NIL Year 2: Expect Boosters and Schools to Clash with “Collectives”

USC coach Lincoln Riley gestures during team practice in March.

USC coach Lincoln Riley gestures during team practice in March.

(Mark J. Terrill/Associated Press)

USC as well as University of California at Los Angeles donors did not announce teams – for now. This seems inevitable despite attempts by schools to separate from each other in support of legitimate NIL activities.

UCLA provided training for each athlete prior to and shortly after the change in NIL rules, partnering with the business school and other campus resources to help each Bruins athlete make informed NIL decisions.

In April, UCLA announced the creation of the Westwood Exchange, which allows businesses, donors, fans, and alumni to register with the school so they can connect with athletes looking for NIL deals, which can include autograph sessions, private lessons at relevant sports, public speaking. , sports camps and social media promotion, among other features. The initiative is aimed at small local businesses that want to attract UCLA athletes and could be especially helpful in closing deals for those who compete in less popular sports.

On June 15, USC announced an agreement with Stay Doubted, which describes itself as “a state of the art media agency empowering a new generation of student athletes and fans to deliver enhanced NIL services to their student athletes.” The message was that the Trojans would not need a team to be competitive in the NIL across all sports, not just football.

“It’s important for the average reader to understand that the NIL has created a need for new positions in the college athletic departments – not one, but five, six, due to large incoming demand,” Lawrence says. “Compliance offices are turning into recruiters and marketing agents and renegotiating agreements. It’s out of their experience. A sign that a school is truly committed to the NIL is when they hire full-time employees or contractors who perform similar functions.”

Says Hytner, who worked with USC on the Stay Doubted partnership: “I hear a lot from athletes and their families that they don’t feel like they’re getting competent representation. Of course, the USC starting quarterback will have experienced agents representing them, but what about the rest of the athletes?

How soon will full USC and UCLA teams join Stay Doubted and Westwood Exchange?

Keep for updates.