What a Sausage Can Teach Us About NIL: Fan-Centric Sponsorships Are the Future

troyosborne2102
Oct 20
3 min read

How Klement’s Sausage and the Wisconsin Badgers created a fan-first NIL campaign that redefines sports marketing. Learn how brands can activate stadium moments with authenticity, storytelling and strategy.

The future of NIL sponsorships isn't about logos or static posts. It's about creating shared experiences between fans, athletes and brands. The Klement's Sausage partnership with Wisconsin Athletics shows how simple products can spark unforgettable stadium moments.

NIL has opened a wide lane for brands to partner with college athletes. But most activations fall short by chasing exposure rather than engagement. Fan-first sponsorships shift the focus toward shared memory and emotional resonance. These are the kinds of activations that don't just reach people. They move them.

Key Takeaways

Experiential NIL campaigns resonate more deeply than transactional ones
Simple products, if aligned well, can become stadium sensations
Athlete participation and narrative design are critical to success
Fan engagement must drive creative, not be an afterthought

Q&A

How did Klement's turn sausage into a marketing strategy?

Answer: By showing up in the right place, with the right message, and the right athletes.

Klement’s Sausage Co. became the Official Brats and Hot Dogs Partner of Wisconsin Athletics through a multi-year sponsorship. The activation included the "Klement's Krew," a group of seven student-athletes who surprised tailgaters with branded swag. During games, a "Brat Blaster" shot sausages into the crowd at men's basketball events, turning the product into a fan magnet. Source

Are you thinking small enough to go big?

What made the activation successful?

Answer: The experience was authentic, physical and unforgettable.

This wasn't just a logo or a hashtag. Fans felt it. Athletes participated. The product made sense for the environment. The activation had layers: surprise moments before the game, branded content captured during the event and narrative extensions through social channels. It was built for memory, not impressions.

Does your campaign live beyond the post?

Can regional or challenger brands do this?

Answer: Absolutely. In fact, they're often better positioned to.

Klement’s is a regional player, not a national giant. Its partnership with Wisconsin worked because it tapped into shared identity—Midwestern food, college tradition and tailgate culture. For smaller brands, the path forward is not louder. It's more local, more relevant and more thoughtful.

Are you aligned with the heartbeat of the fan?

Action Steps

Identify the emotional intersection between your product and the fan experience
Co-create moments with athletes who represent your brand values
Capture content before, during and after the activation for post-event amplification
Think tactile: swag, food, or merchandise that connects physically with fans
Build for narrative, not novelty

FAQs

Q1: Do I need a massive budget to pull this off? No. Creativity and fan insight matter more than spend. A modest, smartly designed activation can outperform a large static campaign.

Q2: What if my product isn't stadium-ready like food or drinks? Find analogs. A hydration brand can activate during summer games. A financial brand can show up during alumni or family weekends.

Q3: How do I get athletes involved authentically? Work with NIL platforms like Learfield or Opendorse. Prioritize fit over fame. Choose athletes who align with your ethos and give them room to co-create.

Q4: Can this work in high school or non-revenue sports? Yes. In fact, it may be easier to create standout moments where the field is less crowded.

The lesson from Klement's is simple: you don’t have to be flashy to be unforgettable. The best NIL sponsorships feel less like advertising and more like community. When brands show up where fans already are, and bring something meaningful to the moment, marketing becomes memory.

The future of NIL is not transactional. It's relational. It's cultural. It's built on shared moments that extend far beyond the screen.

Playbook: Turning Product Brands into Stadium Activators

Step 1: Start with the Fan Map the moments where your product intersects with the fan experience. Look for emotions, not just eyeballs.

Step 2: Choose Athletes Who Match the Moment Forget follower counts. Find student-athletes who embody your brand spirit and can connect with your audience.

Step 3: Design the Physical Experience Think through how your product will appear, be delivered and engaged with during the live event. Is it a giveaway? A pop-up? A gamified stunt?

Step 4: Build the Story Around the Moment Plan pre- and post-activation content. Capture video, athlete reactions and fan testimonials to extend the reach.

Step 5: Amplify Across Channels Use CTV, mobile display, DOOH and social to keep the memory alive. Recut footage for highlight reels, paid media or email.

Step 6: Measure Meaningfully Track sentiment, share of voice and content engagement—not just impressions.

Step 7: Evolve the Experience Learn from the data. Build iterations that bring fans back and deepen brand equity over time.