Automotive Dealership
Automotive Dealership
Welcome to the PeakNIL Deal Playbook for Automotive Dealerships — a quick guide to using NIL partnerships to drive awareness, foot traffic, and community engagement.
Whether you’re a local dealership or part of a larger auto group, these examples show how easy it is to work with a student-athlete through PeakNIL. From test-drive content to on-lot appearances and community events, each idea outlines what the partnership looks like, how to run it, and why it works.
What It Is
You invite a student-athlete to test-drive one of your vehicles and create short-form video or photo content promoting the dealership.
How to Execute It
Select a featured vehicle or new model
Film the athlete driving, reacting, and highlighting key features
Post the content across the athlete’s social channels and your own
What You’re Paying For
Athlete appearance and content creation
Social media posting requirements
Why It Works
Test-drive content feels aspirational and authentic. It puts your vehicles in front of younger buyers in a relatable way.
What It Is
You host a short in-person appearance where fans can meet the athlete on the dealership lot.
How to Execute It
Schedule a one-hour appearance window
Promote the event ahead of time on social media
Offer photo opportunities, autographs, or giveaways
What You’re Paying For
Athlete appearance fee
Promotional posts tied to the event
Why It Works
Meet-and-greets drive foot traffic and keep visitors on-site longer, increasing the chance of test drives and inquiries.
What It Is
The athlete highlights your service department by showcasing routine maintenance, detailing, or vehicle care services.
How to Execute It
Film the athlete dropping off or picking up a vehicle
Highlight simple services like oil changes, tire rotations, or detailing
Share content on social media with clear service callouts
What You’re Paying For
Content creation and posting rights
Optional usage rights for ads
Why It Works
Service content builds trust and keeps your dealership top of mind beyond vehicle purchases.
What It Is
The athlete highlights different vehicles, features, or dealership services across multiple social media posts.
How to Execute It
Plan a short content series (weekly or monthly)
Rotate vehicles or departments
Keep posts short, consistent, and authentic
What You’re Paying For
Multi-post content agreement
Optional long-term partnership fee
Why It Works
A series keeps your dealership visible over time and reinforces brand familiarity with the athlete’s audience.
What It Is
You include the athlete in community-focused events sponsored by the dealership, such as charity drives or youth days.
How to Execute It
Align the athlete with a specific community initiative
Promote participation ahead of the event
Capture photos and video for social sharing
What You’re Paying For
Athlete appearance and promotion
Event-related content posts
Why It Works
Community involvement strengthens your dealership’s local reputation while associating your brand with positive impact.
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