How I Watched Jeff Gordon Master NIL 25 Years Before "NIL"
What Student-Athletes Can Learn from Jeff Gordon’s Pepsi Partnership
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NIL Before “NIL”
I grew up near Baltimore playing football and lacrosse - NASCAR wasn’t something I followed. Yet, years later, as a co-founder and partner at the sports agency Fuse—a Pepsi Sports agency—I witnessed firsthand one of the most important lessons of my career about athlete marketing (NIL before “NIL.”)
Observing Jeff Gordon, a NASCAR legend and long-time Pepsi partner, taught me how true professionals maximize brand partnerships. While most student-athletes today won't land deals with global brands like Pepsi, the principles that made Jeff Gordon successful remain universally applicable.
Here are my 5 takeaways that I wish more student-athletes would emulate.
1. Execute Every Obligation with Precision
Jeff Gordon’s partnership with Pepsi lasted almost 20 years. During that time, he consistently met or exceeded expectations, from starring in TV commercials to appearing at promotional events and interacting with fans. His reliability reinforced trust and solidified the partnership.
Takeaways for Student-Athletes:
Dependability is key: Always fulfill your commitments on time, and approach each obligation with genuine enthusiasm.
Consistency builds trust: Regularly deliver quality work to strengthen your partnership.
Attention to detail: Every obligation is an opportunity to impress and reinforce your value.
2. Understand and Align with the Brand’s Goals
Jeff Gordon knew Pepsi’s core objective was driving product sales. And he understood the job. He focused his promotional efforts to stimulate consumer interest and directly support sales initiatives.
Takeaways for Student-Athletes:
Know your brand partner’s objectives: Clearly understand what success looks like for them—whether it's boosting sales, increasing visibility, or community outreach.
Align your actions: Customize your social media content, event appearances, and interactions to support these goals.
Measure your impact: Understand the data like engagement rates, clicks, or direct consumer feedback to quantify how your partnership efforts contribute to the brand’s success.
3. Build Relationships with Your Brand Partners
One standout aspect of Gordon’s approach was his genuine effort to connect not just with top executives but also with employees at every level within Pepsi. This inclusive approach created loyalty and strengthened internal advocacy for the partnership.
Takeaways for Student-Athletes:
Network broadly: Form genuine relationships with all individuals involved, not just the owner or senior managers.
Express gratitude regularly: Simple gestures of appreciation (a note, email, or social media shout-out) build goodwill.
Stay accessible and approachable: Invite and encourage dialogue, feedback, and collaboration from your brand partners.
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4. Be Present and Personable
Gordon’s charisma and authentic interactions stood out. He actively participated in events, genuinely engaged with fans, and showed sincere interest in both the brand’s initiatives and the people supporting them.
Takeaways for Student-Athletes:
Authenticity resonates: Be yourself; genuine personality drives deeper connections.
Active participation matters: Engage enthusiastically in your brand partner’s initiatives and promotional events.
Listening and adaptability are vital: Seek feedback regularly and demonstrate a willingness to adapt and improve your partnership.
5. Think Long-Term
Gordon’s nearly two-decade association with Pepsi was no accident. It was built on consistently strong performance, strategic relationship-building, and a mutual investment in a lasting partnership.
Takeaways for Student-Athletes:
Prioritize sustainability: Seek and nurture relationships with the potential for long-term growth.
Invest in your partnerships: Continually look for opportunities to expand and deepen your brand associations.
Plan for your future: Understand how your current partnerships can evolve and benefit you in the long run, opening doors for future opportunities.
Reflective Questions:
After any Workshop I do with student-athletes, I always ask them to consider the following questions to check in on their performance as a partner to a brand:
Are you consistently meeting your obligations to your NIL partners?
How clearly do you understand and actively support your partner’s goals?
Have you built authentic relationships with people at all levels within your brand partner’s organization?
Are you fully present, personable, and authentic in your brand engagements?
Are you planning for the long-term potential of your partnerships?
Applying Jeff Gordon’s principles can significantly enhance your NIL strategy. By executing obligations professionally, aligning clearly with brand goals, building relationships, engaging authentically, and adopting a long-term mindset, you position yourself to thrive in the evolving NIL landscape. Even without Pepsi-sized deals, student-athletes can still create meaningful, enduring, and profitable partnerships.
Bill Carter is a leading NIL educator and consultant and founder of Student-Athlete Insights. He provides digital courses, live workshops, and consulting to help High School & College Athletes to turn their NIL into income. Bill can be contacted at bill@studentathleteinsights.com.