New Arkansas NIL Deal the Latest Game-Changer for College Softball Players

When the revised Name, Image, and Likeness (NIL) rules were released last year, there were two primary schools of thought within the softball world. Some thought that the rules would primarily benefit big-time players in big-time sports only – expecting college football and basketball’s stars to be the real beneficiaries. Another thought process was that some of softball’s biggest stars might see some benefit from the relaxed regulations, but that there wouldn’t be a large rippling effect within softball specifically.

In the time since then, NIL deals in softball have actually been somewhat frequent and have taken on many different looks. Whether social media-friendly endorsements, limited-edition merchandise lines, or true sponsorship deals, NIL has become an actual player in the softball space.

Just last week, it was announced that Oklahoma superstar Jocelyn Alo had signed an endorsement deal with a car dealership that put her in a new ride. This week’s announcement of a team-wide NIL deal for the Arkansas softball program is the latest game-changer.

Everett Buick GMC, an auto dealership in Bryant, Arkansas, announced they have signed every member of the Arkansas softball team to a sponsorship deal. All 27 members of the Arkansas roster are individually part of the agreement.

In a tweet announcing the deal, the dealership wrote, “Not just talking about it. We’re still committed to doing something about it.”

NIL deals of all shapes and sizes have appeared since the change in legislation, but there were three aspects of this one that stood out.

That every member of the team was both offered and agreed to sign on to a sponsorship agreement is a quality reward for both the stars of the team and the role players who might not see as much action between the lines. It’s also terrific timing for the star-studded Hogs’ senior class, who get to reap some benefits from their NIL opportunities before their college days are done.

But outside the direct implications of NIL, a third aspect of this newly-announced deal stood out in a different vein. The Everett family owns dealerships in four different towns across Arkansas, but none in Fayetteville directly. The group of dealerships represent the nation’s top GM dealer by sales volume, according to a press release. This NIL deal speaks both to the state-wide impact that the Arkansas softball team has had in the midst of such success the last few seasons as well as to the value that – shock and surprise! – sports that aren’t football and basketball, and the athletes that play them, can still bring to the table.

“There has never been a better time to be a female college student-athlete,” Arkansas head softball coach Courtney Deifel said. “With expanding opportunities made possible by NIL, our student-athletes have a chance to realize their dreams both on and off the field. We are so appreciative to Susie Everett and Everett Buick GMC for their continued advocacy for women and for championing the extraordinary young women on the Razorback Softball team.”