Thursday December 7, 2023

NIL Deals Affecting More Than Superstars

Reinhold Matay-USA TODAY Sports/Design: Alex Brooks
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It’s been more than a month since college athletes were first able to profit from their name, image, and likeness — and some significant money has been earned.

Alabama quarterback Bryce Young has made close to $1 million, while Hercy Miller — an incoming Tennessee State University basketball player and Master P’s son — signed a $2 million endorsement with Web Apps America.

Athlete marketing platform Opendorse shared its numbers from the first month, revealing how much the average student athlete is earning in this new era for college sports. 

  • Division I: $471 average ($210,000 peak)
  • Division II: $81 average ($750 peak)
  • Division III: $47 average ($50 peak)

Football captured 79% of the NIL market share, with men’s basketball following at 9.6% and women’s volleyball at 5.5%. 

Nearly half (46%) of the 2,500 athletes included in Opendorse’s data earned income from social media promotions, and 29% earned money from licensing their NIL rights. The rest came from signing autographs, making appearances, content creation, hosting camps, and selling products.

Last week, Utah-based Built Bar introduced an innovative twist on NIL deals when it told all 36 BYU football walk-ons that the company would pay for their tuition.

Editor’s Note: Opendorse is an FOS partner.

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