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Five Steps To Build Creator Marketing Programs That Work

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Five Steps To Build Creator Marketing Programs That Work

A creator’s singular focus will always be to create content that resonates with their audience. If they stop doing that, they lose their relevance and quickly fade away. That means their level of interest and engagement with your brand will be driven by the degree to which your product will interest their audience. While you may be able to buy your way into a sponsored post or one-off call-out, you won’t get authentic content if the creator doesn’t see the fit (and they may turn you down at any price). Take the time to review the creator’s content and think about how your brand could fit in. If they can sample the product or service, let them do that. And ultimately give them creative control of the content they create because something authentic that hits only a few of your key messages will be more effective than a boring video that covers every one of your talking points.

Influencer marketing may be a relatively new area of focus, but that doesn’t mean you should approach it any differently than the rest of your marketing mix. In building your strategy, include both an early test and learning phase and target metrics you will use to assess the performance of your ongoing partnerships. Like any marketing program, you can start small with only a few partners and use those projects to learn what does and doesn’t work for reaching your audience. Only once you are clear on what kinds of creators and content will deliver results should you start to scale. Putting the wrong type of content in front of more people will only burn through your marketing budget faster.

Know Your Audience

Analysis by the Harvard Business Review has shown that influencer marketing can have a positive ROI when done right. To give your campaign the best chance of success, you need to ensure it is a win for the creator. One simple way we did this at GREE was to use our advertising spend to amplify creator content. For us, it meant hearing from someone that audiences would find far more credible than a traditional ad. For the creators, it meant we were helping get their videos in front of new potential audience members and grow their channels. With their following growing and those new users coming in based on interest in GREE games, it initiated a positive reinforcement loop for everyone involved.

Relevance > Scale

Dave Rosen is a marketer at BCKR, former CEO of WIMO Games, and has 22 years of leadership experience in gaming, digital media and sports.

Content Alignment

It’s easy to become enamored by the idea of working with someone who has a huge follower count. But a larger following doesn’t mean a more effective campaign. At BCKR, we make collegiate-licensed high-performance outerwear. Our initial products are for the University of Texas, Ohio State University, the University of Georgia, and the University of Oregon. As we’ve built our influencer marketing strategy, we aren’t looking for creators with the largest sports audience, college sports audience, or even college football audience. We want to work with people making content specifically for the fans of each of those universities. A partnership with an Oregon Ducks football fan account that has twenty thousand followers will be far more effective than a partnership with a broader sports creator who might have hundreds of thousands of followers. The bonus is that the more niche a creator is, the lower your cost of entry to work with them will be. Don’t pay to reach beyond the audience you need.

Win-Win Relationships

Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?

Test And Learn

Influencer marketing has gone from the fringes of the “Mommy Blogger” era of the early 2000s to one of the dominant platforms for product and brand marketing today. From product launches to elections, the impact of influencers (AKA creators) led global communications firm Edelman to call 2024 “the year of the creator.” Yet, for all the recognition the primacy of influencer marketing is receiving, companies still struggle with building effective influencer-based marketing strategies. Here are five practical steps that will help marketers deliver successful creator partnerships.


An effective influencer-based marketing strategy begins with a deep understanding of your audience. It’s not enough to identify your category; you need to consider what kind of consumer will be interested in your product. When working on the EA SPORTS Active 2 fitness products for Wii, PlayStation and Xbox, we couldn’t think of our audience as just gamers, console owners, or even sports fans. We zeroed in on busy moms, with kids living at home, who wanted to exercise but didn’t have time to drive to the gym. So when we went looking for influencers to work with, we could grade their potential by the relevance of their content to the interests of a mom who fit that profile.


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Every college football team that declined their bowl game on Sunday

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Years ago, schools basically cued in line to plead for a spot in a post-season bowl game. Of course, that was an era before every breakfast cereal, motor oil, or obscure mortgage company was sponsoring its own personal bowl game. But Sunday emphasized a growing trend with a number of teams saying ‘thanks, but no thanks’ to bowl berths on Sunday. The final count included at least 10 teams that turned down bowl berths.

The denials sprang from a variety of potential reasons– from pouting over exclusion from the College Football Playoff to teams not wishing the dive into postseason play in the midst of coaching changes to teams that had given up hope at a bowl and moved on with the offseason. But Sunday’s massive exodus of teams NOT playing in bowls certainly made some college football history.

The Wrath of the Irish

Notre Dame’s bowl denial will probably draw the most attention. The Irish finished one spot out of the College Football Playoff, and accordingly decided that they would pass on the gamut of lower bowls. Notre Dame was purportedly offered a spot in the Pop-Tarts Bowl to play the team ranked behind them in the CFP rankings, BYU, but turned it down flat.

All of college football (and even some college basketball celebrities) weighed in on the propriety of the Irish bowl declination, but it’s a massive move that could reverberate throughout future bowl seasons.

