March Madness is a time for college athletes to come together and create lasting memories with their teammates on the court. While they may not be able to earn money directly from their performances in the tournament, the exposure they gain on social media can lead to lucrative name, image, and likeness (NIL) deals and endorsements.
This year’s NCAA Tournaments showcased several social media stars, from players on underdog teams that made surprising runs to the finals. These athletes experienced significant growth in their social media following and were able to secure endorsement deals as a result of their performances.
One standout was DJ Burns Jr., the NC State big man who led his team to the Final Four. Burns saw a massive increase in his Instagram followers and earned significant NIL deals with various brands. Similarly, Jack Gohlke became a celebrity overnight after his impressive performance in the tournament, leading to endorsement deals just days later.
Players like Paige Bueckers and Jared McCain gained large followings on social media by showcasing their talent and making deep runs in the tournament. Even without breaking records, their success on the court translated into increased online engagement.
Caitlin Clark, one of the biggest stars of the tournament, gained a staggering number of Instagram followers and set records on the court. Her success helped draw a record number of viewers to the Women’s Final, boosting the social media profiles of her teammates as well.
The impact of these athletes’ performances during March Madness goes beyond the court, as they inspire viewers and fans alike. Their social media presence helps elevate the sport and provides opportunities for them to capitalize on their success through endorsements and NIL deals.
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