The next topic in my blog could be one of the most polarizing topics in sports these days: Name, Image and Likeness (NIL). Recently, the laws in certain states have changed where college athletes can finally profit off of their NIL. The main change has been the athlete’s ability to not only accept endorsement deals, but use their social media to increase their profits and in turn increasing their brand.
Now, what is a brand? Back then, companies like Nike, Google, Apple, Amazon and others would consider themselves as brands, which they still do, but people can be brands too. LeBron James is a brand (worth over $1 Billion now!), Tom Brady, Steph Curry and numerous others are brands. That has translated to other people becoming brands, including athletes from young to old. The young athletes have been trending upwards on social media, but as the youngsters grow on it, they know how to use these tools for their “brand’s” success
Some athletes in college are certainly capitalizing on social media to the point when they are earning thousands on social media each month! From not making a dime to making thousands off their NIL has been revolutionary in college athletics. Almost the Wild Wild West in my opinion. But I digress.
Some of the athletes have gotten endorsement deals because of their star quality or highly sought-after position at a major university, but others have reaped the benefits of social media growth. You don’t need to be the starting QB or starting PG on a team (although it does help on social media), but you can build a following even if you’re an Olympic sports athlete. College athletes have and will continue to capitalize on this new legislation until more compliance and moderation is put into place.
Will college athletes be able to accept bribes from boosters and their companies to go to that school? Of course. Will the NCAA or state governments find out after looking into their taxes? Of course. Will action be done? That’s yet to be determined.
What is fascinating is how a college athlete and/or influencer makes more money than some players in professional sports. It’s all because brands want to partner with athlete brands to get their message out there. and of course, increase sales and/or brand loyalty. Now is the time for college athletes to capitalize on their NIL at least before the NCAA starts to crack down on these branded content deals.
There are some athletes that have caught my eye on social media. Not necessarily because of how much money they are making, but also the impact their social media has on their fans and followers. Here is a list of three that you should be aware of:
- Olivia Dunne (LSU Gymnastics): 5.5 million followers on TikTok and 1.8 million on Instagram
I will say Olivia seems to be quite the anomaly. Not only over 5 million followers on TikTok, but also, she has over 260 million likes on her videos and counting. She is the most followed student athlete on social media. After signing with WME Sports last year, she announced her first NIL deal with activewear brand Vuori. She has also inked deals with American Eagle, Plant Fuel (a plant-based supplement) and Bartleby (a study helper) to name a few.
She is the most followed student athlete for numerous reasons. Her content is engaging, and entertaining. She is not just doing trending content; she starts the trends too. She does dance videos, voiceovers and gymnastics content to keep her audience excited and looking forward to more posts.
She might be a student-athlete for now, but being an influencer could be her future.
“I’m just doing what I love to do. Nothing really feels like a job, but I definitely have responsibilities,” Dunne said in a 225 Magazine article.
- Shareef O’Neal (LSU Basketball): 2.8 million followers on Instagram, 1.6 million on TikTok and 350K on Twitter
He’s not only Shaquille O’Neal’s son, but one of the top college athletes on social media. While Olivia has a strong and loyal following on TikTok, Instagram has been Shareef’s go-to platform. His following is loyal and consistently engages with his posts. He posts mainly high-quality photos of himself, but also videos of workouts and him playing basketball of course.
According to a USA Today article, he recently signed a lucrative deal with NFT Genius, a cryptocurrency startup backed by investors such as Mavs owner Mark Cuban and Ashton Kutcher. When Shareef was asked how much he stands to make, he said, “It could be a crazy amount, that’s all I know.”
- The Cavinder Twins (Miami Basketball): 4 million on TikTok and nearly a million combined on Instagram
Haley and Hanna Cavinder unveiled their first two deals in Times Square of all places. They announced commercial deals with Boost Mobile and Six Star Pro Nutrition. They have gained over 4 million followers on TikTok mainly because they do trendy dance videos and viral basketball videos too.
They have accumulated a massive following thanks to their creativity and ability to think outside the box. Similar to Olivia, their videos are entertaining and engaging as well. I continue to see the twins make more and more money. In Particular, they have decided to transfer schools from Fresno State to Miami. This move should not only increase their following, but also increase their money-making opportunities.
