The old way of not allowing athletes to profit from their names or image has finally shifted with big enough companies now paying student athletes any size endorsement deal, for collaborating and increasing with their performance product. NIL (Name, Image, and Likeness) deals quickly reshaped all of what college sports were built upon. This shift has opened the door for student-athletes to profit from their name, revamping the business of collegiate athletics while also opening doors that seemed impossible just five years ago. But with this freedom also comes excitement and challenges for schools, athletes and the NCAA as they venture forward in a new era.
These NIL deals, however, not only affect the athletes but also impact their coaches. These deals could significantly impact the atmosphere and culture of these programs.
Coach Ryan Coe, head coach for baseball coach at Kennesaw State said “Yes, you would like to have guys keep it private. However, guys will talk about what they get and that will of course raise some jealousy regarding things like; Why did he get this amount, and I didn’t”.
Another huge factor in these deals is for the coaches to watch over their athletes, making sure they balance class, athletics, and their endorsements. Coaches also, however, can use this to their advantage.
“NIL is great for athletes, but they must understand they are in college to get a degree and contribute to a winning program. NIL has allowed us to spread out the money to acquire more players, 11.7 scholarships is tight but adding in NIL money allows us some freedom to add players” Coe also said.
Hoewever, NIL deals have the most direct impact on the athletes. These deals can vary from restaurants to sports clothing brands and everything in between. Another huge question commonly asked is “What perks do athletes receive with these endorsements?”
Cooper Hinson, a Marshall University Baseball player said, “My NIL deals consist of Baseball Lifestyle (a baseball clothing brand), Aporro (a jewelry wholesale website), Jaw Bats (a baseball bat company), and Ball Player Balm (a baseball accessory brand)”, he also talks about the process he had to go through to obtain these deals. “I received these deals through my past relationships (prior to graduating), and just overall exposure from social media.
Not only has NIL been found in major NCAA programs but is also found at division 2 schools. Division II athlete, Cole Russo, who began his college career at the University of Central Florida, and then transferred into the University of Tampa for the fall semester also benefits from these deals.
Russo expresses his passion for these deals and why they are so important for him; “The perks us athletes receive vary based on each deal. Some deals include free gear and other cool things like that. Other deals could include money or things of that nature, it all just depends. All my deals personally are very important to me, and I take them very seriously. I really do love them all!”
NIL is seemingly taking over college athletics. These deals, not only affecting players, but coaches as well, have proven to be only growing from here. A few years ago, this is something that would have been unheard of, so do not be surprised if these college athletes begin to make as much if not more than some of these professional athletes.