![]() ![]() And OTT is likely to play a central role in democratizing the NIL landscape. And, yes, players like Bronny James – son of NBA and marketing supernova LeBron James – figure to soak up a lot of the spotlight (and profits) in this new world. The golden age of digital streaming in sports has arrived just as national high school sports, college recruiting and social media have combined to create a booming market of interest in adolescent athletes. And yet streaming platforms have a major role to play in optimizing college athletes’ NIL opportunities even now – through helping build and support individual player brands. There may be relatively little initial direct investment in athlete NIL from over-the-top media, which is still building its stronghold in the sports world at large. Still, some of these relationships figure to be more seamless than others. They’ve started to learn what’s market value.” They’ve started to find the athletes that they think they would wanna work with. “But I think 2022 is gonna be the year of adoption. “People keep saying it’s the wild west,” Chase Garrett, CEO of the athlete-marketing platform Icon Source, recently told Business Insider. And this may be a case in which the market helps dictate a framework of bylaws, rather than the other way around. But experts believe things will continue to move quickly. Back in June, the NCAA’s board of directors established temporary parameters, but no one involved – not the NCAA, its member institutions, administrators, coaches, athletes or brands – knows precisely how or when the matter will be resolved, with permanent rules set in place. ![]() What much of the public may not realize about NIL is this: The rules are being made up in real time. That begs at least one of many questions: Where do streamed sports fit into NIL? Most of these engagements come on visual platforms: television, social media and a variety of digital formats. And in June, the inaugural NIL Summit will be held in Atlanta, complete with workshops, panels and ESPY-style awards to educate and honor college athletes.Īlready, brands are recruiting college players – amateurs no longer – as advertisers and influencers, and even facilitating direct B2C relationships (in the case of Cameo, for instance). In January, Ohio State University announced that the school’s 220 athletes already have earned $2.98 million across 608 NIL agreements – figures that led all NCAA institutions. In July, NCAA rules changes went into effect that allowed member student-athletes, for the first time, to profit from their name, image and likeness. The NIL era in college athletics is moving fast. ![]()
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