As a fan who has witnessed the incredible transformation in college sports, I can’t help but feel overjoyed and inspired by the recent changes in NIL policies. Three years ago, I would have never imagined that college athletes could make a significant income from their social media presence, brand deals, or even simple endorsements.
Three years on, lifting the ban on college athletes profiting from their name, image, and likeness (commonly referred to as NIL) has proven to be highly beneficial. Students now have the opportunity to earn substantial additional income, and it’s also providing career paths for those who no longer aspire to become professional athletes. Many young athletes across various campuses and sports express that the new NIL regulations have significantly impacted their view of their sport, their future careers, and how they interact with fans.
In 2021, the NCAA revoked a rule that once stopped college athletes from earning income through endorsements. Critics often argued this rule was unfair as it allowed schools to profit from an athlete’s name, picture, or likeness, but not allow the students themselves to keep any of the earnings.
As a gamer myself, I’ve only recently dipped my toes into the world of social media monetization and deals, which has become more feasible since the recent changes. To my surprise, I’m now earning anywhere from $5,000 to $10,000 for each post I share – quite a lucrative venture, if you ask me!
For student-athletes continuing their sports careers post-graduation, such as 21-year-old gymnast Khoi Young from Stanford University, social media can serve as a powerful tool to kickstart and amplify their personal brands in the professional athletic world. As Young puts it, “A smart strategy for my career beyond education is to continue expanding my social media presence.” He doesn’t view himself solely as a content creator, but rather sees it as an effective extra step.
However, for some, it has significantly transformed the scenario, a reference humorously implied. Brandon Dwyer, a senior men’s basketball player at Florida Gulf Coast University, is leveraging his social media influence to carve out a unique niche in sports: as a personality or comedian. Dwyer explains that when he understood he was likely to spend more time on the bench than on the court at the professional basketball level, he recognized the need to channel his abilities elsewhere, or to cultivate a distinct form of skill instead.
On TikTok, with a following of 1.2 million people, Dwyer frequently pokes fun at himself for being just an average basketball player, compared to the NBA’s standards. He consistently shares a series that follows and jokes about his attempts to score his very first point on the team.
As folks saw I could handle a good-natured laugh, they began to join my gaming community,” I said. “I create content that’s easy to relate to in basketball, where people can chuckle at me or pass it on to their friends. Eventually, I grasped the opportunity, realizing, ‘Hey, this could be my gig and I could make a living from it.’
Dwyer, currently studying for his master’s degree in finance, began earning money from his social media posts and skits in May. Much like other individuals in this narrative, he declined to disclose specific figures (as influencer income can fluctuate significantly from month to month). However, he shared that his average monthly income falls within the five-figure range. Since then, he has secured a six-month management contract with Clementine to assist him in managing and negotiating brand sponsorship deals more effectively.
Currently, in addition to handling school assignments and basketball training sessions, he devotes around 20 hours weekly to managing his social media platforms – primarily brainstorming ideas, filming content, and interacting with his followers. He claims it’s manageable for him at the moment, but he hasn’t decided definitively whether he’ll commit fully to this endeavor until after he graduates.
Dwyer mentions that’s a decision we might face in about two years,” he adds, “However, it’s important to note that it’s increasingly looking like a realistic possibility.
Gianna Bullock, an accomplished track and field athlete at the University of Oregon, aspires to turn pro upon graduation, yet she finds that her influence has opened up numerous unconventional paths that the sport rarely offered before. “It’s reshaped my aspirations for my career,” she says. Bullock clarifies that in the past, a professional runner would typically secure one major sponsor who would cover all their competition expenses and equipment costs. “You had limited freedom; you couldn’t engage in multiple partnerships every month,” she explains. However, with influence, there are theoretically limitless possibilities to explore.
Bullock joined Empower agency and secured partnerships with companies such as Dick’s Sporting Goods, Reebok, Uber, and McDonald’s, each of which has brought in significant amounts of money. Furthermore, she believes that sharing personal experiences on social media can help to make female athletes seem more relatable: “For many female athletes or athletes of color, we are often depicted as masculine. It’s fascinating to be able to show that we can also be feminine and enjoy things like skincare. We aren’t just always working out and sweating.
She mentions that she’s willing to take on another shift, as she’s interested in playing a larger role in influencing matters in the future. She admits to having a fondness for both track events and social media, but neither feel like work to her. However, she finds it challenging when being professional starts becoming too demanding.
Bill Carter, an expert in Name, Image, and Likeness (NIL) matters who established the consultancy firm Student Athlete Insights, notes that around three quarters of all NIL deals struck during the first year following the 2021 ruling were tied to social media platforms. It appears that Division 1 mid-major athletes are reaping the greatest benefits from these new opportunities, as they are particularly adept at leveraging the pathway provided by social media.
At universities like the University of South Dakota or the University of Vermont, athletes typically don’t receive offers from brands for autograph signings because they aren’t widely recognized. However, they do often possess a significant social media presence. For institutions of this size, having between 3,000 to 10,000 followers can provide a substantial impact through their personal brand.
As a gamer, I’d express it like this: “I, along with many athlete friends I know, are thrilled about the lifting of the NIL ban. We’ve been using platforms like Instagram and TikTok for quite some time now, and we highly recommend that upcoming college athletes leverage these platforms too. It’s a great opportunity to capitalize on our online presence.
As a gamer, I get it – breaking into the world of competitive gaming can feel like a daunting task, but let me tell you, it’s a game changer! For those of us still finding our footing in this digital arena, it alleviates some of the pressure. It opens our eyes to various possibilities we never knew existed. I had no idea I could earn a living from this; I didn’t realize people cared about my gaming skills on such a deep level. It helps us understand that we’re not just one-dimensional characters, but complex individuals who can excel in multiple aspects of life – beyond our gaming prowess.
As a proud student at Florida A&M University, son of the legendary Shaquille O’Neal, and a TikTok sensation with over 3.5 million followers, I find myself standing at the threshold of new opportunities in the business world. My unique connection and shared experiences with my father have opened up a treasure trove of fun content creation and lucrative brand deals on TikTok. It’s no secret that basketball is an ephemeral endeavor, and so I eagerly embrace this exciting phase of my life, ready to explore the endless possibilities that await me beyond the court.
This tale was initially published in the November 13th edition of The Hollywood Reporter’s magazine. If you’d like to get the magazine yourself, click [here] to subscribe.
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2024-11-22 17:25