March Madness provides not just memories but marketability for college athletes looking to profit off name, image likeness rules.
and players into our national consciousness. Now, the combination of NIL and the NCAA’s one-time transfer rule, which was ratified in April 2021, two months before the NIL policy, can make the tournament's brightest stars shine even brighter.
But it wasn’t just friends and family reaching out to congratulate him or fans and reporters tagging him on social media. Edert’s Instagram messages were flooded with requests from companies that wanted to cash in and help him do the same. How much money is up for grabs in these deals? It’s hard to know for sure, said Casey Floyd, co-founder of NIL platform NOCAP Sports.
“You’re 100 percent focused on basketball, and you’re not caring about outside factors, but at the same time, it’s a once in a lifetime opportunity,” Edert said. “So you have to capitalize but also maintain laser focus on game plans and getting more wins. So contacted me on Instagram DMs, and I just took it from there and did a deal with them and then went right back to work and locking in on practices and future games.
“I think maybe an overlooked part of NIL so far for both brands and athletes is the earned media value that these campaigns received,” Weber said. “If you think about how many national stories Doug Edert and his brand partners were in last March, I would guess that the media value probably far exceeded the social media value of the posts that Doug put out.”
“There was a little bit of some opportunities that presented themselves after. Honestly, not a ton, though,” Jensen said. “I feel like being at Creighton, it’s a bit of a smaller market, so it's more like local stuff. And so I had like a couple of that, but I feel like in terms of NIL, we're still kind of figuring out the best way to go about it and kind of get some of those deals.”
If Jensen had been required to sit out after transferring, she said she would have given more serious consideration to staying another season at Iowa. Instead, she was one ofand 1,700 men’s basketball players who entered the transfer portal in the first offseason following the rule change, which, together with NIL, has given college athletes more free agency than ever before.
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