About this episode

Lisa Hake discusses athlete partnerships and the importance of authenticity in NIL opportunities.

A conversation with Lisa Hake, the Chief Marketing Officer of Winmark Corporation, the parent company of brands including Play It Again Sports, Plato’s Closet, Once Upon A Child, Style Encore, and Music Go Round. The discussion explores how major consumer brands think about athlete partnerships, what makes NIL opportunities stand out internally, and why authenticity and audience alignment matter more than simple follower counts. Lisa also shares insights into how brands approach storytelling, community engagement, and long-term partnership strategy as college athletics continues evolving in the revenue-sharing and NIL era. What to expect: How major consumer brands evaluate athlete and school partnerships Why authenticity and audience alignment matter more than vanity metrics Practical takeaways for NIL professionals, athletes, and brands building sponsorship strategies

People in this episode

Guest: Lisa Hake

Topics covered

• athlete partnerships
• NIL opportunities
• authenticity
• audience alignment
• storytelling
• community engagement
• sponsorship strategies

Keywords

• NIL
• athlete partnerships
• consumer brands
• storytelling
• community engagement
• sponsorship strategies
• authenticity

Mentioned in this episode

Organizations: Winmark Corporation, Play It Again Sports, Plato’s Closet, Once Upon A Child, Style Encore, Music Go Round

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• NIL Edge Interview: Travis Hansen - BYU - Senior Associate Athletic Director - Revenue Sharing and NIL · February 6, 2026 · 34 min
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