Gaines Group Activations




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Gaines Group Activations

is a creative marketing agency designed to elevate brand strategy through tailored campaigns & digital media production with a specialty

in athlete marketing (NIL)

Our service supports business owners by providing education, strategy, consultation, and execution of sports marketing activations that are customized to their brand's game plan.

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Standout Georgia Football

player, Javon Bullard, partners

with Alumni Cookie Dough.

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Georgia Softball

player, Jaydyn Goodwin, partners with HIBO Energy.

The power of NIL Partnerships

As social media and college sports continue to grow, athlete marketing strategies are evolving rapidly. Collaborating with successful student athletes has proven to...

  • drive outsized impressions
  • fight social media invisibility
  • garner consumer affinity
  • generate media coverage
  • turn sales

What we do

With each activation, we offer a mix and match of services such as...

  • Digital Media (Photo/Video)
  • Social Media Promotion
  • Customer Acquisition Strategy
  • Appearances & Signings
  • Philanthropy
  • Press Release Management
  • Athlete Management / Coordination
  • NCAA Compliance

We love to get creative with your own twist!

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Cannon Gaines

Founder & CEO

A graduate from the University of Georgia ('22 & '23), Cannon spent a majority of his days supporting his dream school's football program. In his time, he made sincere and valuable connections with the men who wear the red and black. In Spring of 2023, Cannon founded Gaines Group Activations to help his student athlete peers launch & leverage their personal brands off the field.

Connect with Cannon!


Our Partners

Covered by...


Caddix Cleats

“Partnering with Gaines Group Activations for athlete marketing (NIL) has been a game-changer for our business. Their end-to-end marketing expertise, authentic storytelling, innovative digital media capability, and unwavering commitment to NCAA/University compliance regulations have been truly invaluable for our brand. Gaines Group is a no-brainer for our next project.”

Jack Rasmussen

Founder & CEO

Alumni Cookie Dough

“Gaines Group did an amazing job connecting our small business with UGA’s Javon Bullard... we saw a significant increase in cafe traffic, online orders, new wholesale accounts, and multiple franchise requests as a result of our collaboration! Well worth contacting Cannon to see how Gaines Group can help you too!”

Mike Dollander

Owner & COO

Prolific Sports Lab

“Cannon and his team at the Gaines Group were an absolute pleasure to deal with and were integral in bringing our NIL campaign to life. His preparation, creativity, and ability to connect with both athletes and brands, make him a no-brainer for any company looking to take their marketing to the next level.”

Nicholas Coppola


Gibson Gives

Caddix Cleats

HIBO Energy

Prolific Sports Lab

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Contact Us.


Athens, GA

Follow us!

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Gaines Group Activations