- More relaxed NIL rules have opened up new revenue streams
- Twitter and Opendorse hope to expand to more conferences
Twitter has expanded its partnership with name, image and likeness (NIL) marketing platform Opendorse so that US student athletes can monetize highlights of their game on social media for the first time.
Opendorse works with more than 80,000 student-athletes, providing advice on how to take advantage of NIL legislation, understand their market value and manage their endorsements.
The social media specialist has been working with Twitter since last year, helping college students monetize behind-the-scenes video content, such as training tips and fan shout-outs.
Now, thanks to the launch of a new tool that provides athletes in the Pac-12 Athletic Conference with personalized highlights, they can do the same with in-game footage.
Working with sports tech startup Tempus Ex, the Pac-12’s video tool bundles individual highlights from college football and basketball contests into a single package and delivers them to each player at the end of their game.
When these videos are published on Twitter, the social network’s Amplify platform applies pre-roll ads, from which the athletes receive a commission. The plan is to roll out the feature to more sports and more athletic conferences in the future.
“Twitter has always been and will continue to act as a megaphone for athletes to use their voice,” said David Herman, senior partner manager at Twitter Sports. “Now they can use their most impactful moments on the field to earn meaningful NIL compensation. We are excited to showcase this program with Pac-12 football and look forward to expanding it to sports and conferences across the country.”
“We’ve long envisioned a world where athletes have instant access to the moments they create within the lines of their sport,” said Opendorse CEO Blake Lawrence. “The NIL and Twitter Amplify tools take this concept to the next level. Now, athletes can share and monetize their moments in real time. This is the future of athlete-driven marketing.”
Opendorse also works with many prominent programs in the National Collegiate Athletic Association (NCAA) ecosystem, who increasingly recognize the value of providing their athletes with the tools they need to maximize NIL revenue. These skills not only aid recruiting, but also drive awareness and engagement in college sports.
“The Pac-12 is committed to providing our student-athletes with best-in-class technology, tools and promotional platforms that support their individual brands,” said incoming Pac-12 Commissioner George Kliavkoff. “Our partnership with Tempus Ex is focused on enhancing our athlete and fan experiences, and today’s announcement is another important step in positioning the Pac-12 as a leader when it comes to student-athlete promotion and brand building .”
