Tennessee hosts NIL media marathon to streamline athlete advertising deals
The University of Tennessee partnered with Learfield to run a two-day NIL “carwash” event, where dozens of football players filmed ads for dozens of brands.
In late July, the University of Tennessee and Learfield staged a two-day NIL “carwash” media session, featuring about 50 football players and 29 sponsoring brands. Athletes rotated through photo shoots, audio booths and a VR-styled studio, creating commercials and interview clips with props ranging from potato chips to chicken tenders. Learfield’s on-site team of 11 handled radio and TV scripts, photo setups and brand coordination, aiming to fast-track content for upcoming game-day broadcasts.
The first batch of material is expected to roll out in August, and Learfield anticipates dozens of comparable events at partner schools, involving roughly 1,500 athletes this season. The model mirrors professional-league media days and reflects the growing commercialization of college athletes under the name, image and likeness framework. Experts note that media-creation deals now dominate NIL spending, projected to reach $4.5 billion in 2026-27.
Why it matters
It shows how college sports are turning NIL rights into a streamlined, revenue-driving production process.
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