SponsorPro
An innovative NIL marketplace that aids collegiate student-athletes in maximizing brand partnership opportunities.
Role
Marketing Intern
Company
RedWave Ventures / SponsorPro
Scope
Social Media Graphics and Short-Form Video
Dates
August 2023-Present
SponsorPro, a new name, image, and likeness (NIL) marketplace geared towards collegiate student-athletes, needed to build up its brand on social media so they could increase signups on the platform. Co-founded by the “King of NIL” Rayquan Smith, the company was starting up in a crowded market. The social media strategy would not only serve to build awareness around the startup, but also promote its point of difference.
Since the NCAA allowed student-athletes to monetize their name, image, and likeness in 2021, only those from larger, brand-name universities have scored the most lucrative deals. Smith, however, did not come from a large school, yet succeeded in securing a significant amount of deals mainly through his resolve. In the same way, SponsorPro seeks to communicate the message that going to a large school is not necessary to make a splash in the NIL field.
Research
Research was conducted on other NIL platforms and their social media posts. Much of the research resulted in brands that either lacked visual consistency, or were too regimented to the point of feeling corporate. I determined that the social media content should not only be consistent, but relatable.
Ideation
Although the logo for the brand had already been previously created, the color palette and typefaces still had to be further developed. My first iteration of a social media graphic included a green layer placed on top of an image, combined with the use of Avenir, a typeface which is closely similar to what is used in the logo. Although successful, I felt that the design needed to be pushed further.
First comp of a graphic for Instagram
I further expanded on the logo by creating a series of gradients to be used in the social media content, based on the lime green and gray colors provided in the logo. For visual elements, I incorporated a neon effect onto the logo to be used as a separate visual element, and superimposed the company’s motto, “maximize opportunities” in a repeatable fashion. These choices were inspired by sports motion graphics on channels such as ESPN, and have a connotation to athleticism. Combined with the use of Avenir Black, a typeface that is closely similar geometrically to what is used in the actual logo, the result is a consistent look that is fresh, innovative, and daring.
First iterations of graphics with the gradient, neon, and repeated motto elements.
Graphics
In preparation for the official launch of the brand, I created evergreen content to be used to promote the brand and the message it sought to convey. These included information about SponsorPro and Rayquan Smith in both graphic and video format.
Short-Form Video
Since short-form content was a component of the strategy, I also made reels-specific covers and endings with the new SponsorPro identity. I made a series of “inspirational quote” reels which aligned with the research and strategy.
Short-form content for Instagram and TikTok.
Through the process, I also learned how important it was to be timely on social media. I created special graphics every time the brand hit a milestone number of sign-ups, as well as a special graphic to align with New Year’s Day.
Results
My work increased the brand’s visibility across social media channels. The content was picked up and used in various news pieces about the brand, the most notable being an NIL division of Sports Illustrated.
Through creating content for SponsorPro, I learned more about creating content that resonates with an audience and communicates the story behind a brand. Startups need visibility, and content provides that. The content played a role in furthering SponsorPro sign ups, especially during the initial months after the launch.