The University of Hawaii is leading the way in NIL opportunities, combining community support, innovative strategies, and local partnerships to create a thriving ecosystem for student-athletes. Leveraging the Teamworks Influencer Exchange platform, Hawaii has built a vibrant, community-centric approach to NIL. Below, we explore how Hawaii’s uniqueness as a market and some creative best practices have turned NIL into a cornerstone of its athletics program.

Hawaii: A Unique NIL Landscape

Hawaii’s athletic program enjoys a unique position: as the only Division I college program in the state, with no professional sports teams to compete with, Hawaii’s student-athletes become local heroes. As Kimo Kai, Hawaii’s NIL coordinator, puts it, “We’re the only game in town.” This environment fosters an unmatched connection between the local community and student-athletes.

Sports like volleyball, baseball, and even water polo are as popular as the traditional football and basketball programs, with fans rallying around athletes from diverse sports. Local businesses naturally gravitate toward these athletes, creating a perfect environment for NIL opportunities to thrive.

Best Practices: Hawaii’s NIL Strategy

Hawaii’s approach to NIL is defined by creativity, resourcefulness, and a deep understanding of the community. Here are some key strategies that have driven their success:

1. Strategic Student-Athlete Engagement

When Hawaii launched Teamworks Influencer Exchange, they didn’t simply wait for athletes to sign up. They incentivized participation with exciting opportunities, like a partnership with Dwayne “The Rock” Johnson’s skincare brand, Papatui. By tying product distribution to NIL registration, Hawaii achieved over 90% athlete participation.

2. Building Strong Community Connections

The Hawaii NIL administrator actively recruits local businesses to participate in NIL opportunities. By “playing matchmaker,” Kimo ensures that businesses don’t just focus on marquee sports like football and basketball. Instead, they’re introduced to athletes from water polo, track, and swimming—ensuring a broader range of opportunities.

Small businesses, like a local burger place, have embraced this approach. The burger joint started with ten student-athletes from diverse sports, creating unique and engaging content. The response? Overwhelmingly positive, with plans to expand partnerships even further.

3. Centralizing All Deals Through the Exchange

One key element of Hawaii’s success is the emphasis on centralizing all NIL deals through the Teamworks Influencer Exchange. Kimo is adamant that this approach simplifies the process for staff, brands, and athletes alike, ensuring compliance, efficiency, and better deal tracking. By having all NIL activity flow through a single platform, Hawaii has eliminated confusion, streamlined communication, and made it easier for businesses to engage with student-athletes.

4. Leveraging Local Culture

Hawaii’s unique culture plays a significant role in NIL partnerships. For example, a student-athlete skilled in hula offered performances for events as a NIL opportunity—a perfect blend of local tradition and community engagement. Similarly, partnerships with local land trusts encourage Native Hawaiian athletes to give back to their communities through sports clinics.

Success Stories: NIL in Action

Hawaii’s NIL efforts have already produced some inspiring success stories:

• Local Pizza Join in Waikiki Collaboration: By selecting athletes from various sports, this local business received exceptional social media content directly from the athletes. Some of the content was so well-produced that even the business owner thought it was professionally created.
• The Sandwich Shop Offer: A local sandwich shop recruited over 30 athletes and noted that most student-athletes preferred free sandwiches over cash deals, emphasizing the personal connection between businesses and athletes.
• Community Partnerships: A local land trust plans to fund six-figure NIL opportunities, bringing athletes into community centers to engage with local youth. For these kids, meeting a Hawaii student-athlete is akin to meeting a superstar like The Rock or Bruno Mars.

Looking Ahead: The Future of NIL in Hawaii

Hawaii’s NIL program is just getting started. With plans to host NIL workshops for local businesses, launch collaborative partnerships (like one between an ice cream parlor and the local Boys & Girls Club), and build more opportunities through Instagram and Influencer Exchange, the possibilities are endless.

As Kimo shares, “I’m the only guy working on this, but it’s fun—and it’s working.” With a little creativity, community support, and the right tools, Hawaii is proving that NIL success is possible even in smaller markets.

Hawaii’s innovative use of the Teamworks Influencer Exchange platform offers a blueprint for other schools looking to elevate their NIL programs. By fostering local partnerships, prioritizing community, and embracing the unique spirit of Hawaii, they’ve set a high standard for NIL excellence. 

Ready to take your NIL strategy to the next level? Contact us today to learn how Teamworks Influencer Exchange can help streamline deals, maximize opportunities, and empower your student-athletes for success.