Dentsu’s latest deal signals rising holdco interest in NIL creators

The line between athlete and influencer is evaporating as more advertising dollars flow into sports, creator marketing, and into the U.S. name, image and likeness (NIL) cottage industry that straddles both worlds.

Agency holding groups are paying close attention. Japanese agency group Dentsu struck a deal with MOGL, a company providing matchmaking services between NIL creators and brands, Digiday has learned.

The deal grants Dentsu and its clients (which include 7-Eleven, American Express and T-Mobile) access to some 30,000 college athlete creators across 1,100 U.S. universities.

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