NIL era brings optimism to college-town businesses

CHAPEL HILL, N.C. — Bret Oliverio says he wants college athletes to endorse

his Sup Dogs restaurant along the main Franklin

Street drag steps from the University of North Carolina.

He is just being patient before jumping into a brave new world.

Like other small business owners in college towns, Oliverio is sorting out just what it means to strike an

endorsement deal with athletes who are now free to profit from the use of their

name, image and likeness (NIL) for the first time.

“I don’t know if an athlete wants 20 bucks or 20,000,”

he said, “so that’s what I’m trying to navigate.”

The NCAA’S decision to allow athletes to cash in arrived July 1 with a few restrictions and even less guidance. There is no “pay for play” allowed but many

rulebook no-nos that once led to ineligibility are now largely fair game, provided

the athlete provides some type of service — a social

media shoutout, an appearance, a signature — in exchange for compensation.

Schools are cobbling together policies or leaning

on state laws permitting NIL activities, along with having compliance staffers

scrambling to ensure athletes follow guidelines.

“I would say it’s a beautiful mess,” said Kurt Svoboda, an associate athletic director at Michigan. “It truly

is. These are uncharted waters.”

It certainly is for schools and for businesses assessing a market that is less than a month old.

next five years, Tarasenko $7.5 million for two and Giordano $6.75 million for one more.

Price alone would take up nearly 13% of the $81.5 million cap, and he’s the only player counting $10 million or more to win a playoff round since the

limit went into place in 2005-06. Take all three and that’s almost a third of the available space.

Of course Price could be the face of the franchise like Marcandre Fleury was for the Golden Knights, and he has roots in the area. The combination of

his abilities on the ice and potential to be Seattle’s most marketable star should make Francis think long and hard about the possibility.

He could also flip Tarasenko, who asked the Blues for a trade

and wants to go to a contender. Maybe that’s the Kraken right

away.

Side Deals

George Mcphee fleeced some colleagues around the league as Vegas’ first GM four years ago, adding prospects and draft picks in a handful of trades around the expansion

draft. Francis is hampered by that history and the desire by

many not to repeat it, but there’s still some potential for deals.

Back-to-back champion Tampa Bay is desperate to clear cap

space and could sweeten the deal for the Kraken to take

Spokane, Washington, native Tyler Johnson, who’s signed

three more seasons at $5 million annually. Maybe it’s a draft

pick or another pricey player who could give Seattle a boost

and the Lightning some cap relief.

Cap-strapped Toronto would also make sense after leaving Alexander Kerfoot and newly

acquired Jared Mccann exposed. The Maple Leafs have

$75 million committed to 18 players for next season and could use a little help lightening the load to keep their Cupcontending window open,

even at the expense of the future.