MaximBet offers NIL deal to all female collegiate athletes in Colorado
Online betting operator to provide cash and incentives in push to build brand awareness
MaximBet is offering name, image, and likeness (NIL) contracts to every female collegiate athlete in Colorado as the online betting operator looks to build brand awareness in the state.
Underscoring the convergence of legalized sports betting and NIL deals, the contracts are available to all women who participate in Division I, II, or III athletics in Colorado.
The four-month deals include a cash payment, free MaximBet merchandise, and invitations to parties, including the first-ever MaximBet ‘Max-querade Party’ in Denver on October 30.
In return, eligible student athletes must follow the brand on Facebook, Instagram, TikTok, and Twitter, and send a DM with interest via their preferred social platform.
“We are part of the Colorado community, and we want our users to know that we support the team and athletes in their backyards,” said MaximBet VP of brand and communications Doug Terfehr.
“We hope as many qualified young women who love playing for their college or university take advantage of this offer and recognize that we support them in everything they do.”
With online betting operators continuing to fight for market share – particularly in Colorado, home to one of the most competitive markets in the US – the use of micro-influencers for brand-awareness purposes has become increasingly prevalent.
NCAA athletes are effectively micro-influencers in their own right, and Colorado’s sports betting laws don’t prevent them from working with operators.
As part of the agreement, participants will be tasked with promoting MaximBet on their own social channels throughout the four-month term.
They will have latitude in terms of the content they create, as driving signups and betting is not required. The two female athletes who secure the highest level of social engagement will receive an additional four-figure bonus on top of their cash payment.
While the MaximBet initiative is unique, it’s not without precedent. Barstool did something similar earlier this year, signing hundreds of college athletes to NIL deals centered around Barstool merchandise. And PointsBet has a partnership with the University of Colorado, but it does not include student athletes.