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Inside NIL Clubs: How Brands Are Reaching Gen Z Through the Athletes They Already Trust

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How Brands Are Reaching Gen Z Through the Athletes They Already Trust

If you’re trying to reach Gen Z, it takes more than ads or polished campaigns. You need trust. Gen Z pays attention to people they believe in. Not celebrities, but students, creators, and athletes who feel real and relatable.

That is where NIL Club comes in.

The platform connects brands with student-athletes who already have strong followings and personal stories that matter. These athletes are not just influencers. They are students with discipline, drive, and real relationships with their communities.

This article explores why Gen Z is different, how athletes play a key role in modern marketing, and why NIL Club is helping brands connect in ways that feel more personal and effective.

Why Gen Z Matters

Born between 1997 and 2012, Gen Z makes up a massive part of the online world. There are around 68 million Gen Zers in the U.S. and about 1.5 billion globally. They scroll, share, and discover through social apps like TikTok, Instagram, and YouTube, often guided not by ads, but by people they trust.

Studies show 82% of Gen Z prefers recommendations from peers over traditional ads. 

They spend billions each year and pay attention to what feels real. They’re drawn to values things like sustainability, social equity, and mental wellness and they expect brands to care too.

That’s why student-athletes connect so well. Their dedication, discipline, and human stories resonate. NIL Club helps bring those stories to light. It lets athletes open a window into their lives and lets fans support them directly, forming real relationships between brands, athletes, and communities.

How Far Can This Reach?

NIL Club started after the NCAA allowed athletes to profit from their name, image, and likeness in 2021. Since then, more than 600,000 students have signed up. Well known brands like SoFi and LoveShackFancy are already on board.

The reach goes beyond the well-known stars. Many student-athletes have 1,000 to 10,000 followers. They may not be household names, but their influence runs deep especially in their local areas or among niche fan groups.

When Sarah posts about a coffee shop, her followers respond. They engage. They share. Her video creates momentum. That same energy applies to other posts too like a story about a new energy drink or a brand with eco-friendly values. If it clicks with her audience, it spreads.

This kind of reach works on two levels. It’s local and personal, but it can scale quickly when the message hits the right note.

What Kind of Impact Does It Have?

What makes NIL Club powerful is its focus on real stories. Word-of-mouth works because it’s built on trust. Sarah talking about the protein bar she eats before practice feels authentic. She’s not reading from a script. She’s just sharing what works for her.

And Gen Z notices.

Three out of four people are influenced by word-of-mouth. For Gen Z, the source matters even more. NIL Club takes that seriously. Its fan clubs let followers pay for access to behind-the-scenes content practice clips, personal updates, or even Q&A sessions. That creates a stronger bond between fans and athletes, and by extension, the brands they mention.

A swimmer posting about a local yoga studio might inspire fans to check it out. A basketball player sharing his playlist could create buzz for an indie music label. 

What Are the Rules in 2025?

NIL isn’t a free-for-all. New rules in 2025 require that deals over $600 get reported to a central clearinghouse. That’s a good thing it builds the kind of transparency Gen Z expects.

Schools can help connect brands with athletes, but there’s a $20.5 million revenue-sharing cap. Beyond that, private collectives can support athletes with additional opportunities. The rules are clear, and that gives brands the confidence to get involved without worrying about crossing lines.

There are still challenges. Athletes juggle packed schedules. Between classes, games, and practice, content creation takes time. Brands that want to stand out may need to offer support storyboards, shoot ideas, or product tips to help athletes share in ways that feel natural.

And authenticity is everything. If Sarah promotes something she doesn’t actually use, her fans will notice. That’s the trade-off. NIL Club opens the door, but it’s up to the brands and athletes to walk through it the right way.

What’s Next?

As Gen Z continues to shape the future of digital engagement, platforms like NIL Club are positioned to grow with them. Social media is no longer just entertainment, it’s a discovery engine. The NIL Club app ties directly into that.

You can picture what’s coming. Athletes using augmented reality filters to show off their favorite gear. Hosting live Q&A sessions with fans. Creating co-branded content in real time. With social commerce expected to hit $1.2 trillion globally in 2025, this kind of connection could pay off in big ways.

Final Thoughts

NIL Club is changing how brands reach Gen Zers. It’s about showing up where Gen Z is already paying attention and doing it in a way that feels personal.

Student-athletes have the trust and the stories. NIL Club gives them the tools to turn that into influence. And for brands, that means connecting with the right people, in the right moment, in a way that feels real.

Want to reach Gen Z in a way that actually works? Start by meeting them where they are right on the NIL Club app.



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2025 NCAA volleyball live updates: Bracket, schedule, highlights

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Updated Dec. 6, 2025, 9:04 p.m. ET



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Emma Reaves Breaks Own School Record in Tri-Meet with URI, Stonehill

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KINGSTON, R.I. — Sophomore thrower Emma Reaves (Westminster, Md.) placed first in the shot put, headlining the women’s track and field team’s first-place finish in the team’s tri-meet with the University of Rhode Island and Stonehill College, winning with 104 points.
 
