September saw Sam’s Club, the US membership-only retail warehouse chain owned and operated by Walmart, launch a programme leveraging the NCAA’s new NIL (Names, Images, Likeness) rules for college sports stars through a student sports grant initiative for an initial team of 10 college athlete ambassadors.
Sam’s Club, which was founded in 1983, was named after Walmart founder Sam Walton and its model was based around keeping prices low for consumers, small business owners and organizations with the aim of building self-sufficient communities.
According to the company, it is now extending Walton’s legacy into the world of college sports to support for local athletes through grants of $10,000 for 10 qualifying candidates.
But there’s one significant brand-linked catch: all these athletes must share some version of the name of the brand’s founder – Sam.
Thus far the brand has named four recipients to its student athlete team of Sams and it has launched a TikTok led campaign featuring them and searching for six further qualifying young sports stars to complete the line-up.
The September social creative urges viewers who are student athletes at schools in Divisions I, II and III to make a case for why they belong on the team by dueting with the brand’s recruitment video.
@samsclub Recruiting season has officially started at Sam’s Club ⚽️♀️ #teamsamsclub #SamsAthlete #college #sports
The four athletes chosen so far are from different colleges and sports and the Sam’s Club roster includes University of Florida track & field star Samieryah Bradwell; Georgia State football player Sam Pinckney, University of California Los Angeles gymnast Samantha Sakti and Southern Methodist University soccer player Sam Estrada.
Each of whom was, according to the brand, selected for representing Walton’s built-from-the-ground-up ethos.
“Supporting these athletes gives us a chance to connect with members in a new way, support students, and rally behind many underrepresented collegiate sports. It’s a win-win,” explained Sam’s Club Chief Merchant Megan Crozier.
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The changes followed a decision by the Supreme Court to allow name, image and likeness sponsorships of college athletes – who had previously long been excluded from reaping financial benefits for their college sporting talent.
Sam’s Club is the latest brand to leverage the NCAA’s new NIL (Names, Images, Likeness) rules changes (along with a mix of fresh state legislation) passed in summer 2021 means that US student athletes are finally now able to make money from playing college sports.
Other recent examples include Denny’s ‘All-Pancaker Team’, Unilever’s Degree deodorant brand’s ‘#BreakingLimits‘ programme, Kool-Aid’s ‘Kool-Aid McKinstry’ social swap and Beats By Dre’s ‘Legendary’ tie-up with Shedeur Sanders, as well as Dr Pepper’s deal with Clemson quarterback DJ Uiagalelei to star in a national ad campaign and United Airlines’ signing of Oregon defensive end Kayvon Thibodeaux and American Eagle’s #AEAthleticDept.
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