Name, Image and Likeness: Tracking early deals, potential stars, the weird, interesting, quirky, and more (2024)

By The Athletic CFB and CBB Staff

Jul 6, 2021

Collegiate athletes are now able to monetize their names, images and likeness without compromising their eligibility as of a July 1 interim NIL policy enacted by the NCAA. The interim policy serves as a stopgap until federal legislation is passed.

College athletes have been preparing for July 1 for months now, and the deals, endorsem*nts, business endeavors and more are free-flowing. Here’s a list of some of the biggest, wildest, quirkiest, most interesting deals we’re seeing.

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Kayvon Thibodeaux makes his mark with Phil Knight

I am honored to announce my first collaboration with two true pioneers: Phil Knight and Tinker Hatfield. (https://t.co/Cg5qsJF3Nd) pic.twitter.com/YhY88bHhmf
— kayvon thibodeaux (@kayvonT8) July 6, 2021

Reggie Bush and the return of the Heisman?

See Also

2023 Haley & Hanna Cavinder Twins

On the first day of NIL, Reggie Bush released a statement asking for the return of his Heisman Trophy. The Heisman Trust will restore it … if the NCAA reinstates Bush’s records.

My statement… pic.twitter.com/kbyqXgHncf
— Reggie Bush (@ReggieBush) July 1, 2021

EA Sports preps for big announcement

Said EA Sports: “Look, we’re not allowed to tell you much about this one yet, sorry. But we can say this Spotlight will highlight an extremely cool new addition to an extremely popular and long-running EA SPORTS franchise. We may have said too much already. Just keep your calendar free, OK?”

(Your calendar being July 20.)

NIL trailblazer is making moves

Jordan Bohannon is making a paid appearance Thursday at a fireworks store in Iowa. Fans can meet Bohannon, get an autograph, and enter a raffle to win memorabilia. Bohannon is also offering paid chat sessions with VIDSIG.

How sweet it is

Auburn quarterback Bo Nix has signed a deal with Milo’s Sweet Tea. Milo’s Sweet Tea is based in Bessemer, Ala., southwest of Birmingham.

The first wireless provider deal

Fresno State’s basketball twin powerhouse, Hanna and Haley Cavinder, will be sponsored by Boost Mobile. The Cavinders have more than 5 million followers combined across all of their social media platforms.

A belly rub for man’s best friend

Arkansas wide receiver Trey Knox is partnering with PetSmart. His pup Blue will be a happy, good boy.

Arby’s seeking RBs

We have a thing for RBs & we’ve been wanting to pay college RBs forever. If that’s you, email us: ArbysPublicRelations@InspireBrands.com pic.twitter.com/ua0eGxWKtC
— Arby's (@Arbys) July 2, 2021

It isn’t only about crisp dollar bills

Florida State QB McKenzie Milton is the first athlete to have an NFT (non-fungible token). Miami QB D’Eriq King plans to have an NFT by the end of July. Alabama’s GaQuincy McKinstry, a Class of 2021 signee who is enrolled on campus, will have one, too.

Kicking in on the action

What kind of endorsem*nt opportunities are out there for kickers? Michigan State’s Matthew Coghlin is giving us a look into his new world with this hilarious Tweet promoting a podcast about the Spartans.

This is a paid tweet to tell you to listen to the Locked On Spartans podcast. I've never listened to it, but I’m sure it’s not terrible.
— Matthew Coghlin (@MatthewCoghlin) July 1, 2021

Giving back

Oklahoma quarterback Spencer Rattler announced he will donate part of his NIL earnings to underserved communities and people.

pic.twitter.com/tt1R11c5vI
— Spencer Rattler (@SpencerRattler) July 1, 2021

Midnight madness

Miami quarterback D’Eriq King launched three initiatives as the clock struck midnight to cash in on his fame. He opened his own online merchandise shop that sells branded clothing and autographed memorabilia. He partnered with Florida State quarterback McKenzie Milton to co-found Dreamfield, a company that will help college athletes set up speaking appearances and autograph signings. And along with Canes safety Bubba Bolden, King signed a $20,000 deal to promote two-Tampa based companies on social media — College Hunks Haul Junk & Moving and Murphy Auto group. The 10-month contract included a $10,000 signing bonus.

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Grab your headsets…

Happy NIL Day. So far, a few headliners of #LSU players announcing deals.
-Derek Stingley Jr. with Walk-On's
-Myles Brennan with Smoothie King and Smalls Sliders
-Kayshon Boutte and Austin Deculus, among others, with Yoke Gaming pic.twitter.com/z8frMMExBA
— Brody Miller (@BrodyAMiller) July 1, 2021

From LSU to Iowa, players are signing with Yoke Gaming, which allows people to play video games alongside athletes.

Rewards program

Nebraska-based restaurant chain Runza announced Wednesday a first-of-its kind athlete endorsem*nt program. It offered deals to the first 100 athletes in any sport attending any university in Nebraska to promote the Runza Rewards app to their followers on social media. Runza partnered with Opendorse, the sports technology company based in Lincoln, Neb., that has been at the forefront of facilitating the NIL era.

How much is that signature worth?

Some early prices for meet and greets and autograph signings with Dreamfield:

T-shirt partnerships

BreakingT announced a program where athletes can sign up and it’s passive income for them. Athletes are essentially giving the company permission to make a t-shirt, should they do something big.

An entrepreneurial player enlists teammates

Tennessee walk-on receiver Grant Frerking is working all sides of the NIL fence. He already owns a large, multi-million dollar landscaping company, as chronicled byThe Athletic. But he started another company that helps broker NIL deals and has paid at least two teammates to endorse his company. Tennessee receiver Velus Jones and quarterback Brian Maurer both published sponsored social media posts advertising Metro Straw, Frerking’s company, on Thursday.

