Lithia Ford Lincoln of Boise Expands NIL Efforts

The local dealership continues its long-term partnerships with Boise State student-athletes.

Updated on Oct. 29, 2026 in Philanthropy

Lithia Ford Lincoln of Boise Expands NIL Efforts

Live Poll

Do NIL partnerships help local fans feel more connected to their university's athletes?

Lithia Ford Lincoln of Boise has maintained name, image and likeness (NIL) partnerships with Boise State athletes since 2022. The program integrates student-athletes from the school's football, basketball and soccer teams into marketing and community events.

Why it matters

These partnerships allow local businesses to build direct ties with university sports programs while providing student-athletes with compensation opportunities. The initiative also strengthens the relationship between the dealership and local fans through interactive engagements.

NCAA athletes first became eligible for name, image and likeness compensation in 2021. Lithia Ford Lincoln of Boise launched its specific program to leverage these regulations in 2022.

The players

Lithia Ford Lincoln of Boise

This local automotive dealership manages marketing and promotional efforts involving Boise State University student-athletes.

Boise State University

This public research university hosts the athletic programs whose members participate in the dealership's name, image and likeness program.

Kenzie MacMillan

A former soccer player at the university, she used her name, image and likeness platform to raise funds for charitable causes.

The details

Athletes participate in autograph signings and meet-and-greet sessions, while also appearing in promotional social media content for the dealership. Former soccer player Kenzie MacMillan utilized these NIL opportunities to raise money for the Shine On Foundation.

NCAA athletes became eligible for NIL compensation in July 2021.
Lithia Ford Lincoln of Boise initiated its NIL program in 2022.

Market Landscape

The dealership's strategy follows the regulatory framework established by the NCAA name, image and likeness compensation rules. This shift represents a broader trend of corporate entities leveraging collegiate athletic brands to enhance local market presence.

Local fans and customers can participate in public autograph sessions and athlete meet-and-greet events organized by the dealership. These community interactions provide residents with personal access to Boise State student-athletes outside of the stadium.

The takeaway

The rise of NIL partnerships allows for new community-based interactions between university athletes and local businesses. Fans should check dealership social media channels to stay informed about upcoming promotional events and athlete appearances.