When collegiate NIL allowance was granted by the NCAA for college athletes in July 2021, a new type of client emerged for sports marketers in the amateur athlete. While strategy varies from school to school, and state to state based on athletic departmental and political regulations, this crop of klout carriers can now capitalize on their prowess with brands. For example, Enrique Bradfield, baseball outfielder for Vanderbilt, was able to solidify an in-kind relationship with Gatorade leading up to his 2021-2022 baseball season. The relationship aimed to fuel the 2020 SEC Freshman of the Year during his sophomore season at one of the best baseball schools in the country.