For all of your ground cover needs , contact the best in the business ! @MetroStraw @GrantFrerking @gtfenterprises pic.twitter.com/n5D9vCnG5Z
— Brian Maurer (@maurerera_2) July 1, 2021

The athlete predicted to monetize them all

LSU gymnast Olivia Dunne, who has more than 1 million followers on Instagram, tops or is near the top of several lists of college athletes predicted to earn the most off of their NIL. Louisiana state’s NIL bill is awaiting the governor’s signature; once the bill has been signed, it will be effective immediately, but each school in the university system must adopt an implementation policy.

Want to read more on various NIL deals and endorsem*nts?

The Athletic’s NIL FAQ
Bruce Feldman talks to sources about how unenforceable some the NIL rules will be
Andy Staples on what NIL means for the booster-recruit relationship and more
Manny Navarro on D’Eriq King’s three deals
Austin Meek on what Michigan’s policy means

(Top photo: Ronald Martinez / Getty Images)

Name, Image and Likeness: Tracking early deals, potential stars, the weird, interesting, quirky, and more (2024)

FAQs

What is the name image likeness rule? ›

NIL is a set of rules governing the right of college and high school athletes to benefit financially from the use of their name, image, or likeness for commercial purposes, such as product endorsem*nts.

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What is the difference between image and likeness in NIL? ›

IMAGE: Your image is your image. Nobody should use it for commercial purposes without your consent. LIKENESS: Your likeness is not as obvious. It is your “semblance.” Think the outline of Michael Jordan on the Jordan brand.

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What is an example of a high school NIL deal? ›

One example of an NIL deal that Jaden signed while at Pittsburg HS was with a football recruiting app named AIR (Athletes in Recruitment). AIR signed him to a four-figure endorsem*nt deal, while stating he was the first high school football player to secure a deal in the NIL space.

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How is NIL money paid out? ›

Though there are varying ways in which athletes can earn NIL contracts, the most common are as follows: Accepting direct payments for promotional activities. Receiving free or sponsored products in exchange for promotion. Receiving free or sponsored services in exchange for promotion.

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Why is name image likeness important? ›

What is Name, Image, and Likeness? Name, Image, and Likeness is a legal concept referring to an individual's “right of publicity” — their ability to capitalize on anything that identifies them, including the ability to engage in third-party sponsorships and endorsem*nts.

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How to get NIL deals? ›

Once they understand their value, athletes can proactively seek out NIL deals through intentional outreach and networking events. Local businesses, and especially restaurants around campus, are typically the easiest to get the first NIL deal.

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What is an example of likeness? ›

A likeness is a portrait, or a head-turning resemblance. George Washington's likeness appears on the dollar bill. A potato might bear an uncanny likeness to my grandfather. Likeness has nothing to do with liking someone or something––it's all about what something looks like.

Get More Info Here ›

Is NIL a good thing or bad thing? ›

However, I personally consider allowing athletes to profit from their NIL a positive. It empowers them to build their personal brand and secure financial benefits while still in college. They can collaborate with businesses, engage with fans and set the foundation for their future careers, both in and out of sports.

Who is image and likeness? ›

Having the image and likeness of God means, in simple terms, that we were made to resemble God. The truth is that all humanity was created in the same image and likeness of God; all human beings reflect and express the image of God.

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Can high school kids make money from NIL? ›

As of October 4, 2023, the following 30 states and the District of Columbia allow interscholastic athletes to receive NIL payments: Alaska, California, Colorado, Connecticut, District of Columbia, Georgia, Idaho, Illinois, Iowa, Kansas, Louisiana, Maine, Maryland, Massachusetts, Minnesota, Nebraska, Nevada, New Jersey, ...

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Do students pay taxes on NIL deals? ›

Yes! Student-athlete earnings through NIL deals are subject to income tax, just like any other earned wages.

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Why is NIL bad for high school athletes? ›

Principally, NIL deals exploit athletes. It's not just through confusing contracts that trick 14-year-olds into signing their lives away; these deals are bad because they're inherently biased.

Who is the highest paid female NIL athlete? ›

LSU gymnast Livvy Dunne is the highest-paid woman in NIL history, with a NIL Valuation of $3.6 million. With a combined social-media following of 12.6 million people, Dunne is one of the most-followed student-athletes ever, which likely helps brands gravitate toward her.

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How much does Caitlin Clark make in NIL? ›

Her NIL deals this season will have made her an estimated $910,000 already. And if she opted to stay in college for one more year? Those estimates shoot up to around $3.1 million. In this strange case, it looks like college would be far more lucrative than going pro for Clark.

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Are NIL deals legal? ›

College athletes can now make money from the commercial use of their name, image, and likeness (NIL) as a result of new NCAA rules introduced in 2021. Many states now have NIL-related laws as well.

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What is a name image likeness clause? ›

However, even where granted, the right of publicity is not absolute. The First Amendment protects the use by others of a person's name, image, and likeness in news sources, educational materials, and some forms of entertainment, provided there is not commercial exploitation by a third party.

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What is appropriation of name likeness? ›

Appropriation occurs when a defendant uses a plaintiff's name, likeness, or image without their permission for commercial purposes. Appropriation is one of several torts falling under the category of invasion of privacy.

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How will NIL affect recruiting? ›

As a result, the larger programs in college sports continue to grow stronger, while smaller schools struggle to compete in a recruiting landscape dominated by money. NIL constraints would allow for a more balanced recruitment process that increases parity and competitiveness in collegiate athletics.

Why was NIL prohibited? ›

Introduction To Name, Image, Likeness (NIL)

Until recently, the question of should college athletes be paid was answered by the fact that across all sports and universities, student athletes were considered amateurs and therefore prohibited from receiving monetary compensation for their athletic accomplishments.