Gap in HVAC Careers Through Education and Inclusion: Insights from Nicole Bass
July 18, 2024

In the dynamic world of skilled trades, the HVAC industry is witnessing a significant transformation driven by leaders like Nicole Bass. With a growing emphasis on practical education and the shift in generational perspectives towards career choices, the discussion around HVAC careers is more relevant than ever. Today, we delve into the inspiring journey…

Read More
Truckpedia Modernize Trucking Operations and Build Robust Presence with Innovation
July 18, 2024

The trucking industry, valued at over $940 billion annually, remains one of the most traditional and least technologically advanced sectors. Small trucking companies, which constitute 95.8% of the industry, often struggle to scale and compete due to outdated practices and limited resources. These companies need innovative solutions to modernize their operations and build a robust…

Read More
personal fulfillment
Personal Fulfillment with Margaret Weniger | Ep. 9 | Growthwell with Josh Byrd
July 18, 2024

Balancing professional success and personal well-being has become increasingly critical in the modern workforce. In the wake of the pandemic, many individuals are re-evaluating their career paths to find roles that offer both professional growth and personal fulfillment. According to a survey by The Muse, 75% of respondents are planning to look for a…

Read More