Kansas City Chiefs star tight end Travis Kelce and Publicis Sports this week announced the TEKTA, a new NIL consulting venture that helps brands identify, activate and measure partnerships with collegiate athletes and universities across the fragmented and growing NIL landscape.
According to a press release, TEKTA combines Publicis Sports’ advertiser relationships, fan intelligence and measurement capabilities with Kelce's expertise.
Publicis Sports says its clients will gain access to a broad NIL network spanning 45,000 Division I student-athletes and 68 Power Four universities, with the ability to activate talent from the national to local level based on brand objectives, audience and market.
The partnership aims to provide brands with an NIL solution that will be faster and ensure compliance with current national and institutional rules.
“Many of our clients are looking for ways to connect with customers at a local level, while also delivering scale and laddering up to a regional or national program. This has been challenging — if not impossible — to do from a brand standpoint, given all the pain points,” said Suzy Deering, CEO at Publicis Sports. “Through the unique combination of Publicis Sports, Travis and 3 Arts Sports, we’re able to bring our strengths together to do this seamlessly for our clients.”
Kelce said he hopes to use his experience to help guide the venture.
“The fluid NIL and college sports landscape has everyone scrambling to keep up,” said Travis Kelce. “I am excited to leverage my lived experience and professional perspective to help close the gap for brands and athletes alike. Streamlining the process will allow everyone to fully realize the potential of engaging across the board, including the significant opportunity that lies in those untapped sports and undiscovered personalities.”
The announcement follows on the heels of Publicis’ launch of Influential Sports, an integrated offering that helps brands connect with fans at scale through creator-led marketing by leveraging Publicis Sports’ fan intelligence, and measurement capabilities.
