Solly Fulp, ​Learfield’s head of NIL, doesn’t think the rapid surge is a coincidence. Since the NCAA approved NIL compensation in July 2021, high revenue-generating sports like football and basketball have topped the list of earners. Brands most frequently partnered with athletes through production shoots, social media content, ambassador programs, public appearances and autograph sessions. Twenty-two national brands struck deals with college athletes over the fiscal year, including Geico, SeatGeek, State Farm, EA Sports, Uber, AT & T and Marriott. Fulp said the return on investment is high for all parties when athletes pursue deals catered to their specific passions and interests.