Tuesday October 3, 2023

UCLA Claims NIL Earnings Will Jump in the Big Ten

  • “This move,” wrote AD Martin Jarmond and chancellor Gene Block, “will enhance Name, Image, and Likeness opportunities.”
  • While there may be some data to support this claim, the main reason for conference realignment is always TV contracts.
Jerome Miron-USA TODAY Sports
Front Office Sports Today

NBC Could Get In On College Football Playoffs

NBC is exploring broadcasting a slice of the expanded CFP in 2026.
Listen Now
October 3, 2023 | Podcast
Copy Link
Link Copied
Link Copied

In announcing its future move to the Big Ten, UCLA made a curious claim.

“This move,” wrote AD Martin Jarmond and chancellor Gene Block, “will enhance Name, Image, and Likeness opportunities.”

The two added that the “greater exposure” the school will receive on the Big Ten’s platform, as well as the coast-to-coast nature of the conference, will make their athletes even more enticing to brands.

The claim suggests that UCLA is acknowledging the importance of NIL in recruiting by advertising the conference shift as a boon for athletes’ wallets.

But it’s still unclear if the Pac-12 vs. Big Ten stage will make a real difference — particularly for Olympic sports athletes.

There is some data to suggest UCLA might at least have a basis for its statement.

  • Opendorse’s first-year NIL roundup found that the Big Ten garnered not only the highest compensation of any conference, but also the most NIL activity.
  • The Pac-12 ranked fourth and fifth for compensation and activity, respectively.

But while the Big Ten is leading the way on NIL, that doesn’t mean adding UCLA and USC will automatically and passively be good for their athletes. It’s possible that these numbers stem from this year’s crop of Big Ten athletes and their marketability, rather than the conference’s platform as a whole.

The claim is one made over the past year by many schools who have participated in conference realignment. But when it comes to the Power 5 shuffle, the true motivator is television contracts. 

Any residual “benefits” for the athletes themselves come second.

Copy Link
Link Copied
Link Copied

What to Read

Football analyst and PFF investor Chris Collinsworth talks to man in front of computers

Cris Collinsworth 'Lost a Lot of Sleep' Over Pro Football Focus Leadership Issues

New book details why it’s no longer a “happy place to work.”
NBC is interested in media rights to the expanded College Football Playoff.

NBC Is Interested in Expanded College Football Playoff Media Rights

NBC is one of the networks pitching the CFP, a source confirmed.

MLB Attendance Surges 70 Million, Tops League Projections

League posts best year-over-year increase at the gate since 1993
Levi's Stadium

49ers Study Shows Benefits of Public-Private Stadium Deals

Levi’s Stadium has generated more than $2 billion per new study.
podcast thumbnail mobile
Front Office Sports Today

NBC Could Get In On College Football Playoffs


Featured Today

Formula 1 drivers in a pack at the start of the Montreal Grand Prix

Apple Reportedly Making Push For Global Formula 1 Rights

The tech giant could offer $2 billion a year for the rights.
September 30, 2023

Baltimore Looks To Return To The Oriole Way

Lease deal offers new hope, but market and economic challenges remain.
College football is taking over Saturday night.
September 30, 2023

How College Football’s Biggest Games Took Over Saturday Night

Network competition and West Coast storylines helped college football stage a coup.
September 29, 2023

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

An unexpected change could be coming to the Ryder Cup.


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
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations

Colorado Football's $14M Ticket Revenue Surge Amid Revival

Revenue from single-game ticket sales has tripled from 2022.
September 29, 2023

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

Folsom Field will welcome dozens of Hollywood stars on Saturday.
September 28, 2023

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.