Harvard student-athletes continue to secure brand partnerships independently despite the university’s January launch of a centralized name, image, and likeness (NIL) platform, writes The Harvard Crimson, a student-run non-profit. 

The One Crimson NIL Exchange, implemented through the Teamworks Influencer app, aims to connect businesses directly with student profiles, but adoption remains limited among the university’s athletic community.

Athletes Find Success Through Social Media

Track athlete Mfoniso M. Andrew has secured deals with major brands, including Amazon, DoorDash, ZipCar, and TurboTax, through direct outreach from companies via social media. 

Andrew, who maintains over 4,000 Instagram followers and 26,000 on TikTok, reports earning between $1,000 and $5,000 for recurring partnerships and $300 to $400 for single posts.

Daniel O. Falode, a triple-jumper with over 8,000 Instagram followers and 19,000 on TikTok, has established partnerships with Electrolit, Stackwell, and Heartbreak Hill Running Company. 

Falode reports receiving up to $1,000 for individual TikTok posts, with smaller companies typically offering $200-300 per post.

Platform Implementation Faces Early Challenges

In interviews with eleven Harvard athletes across seven teams, none reported experience using One Crimson or receiving training on the platform in the month following its release.

Women’s soccer player Gemma L. Maltby notes that many athletes remain unfamiliar with both the platform and the general process of securing NIL deals, describing the independent pursuit of partnerships as labor-intensive without formal representation or guidance.

Christian Bray, Harvard’s Associate Director of Athletics for Compliance, indicates that formal training on One Crimson will be incorporated into annual required sessions at the start of the academic year.

Harvard Athletics spokesperson Imry Halevi reports that university athletes have secured more than 250 NIL deals since the NCAA began allowing such arrangements in 2021. The department characterizes the One Crimson launch as an ongoing process.

“Through ongoing outreach and education, the platform will continue to grow and expand as more student-athletes and businesses explore its many benefits and determine the best way for them to utilize it,” Halevi said in a statement.

Some athletes pursue alternative paths to secure partnerships. Skier Clara E. Lake obtained a merchandise-based deal with outdoor apparel brand Stio through their affiliate influencer application process. Cross-country athlete K. Graham Blanks, who placed ninth in the Olympics last year, secured an NIL deal with New Balance through professional representation before forgoing his remaining eligibility.

The broader collegiate NIL market continues to expand, with total compensation projected to reach $1.67 billion during the 2024-25 season, according to marketplace platform Opendorse, cited by The Harvard Crimson. 

In a recent interview with Net Influencer, Kendra Eidam, Head of Marketplace at NIL-focused tech company Influxer, emphasized the value of athlete influencers, noting, “They’re generating 2.3 times the interaction and engagement of traditional influencers.”

Despite the market booming, some Harvard athletes maintain pragmatic expectations about NIL opportunities. 

Andrew, who has successfully monetized her social media presence, acknowledges the correlation between follower count and earning potential: “I think I’ve come to terms with the fact that I probably will not make a crazy amount of money unless I grow my following by a ton this year. But, I’m okay with that.”

The Department of Harvard Athletics initially partnered with Teamworks Influencer in July 2023 for compliance review and team photo access before expanding to the current marketplace model in January 2024.