Prior to the 2021 regular season, the NCAA granted permission to its athletes to profit from name, image and likeness (NIL) deals. The deals allow players to develop a personal brand outside of football and provide them with an additional source of income.
It’s no secret that football programs bring in the big bucks for universities. The SEC leads the way in terms of football programs and their profit margins. Out of the top-20 most profitable football programs in the NCAA, nine of those are SEC schools. LSU is the third most profitable football program in the country behind Tennessee. LSU has brought in hundreds of millions of dollars thanks to the sport. In the 2019 national championship year, the Tigers brought in $95 million of total revenue.
How is this revenue getting back to the players? Before this agreement was passed by the NCAA, players were not earning money through endorsements. Even though the school would profit from the players, the players could not profit from themselves. Now, we are in a different time where players are establishing their own brands as early as freshman year.
I spoke with wide receiver Jack Bech to gain some clarity on how these NIL deals come to him. When asked if LSU plays a role in getting him deals Bech replied, “LSU isn’t allowed to help, people are coming to me.” When asked if he will focus more on his own brand when doing NIL deals, he replied, “Most definitely, you have to.”
Bech has made progress in developing his brand through his work with companies like Cameo, his support of local businesses and the merchandise he sells online. The NIL deals are welcomed by players and Bech alike as he says they “help us get paid.”
The NIL has worked out greatly for big market schools like Texas A&M and Alabama, but for small market schools like LSU, it will take a community effort. LSU has taken steps to grow the market in Baton Rouge as they’ve trademarked the term “NILSU” to draw attention to the efforts. Local businesses are participating in NIL efforts such as Baton Rouge attorney Gordon McKernan. McKernan has signed athletes such as Kyren Lacy, Kayshon Boutte and Alexis Morris to NIL deals with his law firm.
The key to developing more NIL deals is winning, but LSU couldn’t get that done often enough in 2021. At the beginning of the 2021 season, LSU had one of the top ranked SEC players in terms of NIL value with Derek Stingley Jr. Sadly, an unsuccessful season stunted the growth of the NIL market for LSU and its athletes.
The Tigers already had a difficult time drawing attention in a smaller city like Baton Rouge, and the disappointing season gave them an incredible disadvantage. LSU is looking to regroup and surely the big companies will come crawling once the program is back on track.
The SEC has seen its fair share of NIL deals throughout this past year. Several companies have partnered with SEC athletes to develop a connection with the game and its players. Companies such as PetSmart, Raising Canes, Walk On’s and Milo’s have all signed deals with college athletes, giving these players a chance to develop a brand off the field. The powerhouses of the SEC give their athletes a greater chance than most to succeed in getting attention from endorsers.
The University of Alabama saw its starting quarterback, Bryce Young, go off on a tear in the NIL world. Reports were surfacing prior to the 2021 season that Young had already accumulated over $800,000 worth of deals. Head Coach Nick Saban announced the star quarterback would make “almost seven figures” going into his sophomore season. The fact that Alabama is in the conversation for the greatest team every year boosts the odds of the young star landing huge deals. However, his success on the field precedes him, which is something LSU will have to make up for in 2022.
Texas A&M was accused of using NIL deals in an entirely different fashion. In 2022 the Aggies took home the No. 1 ranked recruiting class, but the rumor mill believed the NIL deal availability in College Station helped them secure their class. Aggies Head Coach, Jimbo Fisher, addressed these rumors during a press conference, “This is garbage. It pisses me off. There is no $30 million fund, there is no $10 million, there is no five million.”
As the NIL deals evolve, the rumor mill may grow. A&M is the first big victim of the accusation of using NIL deals to get recruits.
NIL deals will continue to be the topic of discussion as they will play a huge role in recruiting, player development and creating an overall identity of the program. LSU is doing its part in the NIL process by getting its name out there and collaborating with local businesses in the community.
Going forward, as LSU gets better, the deals will get better. The NIL provides players with a chance to fulfill lifelong dreams of being in a commercial or being sponsored by their favorite brands. The desire to earn for those chances, rewards and opportunities will better their games. The involvement of NIL deals during signing day will also add another tricky element to the already insolvable puzzle that is college recruiting.
