Saturday September 30, 2023

How the Horizon League Is Approaching NIL

  • Commissioner Julie Roe Lach detailed the Horizon League's NIL plans in an interview with FOS.
  • It doesn’t have the riches of FBS conferences, but that hasn’t stopped it from developing a robust NIL strategy.
Photo: Sam Greene, Cincinnati Enquirer/Design: Alex Brooks
Front Office Sports Today

Donovan McNabb and the State of Football

From Taylor Swift to the Prime Effect, there's a lot going on in the world of football.
Listen Now
September 29, 2023 | Podcast
Linkedin
Copy Link
Link Copied
Link Copied

In the NIL era, conference offices have begun to explore their specific role in helping athletes profit. Some are leaving almost everything, from education to partnerships, up to their schools. Others are taking a more hands-on approach.

Few plans are as detailed as the one in the Horizon League.

It doesn’t have the riches of FBS conferences, and it isn’t even the wealthiest among non-FBS Division I conferences.

But the Horizon League is proving that supporting athletes’ financial endeavors doesn’t require millions — and that a conference can guide schools through a complicated process while still giving them the space to develop their own plans.

“We’ve taken our time,” Commissioner Julie Roe Lach told FOS. “Last summer and fall, it wasn’t exactly clear from a league standpoint what role would be helpful and effective. It’s started to really crystallize.”

A ‘Three-Phase’ Approach

The Horizon League began building a strategy long before July 1, monitoring laws in the states in which the conference’s schools reside, as well as the Alston decision, Roe Lach said.

Once the NCAA passed its rule, the Horizon League “embarked on that phase-one part — which was just ensuring our student-athletes were educated,” Roe Lach said. The conference took an “institutional-led effort with our league office supporting them.”

The second phase centers around athletes signing NIL deals. Roe Lach recognized schools can help by giving athletes tools to build strong personal brands, even if they can’t procure deals themselves. To do this, the conference was planning on signing one of two vendors. 

When Roe Lach spoke with FOS in November, the Horizon League was in the midst of this step.

“We did not rush to sign with someone,” Roe Lach said. “That was happening in a lot of places. But I think slow and steady has been our approach.”

The final prong in the strategy is teaching athletes financial literacy — from savings to tax implications. 

A Recruiting Advantage?

NIL is now an inextricable part of recruiting — and the Horizon League has its pitch ready.

When Roe Lach visited most of the conference’s schools, basketball coaches told her that a high number of recruits have begun to ask about NIL.

Roe Lach wants recruits to understand three things. 

First, the conference has developed the “tools” for athletes to have at their disposal. Second, it provides media exposure through a partnership with ESPN. And third, its schools are in “major urban metropolitan areas,” where local businesses are abundant.

One thing the schools won’t do, however, is directly set up deals for athletes — which is against some state and school policies. “We’re not going to cheat,” she said. “We’re not going to cross the line.”

Preparing for Future Changes

In January, the NCAA will vote on a new constitution that will shift several powers, including NIL, from the national office to divisions.

Roe Lach doesn’t think this shift would be unprecedented. 

Divisions II and III have already made their own rules about what “amateurism” means to them, and what types of compensation athletes could accept to be eligible to play at those schools. 

Now, giving each division the power to set NIL rules is “an extension of where we’ve already been,” she said.

Of course, the Alston decision may have thrown a wrench into this plan. Roe Lach acknowledged the decision may not legally allow divisions to set NIL rules without violating antitrust. In that case, they’d need a federal law.

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

Ryder Cup’s Future Hanging In The Balance Amid Saudi Disruption

An unexpected change could be coming to the Ryder Cup.

Colorado Has Become the Hollywood of College Football. This Weekend Proves It.

Folsom Field will welcome dozens of Hollywood stars on Saturday.
Toy Story

‘Toy Story’ Success Could Lead to More Disney-Branded NFL Kid-Casts

A successful ‘Toy Story’ game could open the door for other franchises.
A rendering of plans for a new arena and surrounding entertainment district in Reno, Nevada.

Nevada Basketball Arena Centerpiece of $1B Private Investment in Reno

It's the largest private investment in the city's history.
podcast thumbnail mobile
Front Office Sports Today

Donovan McNabb and the State of Football

0:00
0:00

Featured Today

Kansas City Chiefs tight end Travis Kelce on field after the game at GEHA Field at Arrowhead Stadium.

Taylor Swift Shaking Up Travis Kelce, Chiefs Prop Betting Market

Sportsbooks are capitalizing with Taylor Swift-themed prop bets.
Taylor Swift reacts while sitting next to Donna Kelce watching the Kansas City Chiefs vs Chicago Bears game during the first half at GEHA Field at Arrowhead Stadium.
September 28, 2023

Taylor Swift Is Affecting The NFL, Chiefs Ticket Markets

Swift will visit her second NFL stadium in as many weeks.
BioSteel
September 28, 2023

BioSteel Bankruptcy Shows Perils of Costly Sports Partnerships

BioSteel spent heavily on partnerships deals before bankruptcy.
Taylor Swift at Chiefs vs. Bears game.
September 27, 2023

Taylor Swift NFL Hype Likely To Continue Another Week

Swift could drive blockbuster TV ratings for NBC's "Sunday Night Football."

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
Chicago
Fanatics
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations

Big 12 Entries Boosting Tickets, Merch For New Members

BYU, Cincinnati, Houston, and UCF joined the Big 12 in July.
September 28, 2023

Prime Effect: Colorado Athletics Sponsorship Revenue Up 42%

The Coach Prime impact is hitting all areas of the athletic department.
Michigan State terminates Tucker's deal with cause amid sexual harassment allegations.
September 27, 2023

Michigan State's Firing of Mel Tucker Saves University $80M

MSU terminates deal with cause amid sexual harassment allegations.
September 27, 2023

AAC Commissioner Open To CFP Format Change, Just Not Yet

Mike Aresco is not ready to vote for CFP structure changes.
A general view of Reser Stadium before a game between Oregon State Beavers and UC Davis Aggies.
September 27, 2023

Oregon State Projects 44% Athletics Revenue Loss From Pac-12 Realignment

Oregon St. officials reveal the potentially dire effects of Pac-12 realignment.
September 23, 2023

Up Next For College Football Playoffs: More Change, Money, And ... Streaming?

Many changes are coming to the CFP when it expands to 12 teams.
Big-12
September 22, 2023

Texas, Oklahoma's Big 12 Exit Could Have Cost $60M More

The school's move to the SEC is costing about $100 million.
Tickets for Colorado’s upcoming road game against Oregon are more expensive than 14 of 16 Week 3 NFL matchups.
September 20, 2023

Deion Sanders' Impact Makes Tickets Pricier Than NFL Games

Colorado-Oregon tickets are pricier than most Week 3 NFL matchups.