In the era of NIL, the heroes of the NCAA tournament have to act fast to capitalize on their moment in the national spotlight.
Oakland's Jack Gohlke made 10 three-pointers against Kentucky in the NCAA tournament, then signed multiple NIL deals to cash in on his moment in the spotlight. , had gathered to watch March Madness at a bar in Chicago’s Old Town neighborhood. The problem, though, after Gohlke hit a sixth three, then a seventh — then an eighth, ninth and 10th — was that Childers needed his computer. Ellenby needed to find a contact for Gohlke.
“For so long, there was all these marketing campaigns around March Madness, but it was every TV announcer and the mascots,” said Rachel Baker, who helps Duke’s men’s basketball players manage NIL as the program’s general manager. “And now, being able to do that with athletes, brands know how huge March Madness is and they want to get in on it. During the season, it can be kind of slow for our guys, and I think they get a bit antsy. We just tell them: ‘Trust us, the deals are coming.
At bigger programs, where NIL deals are more common, players and staff weigh the value of an offer against the opportunity cost at a critical point of the season. Baker, who worked for Nike before joining Duke’s staff in 2022, said the Blue Devils would not engage in any NIL activity between this past Thursday and Sunday, when they were in Brooklyn for the first two rounds of the NCAA tournament.
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