UNH’s men’s track and field team finished in third with 89 points, while URI won the meet with 96 points and Stonehill closed with 91 points.
 
In addition to Reaves’ win, the following Wildcats placed:
 

  • Women’s Long Jump

    • Sophomore Sarah Moore (Lisbon, Maine), first place (5.75m)
    • Graduate student Autumn Agri (Stratham, N.H.), second place (5.35m)
    • Junior Audrey Thornton (Freedom, N.H.), third place (5.28m)

  • Men’s Long Jump

    • Freshman Rio Calle (Weare, N.H.), fourth place (7.01m)

  • Women’s Triple Jump
  • Men’s Triple Jump

    • Sophomore Ethan Palmer (Bowdoin, Maine), third place (14.60m)

  • Women’s Shot Put

    • Reaves, first place (14.38m)
    • Freshman Payton Goulding (Cumberland, R.I.), third place (11.86m)
    • Sophomore Ruby Prentiss (Falmouth, Maine), sixth place (11.13m)

  • Men’s Shot Put
  • Women’s Weight Throw

    • Reaves, first place (17.87m)
    • Goulding, third place (15.23m)
    • Junior Briana Danis (Hooksett, N.H.), fifth place (15.06m)
    • Prentiss, sixth place (14.31m)1.5

  • Men’s Weight Throw

    • Senior Liam McGovern (North Kingstown, R.I.), first place (19.79m)
    • Abaka-Amuah, second place (19.53m)
    • Senior Jack Washam (Nashua, N.H.), third place (17.73m)

  • Women’s High Jump
  • Men’s High Jump

    • Junior Gunnar Sokol (Berwick, Maine), seventh (1.90m)
    • Sophomore Samuel Grube (Dover, N.H.), ninth (1.90m)

  • Men’s Pole Vault
  • Men’s 1 Mile
  • Women’s 60m Hurdles
  • Women’s 600m Run
  • Men’s 600m Run

    • Sophomore James Gecek (High Bridge, N.J.), seventh (1:25.58)

  • Women’s 60m Dash

    • Nada, first (7.71)
    • Moore, second (7.72)
    • Thornton, third (7.88)
    • Sophomore Eva Roberts (Derry, N.H.), fifth (7.92)

  • Men’s 1000m Run
  • Women’s 300m Dash

    • Thornton, second (42.43)
    • Sophomore Brooke White (Barnet, Vt.), fifth (42.90)
    • Senior Liliana Chirichella (Troy, N.H.), seventh (43.66)
    • Roberts, ninth (45.25)

  • Women’s 3000m Run

    • Senior Claire Ronan (Port Jefferson Station, N.Y.), first (10:09.32)
    • Senior Carolyn Day (Wolfeboro, N.H.), third (10:37.08)

  • Men’s 3000m Run
  • Women’s 4x400m Relay

    • New Hampshire “A” (Chirichella, Hickey, Dillon, Agri), second (4:08.42)

  • Men’s 4×400 Relay

    • New Hampshire “A” (Gecek, Daniel Anderson [Naugatuck, Conn.], Calle, Lesniak), fourth (3:28.38)



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ACU Heads to College Station for First Meet of the Indoor Season

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The ACU track and field team opens its indoor season by competing in the McFerrin 12-Degree Invitational on the campus of Texas A&M on Saturday. The meet will be a low-key meet designed to get in some competition before the Christmas break.

Joining ACU and host Texas A&M in the field will be Baylor, Sam Houston State, SMU, and UTSA.

This meet will be the first competition for several newcomers to the program. There are plans to have three 4×400 relays for the women and the men and some of the newcomers will only run on the relays this weekend.

ACU entries for the men include: 60 (Horatio Brooks); 300 (Gage Heighten); 1000 (Evan Martin); Mile (Benjamin Castro, Vincent Luffey); 3,000 (Mark Barajas, Carlos Cortez); 60 hurdles (Canaan Fairley, Miguel Hall); high jump (Canaan Fairley); long jump (Horatio Brooks); weight throw (Rhet Punt, Matthew Udemba).

There will also be a large relay pool to fill out the three 4×400 relays and this pool includes newcomers who will only be competing in the relays – Durrell Collins, Abraham Olufemi-Dada, Nickens Lemba – and two returnees also running solely on the relays this weekend – Ethan Krause and Ryan McMeen.

ACU entries for the women include: 60 (Lauren Foxworth, Darinasia Taylor, Kee’Lani Whitlock, Neriah Williams, Morgan Morris, Halle Gunter, Jaeden Thomas); 300 (Morgan Morris, Kaycian Johnson); 600 (Madelyn McFadden, Anna Vyn, Gracee Whiteaker, Jalyn Childers); 1000 (Emma Santoro); Mile (Lola Buentello); 60 hurdles (Hana Banks, Nele Huth, Natalie Poe, Skyla Riedel); high jump (Kaia Anderson, Kennadi Payne, Natalie Poe); long jump (Halle Gunter, Nele Huth, Skyla Riedel, Jaeden Thomas); shot put (Sterling Glenn, Ciara Tilley, Mariana Van Dyk); weight throw (Sterling Glenn, Mariana Van Dyk).

