How to turn an NIL partnership into something bigger than a campaign

If you had told me during my college days at the University of Connecticut that one day the company I founded would have its name on the university’s basketball court, I never would have believed you. The story of how we got there started with our decision to enter the NIL space. When NIL (the commercialization of name, image, and likeness for the benefit of athletes) transformed college athletics, Madison Reed was one of the early brands to get involved. As the founder and CEO of a company built on empowering women, I wasn’t looking for a traditional celebrity endorsement. I was looking for partners who embodied the resilience, confidence, and determination that have always defined our brand. From the beginning, we believed women athletes deserved opportunities that had been primarily afforded to their male counterparts. We wanted to build partnerships that created long-term opportunities for women athletes while also growing our business. That’s why we chose to partner with University of Connecticut Athletics, as well as form NIL deals with its athletes—creating a connected program that supported the university, expanded opportunities for players, and gave our brand …