College athletes score in business deals
For a little over a year now, college athletes have been able to cash in on their name, image and likeness — a concept commonly referred to as NIL — and it’s already sent shockwaves through the sports world.
Repercussions of the nationwide rule change are being felt at the University of Texas at San Antonio, where starting quarterback Frank Harris has gotten more than his feet wet in the NIL game, landing at least six deals, including with businesses such as Mccombs Ford West, Parkhurst Nuvision, Wayne’s Wings and Roadrunner Washing, according to an online database.
“Some places use our pictures or things like that to promote their businesses so it’s only right we can also get paid,” Harris said via Instagram direct message earlier this fall.
He sees some potential downsides, though. Recruiting could look different for schools and collegiate athletes and offers for NIL deals could alter students’ decisions about where to play their sport.
“I think athletes will start to go where they will get the most NIL deals, but not to the best school for them,” he said.
Division I athletes are not the only players affected by the NIL rule changes.
Leo Lara, a former guard on Texas A&M University-commerce’s basketball team, landed a deal with clothing company Archetype Athletics to promote its clothing.
At Santa Rosa High School in the Rio Grande Valley, Lara led the powerhouse program to a state final four appearance during his senior year. That earned him an offer from Texas A&m-commerce, where he averaged seven points, two assists and two steals per game in 23 career starts.
Happening ‘so quickly’
One day he got a message on Instagram from Archetype’s owner, pitching him on becoming the first basketball player to represent the brand. A photo shoot soon followed, showcasing Lara wearing workout shirts and shorts.
“It happened so quickly, it took me time to process the fact that I had become a NIL athlete,” said Lara, who declined to disclose how much he was paid from the partnership. “Landing a deal made me extremely happy — and humble for the opportunity.”
Opinions on the new rules are mixed. Some college athletes are thrilled they can earn money while playing a sport they love. But coaches worry that prospects will only focus on schools with donors, alumni, boosters and others who can offer the most lucrative deals.
How is a player’s NIL value determined?
Sports website On3.com uses an algorithm to come up with an estimate for that figure based on social media following and engagement, performance metrics and statistics, endorsement deals and potential opportunities; another factor could be whether the athlete already has name recognition in the sports world.
For example, the top athletes on the website’s list include: Bronny James, son of basketball star Lebron James, whose value clocks in at $7.5 million; Arch Manning, grandson of legendary quarterback Archie Manning and nephew to Super Bowl winning quarterbacks Eli and Payton Manning who recently committed to the University of Texas at Austin, at $3.4 million; and Bryce Young, quarterback at the University of Alabama, also at $3.4 million.
Recruiting issues
Nick Saban, head coach of Alabama’s football team, already has targeted NIL deals for creating recruiting problems.
“We were second in recruiting last year, A&M was first,” Saban said at a May meeting with business leaders, according to multiple media outlets. “A&M bought every player on their team. Made a deal for name, image and likeness. We didn’t buy one player. But I don’t know if we will be able to sustain that in the future because more and more people are doing it.”
Texas A&M head coach Jimbo Fisher has denied Saban’s accusations. “It’s despicable that a reputable head coach can come out and say this when he doesn’t get his way or things don’t go his way,” Fisher said.
Lexi Bolton, a forward for UTSA’S women’s soccer team, is a proponent of athletes having the opportunity to benefit from the NIL changes.
Bolton has dealt with hydration product maker Liquid I.V. and the Runners Rising Project, a collective launched in January to offer financial support and professional opportunities in the NIL realm to UTSA athletes.
Runners Rising, which also has worked with Harris, is not affiliated with the university.
Bolton said building a personal brand is an advantage beyond money earned.
“I had a feeling of appreciation for all the hard work I’ve put in on and off the field,” she posted on Instagram after signing her first deal.“it has been really great to see the community and other bigger companies come together to start helping athletes establish themselves in a way we haven’t been allowed to ever before.”
Having an NIL deal also helped Lara make the transition after graduating. “It gives every athlete an outlet to support themselves socially and financially while giving the athletes a way to build their name,” he said. “I see it (being) nothing but positive for collegiate sports.”