Because the McFerrin Invitational will not have a triple jump in the meet, two Wildcats took part in the OU Winter Field Fest. Arthur Jenkins recorded a 14.94m triple jump, while Mackenzie Flaugher went 11.70m.

The McFerrin 12-Degree Invitational will be held in the Murray Fasken Indoor Track on the Texas A&M campus. The field events will begin at 2 p.m. and the running events at 4 p.m. on Saturday.

Coach Miles Smith: I’m excited to see our kids compete. They have been working hard. We have a lot of newcomers who are getting their first taste of collegiate competition, so it will be fun to watch them compete.  Our goal is to come out healthy and learn what we need to work on over the next few weeks before the bulk of our season kicks off in mid-January.

 



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Petitjean, Weber Set Personal Bests In Boston

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BOSTON – The Elon University women’s track and field team opened its indoor season with two members of its distance squad competing at the Sharon Colyear-Danville Opener on Saturday at the BU Track and Tennis Center.
 
Senior Sarah Petitjean led the Phoenix in the 3,000 meters, posting a personal-best time of 9:49.97 to place 52nd in a field of 95 runners.
 
In the 5,000 meters, junior Hannah Weber also set a personal record with a time of 16:29, improving her previous best by nearly three seconds.
 
ON DECK
Elon will be idle for the winter break before returning to competition on Jan. 17 at the Mondo College Invitational at the JDL Fast Track Complex.
 

— ELON —



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Mountaineers Set New 4×400-Meter Relay Meet Record at Indoor Season Opener

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WINSTON-SALEM, N.C.  – The App State women’s track and field team opened the 2025-26 indoor season at the Visit Winston-Salem College Kick-Off on Saturday. A new meet record, set by the 4×400-meter relay quartet of junior Nicole Wells, seniors Damyja Alejandro-Ortiz and Daye Talley, and junior Jayla Adams, punctuated the day’s action. 

“This was a great season opener for all event groups to knock the rust off from months ago. The athletes are really motivated to be back from break and start the season.” said director of track & field/cross country Damion McLean. “Expectations are high this season, so we have to stay motivated on an elite level to be competitive.” 

 

Wells, Alejandro-Ortiz, Talley, and Adams stopped the clock at 3:45.76 for a new meet record in the women’s 4×400-meter relay. The previous meet record was 3:49.07, set in 2021 by Duke’s Jenna Crean, Lauren Hoffman, Megan McGinnis, and Kiara Ekeigwe. The Mountaineers were two seconds shy of the App State school record of 3:43.85, which was set at the 2023 Sun Belt Indoor Championships. Earlier in the afternoon, Adams and Talley finished third (24.39) and fifth (24.77), respectively, in the women’s seeded 200 meters. Adams remains third in the App State all-time list with her personal best of 24.22, which she set during the 2024 campaign. In the women’s unseeded 200 meters, sophomore Kaitlyn McLeod placed fifth with a time of 25.04.

 

In her collegiate indoor debut, freshman Alana Braxton posted a pair of first place finishes in the women’s triple jump (12.32m (40′ 5″)) and women’s long jump (5.87m (19′ 3.25″)). Fellow freshman Ashlynn Wimberly landed second with a leap of 12.14m (39′ 10″) and sophomore Jahaila Wright placed sixth with a leap of 11.60m (38′ 0.75″) in the women’s triple jump. With a leap of 5.31m (17′ 5.25″) freshman Kelly MacBride rounded out the top 10 in the women’s long jump.

 

Senior Ava Studney placed first in the women’s pole vault, recording a clearance of 3.95m (12′ 11.5″). 

 

Junior Kendall Johnson placed second with a time of 7.50 in the women’s 60 meters, coming within 0.08 of her personal best and program record of 7.42, which she set at last season’s SBC Indoor Championships. Wells rounded out the top 10 in the women’s 60 meters with a time of 7.73.

 

With a time of 2:18.09, senior Addison Ollendick-Smith placed fourth in the women’s 800 meters. Ollendick-Smith, who stands second all-time in the program record book, was seven seconds shy of her personal best of 2:11.13, which she set last season.

 

With a personal best toss of 14.70m (48′ 2.75″), junior Dianna Boykin placed eighth in the women’s weight throw. Sophomore Emily Edwards placed eighth with a toss of 12.17m (39′ 11.25″) in the women’s shot put and rounded out the top 10 in the women’s weight throw with a mark of 14.03m (46′ 0.5″).

 

Up Next

The Mountaineers will resume the indoor track and field season with the UNC Asheville Collegiate Opener at Tryon International on Jan. 10.

 



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No. 2 seed ASU volleyball advances to Sweet 16 in NCAA Tournament

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Updated Dec. 5, 2025, 11:15 p.m. MT



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