This week’s Spotlight Insights covers how to grow Olympic sports through consistent visibility, why NIL should be treated as a business opportunity for all athletes — not just stars, and how content quality now matters more than follower count in today’s algorithms. It also highlights the importance of engaging alumni and former athletes, not just current players, to build lasting support and expand a program’s reach.
If You Want to Grow an Olympic Sport, Invest in Its Visibility
What is the key to growing Olympic sports? Intentionally create visibility beyond game days. When fans see high-level sports — like volleyball, gymnastics, or track — they’re often hooked. But that connection doesn’t happen without a consistent plan to showcase it.
Inside access and athlete storytelling should be a priority. Highlighting culture, training, and personalities helps fans connect and care.
Departments should also empower athletes to build their own brands by providing content and education. It’s not just about NIL — it’s about visibility, identity, and growing the sport.
Invest in all your sports, and you build a stronger department.
NIL is a Business Opportunity, Not Just for Star Athletes
Everyone talks about NIL opportunities for five-star recruits. But what about the other 98% of college athletes?
The reality is, all athletes can build their own revenue streams if they understand how to grow a personal brand through content, what brands look for in influencer partnerships and how to leverage their audience for sustainable monetization.
The problem? There are too many dedicated NIL staffers focused on securing deals for only top athletes instead of building long-term brand strategies for everyone.
Hoping to see more NIL collectives and internal units educate all athletes — not just the stars — on how to turn their platform into real business opportunities.
Follower Count Doesn’t Matter Anymore. Content Quality Does.
For years, success on a social media account focused on building follower counts — but the algorithm has shifted.
In 2025, the best content wins. A viral post can reach millions, even with a small audience. Social media platforms are now prioritizing engagement over follower size.
Content quality — with a strategic emphasis on volume — is the key to success.
Don’t get caught up in tracking follower growth as much any more. You should be tracking who is engaging, sharing, and actually consuming the content.
Make this shift from follower-driven strategy to content-driven execution. Quit chasing a follower count. Instead, focus on content that actually moves the needle. It’s time to rethink the approach.
Athletic Departments Don’t Just Serve Student-Athletes, They Need Alumni Buy-In Too
I’ve expressed the importance of athlete-driven media over and over, but don’t get caught up in just focusing on the players currently in the locker room all the time, maximize the power of alumni, donors, and former athletes.
How do you make former players feel connected? How do you leverage alumni networks to build brand reach? How do you ensure every era of athlete still supports the program?
Alongside the goal of winning championships … it’s important to also build lifelong loyalty from the athletes that make it all possible.
At The College Sports Company, we’ve launched a number of new athlete-driven shows in the last couple of weeks. The Fairway Huddle with Penn State Letterman Jason Cabinda is probably our most innovative show across all of the family of networks. Jason’s getting former athletes to come on and compete for prize money playing golf, but also telling their unique stories while doing so. Go check it out here, it’s some good content!
Follow me on LinkedIn to get more daily. Do you have thoughts or topics you’d love to see covered? Drop a comment below or reach out directly—let’s keep the conversation going!
Clay Bollinger 
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