Hyatt is launching a new partnership with the University of Tennessee that focuses on wide receiver Jalin Hyatt, a collegiate athlete with the same name as the hotel chain. Before the big game on February 12, the campaign will highlight the wide receiver in media interviews and social media postings to promote Hyatt’s Phoenix facilities.
Other brands such as Lulu’s and Lacrosse Unlimited are striking up collaborations with collegiate athletes. This business trend stems from a want to connect with new customers, especially members of the Gen Z generation.
“College athletes are celebrities [to] Gen Z,” said David Morrissey, co-founder of Postgame, a full-service NIL influencer marketing agency for college athletes. “You don’t want to age out with your consumer, you want to be able to access a younger one.”
Image Credit: Ivy Liu
