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Twitter and Opendorse team up to help student-athletes monetise video content

Initiative will enable advertisers to sponsor social media content featuring college stars.

4 June 2021 Ed Dixon
  • Twitter and Opendorse venture to allow brands to collaborate with student-athletes for curated video content
  • School marks will not feature in Twitter videos
  • Five US states to introduce relaxed NIL laws from 1st July, with more expected to follow

Twitter has joined forces with social publishing platform Opendorse for a new venture that will provide student-athletes in the US with the chance to monetise their video content.

The new initiative for use on Twitter will pair Opendorse’s endorsement marketplace with the social media company’s video sponsorships, allowing advertisers to sponsor and support brand safe student-athlete content. 

Using the solution, advertisers can browse, pitch, and align with student-athletes for participation in Twitter video campaigns with defined content topics such as training tips, fanbase shoutouts, and more.

In turn, student-athletes will be able to use Opendorse to review advertiser driven invitations and publish video content to their personal Twitter accounts. Once published, pre-roll advertising will run on the video and the student-athlete will be compensated. 

The solution will also ensure that videos uploaded don’t include school marks. 

The programme makes Twitter the first social media platform to share plans for name, image and likeness (NIL) monetisation opportunities.

So far, the states of Alabama, Florida, Georgia, Mississippi and New Mexico have made changes to their NIL legislation, opening up new income streams for student-athletes. The legislation is effective from 1st July. More states are expected to follow in due course.

“Over the years, we have developed content partnerships with networks, teams, and leagues to bring the biggest moments in college sports to life,” said David Herman, senior partner manager for Twitter Sports.

“Athlete-generated content is the final, and most impactful piece of that puzzle. We’re committed to empowering athletes to not only create content, but to earn meaningful compensation once rules changes allow. Our partnership with Opendorse will bring opportunities to athletes across the full spectrum of college athletics.”

Blake Lawrence, Opendorse chief executive, added: “Opendorse and Twitter have partnered to deliver the market’s first clear solution for student-athletes to earn compensation from their NIL rights on social media.

“Since 2013, we have empowered thousands of professional athletes to monetise their NIL on Twitter. This partnership will help connect student-athletes and advertisers and enable them to make the most of this opportunity coming to college sports.”

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