Marketing your car wash certainly isn’t a new concept. Since the first car washes began dotting the American landscape in the 1910s, getting your name into the public consciousness has been vital; yet the methods of doing so have absolutely evolved over the years. You can draw attention to your wash through various exploits such as newspaper ads or social media campaigns. One of the more recent and innovative opportunities to spread across the industry is NIL agreements with locally or regionally known college athletes.
This condensed yet comprehensive article will provide an understanding and helpful starting point for car wash owners looking to jump into the world of NIL marketing strategies.
What Exactly is NIL?
There’s a lot to unpack when discussing NIL, NIL athletes, and how you can involve your car wash with this newfangled form of marketing. So, we’ll start right from the ground level and lay out the basics.
NIL stands for Name, Image, and Likeness. In 2021, through a confluence of state laws and altered NCAA legislation, it became possible for student-athletes at all levels of collegiate athletics to begin profiting off their name, image, and likeness. Previously, any student-athlete who accepted funds in any way related to their athletic exploits would have been violating NCAA rules and could have been barred from participating in their respective sport with their respective university.
The decision to allow student-athlete NIL compensation was monumental, resulting in the creation of an entirely new marketing ecosystem where businesses of all sizes could team with star collegiate athletes to promote their products or service. Also important to note, NIL rules and regulations will vary from one state to the next. Not only is NIL compensation recent, but it’s proven to be extremely fluid during these initial years, with a continual stream of state-specific legislative alterations trickling out and determining what NIL looks like in that part of the country.
What is the Cost of a Typical NIL Deal?
A tremendous perk of NIL is that any business can now link up with any college athlete to create a quick, easy, and efficient marketing opportunity. While much of the NIL discussion centers around superstar college football players pairing with mega-brands to create national marketing campaigns, a vast number of less-heralded NIL transactions have taken place on a much smaller, more intimate scale.
In fact, a NerdWallet article cites statistics from Opendorse stating the average NIL deal ranges from $228-$10,000. The nine figure NIL agreements signed by elite college football players skews this number, too. The reality is many college athletes, especially those who already have a foundational social media presence, are eager to link-up with nearby businesses for a reasonable sum. What college kid doesn’t want a little extra cash in their pocket?
How Does NIL Affect My Car Wash?
Certain car washes have already begun taking advantage of the opportunities presented by this modern NIL marketing landscape. The most notable? ZIPS Car Wash. ZIPS sponsored 14 universities and 22 student-athletes during the 2023-24 academic year. RJ Davis (UNC basketball player) and Raheim Sanders (Arkansas football player) are two prime examples. Zips created a series titled “Car Wash Convos” where the athletes would participate in an interview while going through a ZIPS Car Wash. Season 1 of the show received 4 million impressions and over 2 million video views largely through the use of social platforms like Instagram and YouTube.
It’s possible to execute the same premise as ZIPS, but on a local level. Collegiate athletes with a social media presence can link with a nearby car wash to help promote or discuss the business. The partnership can be exercised in many ways, with examples including the athlete giving shout outs to the car wash on their social platforms or making guest appearances in person. There are intermediaries which can help you sort through these NIL specific deals.
How Can My Car Wash Partake in NIL Marketing?
The easiest way to involve your car wash with a local athlete is by reaching out to firms and entities specifically designed to offer such liaison support. One nationally known entity playing in this field is LEARFIELD. This is the group that assisted ZIPS in securing their “Car Wash Convos” series. Another such example is Lyda Law Firm. By visiting the Lydia Law Firm website, you can get in touch with an NIL specialist who will answer questions about what NIL is and how you can make it work for your business, along with helping you find and connect with an athlete befitting your location, budget, and the general marketing strategy your car wash wishes to employ.
Explore the Promising World of NIL
The prominence and influence of marketing is as important as ever in the social media era. Thankfully, marketing opportunities are as abundant as they ever have been, with strategies such as NIL being a perfect example. Not only does NIL represent an opportunity to spread the name of your car wash, it also offers a chance to deeply connect with the local community. It provides accessibility for businesses of all scales to interact with an audience who may have otherwise not come across the name of your wash. And through the use of intermediaries who work solely with NIL athletes and their potential sponsors, getting started is merely a matter of reaching out and taking the first steps to a potentially lucrative, mutually-beneficial partnership with a nearby athlete!