Two Big 12 Coaching Shifts

Kansas State and Iowa State each turned down bowl invitations. In both cases, there are coaching transitions underway. Iowa State lost Matt Campbell to Penn State and is replacing him with Jimmy Rogers. Kansas State saw Chris Kliemann retire and Collin Klein replace him.

Despite the business excuse, the Big 12 made it clear that the decision was not a popular one at the league level. Both schools were fined $500,000 for turning down bowl bids.

Bowl Denial Dominoes (or Sunday Choas for the Birmingham Bowl)

While the NCAA had exactly the number of teams with six or more wins that it needed to fill the bowl vacancies, these three teams declining bowl berths caused the bowls to have to dip into the pool of 5-7 teams. A multitude of 5-7 teams declined bowl bids before Appalachian State finally completed the bowl picture by agreeing to play Georgia Southern in the Birmingham Bowl.

At least seven teams were reported to have turned down last-minute bowl invites off of 5-7 seasons. The list includes Florida State, Auburn, UCF, Baylor, Rutgers, Temple, and Kansas. The 11th hour bowl chaos led to more than a few jokes online. While the 82nd bowl berth was finally filled, at least 10 teams passed on postseason play on a memorable Sunday.





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Are Ohio companies interested in NIL deals with high school athletes?

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Dec. 8, 2025, 6:05 a.m. ET

Fred Horner bleeds black and orange.

The owner of Advanced Industrial Roofing is a Massillon football booster and member of the Sideliner program, an initiative where community members act as mentors for varsity players, providing personal guidance and support.

He’s willing to help out Washington High School athletes any way he can. But don’t expect his company to start handing out lucrative name, image and likeness deals to high school students now that the agreements are legal in Ohio.



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The College Football Playoff Committee took the messy route, but still landed on the right bracket

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If you want to hammer the College Football Playoff Committee for taking the scenic route on the way to the final bracket reveal, go ahead. That wasn’t the path many of us would have taken, especially if the goal were to set a clear expectation of what the final CFP bracket would look like.

Through more than a month of nationally televised CFP rankings shows, the Committee insisted on keeping Notre Dame slotted ahead of Miami. It didn’t matter that Miami possessed a head-to-head win and an identical record. The Committee told us repeatedly that it felt Notre Dame was better. As a result, we believed that’s what the people in that conference room in Grapevine, Texas, would do at the end.

They didn’t. On Sunday, when the final bracket featured Miami and not Notre Dame, it caused confusion and frustration. No, it was a shock. People couldn’t fathom how two idle teams could be flipped on Selection Sunday when neither team played during championship weekend.

We’ll get into why that happened later, but here’s the important thing: It’s not about the journey, it’s about the destination. And the destination was unequivocally correct. The games still matter and the notions of what we — or the people on the Committee — think would happen in the future didn’t come into play, even if we spent the last month thinking they would.

Miami couldn’t have been left out of the bracket while maintaining the integrity of the games. Had the CFP Committee included Notre Dame and not Miami, what they think would have taken priority over what happened on the field. Notre Dame and Miami’s resumes were similar enough that the result of the game had to matter the most. It couldn’t be ignored. It wasn’t.

If it wound up being ignored, that would have thrown the selection process into a chaotic world where the Committee members could veer from the guardrails — the games – and do whatever they want. So for at least another year, we get to live in a world where the CFP Committee leaned on the results of the games more than personal notions.

If you want to get into why the CFP Committee made this harder on themselves, that’s fine. They could have ranked Miami higher from the get-go, which would have stripped away all of the shock and confusion Notre Dame fans are feeling right now. The Committee made this harder for no reason.

So what’s the explanation for how the jump happened?

“Not until they really got to close proximity — side by side — with the move with BYU were we able to evaluate just those two teams. We always had someone between them,” CFP Committee chair Hunter Yurachek said on ESPN’s broadcast.

It’s all nonsense. How the CFP Committee could ignore the result of that game until its final deliberations doesn’t really make sense. If you’re questioning the process, please do it. There are plenty of holes to poke. But poking the process after the results are right is much better than poking the process after unjust results.

That brings us to Alabama, which got in despite losing to Florida State at the beginning of the year and getting blown off the field by Georgia in the SEC title game Saturday. Why didn’t Notre Dame and Miami go? How did Alabama get in still? Well, it all came back to who you beat.

Yes, Alabama had one more loss than Notre Dame. But its strength of schedule — which ranked No. 11 in comparison to Notre Dame at No. 42 and Miami at No. 44 — carried the day. Contrary to the propaganda the SEC dispersed last year about being penalized for playing tougher schedules, Alabama was actually forgiven for the extra loss because it beat Georgia during the regular season. That’s the benefit of playing in a tougher conference. You get a mulligan.

People have reason to be upset because of the unorthodox path the CFP Committee took.

But leaving Miami out in favor of Notre Dame would have been a miscarriage of justice. Feelings would have taken precedence over results, which ultimately means seasons could be simulated and teams could be slotted based on data.

