• Loading stock data...
Tuesday, October 7, 2025

How Florida’s Men’s Basketball Title Run Is Fueling NIL Fundraising

Florida’s collective earned more than $1 million during Final Four week. It’s gearing up to spend big in the upcoming revenue-sharing era.

Apr 7, 2025; San Antonio, TX, USA; Florida Gators players hoist the trophy after defeating the Houston Cougars in the national championship game of the Final Four of the 2025 NCAA Tournament at the Alamodome.
Robert Deutsch-Imagn Images

When Florida took down Houston to win the national championship, Erick Reasoner, the CEO of Florida NIL collective Florida Victorious, was seated in row 136 of the Alamodome with his wife and two kids. His son gave him the “biggest hug” as time expired. But a big part of the celebration was with the collective’s patrons: As the game ended, Reasoner shook donors’ hands, many of whom were sitting in the section next to him.

The scene is emblematic of the modern college sports era, where collectives are a key component of roster-building in top football and basketball programs. Even in the upcoming revenue-sharing era where schools can pay players directly, collectives are still expected to be the difference-makers in recruiting.

For all its success in the tournament, Florida isn’t complacent—whether it comes to fundraising or strategizing for the revenue-sharing era.

The Gators, with the help of Florida Victorious, earned between $1 million and $1.5 million during the week of the Final Four alone. On Sunday, after the Gators secured the title game berth, three donors set up a $250,000 match before the championship tipped off. They got all the way up to $325,000, Reasoner says. Then Florida alum Gary Condron offered $1 million for the men’s basketball program in the hopes it would inspire other fans to follow.

“We’ve had a huge response,” Reasoner tells Front Front Office Sports. “It has been a combination of people who have already been on board, but then also, people who had been involved with Gator boosters before but not with us, have started to give to us. And it’s really been a wave of momentum.”

The next step: Use the offseason to build another championship-caliber roster. Head coach Todd Golden told reporters in San Antonio that he planned to put a major emphasis on retention of the current roster. “Retaining, retaining, retaining is going to be huge,” he said at the time. 

Florida doesn’t just throw money at top recruits, however. Director of basketball strategy and analytics Jonathan Safir previously told FOS that the team has “never gotten a single player because we’re the highest bidder.” But for every program, the price to keep current players or recruit new ones is going up this offseason. Reasoner estimates that, in the SEC, the richest collectives were offering about $6 million total for their basketball programs. But that’s “no longer a big number for a lot of schools,” he says.

The reason: If it’s approved, the pending House v. NCAA settlement would allow schools to share up to $20.5 million with players across their athletic department next season. Schools without football programs, like those in the Big East, could have an advantage in this new era, since they can allocate more of their revenue-sharing pool to basketball players. “With rev-share kicking in, and non-football schools having rev-share, that’s completely changed basketball rosters,” Reasoner says. 

But finding the money to bridge this gap is just the first obstacle. The settlement would also put in place an NIL clearinghouse to check whether deals from collectives and boosters are “fair-market value.” If they appear to be pay-for-play, the deals can be blocked. (A third party entity will assess the value of NIL deals to ensure they do not exceed what the market would offer.)

To ensure their deals are approved, Florida Victorious plans to focus more on membership-driven products, or things that benefits can pay for. That could mean anything from access to exclusive social content, like interviews with players, or invitations to in-person events.“ That’s the tough part—can you supplement the rev-share with what passes the fair-market value test,” Reasoner says. “I think schools are still figuring that out.”

Ultimately, Reasoner hopes this strategy will be successful not just in men’s basketball, but in other sports—especially football. “We think we have proof of concept,” he says.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Bucks

Bucks Reportedly Discussed Giannis Deal With Knicks This Summer

Antetokounmpo’s future will be a major NBA storyline this year.
Oct 4, 2025; Tucson, Arizona, USA; Oklahoma State Cowboys outside linebacker Poasa Ute (35) and Wendell Gregory (4) celebrate during the third quarter of the game against the Arizona Wildcats at Arizona Stadium.
exclusive

New Bill Aims to Prohibit Athletic Department, Conference Private-Equity Deals

The bill would bar schools from selling ownership stakes.
Dec 2, 2022; Las Vegas, NV, USA; Southern California Trojans former quarterbacks Mark Sanchez (left) and Matt Leinart watch from the sidelines during the Pac-12 Championship game against the Utah Utes at Allegiant Stadium.

Mark Sanchez, Fox Sports Sued Over Alley Fight That Turned Bloody

The high-profile incident took place Saturday night in Indianapolis.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Oct 4, 2025; Pasadena, California, USA; UCLA Bruins quarterback Nico Iamaleava (9) passes the ball during the fourth quarter against the Penn State Nittany Lions at Rose Bowl.

The Improbability of UCLA’s Incredible Upset Win Against Penn State

Before UCLA beat Penn State, donors were deeply unhappy.
October 5, 2025

CFB’s New Parity Era: Penn State, Texas Top-25 Exits Signal Shift

Penn State and Texas fall entirely out of the top-25 rankings.
Sep 27, 2025; University Park, Pennsylvania, USA; Penn State Nittany Lions head coach James Franklin reacts during the fourth quarter against the Oregon Ducks at Beaver Stadium.
October 6, 2025

Penn State Has a $50 Million James Franklin Problem

Franklin’s team lost to unranked UCLA on Saturday despite being heavy favorites.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Cody Campbell
October 4, 2025

Fox, ABC Reject Ad Accusing Power Conference Commissioners of Greed

Cody Campbell said the ads were pulled after he paid for them.
Florida State defensive back Renardo Green (8) tackles Miami running back Mark Fletcher Jr. (22) during a college football game Saturday, Nov. 11, 2023, at Doak Campbell Stadium in Tallahassee, Florida.
October 2, 2025

Miami–Florida State Rivalry Heats Up With Priciest Ticket in CFB

The get-in price for Saturday’s matchup in Tallahassee is more than $300.
exclusive
October 2, 2025

Opendorse Is Taking Over Parts of Failed NIL Collective Operator SANIL

SANIL abruptly shut down its operations this week.
October 2, 2025

Big Ten’s $2B Private-Equity Deal Talks Face Michigan Resistance 

The conference is in discussions for a private-capital deal of around $2 billion.