• Loading stock data...
Friday, October 24, 2025

Athletes Are Receiving Below-Market Cut of Fanatics CFB Jerseys

  • Athletes participating in the deal are receiving only about $3.92 per jersey sold (worth $140 each).
  • The number appears to be below the industry standard.
Scott Wachter-USA TODAY Sports

On Thursday, Fanatics, with the help of group licensing company OneTeam Partners, launched the largest college football jersey program of the NIL era, featuring jerseys of more than 4,300 athletes. 

It was a major industry milestone, given that officially licensed merchandise using college athletes’ NILs was impossible before NIL rules were changed.

But for players, the terms of the deal leave much to be desired. 

Athletes are receiving only about $3.92 per jersey sold — even though prices are retailing for about $140, according to industry expert and attorney Darren Heitner. That price was confirmed by document shared publicly explaining OneTeam Partners’ rates. That’s less than 5% per jersey, and much lower than the early-industry standard.

Representatives for OneTeam Partners and Fanatics did not immediately respond to emailed requests for comment.

The deal is extremely low compared to one facilitated by its competitor (and former partner) The Brandr Group, for example. The Brandr Group, which has partnered with dozens of schools for group licensing rights, offers athletes $10-$12 for jerseys  — about 10% of the “final invoice price,” according to CEO Wesley Haynes.

The Brandr Group’s deal is “aligned with existing industry standard best practices, and it represents the baseline for negotiations for our jersey programs,” Haynes said in a statement to Front Office Sports.

The M Den, a Michigan-specific group which brokered deals through Valiant, offers athletes about $20 each on jerseys ranging from $120-$180, according to Heitner. (Valiant’s Jared Wangler previously declined to disclose to FOS the specific percentage athletes would receive, but did say it was “significantly higher” than the NFL standard.)

Many college sports industry members previously believed that group licensing agreements — which combine the intellectual property rights of schools/teams and athletes — wouldn’t be possible in college sports at all without an official college athlete union. 

Professional players unions negotiate jersey sale terms with leagues and merchandisers. But companies like The Brandr Group and OneTeam claimed a union wasn’t needed — they could simply set terms and allow athletes to opt into deals. 

Receiving a few dollars per jersey is better than nothing at all, which was the case before NIL rules. 

But the Fanatics/OneTeam deal illustrates how a lack of collective bargaining unit for athletes still means that they’re not getting their full potential of revenues — even if group licensing is technically possible.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Oct 11, 2025; Tallahassee, Florida, USA; Florida State Seminoles head coach Mike Norvell after losing the game to the Pittsburgh Panthers at Doak S. Campbell Stadium.

CFB’s Chaotic (and Pricey) Coaching Carousel Only Getting Started

Firings have already accounted for roughly $116 million.
Oct 16, 2025; Salt Lake City, Utah, USA; Portland Trail Blazers head coach Chauncey Billups gives instructions to his team during the first half against the Utah Jazz at Delta Center.

Chauncey Billups Is Rare Pro Coach Involved in Gambling Scandal

The recent string of gambling scandals have centered on athletes.
Jamier Brown

Judge Temporarily Allows Ohio High Schoolers to Make NIL Deals

Most states do not restrict high school NIL deals.

Featured Today

Christie's

Lou Gehrig’s $4M Jersey and the Exploding Sports Memorabilia Market

An ultra-rare sports collection is about to hit the auction block.
@chef__tezz/Instagram
October 19, 2025

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.
October 18, 2025

How Vanderbilt Went From SEC Doormat to Dark Horse CFP Candidate

After beating LSU, Clark Lea said: “Internally, we expect to win.”
May 27, 2025; Indianapolis, Indiana, USA; Indiana Pacers guard T.J. McConnell (9) shoots a three point basket over New York Knicks guard Josh Hart (3) during the third quarter of game four of the eastern conference finals for the 2025 NBA Playoffs at Gainbridge Fieldhouse
October 18, 2025

NBA Stars Swap Wine With League Friends and Foes

A wine-exchange tradition emerged from the bubble season’s close quarters.
Jun 10, 2025; Eugene, OR, USA; A NCAA logo flag at the NCAA Track and Field Championships at Hayward Field.

College Athletes Can Bet on Pro Sports Starting in November

An NBA player and coach were charged Thursday in a sports betting investigation.
Texas Tech tortillas
October 22, 2025

Texas Tech Is Attempting a Tortilla Crackdown 

Rebellious students are known to smuggle the tortillas in their underwear.
Tony Vitello
October 22, 2025

Tony Vitello’s Stunning MLB Jump Comes With $3M Tennessee Buyout

Vitello heads to San Francisco after winning a national championship in 2024.
Sponsored

How HOKA is Reimagining the NIL Relationship

Fans can now follow their favorite golfers and experience every marquee moment at the Ryder Cup — thanks to innovation from T-Mobile.
Tom Izzo
October 22, 2025

Tom Izzo Rips ‘Ridiculous’ NCAA Move Allowing Former G Leaguers

Michigan State didn’t know an eligibility change had been made, he said.
October 22, 2025

Big 12’s Yormark Defends Slow NIL Go Approvals: ‘That’s Not a Glitch’

Collectives have been starting to pay players without approvals.
BYU
October 20, 2025

BYU Lost Its Star QB This Summer. Now It’s One of the..

The Cougars are thriving with a true freshman at quarterback.
Indiana
October 20, 2025

Indiana Is the Center of the Sports World—Again

After successful NBA and WNBA seasons, Indiana’s football teams are thriving.