Name, Image and Likeness (NIL) legislation was passed by the NCAA some months ago, and yet there remains that momentary pause to make sure that I’ve used the right acronym when referencing it.
Talk to just about any college coach – in any sport – and NIL still presents a host of unknown hoops that might need to be jumped through and frequently asks more questions than it answers. Even with so much still unknown about the new regulations – or lack thereof – the impact that NIL has already made is considerably notable.
Look no further than this week’s announcement that SmartyStreets, a tech company with a BYU-grad CEO, is offering a first-of-its-kind NIL opportunity for every female athlete at BYU. That’s nearly 300 female athletes, many of them in “non-revenue” college sports, that will benefit in the form of several thousand dollars each.
Utah has some of the most laid-back laws that apply to NIL, and the student-athletes at BYU have benefited from that. Here’s the CEO, Jonathan Oliver, making the emotional announcement on Tuesday that every athlete in the Cougar program–walk-ons included–would get $6,000 for representing the company:
https://twitter.com/smartystreets/status/1440418633121873929
How different student-athletes in different parts of the country are approaching NIL is an interesting case study.
Softball has had its fair share of endorsement deals that have been announced since the NIL rules debuted, but the makeup of those deals nearly runs the gamut of possibilities.
Almost as soon as the NIL legislation passed, a number of softball stars flocked to the Cameo app, where fans can pay for personalized video messages. Stars like Jocelyn Alo and Jayda Coleman joined the app in short order, but no college athlete of any kind has been a more popular Cameo star than Alabama pitcher Montana Fouts.
Fouts’ Cameo page shows more than 50 reviews from satisfied customers, as well as nearly 500 “fans” registered on the app. Video shoutouts isn’t Fouts’ only new interest thanks to NIL – she’s also hosted and participated in a number of camps, unveiled her personal brand and website, and sold apparel.
A handful of Fouts’ Crimson Tide teammates – including Kaylee Tow, Jenna Johnson, and Ally Shipman – have each unveiled personal brands and logos, with different marketing opportunities in mind for each.
I mentioned Jocelyn Alo and Jayda Coleman; the Oklahoma stars were the first two collegiate athletes to sign with Lauren Chamberlain’s new management company after its debut in August.
Both Alo and Coleman have marketed custom apparel, done multiple autograph signings, and on Wednesday, Alo debuted in a new television commercial for a law firm.
This week, Florida third baseman Charla Echols announced a partnership with Big League Chew, the historically dugout-popular brand of bubble gum.
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Others who are using the NIL opportunities to their advantage include the following:
- Tennessee’s Ashley Rogers and Kiki Milloy have sold t-shirts in a package deal (see image below of the page).
- Hailey Dolcini, who played last year at Fresno State and is now in the transfer portal, has multiple NIL deals to her credit.
- Texas’ Camille Corona endorsed a brand of cowboy hats.
- Wichita State’s Sydney McKinney helped create a custom coffee line that will also benefit her program.
And many, many more will be announced… you can count on that!
When NIL was first announced and debuted, some thought that softball would be passed over in favor of athletes in the “more popular” sports of football and basketball.
That the exact opposite has been the case is yet another sign of softball’s growth in popularity and the marketability of the ladies on the diamond.
— Justin McLeod, Extra Inning Softball Correspondent
