By Jim Utter
Director of Journalism
Sioux Falls, South Dakata-based Silverstar Car Wash is utilizing a diverse collection of NIL partnerships with college athletes to help connect to potential new customers.
Founded in 2010, Silverstar has 11 locations in Sioux Falls, S.D.; six in Sioux City, Iowa; five in Fargo, N.D.; five locations open in the Twin Cities and more under development in the Quad Cities and Des Moines.
With its expanding Midwest footprint, Silverstar has targeted athletes from a variety of colleges and markets for NIL (Name, Image, and Likeness) partnerships.
The NCAA’s NIL rules allow companies like Silverstar to incorporate college athletes into their marketing campaigns.
Among the athletes and teams Silverstar has paired with, include Augustana University men’s hockey player Quinn Rudrud; North Dakota State University women’s basketball player Taryn Hamling, University of Minnesota women’s hockey player Madison Kaiser, University of Iowa women’s basketball player Callie Levin, the Iowa Wild Hockey in Des Moines; and Quad City Storm Hockey.
“At Silverstar, we love being involved with local sports, and working with athletes like Quinn Rudrud has been a great way to showcase our brand while giving back to the teams and players that bring so much excitement to communities like Sioux Falls,” said Andrea Vetos, senior director of operations for parent company Mammoth Holdings.
“As NIL opportunities grow, we’re excited to explore new ways to collaborate with athletes who align with our values and can help spread the word about the convenience and benefits of a Silverstar membership.”
Exposing the benefits of Silverstar’s membership to someone like Rudrud helps promote the company to a wider audience, especially if they enjoy the results.
“As a hockey player, I’m always on the go – between practices, games and travel – so having a quick and convenient way to keep my car clean is a huge plus. I love that I can just roll up, go through the wash and be back on the road in minutes,” he said.
“The unlimited membership is a game-changer because I never have to worry about my car looking rough, especially in the winter when the roads can get messy. The experience at Silverstar is always top-notch.”
The partnership goes well beyond simply car washes, however.
“Silverstar’s backing helps elevate our entire program,” Rudrud said. “It’s exciting to see companies invest in college athletes and be part of something bigger than just the sport.
“I’m really grateful for the partnership, and it’s been a lot of fun representing a brand that so many people in Sioux Falls know and love.”
Vetos said partnerships with college athletes provide them opportunities to grow their personal brand while getting real-world experience working with local businesses.
“It’s exciting to support them on their journey while also showcasing how Silverstar can make life a little easier – whether that’s keeping their car clean after long road trips or giving them one less thing to worry about during a busy season,” she said.
“We see a lot of value in (the NIL partnerships) and plan to continue developing relationships with student-athletes in the future. These partnerships help us authentically connect with the community while also supporting athletes who work hard both on and off the ice and court.”
