PowerUp Sports, a sports and marketing agency founded by Brian Davis, has partnered with marketing research firm SmithGeiger to add brand development and digital content creation to its services as it strengthens its position in the name, image and likeness (NIL) space.
NIL refers to the rights of college and high school athletes to profit from their personal brand, including who can get paid for signing autographs, selling merchandise and making public appearances in more than 30 states including California.
Davis decided to launch Newport Beach-based PowerUp in 2023 to provide young athletes with representation, sponsorship opportunities, financial literacy, mentorship and better guidance in student athlete compensation.
SmithGeiger, founded in 2001, will take charge of the brand building and management of PowerUp’s signed athletes, representing almost 200 nationally ranked high school and college football players.
Services include providing research insights, data analytics, social media management and creative assets designed by their Vivid Zero division. It will, at times work in conjunction with advertisers and sponsors that both SmithGeiger and PowerUp will identify.
“We have partnered with PowerUp Sports to create relationships with athletes as they begin their careers and continue building as they move into the professional stages,” SmithGeiger announced on LinkedIn.
“This partnership allows PowerUp to continue to lead the emerging NIL space with a leader in the marketing, advertising and branding space,” Davis said.
The agency also represents sports teams and universities on behalf of the athletes and their athletic programs.
Davis had previous experience with of NIL agreements via his law firm Forward Counsel LLP. It became one of the first law firms to negotiate newsworthy NIL deals, including quarterback Nico Iamaleava’s contract with Spyre Sports Group in 2022.
PowerUp also provides sport-specific training and recruitment guidance with its nonprofit arm California Power Athletes, led by general manager and head coach Ryan Porter.
The firm has raised more than $2 million in seed financing to fund the organization.
