A growing number of dealerships seeking greater marketing impact are turning to sports and athletes, with Name, Image and Likeness (NIL) partnerships expanding those opportunities.
Digging in: Sports figures such as Pro Football Hall of Famer John Elway, 14-time NBA All-Star Karl Malone and NBA great Jamal Mashburn have helped pioneer a model that demonstrates the branding power of athletes in auto retail. But what's the best approach for a dealership or dealer group when partnering with a sports figure?
Dave Cantin, CEO of Dave Cantin Group—which recently launched a strategic advisory practice focused on professional athletes and automotive dealer groups—told CDG News there are several factors dealers should consider when teaming up with an athlete, with DCG President Brian Gordon adding his perspective.
Athlete investments in dealerships are often driven by personal relationships, but the process should be more strategic and intentional, said Cantin.
The biggest mistake is choosing an athlete based on national recognition rather than whether that person reflects the dealership's values and community, Gordon said.
Dealers and athletes should clearly define roles from the outset—whether the athlete will be hands-on or a strategic partner—and align the economics accordingly, Gordon added.
“Shared values and a clear role for the athlete, that's where it starts,” said Cantin, who built one of the largest single-point dealerships in the country alongside Brad Benson, a Super Bowl champion. “The dealer group brings the operating expertise, the athlete brings influence, relationships and credibility in the community, and both sides need to be honest about that split from day one.”
Between the lines: Gordon—who has spent more than 20 years in brand marketing, building sports marketing and partnership deals for automakers such as Mercedes-Benz and General Motors—said the right athlete partnership can deliver benefits well beyond showroom traffic.
A strong partnership can strengthen manufacturer relationships, support efforts to secure new points and aid employee recruitment and retention, he said.
Dealers should view athlete partnerships as long-term brand-building opportunities rather than simply attaching a recognizable name to the business, Gordon added.
“In an era where the consumer affordability crisis is deepening and dealership consolidation continues, dealer groups are looking for ways to encourage trust, loyalty and engage authentically with customers. Allying with a hometown athlete celebrity can be a powerful local differentiator,” said Gordon.
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New opportunities: Since the NCAA adopted NIL rules in July 2021, dealerships have become some of the earliest and most active local businesses partnering with college athletes, according to a report by The Athletic. While NIL is centered on compensation rather than ownership, Gordon said it is helping fuel broader dealership-athlete business relationships.
NIL has made an entire generation of dealers more comfortable working with athletes and their representatives earlier in their careers.
It has also made college athletes and their managers more receptive to business partnerships beyond traditional consumer product endorsements.
“Automotive retail offers the athlete yearly cash flow, liquidity when they need it, and it’s an appreciating asset,” said Gordon. “In return, the dealership has a standout partner to heighten customer loyalty, community engagement, and employee retention. There are very few business opportunities with all these attractive qualities.”
Bottom line: As athlete partnerships become more common, dealerships that approach them with a long-term strategic focus—prioritizing community alignment, clearly defined roles, and authentic brand building over celebrity appeal alone—will be best positioned to maximize their marketing investment and strengthen customer relationships.
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