Fairfax, Va. — George Mason University Women's Soccer student-athlete Madyson Taylor continues to demonstrate the power of student-athlete driven marketing through her recent Name, Image & Likeness (NIL) collaboration with Crumbl Cookies.

Using Mason's Student Athlete Score (SAS) analytics platform, Taylor's content delivered standout performance metrics that highlight the growing impact of student-athletes as authentic brand ambassadors.

Taylor's post generated 114,000 total impressions, placing her in the top four overall for impressions among all tracked content related to the campaign. Notably, she ranked No. 1 among individual athletes for total mentions, outperforming 46 athlete mentions across the platform. The only accounts ahead of her in overall impressions were official team or athletics accounts, underscoring the reach and influence of Taylor's personal brand.

"We partnered with Madyson because her bubbly personality aligns perfectly with our brand, and she's an outstanding soccer player," said Holly Venegas, Crumbl Cookies Bristow Store Manager. "What stood out most about the NIL program was how simple and fast the process was—her ability to connect with audiences on platforms we're less familiar with has significantly boosted our business."

In addition, the campaign recorded 36 university-related mentions tied to Crumbl, further amplifying visibility for both the brand and participating institutions.

The performance also reflected a 24% engagement rate, significantly higher than the typical social media benchmark, signaling strong audience interaction and authentic brand resonance.

"This is exactly the type of impact we look to create through our NIL ecosystem," said Janard Estell, Director of Player Management & NIL at George Mason Athletics. "Madyson's results show how student-athletes can drive real marketing value for brands while building their own personal brand and professional opportunities."

"At the end of the day, NIL opens up so many doors and opportunities that go beyond just being an athlete because, of course, you're so much more than just an athlete," said Taylor.

Taylor's success illustrates the evolving landscape of NIL partnerships where student-athletes serve as powerful micro-influencers with highly engaged audiences. With performance analytics now available through the SAS platform, Mason student-athletes and partners can better measure return on investment and optimize future collaborations.

For Taylor, the campaign represents more than just strong numbers—it opens the door to future opportunities.

High-performing NIL activations like this position student-athletes for expanded partnerships, long-term brand relationships, and additional marketing collaborations with companies seeking authentic storytelling and strong engagement metrics.

As George Mason Athletics continues to grow its NIL ecosystem, results like Taylor's demonstrate how student-athletes can successfully connect brands with the campus and Northern Virginia community.