🏅 Running Brands are investing in NIL

Hey there,

Today’s edition is jam-packed with news. After years, the NCAA has found a partner to head an official NIL registry… But they’ve also got their hands full with other stuff — like the lawsuit USC legend Reggie Bush is continuing to bring at them. Oh, and the Chicago Bears just drafted two of college footballl’s biggest NIL superstars. The NIL news never stops, and it’s coming up right now!

While you’re here, you should really check out our sponsor today, Ariyh. NIL is all about marketing, and Ariyh delivers the latest info and science in the marketing world. Check them out below to learn more!

As always, we love feedback. Respond to this email or find us at [email protected] to get in touch. Now, the news!

— Cole, Justin and Collin

KICK-OFF

NCAA partnering with Teamworks for NIL registry

Despite their power being drastically weakened in 2024, the NCAA has been introducing various NIL-related initiatives to rein in the recent chaos. One of those initiatives was to create a national NIL registry with vetted companies and businesses to protect student-athletes from bad deals.  

A big piece of making that happen was finding a software partner to build out the system. Well, that decision has been made: the NCAA chose Teamworks, a sports software company that has NIL ties across the nation, to run the repository.

This decision has been a five-year process in the making. Other finalists for the contract included Learfield, Opendorse, and a joint bid by Advance NIL and Student Athlete NIL. (More)

Reggie Bush Continues Legal Battle with NCAA

Riding the change in public opinion on athlete compensation, former USC great Reggie Bush sued the NCAA for defamation in 2023. Then, last week, the NCAA returned his vacated Heisman trophy, which many predicted would put the lawsuit to rest. That’s not happening.

Essentially, Bush and his legal team aren’t willing to simply accept the trophy – they want the NCAA to reverse the decision that took the trophy away in the first place, which would put his name back into the NCAA record books. So long as that decision stands, his accomplishments do not exist on paper.

What happens in this lawsuit could have serious ramifications for how the NCAA has handled compensation infractions historically. Sportico’s Michael McCann recently argued that former Ohio State QB Terrelle Pryor has an even better case against the NCAA than Bush, stemming from the fact that Pryor’s “tattoogate” scandal was 100% NIL-related. (More)

Princeton Won’t Pivot on NIL

While most Division I schools try to adjust to the NIL world, some are fine sitting back and watching. One such school is Princeton, which has historically fielded some of the Ivy League’s best athletic programs. 

“I don’t want student-athletes on our rosters who are only here because we’re paying them,” said athletic director John Mack, “While [lack of money] may turn some potential student-athletes away… We will continue to find that a large number of really great student-athletes find the Princeton student-athlete experience really attractive,” Mack said.

Princeton’s stubbornness isn’t unique in the Ivy League. While some schools have made NIL more accessible, the conference seems more or less comfortable to keep operating as-is – even despite Dartmouth’s important contributions to the conversation. (More)

The latest marketing science in your inbox

Effective marketing is built on science, not opinions. 

Ariyh turns the latest scientific research into 3-min recommendations to improve your marketing.

For example, you’ll learn the latest science in:

• Pricing & discounts

• Ad creative optimization

• Effective copy & messaging

Simple, actionable, and actually FACTUAL.

Join 25,000+ evidence-based marketers who get a new insight every Tuesday, for free.

Subscribe for $0

VIDEO OF THE WEEK

The Bears’ NIL-Star-Studded Draft

The Chicago Bears had the biggest draft of anyone this weekend if we’re counting NIL-superstars. The Bears took Caleb Williams #1 overall, who ranked toward the top of NIL valuation lists the last two seasons. Then, with the #9 pick, they took Washington’s superstar wide receiver Rome Odunze — an NIL stalwart in his own right.

Somehow the Bears landed two of the most marketable superstars in college football on the same night. Check out the highlight reel from when Rome and Caleb faced off to see what made these NIL superstars future NFL studs.

DOWN TO BUSINESS

Brands are Building NIL Running Portfolios

You may have heard by now, but the Paris Olympics are just around the corner. As a result, one development we’ve seen through 2024 so far is an increased interest by brands in advertising through track and field. College athletes are signing NIL running deals left and right, a trend we expect to continue through the Olympics.

Two brands that have amped up their NIL game lately are On and Brooks Running. Both companies differ from the traditional sportswear giants – companies like Nike, Adidas, Ect. – by focusing on running specifically. Brooks just signed a long-distance superstar at the University of Virginia, whereas On opted for an even riskier investment – a high school sophomore. (More)

• The Ivy League is asking the NLRB to review its controversial decision that allowed Dartmouth’s basketball team to unionize. Hoping for a reversal, the conference is alleging that player employment status would “promote instability in labor relations.”

• WNBA legend Sue Bird says that NIL is turning student-athletes into entrepreneurs: “Athletes aren't just working on their game… They’re working on their brands.”

COLLECTIVE 101

NC State is Trending Up in NIL

One of NIL’s most unique success stories has been NC State, whose recent basketball dominance seems to have unlocked an NIL war chest they didn’t realize they had. The collective’s most recent fundraiser, where they took in over $850K in NIL money, is a testament to the school’s newfound confidence.

"We're different,” said athletic director Boo Corrigan at the event, “You're damn right we're different. Be proud of who we are and keep leaning into who we are. Keep building this thing into the future... We're moving forward, not backward.”

The night was capped off by two six-digit donations, which took the total amount raised to nearly $870K in total. That’s nearly $200K more than their first-year NIL auction. (More)

• A former Wisconsin basketball player quipped on Twitter/X to the fanbase about losing transfers to NIL: “If every Badger fan that complained about transfers and called for Gard to be fired contributed to the Varsity Collective we would be able to afford Chucky and Storr 10x over.”

• It’s not just for big schools: Marietta College, a liberal arts college in Ohio with barely more than 1,000 students, just got an NIL collective that will focus on helping the men’s basketball team exclusively.

ATHLETE SPOTLIGHT

Hannah White

Meet Hannah White. She's not your typical athlete. Former Cleveland State basketball player turned creator, Hannah has taken her passion for the game to the next level. With nearly 300k followers on Instagram and almost 800k on TikTok, Hannah's audience can't get enough of her unique blend of basketball skills and creativity. Known for her collaborations with Livvy Dunne and her engaging day-in-the-life videos, Hannah recently signed with the "Creator League," a basketball league for celebrities and influencers to compete and grow their followings. 

Additionally, Hannah is represented by Raymond Representation, helping her secure a multitude of NIL deals. Companies like Leaf Trading Cards, Fast Twitch Energy, the Los Angeles Rams, Top Golf, Nerf, West Virginia University, Hey Dudes, and more have all taken advantage of Hannah’s reach. 

NIL BLITZ

♦️ How Villanova is navigating the wild new college basketball landscape

♦️ Vanderbilt releases letter reaffirming the importance of fans giving to their NIL collective

♦️ Manhattan College alumni are launching an NIL collective

♦️ Local Wisconsin real estate company partners with UW athletic department for NIL perks

Share NIL Wire

Have a friend or colleague who would enjoy NIL Wire? Share with them today!

You currently have 0 referrals.

BATTER UP

Today’s Poll Question:

Last Edition’s Poll Results:

Which ban will have a bigger effect on NIL: TikTok, or Non-competes?

• Tik Tok - 52%

• Non-Competes - 48%