In just the first year of the NCAA relaxing its rules nearly two years ago, nearly $920 million was paid out to athletes, per Yahoo Finance.
has landed deals with American Eagle and Grubhub. At the same time, former Alabama quarterback and Heisman Trophy winner Bryce Young signed with BMW and Subway — and those are just some of the big-name companies.
McQueen said her NIL deal with Edge Spray was one of the first “big” ones. She said she received a $300 startup fee and 15% of any sales made through a custom discount code. Nelson received the same, she said. They both recorded a video of using the spray and posted it on social media. Nelson received a startup fee of $599 from the restaurant, she said. The deal lasted six months. She promoted her signature fries once or twice a month on social media as part of the contract, and participated in a photoshoot.
Bostrom said he would eventually and ideally like to have a single-digit cadre of athletes working with Thrifthood through NIL. And the types of athletes he’d prefer aren’t just looking for big paydays. But over time, Walmsley learned that Luma’s sweet spot business-wise was wholesale, and the audiences of athletes might not be the best avenue for marketing the juice. Plus, with lesser-known athletes, it’s more difficult to generate revenue, he said.“We’re just not going to see an e-commerce angle until we get away from those micro-influencers,” Walmsley said. “You have to really get into a much larger person with a much larger following to actually see business get generated.
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