Partnerships with student-athletes benefit their growth and your bottom line
It was, quite simply, a perfect match. When iconic local retailer Simply Seattle wanted to explore creative and cost-effective marketing efforts, the company enlisted the aid of the city’s most influential brand ambassadors: student-athletes at the University of Washington.
The sports apparel company contacted Dawgs Unleashed, Husky Athletics’ official Name, Image, and Likeness (NIL) and influencer marketing unit.
It didn’t take long for Simply Seattle to become one of Dawgs Unleashed’s most zealous partners. Student-athletes from multiple teams —including Football, Volleyball, Track & Field, Women’s Tennis, and Men’s Tennis — took part in photo shoots for social media, appeared at store openings, modeled Husky t-shirts on their own Instagram or TikTok accounts, and more.
“Every business should try it,” states Jake Smidt, Vice President of Product at Simply Seattle. “You don’t have to start out with a big, risky, expensive campaign. There’s a way to make a small investment and still have a major impact on your business, on the student-athletes, and on the community. Whatever your industry, NIL can separate you and help you stand out.”
While the headlines tout high-dollar deals for star football and basketball players, student-athletes who play on smaller teams — most often on a partial or even no scholarship — appreciate being able to earn a little money through Dawgs Unleashed, notes Executive Director Joe Knight.
“These are some of the most impressive young people in our community,” Joe says. “An investment in them through Dawgs Unleashed is an investment in the future of our workforce and the next generation of leaders in our city and state — all while gaining meaningful partnerships that will make a real impact on your business.”
The impact of these partnerships go far beyond the financial. Volleyball player Alexa Markley earned a valuable internship through her relationship with Simply Seattle. After appearing in a photo shoot, she boldly asked for an internship and scored her first professional job interview.
“I was so impressed with her courage!” recalls Director of Marketing and PR Addie Davis. “Alexa was highly motivated, highly inquisitive and had a great energy. Having someone who’s embedded in UW Athletics within our ranks was really valuable. She was so reliable and made insightful contributions to projects and campaigns.”
“Student-athletes are some of the most motivated people you will ever meet. We will put our hearts and souls into your company just like we do on the court and in class.”
Alexa Markley, former UW Volleyball student-athlete
“There’s a sense among many small- and medium-sized businesses that [partnerships] are only for the biggest companies. But you don’t have to spend a million dollars to get a quality piece of marketing. This is an untapped resource for any business. You’re making an impact for your company. You’re making an impact for the student-athlete. And you’re playing a small role in the Athletic Department at your University.”
Greg Colburn, Colburn Law
Addie credits Alexa with “creating Simply Seattle’s internship program,” which the company intends to continue with help from UW Athletics’ Boundless Futures program.
For Alexa, it was a chance to prove that all the skills she’d learned as an athlete — “communication, teamwork and leadership, and working with diverse groups of people toward a common goal” — and as a student could translate to a business setting.
“In your classes, they tell you about theories and rules and processes and steps. Then you go into the workplace and see that people really do these things. I could apply what I learned in college to my internship,” says Alexa, now studying for her MBA at Pepperdine.
“At Simply Seattle, I was always involved in meaningful tasks that contributed to my growth and development as a professional. It taught me what a positive work environment is like.”
The opportunity to develop career-boosting relationships is a key factor in attracting and keeping the best and brightest student-athletes. That’s one of the reasons business owners like attorney and former UW Baseball player Greg Colburn decide to pursue Dawgs Unleashed deals.
“When I played, there was no opportunity to earn money. I’ve always wanted to help out with the financial burden of being a collegiate athlete,” he notes.
Colburn Law Accident and Injury Lawyers sponsored the GoHuskies podcast and paid Men’s Basketball players to promote the firm on the air. Colburn Law discovered “a surprising amount of traffic that would move to our social media feeds and website during the podcasts,” the Big W member noted.
“In our area, any connection with the Huskies tends to stick with people,” says Greg, who will soon partner with Washington Baseball student-athletes for new marketing ventures.
You can partner with a UW student-athlete to market your business!
Contact Joe Knight at Dawgs Unleashed to learn more, [email protected] or 206.543.2234.
