Buick launches 'See Her Greatness' NIL campaign ahead of NCAA Tournament

General Motors has been an NCAA partner since early 2011, using the platform to promote its Buick brand.

Thanks to name, image and likeness, however, the automobile manufacturer is now able to partner with college athletes. Ahead of the NCAA Tournament, which starts later this week, the brand has launched a campaign featuring five of the sport’s biggest stars.

Stanford‘s Cameron Brink, South Carolina‘s Aliyah Boston, Iowa‘s Caitlin Clark, UConn‘s Azzi Fudd and UCLA‘s Kiki Rice have all signed agreements with Buick.

The campaign is set to run through March Madness and has been dubbed “See Her Greatness.” On the campaign’s homepage, Buick states the goal is to, “help increase women’s visibility in sports by encouraging viewership, supporting initiatives that drive equity and inclusion, and creating platforms for women to have meaningful conversations about the issues that face them.”

Each athlete has already posted a promotional video on their Instagram account. Every athlete also filmed a short profile on why they fell in love with the game of basketball.

The women’s game is continuing to grow, too. The 2022 NCAA Women’s Tournament championship grew to 4.85 million views – the most-watched women’s title game since 2004. South Carolina’s matchup with LSU in February generated 1.5 million viewers, making it the most-watch regular season women’s college game since 2010. This year’s national title game will be broadcast on ABC for the first time.

Buick makes strategic move in NIL campaign

Buick not only pieced together an extensive NIL campaign, but it also signed the five faces of the college game. Each athlete has excelled on the floor but has major brands off of it, too.

A junior forward at Stanford, Brink is having her best season yet with the Cardinal. She’s pouring in 14.9 points and 9.5 rebounds per contest. With a $179,000 On3 NIL Valuation, she ranks 10th in women’s basketball. Her notable NIL deals include Urban Outfitters and Chegg.

The reigning National Player of the Year, Boston led the Gamecocks to another SEC title and an undefeated record entering the NCAA Tournament. She is averaging 13.3 points and 9.7 rebounds while shooting 56.8% from the field. With a $102,000 On3 NIL Valuation, the forward has aligned with OrangeTheory and Under Armour, too.

Clark may just beat out Boston for National Player of the Year. The junior guard is third in the country with 27 points, also dishing out 8.3 assists. Iowa has the nation’s best offense, leading Division I in scoring (87.5 points) and has a No. 2 seed in the tourney. Her $152,000 On3 NIL Valuation sits No. 12 in college basketball; she signed with Nike back in October.

Fudd has developed into the face of the UConn program next to Paige Bueckers. Despite missing time this season with injury, the sophomore is averaging 15.5 points. With nearly 330,000 social media followers, she has a $180,000 On3 NIL Valuation.

The first athlete to sign with the Jordan Brand, Rice has lived up to the hype at UCLA. The true freshman has started 33 games this season, averaging 11.7 points and 4.7 rebounds. She has a $53,000 On3 NIL Valuation.