This article was developed with AI-assisted research and edited by our content team for accuracy and relevance.

College Football Classic Dublin 2025: Kansas State vs. Iowa State and the NIL Global Stage

On Saturday, August 23, 2025, Dublin’s Aviva Stadium will host a historic Big 12 showdown between the Kansas State Wildcats and the Iowa State Cyclones. It’s more than just a football game—it’s a transatlantic sports and business opportunity where Name, Image, and Likeness (NIL) rights turn student-athletes into global brand ambassadors.

With 22,000 U.S. fans expected to travel and a projected €130+ million boost to the Irish economy, the Aer Lingus College Football Classic will be broadcast live on ESPN to millions back home. It’s a chance for American college athletes to play on European soil—and for brands to tap into both markets at once.

The NIL Market: A $2.55 Billion Wave

Since the NCAA lifted restrictions in 2021, NIL deals have transformed college sports marketing. According to EMarketer (March 2025), the total NIL market for the upcoming sports year is projected at $2.55 billion, with around $500 million directly tied to marketing campaigns. But that’s just the surface—collectives and donors often channel additional marketing dollars into NIL activities, making the real brand opportunity even bigger.

Category insight matters. While automotive accounts for only ~1% of NIL deal volume, it represents nearly one-third of total NIL spend, often via luxury vehicle partnerships for star players. Retail, on the other hand, dominates in volume but tends to focus on low-cost activations, like quick-turn social posts. Two-thirds of NIL social deals cost under $1,000, making them accessible for even small Dublin-based businesses during game week

Sport Endorse: Bridging Ireland and U.S. NIL Deals

As a global athlete endorsement platform with Irish roots and American ties, Sport Endorse is uniquely positioned to connect these college athletes with brands on both sides of the Atlantic.

• For Irish brands: Partner with U.S. players during their stay—think coffee shop sponsorships, custom apparel drops, or co-branded content shot against Dublin’s iconic backdrops.
  
• For U.S. brands: Activate European exposure by linking your brand to moments around the Classic, from pep rallies and tailgates to local community appearances.
  
• For athletes: Expand your audience internationally while aligning with authentic, culturally resonant brands.
  

This isn’t just theory—EMarketer’s data shows that emotional connection between athletes and fans drives brand affinity, especially in live-event contexts, The Dublin College Football Classic is the definition of that moment.

Georgia Tech punter David Shanahan teams up with Clayton Hotels, the official hotel partner of the Aer Lingus College Football Classic.

Activation Opportunities Around Dublin 2025

• Luxury Auto Showcase: Automotive brands—big spenders in NIL—could stage high-visibility player arrivals at Aviva Stadium.
  
• Local Flavour Collabs: A Kansas State QB promoting an Irish stout (or non-alcoholic version) on Instagram; an Iowa State running back filming TikTok dances in Temple Bar.
  
• Cultural Exchange Content: Player-led tours of Dublin landmarks, sponsored by travel or hospitality partners, driving cross-platform engagement.
  
• Micro-Influencer Power: Local Dublin retailers can run affordable NIL activations (under $1k) for targeted community reach.

Sport Endorse athlete David Shanahan appears in a Joe.ie feature activating Kerry Group’s partnership with the Aer Lingus College Football Classic.”

Global Event Activation

While Dublin 2025 is a marquee opportunity, you can book athletes on the Sport Endorse’s platform for events all year long. The growth of U.S. sports overseas is accelerating:

• 2026 Aer Lingus Classic: Texas Christian University (TCU) VS University of North Carolina(UNC) (with Bill Belichick as UNC coach) will again bring massive NIL potential to Ireland.
  
• NFL International Games: The Pittsburgh Steelers will play Ireland’s first regular-season NFL game at Croke Park.
  
• Expanding Markets: College basketball, soccer, and rugby crossovers all present future endorsement arenas.
  

By building relationships at Dublin 2025, your brand can extend partnerships into other events, countries, and sports—turning a one-off into a global play.

The Bottom Line

College Football Classic 2025 is more than a football game — it’s a proof point for how college athletics, fan engagement, NIL rights, and global marketing can intersect.

For athletes, it’s a stage to grow their personal brand worldwide. Register as an NIL athlete here to be part of the opportunity.

For Irish and U.S. companies, it’s a platform to engage deeply with transatlantic audiences. Start your one-month Sport Endorse trial to connect with top talent and activate campaigns.