Reviewing the impact of NIL on first-time college football coaches
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In the September edition of Biz Buzz, we examined four NCAA Football Bowl Subdivision (FBS) programs with first-time head coaches (CEOs) in the 2023 season and the impact of Name, Image and Likeness (NIL) on their ability to build team culture and success on the field: Kenny Dillingham at Arizona State, Biff Poggi at Charlotte, Trent Dilfer at UAB and Ryan Walters at Purdue.
As a review, the company On3 is at the center of NIL market and athlete valuation, utilizing an algorithm comprised of the following components to develop an estimated NIL valuation for a player:
1) “Brand Value” (based on licensing and sponsorship opportunities that are not generated necessarily by the NIL collective connected to that athlete’s institution, but rather where an organization contacts the athlete directly)
2) “Roster Value” (based on a player’s performance during the season compared to other players at the position, strength of influence on social media, and exposure received via media attention and size of fan base)
Arizona State now has three players with NIL valuations above $100,000 compared to only one player in that range several months ago: Jaden Rashada (quarterback; $414,000 valuation), Sam Leavitt (transfer quarterback from Michigan State; $238,000 valuation) and Cameron Skattebo (running back; $104,000 valuation). Rashada’s value increased slightly since the beginning of the season due to being named the starting quarterback as a freshman where he played in three games (missed eight games due to injury) combined with securing a deal outside of the Sun Angel Collective in October with Halo Non-Invasive Veneers. Interestingly, Leavitt’s valuation has increased 318% since Jan. 10, when he arrived on campus after transferring from Michigan State. While there are no NIL deals reported for Leavitt through on3, he did play in four games for Michigan State as a freshman. Skattebo’s valuation also had a massive increase of 261% in that same time period partially due to the fact that this was his first season playing at the FBS level and he had several games rushing for over 100 yards against ranked opponents, including 111 yards against No. 5 USC. Chad Johnson Jr., a wide receiver and the son of former All-Pro NFL wide receiver Chad “OchoCinco” Johnson, has the fourth-highest NIL valuation for ASU at $66,000.
At Charlotte, tight end Colin Weber recently became the first member of the football program with an NIL valuation with a figure of $68,000 after a 362-yard receiving season that put him in the top 40 of all tight ends across the FBS level. No other athletes at Charlotte are listed to have procured NIL deals. The Goldmine Alliance, Charlotte’s NIL collective, was founded in May 2023.
UAB experienced a milestone in September 2023 with the founding of an NIL collective called Magic City Impact. UAB does not yet have an athlete, particularly in football, with an NIL valuation…
Read More: Reviewing the impact of NIL on first-time college football coaches 2024-02-25 09:44:13