If you watched Thursday Night Football last night, you saw a good game. The Chicago Bears built an early lead at home and never gave it up, beating the New England Patriots 30 to 24 at Soldier Field on Thursday night, and it came down to the final minutes.
But I saw something more than a good game. I saw a preview of where athlete branding is headed. First let's go over the game itself:
First half: Chicago strikes first, New England answers late
Chicago controlled the opening quarter. Cairo Santos opened the scoring with a 43 yard field goal, and D’Andre Swift capped a later drive with a 4 yard touchdown run around the left end, giving the Bears a 10 to 0 lead after one.
New England got on the board early in the second quarter when Drake Maye scrambled in from 7 yards out. He was initially ruled down at the 1, but the Patriots challenged and won, and the touchdown cut the lead to 10 to 7. Santos added a 31 yard field goal, and Caleb Williams found rookie Luther Burden for a 24 yard score with 21 seconds left to push the lead to 20 to 7.
The Patriots weren’t finished. With just 3 seconds left before halftime, Maye hit Rhamondre Stevenson on a short pass that turned into a 48 yard touchdown, sending New England into the locker room down only 20 to 14.
Second half: trading blows
Williams answered right out of the break, connecting with tight end Colston Loveland on a 12 yard touchdown to make it 27 to 14. Maye responded again with a 30 yard strike to tight end Edward Raridon, keeping the Patriots within 27 to 21.
The defenses tightened up from there. The game’s biggest swing came with 1:39 remaining, when Santos drilled a 58 yard field goal to stretch the lead to 30 to 21. Andy Borregales hit a 47 yarder with 42 seconds left to make it a one score game, but Chicago recovered the onside kick attempt and ran out the clock.
This was an efficient, evenly matched game, and the margin came down to ball security and the kicking game. Chicago didn’t turn the ball over, while its defense came up with the night’s only interception. Santos went 3 for 4 on field goals, including the clutch 58 yarder that effectively sealed it. Maye was sharp, completing better than 77 percent of his throws, but the Patriots couldn’t get the one stop they needed late.
The NIL Generation Is Here
Name, Image, and Likeness rules took effect in July 2021. That was barely five years ago. Last night, the players at the center of the action were the very athletes who came up through college in that new era.
Caleb Williams and Drake Maye, the two quarterbacks, both played their college careers after NIL opened the door. Williams threw two touchdown passes, and both went to young receivers whose entire college careers happened under NIL: Luther Burden, out of Missouri, and Colston Loveland, out of Michigan. Maye answered with two touchdown passes and a rushing score of his own.
These athletes didn’t wait until draft day to start thinking about their brand. They learned how to show up, tell their story, and connect with fans and partners while they were still on campus. Now they’re carrying that foundation onto the biggest stage in sports.
Your Brand Doesn’t Start When You Go Pro
This is the part I want every student athlete and parent to hear.
The brand you build in college does not disappear when your college career ends. It goes with you. The habits you form now, how you carry yourself online, how you treat a brand partner, how you show up in your community, become the foundation for everything that comes next.
Most athletes will not play on Thursday night television. That’s okay. The lesson is the same whether you’re headed to the pros, to a career in business, or somewhere in between. A strong personal brand opens doors long after the final whistle.
A Message for Brands
If you’re a business owner or marketer, last night should make you pay attention too.
The athletes your customers will be cheering for tomorrow are in college today. Partnering early lets you grow alongside a rising star, build real loyalty, and tell an authentic story together. Waiting until someone is famous usually means paying more for less connection.
Building With Purpose
At Simply Success Sports, this is the work we love. We help student athletes build brands with intention, and we help businesses find partners who truly fit their mission. Because when it’s done right, NIL is not just about a deal. It’s about building something that lasts.
Last night proved it. The NIL generation isn’t coming. It’s already here.