This CFP Committee, more than others in the past, felt erratic. It felt like this Committee could have done something unconventional. But at the end of the road, it did what was right.

Even if you’re angry, be happy about that.



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Major changes predicted after controversial College Football Playoff decision

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Whatever decisions the College Football Playoff selection committee eventually make, there seems to always be some form of controversy, and the 2025 bracket was no different after a consequential decision between Miami and Notre Dame.

With that controversy in mind, ESPN college football announcer Chris Fowler believes the playoff format and selection process could undergo yet more reform in the future.

More change could be on the way

“This is a bracket that’s going to be talked about forever. And not just because Notre Dame got excluded. But because of the framework that created the choices that the committee had to make,” Fowler said on Sunday’s selection show.

Fowler pointed to the “tweak” the College Football Playoff made a year ago, when it ended the confusing distinction between seeding and ranking, and believes another structural alteration could follow after this year’s dilemma.

“There’s going to be something more than a tweak going forward because all of a sudden, inclusivity, which most people in the sport think is a pretty good idea…

“Inclusivity sounds good until teams like Notre Dame and Texas and Vanderbilt get squeezed out. Then people have a serious problem with it.” he said.

Notre Dame felt it coming

Schools take a brave face in public when they have a chance to make the playoff, but the reality behind the scenes is often a little more nerve-racking.

Fowler added: “This is one we’re going to talk about for a long, long time. If you’re Notre Dame, you’re crushed. They were worried about this.” 

“I know they projected confidence, but there was a lot of unease on the part of Marcus Freeman and others because they saw them drop last week and now in consecutive weeks without playing, they have dropped in the rankings. And it ends up costing them despite a 10-game winning streak to finish the season.” 

Miami over Notre Dame was the right call

Notre Dame had been ranked ahead of Miami in the College Football Playoff rankings until Selection Day itself, when they swapped the Irish for the lower-ranked Hurricanes at the most crucial moment.

Still, despite whatever criticism there may be around the selectors’ decision-making process or timing, what happened on the field still should trump everything else, the ESPN veteran says.

“I have no problem with Miami getting in based on the head-to-head, even though it was early in the season,” Fowler said. 

“They won that game at the line of scrimmage… That was real. It was a late field goal that won it, but it still matters. And I think has to matter, or there’s no incentive to schedule any kind of meaningful non-conference game. 

“That’s not the committee’s job to protect that, or the committee’s job to protect with a sentimental eye [the] conference championship games, but those are also in danger, as we know, going forward.”

Read more from College Football HQ



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Major college football program declines bowl game bid after losing head coach

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The Iowa State Cyclones will not play a postseason bowl game after all.

Iowa State (8-4) has reportedly declined a bowl bid as the program moves immediately into a coaching transition that accelerated this week, multiple people familiar with the situation told On3.

The decision arrived after Matt Campbell accepted the Penn State job, and Iowa State named Washington State’s Jimmy Rogers to replace him.

The Sun Belt fined Marshall $100,000 after it withdrew from the Independence Bowl in 2024 because of a mass player exodus.

The Big 12 itself has fined member schools previously in 2025 for other infractions, so financial penalties or public reprimands are within the conference’s authority.

The Big 12 will formally review Iowa State’s decision and consult with bowl partners to determine a potential fine or punishment. 

The Cyclones opened the 2025 season 5-0 and at one point reached the national rankings, but a four-game midseason slide pushed them off that path.

The team recovered with late wins over TCU, Kansas, and Oklahoma State and reached bowl eligibility with a 20-17 road victory at TCU on November 8.

The season finished at 8-4 overall and 5-4 in conference play.

Iowa State Cyclones quarterback Rocco Becht.

Stillwater, Oklahoma, USA; Iowa State Cyclones quarterback Rocco Becht (3) passes during the second half against the Oklahoma State Cowboys at Boone Pickens Stadium. | William Purnell-Imagn Images

The reported decision to decline a bowl is tied directly to off-field upheaval.

Campbell’s move to Penn State and the subsequent arrival of Rogers left Iowa State confronting immediate questions about who would coach a bowl game, which assistants would stay for postseason preparation, and how roster availability might be affected amid late-season transfers and staff turnover.

Initial reporting cites those uncertainties, along with the program’s desire to pivot quickly toward building for 2026, as the rationale for opting out.

This choice comes on the heels of a similar development earlier in the week: Kansas State, another bowl-eligible Big 12 team, informed the conference it would not accept a bowl invite.

Read More at College Football HQ

  • Nick Saban sends strong message on head coach replacing James Franklin at Penn State

  • ‘College GameDay’ announces celebrity guest picker for SEC Championship game

  • Kirk Herbstreit reacts to ESPN College GameDay’s historic reveal

  • Andy Reid reportedly involved in coaching candidate rejecting Penn State





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Notre Dame football only hurts itself by opting out of bowl

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Updated Dec. 7, 2025, 6:24 p.m. ET





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