Texas Tech and athletes ready for NIL deals following NCAA changes

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Tyler Shough, Kevin McCullar and Marcus Santos-Silva have reported in recent days that third parties interested in hiring a Big 12 athlete are welcome to contact them.

About half of the states including texas have adopted measures that allow university athletes to enjoy their own name, image and likeness for the first time. The NCAA – its power replaced by state governments and with little choice but to follow – announced an interim policy last week, saying it won’t interfere with NIL activity.

The first handful of Texas Tech players ready to test the waters.

Senior Associate Director of Tech Athletics Amy Heard said less than 10 Tech athletes reached out to handle a business opportunity by her on Thursday, but more will be on their way in weeks, months and months. years to come.

Modification of the ANA rule:Texas Tech Athletes Announce Agreements in NIL Era

Related:NCAA President Mark Emmert Still “Hopeful and Optimistic” Congress To Pass NIL Bill

Texas Tech forward Marcus Santos-Silva (14) was one of the first Red Raiders athletes to start a simple, lucrative business after Texas state law and the NCAA allowed athletes to take advantage of their name, image and likeness.  Santos-Silva and two other Tech athletes are on Cameo, an online platform that allows celebrities to record video messages for an agreed price.

In February, technical director of athletics Kirby Hocutt assigned Heard full-time overseeing Tech’s adaptation to name, image and likeness developments.

The role of Heard and a few other Tech Athletics staff is to educate, advise, verify that athlete business opportunities comply with state law and NCAA rules, and then take action. recoil.

“The way the state has structured legislation,” Heard said, “the school cannot be involved in the actual transaction, like putting it in place, managing it, aligning it, all of those things.

“What we saw today are students disclosing deals they want to make, so the state has also said that you have to disclose a proposed deal, as a student-athlete in Texas, to establishment. So we saw a few of them, a relatively small number. “

Our point of view:Name, Image and Likeness Act to Offer Help for Texas College Athletes

College athletes can monetize their name, image, and likeness – usually abbreviated as NIL – in several ways. These include, but are not limited to:

– Business enterprises, self-employment and / or business ownership;

– Endorse products or services via television, radio, print media or social media;

– Produce content such as podcasts, YouTube, books, art or blogs;

– Offer courses and / or camps;

– Sell autographs and make personal appearances.

Although seen by many as a way for top-level football and basketball players to enrich themselves, some of the first to hit hard are Fresno State basketball players Hanna and Haley Caviinder and the LSU gymnast Olivia Dunne, all with over a million social media followers, especially TikTok.

The Caviinder twins have made endorsement deals with Six Star Pro Nutrition and Boost Mobile which, when combined, Sports Illustrated estimated, would earn them “well in the five figures.”

Related:How important will varsity brand value be to athletes in the age of name, image and likeness?

Texas Tech quarterback Tyler Shough was one of the few Tech athletes to create accounts on Cameo, an online platform that allows people to hire celebrities to create personalized videos.

Sports journalist Darren Rovell reported that Dunne could land several sponsorship deals that would total more than $ 1 million.

In Rovell’s ranking of the top 20 college athletes in the best position to capitalize on their name, image and likeness, only 10 of the 20 were male football or basketball players. Others came from volleyball, track and field, wrestling and lacrosse.

“I think the people who are going to be more productive are these social media people. I think they are going to take him out of the park,” said Rodney Allison, the former Red Raiders quarterback who now leads the winners. of the Tech association letter. “And I think it will be something other than football.

“I think it will be some of the women’s sports – I really do – and I hope some of these sports don’t get a full scholarship. I’m happy for them.”

Previously:Governor Greg Abbott signs legislation allowing varsity athletes to use their names

AJ Media recently sponsored its annual Lone Star Varsity High School Sports Awards. A galaxy of more than a dozen sports stars – Aaron Rodgers, Martina Navratilova, Shaquille O’Neal, Katie Ledecky, Michael Johnson, to name a few – made the presentations in their respective sports via segments recorded on video.

Now college athletes can be paid to do the same. McCullar, Shough, and Santos-Silva all created accounts on Cameo, an online platform that allows people to hire celebrities to create personalized videos.

Texas Tech forward Kevin McCullar (15) is one of three Red Raiders athletes on Cameo, an online platform where celebrities can videotap for an agreed price.

Many college athletes quickly jumped into this pool, almost all offering to record messages for under $ 100. Santos-Silva has set his fees from $ 45, Shough and McCullar from $ 40.

A tech fan can now enlist a Red Raiders athlete to record a happy birthday video for a family member. Or pay US second baseman Jace Jung an appearance fee to show up at a Little League team party. Or, for a prize, request a golf lesson from a member of the Greg Sands team who finished in the top twelve at the NCAA tournament.

If athletes can fit it into their schedule, the NCAA can no longer stop them from doing it for profit.

Athletes must disclose their business proposals to the school, which in turn must report any potential conflicts. Athletes cannot, for example, enter into an agreement that conflicts with an existing Texas Tech contract such as the school’s agreements with Coca-Cola and Under Armor. They cannot use any Tech brands or logos such as the Double T. And they cannot enter into an agreement that conflicts with their team’s official activities, nor with class attendance.

Announcing its temporary policy on Wednesday, the NCAA reiterated that “inappropriate inducements related to choosing to attend a particular school” are still prohibited. In other words, recruits cannot enter into a business deal as a condition of attending a particular school.

Technical athletics staff do not expect to come into contact with third parties offering Red Raiders or Lady Raiders athletes a business proposition, Heard said.

“Maybe an easier way to think about it,” she said, “is their student-athlete background and their Texas Tech background is one thing, and where we’re going to play a part, it is to educate students on name, image and likeness, but their business deal around name, image, and likeness is their own space.

“So if a student-athlete had a proposed name, image, and likeness of a company and we had questions about (athlete’s) disclosure, we would go to the student. Our communication would primarily be with student, I would consider. “

State law came into effect Thursday. It prohibits college athletes from endorsing alcohol, tobacco products, electronic cigarettes, anabolic steroids, sports betting, casino games, a gun they cannot legally buy, or a business they can buy. sexual character.

Tech Athletics announced at the end of May an NIL program called “Beyond Verified” to help its athletes build and protect their personal brand. Tech has also extended a partnership with Opendorse, whose stated goal is “to help athletes and their supporters understand, build, protect and monetize their brand value”.

The Lincoln, Nebraska company, launched in 2012, works with dozens of colleges as well as professional athletic organizations.

Over the past few weeks, Tech and Beyond Verified has hosted presentations and Q&A sessions for its athletes to go over the details of NIL. A few were face to face, but since many Tech athletes were off campus in June, most were virtual meetings.

Heard said about 50 to 75 Tech athletes have participated in three sessions on Zoom.

In October 2019, the NCAA Board of Governors voted unanimously to allow college athletes to enjoy their name, image and likeness. At the time, Hocutt pointed out that Nik Shimonek was unable to promote the furniture restoration business the Tech quarterback had in college without breaking NCAA rules.

Now he could.

Heard said much of his job is education, from teaching about building a brand and safeguarding a business interest to financial literacy and tax implications.

“For our student-athletes and for our fan base,” she said, “one thing to keep in mind is that it’s the name, image and likeness, so that fits into those categories and this is not a change in pay-to-play. It is not a chance to provide compensation to student-athletes for not working or for athletic performance.

“It’s the name, the image and the likeness, whether it’s old-fashioned promotions or social media, influencer or content creation. It’s work. work on the name, the image, the likeness and this right of publicity. “


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