French advertising giant Publicis Groupe has partnered with Kansas City Chiefs tight end Travis Kelce to launch Tekta, a joint venture that helps brands partner with college athletes and universities. The agency will leverage Publicis Sports’ existing athlete relationships and Kelce’s expertise, while 3 Arts Sports brings its own network of collegiate talent.

Tekta will give select Publicis Sports clients access to an NIL network of 45,000 Division 1 student‑athletes from 68 universities. The NIL market is estimated at $4.5 billion. Suzy Deering, CEO of Publicis Sports, said the partnership will streamline outreach and compliance, allowing brands to connect locally while scaling regionally.

Kelce highlighted the need for brands to navigate the fluid NIL landscape, noting that his experience could close the gap for marketers and athletes. Opendorse reports that student‑athletes enjoy higher engagement with followers than traditional influencers, making them attractive partners. The collaboration aims to speed market entry, ensure rule adherence, and unlock untapped talent across the collegiate sports arena.