Atlanta's sports scene is about to get a branding blitz, thanks to a venture aimed at boosting student-athletes' capacity to cash in on their name, image, and likeness (NIL). Remember the pre-2021 world where college athletes could only dream of monetizing their athletic prowess while still in school? Times have changed, and ‘The Players Lounge’ is leading the charge, tailor-making each athlete's personal brand to attract those lucrative NIL deals. And guess what? This biz has got a pedigree, with former gridiron gladiator, Keith Marshall, at the helm.
Marshall, a former NFL player and Georgia Bulldogs running back, co-founded 'The Players Lounge' after witnessing first hand how student-athletes struggled to profit from their talent under the old regime. Fast forward to today, and you've got athletes raking in dough that used to be a no-go. "I do think it’s important for kids to take control over their brands, make sure that they’re cultivating the right type of persona externally," Marshall told WABE. The stark change in how athletes engage with fans and brands is a game-changer—and you better believe it's all eyes on Instagram, X, and every other social playground where these young sports stars shine.
The dollar signs are dazzling for some. Athletes like Caitlin Clark and Angel Reese have pocketed NIL deals well into the seven figures, showing that the financial floodgates are now wide open. While their peers may not all be swimming in the same cash pool, Marshall sees these contracts as indicators of a burgeoning market. According to WABE's report, the NCAA scooped nearly $1.3 billion in revenue last year alone with March Madness viewership hitting record highs—a sure sign more than just the big names stand to make a windfall.
Building on this momentum, 'The Players Lounge' wants to shoot the ball even further, facilitating direct engagements between student-athletes and their fans. Marshall explained to WABE, "The whole ‘New Media’, and what it means to me, is really direct to the consumer." He draws from experience, using his NFL know-how to drive the business home. It's not just about money.
