Walmart and NOCAP Sports Unite for Project Lonestar, Bringing NIL Impact Across Texas

An NIL campaign as big as Texas itself. This past holiday season, Walmart partnered with some of the state’s most prominent college athletes to bring smiles, cheer, and community support across the Lone Star State.

As the NIL landscape continues to evolve, brands are recognizing the unique ability of college athletes to drive value while creating meaningful, lasting impact within their local communities. Walmart, one of the world’s largest retailers, partnered with NOCAP Sports to launch Project Lonestar 1.0, a community-driven NIL initiative centered in Dallas and Houston.

Through authentic storytelling, local programming, and athlete-led activations, the campaign deepened Walmart’s connection to Texas communities while giving athletes a platform to engage their hometowns in powerful new ways.

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The campaign involved nine athletes from seven Texas universities including SMU quarterback Kevin Jennings, Baylor acrobatics & tumbling standout Payton Washington, University of Texas Edge Rusher Colin Simmons, University of Texas Volleyball Star Emma Halter, and former Rice University wide receiver Gabe Taylor. 

Across 13 events, from toy drives and holiday festivals to youth sports days and charitable check presentations, athletes brought Walmart’s community values to life. Highlights included Colin Simmons and his “Clay’s Color Crew” charity initiative, Emma Halter’s Children’s Hospital Shopping Spree, and Gabe Taylor’s Toys for Tots drive.

NOCAP's management team, led by Sarah Fuller and John Martinelli, collaborated closely with Walmart's PR and social teams to ensure seamless execution. Athletes were empowered to create authentic, community centered content that aligned with both their personal passions and Walmart's community values.

Campaign Results:

• 17.3 million impressions across organic and paid media
• 4.1 million reach
• 5.5 million video plays
• 638,000 engagements (likes, shares, comments, saves)

Athlete and audience sentiment was overwhelmingly positive, with participants expressing gratitude for the opportunity and enthusiasm for future collaborations.

This case study demonstrates how NIL campaigns can outperform traditional influencer activations by blending local authenticity, measurable ROI, and meaningful community engagement.

For brands interested in college athlete marketing, visit www.nocapsports.io or contact sales@nocapsports.io.

About NOCAP Sports

NOCAP Sports is redefining the business of college athletics by building solutions that help athletes earn, empower brands to grow, and enable universities and collectives to generate the sustainable revenue needed to excel in today’s sports landscape. Through a combination of technology and services, NOCAP connects athletes with meaningful opportunities, delivers measurable ROI for brands, and creates long-term financial pathways for universities. Learn more at www.nocapsports.io or contact our sales team at sales@nocapsports.io. 

About Walmart

Walmart Inc. (NYSE: WMT) is a people-led, tech-powered omnichannel retailer helping people save money and live better — anytime and anywhere — in stores, online, and through their mobile devices. Each week, approximately 270 million customers and members visit more than 10,750 stores and numerous eCommerce websites in 19 countries. With fiscal year 2025 revenue of $681 billion, Walmart employs approximately 2.1 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy, and employment opportunity. Additional information about Walmart can be found by visiting corporate.walmart.com, on Facebook at facebook.com/walmart, on X (formerly known as Twitter) at twitter.com/walmart, and on LinkedIn at linkedin.com/company/walmart.

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