As one of the first community banks to enter the NIL space, Arkansas-based FAB&T immediately sought ways to support student-athletes and provide them with a way to give back to their communities in a meaningful way.
In June 2021, an important legal change occurred in college sports, allowing student-athletes to monetize their name, image, and likeness (NIL) as brand expression.
For many financial institutions, this has been both a challenge and an opportunity. FAB&T has embraced this change with open arms, becoming one of the pioneering institutions to enter the NIL space.
Understanding NILs
Historically, college athletes were not allowed to receive compensation for their use of NIL. Doing so would jeopardize their amateur status and eligibility to compete in collegiate sports.
However, in recent years, there have been major changes in the thinking and regulations surrounding NIL. Several U.S. states have passed legislation allowing college athletes to profit from NIL, and in 2021 the NCAA (National Collegiate Athletic Association) will allow athletes to earn money from endorsements, sponsorships, and other opportunities. announced new rules allowing them to obtain
This change has opened up opportunities for college athletes to monetize their fame and popularity through social media endorsements, appearances, autograph signings, and other ventures. It also provided an opportunity to foster important community initiatives for the betterment of people.
Our newest alliance: The Brady Collective Defeating Hunger
As an example, FAB&T's partnership with University of Arkansas baseball player Brady Tygart highlighted the bank's commitment to addressing food insecurity. Through initiatives like “Brady's Bunch Striking Out Hunger” and volunteering at the Arkansas Food His Bank, FAB&T and Brady make tangible contributions to the community.
For every time Brady strikes out, FAB&T pledges to donate to the Arkansas Food Bank, demonstrating our commitment to addressing food insecurity in our communities.
Additionally, Brady's personal involvement extends beyond the game, as he actively participates in volunteer activities with FAB&T employees, including a collaborative effort to pack 7,000 pounds of sweet potatoes for people in need. Work is an example. Brady's passion for addressing food insecurity stems from his experience and education, with its roots in programs offered in high schools.
Looking to the future, FAB&T plans to expand its philanthropic efforts to Brady's hometown in 2024, further strengthening its commitment to fighting hunger. Additionally, Brady's upcoming second annual pitching camp promises to not only hone his pitching skills, but also foster community engagement and support.
And for banks? FAB&T plans to utilize Brady's NIL in its own promotional materials. prime check We launched accounts and baseball-themed debit cards to expand the impact of Brady's advocacy efforts on and off the field.
Community bank expands NIL partnership
Among the first student-athletes FAB&T partnered with was Deebo Davis, a basketball standout from Jacksonville, Arkansas. Consultations with Devo representatives began within days of the bill's passage. By August 2021, an agreement was reached, marking the beginning of an impactful partnership.
FAB&T wasted no time in leveraging the Devo brand. “Deboville” A community effort with a striking signage reminiscent of the iconic Michael Jordan Wings ad from the 1980s.
The impact of Devo and FAB&T's partnership extends beyond just branding. The creation of DEVOTED Readers, which aims to promote literacy in local primary schools, demonstrates the Bank's commitment to community development. Throughout the second year, The program has experienced significant growth and the number of schools and students participating has also increased.
Following Devo's success, FAB&T continued to expand into NIL partnerships, particularly with University of Arkansas women's soccer player Kiley Dulaney. The Kylie partnership combines sports and philanthropy with initiatives such as the Kylie Dulaney Soccer Camp and the promotion of savings app PurinKit, demonstrating FAB&T's dedication to social impact alongside brand promotion. It was shown.
The initiative was featured on billboards, numerous print ads, and in local school publications, garnering strong support from young people, including college students, and helping support financial literacy.
Additionally, Kylie had a passion for animal shelters and wanted to make a difference there. All proceeds from the first soccer camp held as FAB&T Soccer Complex were donated to local shelters.
Banks need to approach NIL responsibly
However, amid these efforts, FAB&T continues to recognize the responsibilities inherent in NIL partnerships. For example, it's important to remember that they are still in college and may do “college-y things” at times. However, NIL offers a unique opportunity to teach these students the responsibility of partnering with other brands. This is a lesson in thinking longer term and thinking about specific situations.
For banks considering NIL, there are also some risks to consider. First and foremost, the bank must assess the regulatory situation surrounding his NIL. With recent changes allowing a college athlete to profit from his NIL, regulations at the state and federal level that banks must comply with may evolve. Failure to comply with these regulations may result in legal action and reputational damage.
Additionally, banks should carefully assess the reputational risks associated with NIL partnerships. Not all athletes align with the Bank's values and image, and being associated with controversial or unethical behavior can damage the Bank's reputation. To mitigate these risks, it is essential to conduct thorough due diligence on potential partners and ensure alignment with the bank's brand values.
Leveraging NIL also involves financial risks. Banks must consider the financial implications of sponsorship deals and endorsements, including the potential for return on investment and the potential for overstretching resources.
Finally, there are operational risks to consider, such as managing contractual agreements, tracking performance metrics, and ensuring compliance with marketing and advertising standards. Banks must have robust systems and processes in place to effectively manage these operational challenges and reduce the associated risks.
mark wilson President and Chief Operating Officer. fab&t.
