Memphis launches NIL marketplace
The University of Memphis is staying in virtual lockstep with the warp speed evolution of the collegiate athletics landscape in Tennessee.
On April 20, Gov. Bill Lee signed an amendment aimed at further loosening NIL restrictions on colleges and universities.
It clears the way for coaches — and all school employees — to attend NIL events, fundraise for NIL collectives and for NIL representatives to make presentations on campus to recruits and players.
In other words, NIL dealings between supporters, coaches and athletes must no longer be strictly confined to a third-party medium.
On Tuesday, the Memphis athletics department announced the launch of its official NIL marketplace, which will be powered by the school's current partner, Opendorse, an NIL readiness company.
Touted as a more streamlined avenue for fans, donors, brands and sponsors to browse, book, pitch and pay Tigers athletes for NIL activities,
Memphis is one of the first schools in the country to offer a program of this kind.
“Think of it as more of a shopping experience,” said Bridget Perine, Memphis' student-athlete branding and image coordinator.
“Instead of a sponsor having to go to a student-athlete's direct link to their Opendorse profile, it's now like you're walking into a supermarket and you can see every, single student-athlete. You can sort them by what their interests are, which sport they play. It's much more forwardfocused to help the business figure out who they want to do a deal with.”
Perine, hired in February, is believed to be among the first few fulltime staff members at Division I institutions whose primary responsibilities revolve around NIL matters. The adjustment to Tennessee's NIL law gives Memphis (and other schools across the state) many more opportunities and Perine more freedoms.
“If a brand comes to me and says, ‘I want to work with an engineering student that's graduating next May to promote whatever my new project is,' I can say, ‘Here's their phone number,'” said Perine. “Where before, I had to tell them, ‘You have to reach out to them on your own.'”
The new legislation also gives coaches and schools more freedom to publicly promote NIL business. Memphis can produce videos and play them at school-sponsored events, such as football and basketball games. It can create social media channels to keep fans in the loop.
It can educate businesses on ways to provide NIL opportunities for current and future Tigers. It can encourage supporters to give to NIL collectives, such as the newly created 901 Fund.
Memphis, which does not disclose specific details regarding NIL deals, remains in the top 10 nationwide in total compensation, according to Perine.
“Across the board, our sports are pretty much mirroring what the standard is across Division I, I'd say,” she said. “Right now, I think football has the most deals. Men's basketball is in there. Women's basketball might have been next.”
Reach sports writer Jason Munz at jason.munz@commercialappeal.com or on Twitter @munzly.