By: Thomas Burkel
We always hear about the athletes who are able to capitalize on their name, image, and likeness. These athletes have deals with top-tier brands while still optimizing their on-court presence. But no one tends to talk about the other side—the athletes who have hindered their brand because of NIL.
In this article, I will discuss a set of twins who have limited their brand because of poor name, image, and likeness choices and what this means for their brands’ future.
Hanna & Haley Cavinder
The Cavinder Twins have created an influential brand within the NIL landscape. Both twins began their collegiate career at Fresno State, and they made an immediate impact. The sisters received All-Mountain West Conference selections, Hanna Cavinder won the Mountain West (MW) player of the year, and they were the first freshman to be named to the MW All-Conference team at Fresno State. With their impactful play on the court, the twins garnered great success. Throughout 2020, their social presence skyrocketed. The twins posted content about their day-to-day life, basketball, and fitness. The Cavinder Twins reached over 420k followers on Instagram, created their own app, and partnered with some of the top brands such as: Under Armour, Caktus AI, and Ghost Energy.
To elevate their image to another level, the twins decided to transfer to the University of Miami. As Miami is an influencer hub, the Cavinder Twins believed that their social media and on-the-court presence would grow. The sisters were able to create stable success at the University of Miami, however, their on-the-court play was shadowed by their off-the-court presence. The twins decided to retire from basketball after the 2024 season to focus on their branding. This received immediate backlash from their fans and women college basketball fans. According to The Athletic, in 2021 the twins signed with World Wrestling Entertainment (WWE) to help grow their brand and to capitalize off of their NIL. Fans then believed that because of this signing the twins were hoping to build their brand off of the WWE. The twins debunked these claims and highlighted that they wanted to retire from basketball so that they could pursue their business ventures and their brand.
Through analyzing the Cavinder Twins brand, it seems as though they have done a great job of building up an audience who is interested in the content that they produce. However, it is difficult to see how the twins can continue to sustain success in a developing industry. The twins relied heavily on being twins on the court, so it may be difficult for them to continue notoriety off of it. The twins also received backlash and a lack of trust from their audience, which diminished the validity of their brand.
The Cavinder Twins also diluted their brand image by partnering with too many brands that didn’t speak to their identity. In particular, the twins partnered with the brand Caktus AI. According to Front Office Sports, the twins received backlash from partnering with this brand as there were accusations that the company used its platform to promote plagiarism practices. Although these are all ‘alleged’ claims, it’s still not the best company to partner with, especially as student-athletes. The twins also dealt with their brand outpacing their athletic performance. A select few college athletes can generate growth on and off the court with their brand. However, the Cavinder Twins were able to sustain great success through their brand but not through their on-the-court play. This raises some questions if the Cavinder Twins will be able to sustain the same success, even away from basketball.
What the Cavinder Twins Represent for the Future of NIL
The Cavinder Twins are a great example of athletes who prioritized NIL over basketball. Even though this is great, it is difficult to see long-term success for their image. Many times athletes have different areas that allow them to stand out. Whether this is through their on-the-court play, their personality, or hobbies. The Cavinder Twins relied heavily on their on-the-court play to sustain notoriety, so it may be difficult for them to attract a future fanbase and have prolonged success in their industry. This is helpful for future athletes who are hoping to maximize their brand. It is always important to have different areas that make you special and to highlight those qualities. This will allow your target audience to be engaged with who you are as a person, and stick with you as you navigate your brand. It will be interesting to see the future of the Cavinder Twins brand, and how it impacts the future of NIL.
Sources:
Author(s). (2023, October 13). Haley Cavinder enters transfer portal, AP source says. She played at Miami last season. The Athletic. https://www.nytimes.com/athletic/4960564/2023/10/13/haley-cavinder-transfer-portal-miami/
Christovich, A. (2023, March 21). Despite NIL drama, Cavinder twins partake in NCAA tournament history. Front Office Sports. https://frontofficesports.com/despite-nil-drama-cavinder-twins-partake-in-ncaa-tournament-history/
Dosh, K. (2022, January 18). Cavinder twins flex their muscles as entrepreneurs with their latest NIL deal. Forbes. https://www.forbes.com/sites/kristidosh/2022/01/18/cavinder-twins-flex-their-muscles-as-entrepreneurs-with-their-latest-nil-deal/
Under Armour. (2024, July 1). Under Armour welcomes its newest brand ambassadors: Haley and Hanna Cavinder. https://about.underarmour.com/en-us/stories/2024/07/under-armour-welcomes-its-newest-brand-ambassadors–haley-and-ha.html
United Press International. (2024, April 18). Haley Cavinder to return to college basketball, reunite with twin at Miami. UPI. https://www.upi.com/Sports_News/2024/04/18/Haley-Cavinder-sister-Miami-basketball/4011713459567/
Thomas Burkel 
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