• by Fern Siegel , April 10, 2025

TheLinkU, the NIL (Name, Image, Likeness) platform focused on opportunities for college athletes and institutions, named Digital Sport by Hot Paper Lantern its social media AOR.

The account was won after a competitive pitch.

DSHPL will lead strategic communications efforts for TheLinkU, including media relations, partnership visibility, social-media strategy and content development. 

“As TheLinkU expands its market-leading products and services with schools, conferences and national brands, it’s essential that our story is told with the same clarity and precision that defines our product. Digital Sport by Hot Paper Lantern has the right blend of strategic communications expertise and sports industry acumen to ensure our brand, message, and digital profile are all amplified with precision,” said Austin Elrod, president of TheLinkU.

Elrod says early projects estimate the 2025 NIL market cap will rise from $1.67-$2.5 billion in the inaugural year of student-athlete revenue sharing.

Backed by an evolving tech stack and presence at more than 85 universities, TheLinkU is helping athletic departments navigate the NIL economy.

Mike Adorno, partner, DSHPL, told Accounts on the Move: “The decision to work together was based on the alignment of strategic vision and cultural fit, in addition to our track record of delivering successful marketing and communications campaigns that create targeted awareness and credibility and a longer term reputation.”