When McNeese State student team manager Amir Khan went viral during March Madness, it wasn’t fueled by highlight-reel dunks or buzzer-beating shots, but by his work ethic, charisma, and behind-the-scenes leadership that captured the internet—and caught the attention of brands. What followed? A flurry of NIL deals.
Khan’s unexpected rise is more than a feel-good story. It’s a real-world example of how Name, Image, and Likeness (NIL) is reshaping college athletics—and marketing right alongside it.
From Locker Rooms to Healthcare Brand Partnerships
Once restricted from profiting off their personal brands, student-athletes (and even non-athletes in some cases) can now partner with organizations through endorsements, sponsorships, and social media collaborations. For athletic departments, NIL is a new lever for recruitment and retention. For healthcare brands, it’s a chance to connect with culture—and audiences—in a more authentic way.
Where does Healthcare Marketing Fit Into NIL?
While sports drinks and sneaker brands were the first to jump in, healthcare has a compelling seat at the table. At The Partnership, our dedicated healthcare marketing team has seen firsthand how NIL can drive relevance and impact for organizations far beyond athletics. Here’s how:
- Local Faces and Authentic Community Engagement
College athletes are often hometown heroes across Georgia and Florida communities. Partnering with these athletes allows healthcare brands to build authentic, localized marketing campaigns that resonate with key demographics. Whether it’s an orthopedic clinic in Atlanta partnering with an athlete to promote injury prevention or a hospital in Tampa highlighting sports medicine services, the trust and connection athletes have with their followers can translate into meaningful patient engagement.
- Advocates for Health & Wellness
College athletes are prime candidates for promoting healthy lifestyles, making them effective ambassadors for wellness campaigns. Health systems can collaborate with athletes to advocate for preventative care, mental health awareness, nutrition, and fitness programs that align with their mission and services.
- Recruiting the Next Generation
NIL isn’t just about patient outreach for healthcare organizations—it can also power employer branding. Think: student-athletes studying nursing or pre-med using their platform to highlight your organization’s mission. That kind of authenticity sticks.
- Amplifying Digital Reach
Athletes bring built-in audiences. Their digital megaphones—often spanning TikTok, Instagram, and YouTube—can amplify healthcare messages in ways traditional media can’t. Whether it’s telehealth, mental health awareness, or healthy eating, NIL provides a high-trust channel to share it.
The Final Takeaway
Amir Khan didn’t earn his NIL deals by being the highest scorer. He earned them by showing up with heart, hustle, and humanity—qualities that any brand would be lucky to align with. That’s the real lesson here: NIL isn’t just about flash. It’s about finding authentic voices that align with your mission.
For healthcare brands, that’s an invitation. To think bigger. To connect deeper. And to lead with purpose in a healthcare marketing space that’s just getting started.
We’ve Been in the Healthcare NIL Game Since the Beginning
The Partnership was one of the first healthcare marketing agencies in Georgia to activate an NIL campaign, just weeks after the state legalized the format. Since then, we’ve helped brands across industries — create high-impact campaigns with student-athletes at the center. Our most recent work with the Georgia Fruit & Vegetable Growers Association is just one example of how NIL partnerships can drive awareness, elevate purpose, and grow business.
And as NIL continues to evolve, so do we. If you’re a healthcare organization ready to see how student-athlete partnerships can power your brand in Atlanta, Tampa or Southwest Florida, we’re ready to build something great—together.
– Alex Loehrer, VP of Partnership Health
Healthcare brands in Atlanta, Tampa and Southwest Florida leveraging NIL marketing (Name, Image, and Likeness) can build authentic community engagement, promote wellness initiatives, enhance employer branding and amplify digital reach through trusted student-athlete partnerships across Georgia and Florida markets.