CEOs and Budget Woes

Hey there,

The weekend has finally arrived. What better way to spend it than catching up on the hottest college sports news and athlete spotlights? That’s what we’re here for — all of the week’s stories delivered right to you. Sit back, relax, and enjoy being the most informed person at the Booster tailgate.

But first, let us know what you think about NIL Wire! Just hit reply or send us an email at [email protected] to let us know how we can improve.

— Cole, Justin and Collin

Chief Executive… Coach?

One columnist is arguing that college coaches have begun turning into CEOs – a development that they attribute almost entirely to NIL. “It’s not just talking basketball. You’re talking about brand,” Duke basketball coach John Scheyer explained, “I spend way more time doing other things besides basketball, because you have to. It’s just, you have to.”

Some coaches remain reluctant to change. “I don’t think we’ve ever led anything with an NIL pitch because I want to have a relationship with these kids,” said Arizona head coach Tommy Lloyd, “I don’t want it to be transactional, and I want to coach them. That’s why I love college is because of those relationships.” (More)

Dunne Fund Funds Fun

Some athletes are NIL superstars, and then there’s Livvy Dunne. The LSU gymnast is one of the biggest NIL success stories, becoming so successful in fact that she created “The Livvy Fund” to help her teammates benefit from her NIL, too.

The fund basically connects her fellow Tigers with business opportunities – most recently brokering a deal between eight LSU gymnasts and energy drink company Accelerator. 

At the moment, Dunne holds the third highest NIL valuation in the country, coming in a little over $3M. Her social media reach is probably the biggest in the history of college athletics as well, comprised of 12 million followers split between her Instagram and Tik Tok accounts alone. (More)

Cookin’ Up a Storm

Campus Ink Sports VP Adam Cook did not mince words in a recent article trying to dispel the “distorted narratives” around NIL. He took aim at Sen. Joe Manchin (D-WV) specifically, for this quote:

“Their primary issue with NIL isn't about maintaining the sanctity or spirit of college sports, but rather about ensuring that the value continues to stay firmly and unilaterally in their hands and no others,” Cook said, claiming the privileged class is simply mad their power is being mitigated.

“These ‘guardians’ of collegiate sports traditions seem more enamored with nostalgia than with addressing the glaring issues at hand,” he continued, “The very fact that organizations like the NCAA are keen on escalating the NIL conversation to the federal level speaks volumes.” (More)

Lessons for Marketers new to NIL

Alyssa Meyers wrote about how marketers new to the NIL space can operate more comfortably. Here are just a few pointers from Jason Bergman, CEO of NIL marketplace MarketPryce, on how marketers can be successful in NIL.

• Do your homework on each individual athlete. If you don’t know where to start, try Instagram, which Bergman calls “an athlete’s resume” as far as NIL is concerned.

• Be direct and honest about specific goals. "Student athletes are amazing at following directions,” Bergman said. Just be clear — and transparent — about what each party wants out of a deal.

• Don’t limit yourself. While it may seem tempting to focus on sports like football, there’s usually a bit more excitement from athletes in less-utilized sports. Look outside of the box for talent to work with.

Read the full article here.

Bump, Set, Spike in Popularity

Which is exactly why stars like Lexi Rodriguez exist. And why Nebraska can pack out a football stadium to watch a volleyball match. With volleyball seeing such unprecedented growth, look for more NIL deals within the sport to come soon. (More)

Budgets Won't Budge

While NIL has been helpful for some programs, many have become weary of how it might affect smaller schools without financial resources. Bradley University is becoming a case study in this concern. Amidst budget cuts across the school, the athletic department is likely not seeing an influx of cash for some time, which leaves them especially vulnerable in terms of NIL.

“The fact of the matter is NIL is here and – until we're told otherwise – it's here to stay,” said vice president of intercollegiate athletics Chris Reynolds, who didn’t necessarily categorize NIL as a bad thing, but admitted that it poses unique challenges for programs like his own.

There’s been no shortage of on-court success for the Braves, but financial shortfalls are a legitimate threat for their foreseeable NIL future. (More)

Buffing out the Scratches

Colorado AD Rick George admitted the Buffs were “a little behind” when it comes to NIL, but they’re looking to get on the right track with it. As Deion Sanders continues to rebuild the school’s football program, George acknowledged the importance of a strong NIL collective.

“We're getting our collectives up to speed,” he said, “I think we're catching up. But we still have work to do with our collectives.” In the new recruitment landscape, NIL money often drives commitments. A team can only go so far with good coaching, so if the Buffs want to contend for a national title, they need to figure out their NIL strategy soon. (More)

It’s a Tee-m Effort

South Carolina’s Garnet Trust collective is finding innovative ways to fund their NIL efforts, most recently with a golf-ball promotion. Partnering with Sniper, fans can buy branded golf merchandise which will, in turn, contribute to player acquisition and retention for the Gamecocks.

The promotion is especially important considering the timing. The Dec. 4^th transfer portal opening looms over a season in which the Gamecocks have only mustered two wins.

Their NIL capacities may determine whether or not the team is able to improve the roster next year, or be stuck at the bottom of the pile once again. (More)

Driving a Hard Bargain

The Seminoles are undefeated on the season thus far, and Keon Coleman is a big reason why. The wide receiver’s connection with QB Jordan Travis has been the fulcrum of an elite offense and, as a result, he’s highly sought after for brand deals. He just cashed in by signing an NIL partnership that gifts him a brand-new Jeep Cherokee.

The deal was struck between Coleman and a local car dealership, and requires marketing work throughout the 12-month duration of the car’s lease. As Coleman’s NIL valuation rises to almost $800K, deals like this are becoming the norm for players of his caliber. (More)

Colton Boomer

Meet Colton Boomer, a proud second-generation UCF Knight. Colton is a walk-on kicker at UCF, which has blessed him with the opportunity to play near his family and friends in Lake Mary, Florida. Growing up, he was involved in soccer, but transitioned to football during his freshman year of high school.

Colton’s hobbies include golfing, fishing, shooting, and occasionally even wrestling alligators! In his first game as UCF’s kicker, he made four field goals including a career-long 43 yarder. Click here to see more of Colton’s UCF stats, and watch the video below to learn more!

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♦️ Penn State’s Adam Breneman talks NIL

Todays Poll Question:

Last Edition’s Poll Results:

Could an Ivy League school become a sports powerhouse if they directed their massive budgets towards athletics?

• Yes - 71%

• No - 29%