By: Sam Heller
September 16, 2024
Photo Credit: Nike
The college football Name, Image, and Likeness (NIL) landscape continues to evolve, and 2024 has been a pivotal year in this regard. Athletes and institutions have found new ways to leverage NIL opportunities, from groundbreaking marketing tactics to generous donations. Here are some crucial NIL stories to know going into the 2024-2025 college football season.
Oklahoma State’s QR Code NIL Initiative: A Unique Sports Marketing Innovation
On August 20, 2024, Oklahoma State University (OSU) launched a unique NIL initiative by placing QR codes on football players’ helmets. The 1.5-square-inch codes linked fans to a donation page for the university’s NIL collective, Pokes With A Purpose. The codes were intended to enhance the NIL opportunities for OSU players by allowing fans watching on TV to scan them with their phones and contribute directly to the fund.
The NCAA quickly intervened, however, ruling that the QR codes constituted “advertising or commercial marks,” which violated its regulations. OSU football coach Mike Gundy has strongly opposed the ruling and has vowed to fight it, suggesting that OSU might pursue legal action. Critics argue that the NCAA’s decision is outdated and inconsistent, pointing to the logos of brands like Nike, Under Armour, and Adidas that are visible on jerseys across college sports.
Shedeur Sanders Becomes Nike’s First College Football NIL Signing
In a landmark move, Shedeur Sanders, quarterback for the University of Colorado and son of NFL Hall of Famer Deion Sanders, became the first college football player to sign an NIL deal with Nike, in both apparel and footwear. This partnership continues the legacy his father began nearly 30 years ago with his own signature line of Nike shoes, made famous by his success in both football and baseball. After a long separation, Deion returned to Nike in 2023, and Shedeur is now taking the partnership into the next generation. Shedeur has expressed interest in updating his father’s iconic Nike Air Diamond Turf cleats, emphasizing the importance of creating products with a lasting story and generational impact. As NIL deals grow, Shedeur’s partnership with Nike highlights the merging of athletic talent and personal branding, opening long-term opportunities for both athletes and brands.
Oklahoma Linebacker Danny Stutsman Shares $50k in NIL Earnings with Walk-Ons
Oklahoma linebacker Danny Stutsman made headlines by generously sharing $50,000 of his NIL earnings with 18 walk-ons on his team, recognizing their often unnoticed but vital contributions to the program. Each walk-on also received a JBL care package as a token of appreciation. Stutsman, an All-American with 267 career tackles and a fan favorite after going viral during last season's Red River Rivalry, has a growing NIL valuation of $305,000. He has capitalized on his fame with merchandise deals such as a collaboration with Opolis Clothing. Stutsman’s decision to share his earnings reflects a broader trend of athletes using their NIL success to support teammates and communities.
EA Sports College Football 25: NIL Payouts Elevate Players and Schools
The highly anticipated return of EA Sports' College Football video game series, which was released in July, has generated excitement across the college sports landscape. Thanks to NIL, college athletes will be compensated for their inclusion in the game for the first time ever. Michigan running back Donovan Edwards, Texas quarterback Quinn Ewers, and Colorado’s Travis Hunter will grace the cover, with Edwards reportedly earning over $200,000 for his involvement. The game features a tiered payout structure for universities based on their performance in the AP Top 25 poll, with schools like Iowa, Oklahoma State, and Utah landing in Tier 1 for the highest payouts.
More than 29,000 college athletes will receive a portion of the $40 million NIL pool. Each player who opted in is guaranteed at least $600 and a copy of the game. Top-tier athletes, like Edwards, will earn significantly more through individual agreements managed by OneTeam Partners. This marks a major milestone in leveraging NIL potential for athletes, as video games have always been a coveted platform for sports stars. For universities, the EA Sports partnership opens a new revenue stream and enhances the visibility and appeal of their programs.
Final Thoughts
The 2024-2025 college football season is shaping up to be one of the most transformative years in the NIL era. From innovative fundraising strategies like Oklahoma State’s QR codes, to high-profile brand deals like Shedeur Sanders’ Nike contract, to the generosity of athletes like Danny Stutsman, NIL is reshaping the college football landscape. This dynamic environment is setting the stage for even greater opportunities and challenges in the world of college sports.
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