Glance around the parking lot of the Woody Hayes Athletic Center at The Ohio State University this fall and you might come across a $200,000 palace on wheels, the kind of luxury ride more likely to be found in the garages of movie stars, music moguls and titans of business than on a college campus.
That’s assuming Buckeyes quarterback C.J. Stroud hasn’t swapped out his silver Mercedes-Benz G-Wagon for a Bentley or a Porsche, which his name, image and likeness deal with Sarchione Auto Gallery allows him to do every 45 days.
“It’s definitely changed my life for the future,” Stroud said of the several NIL deals to flow his way over the past year, “and I think it’s a jump-start to being a businessman before you get to the NFL, if that’s your path.”
More than a year ago, the NCAA lifted long-standing restrictions on players profiting from their celebrity status, and in some cases it turned elite players such as Stroud and Alabama quarterback Bryce Young into instant millionaires. But the financial benefits for some athletes are being weighed against the possibility that such deals will divide locker rooms, create tension within programs, produce an uneven playing field across college athletics and overwhelm students stretched for time.
“As far as NIL goes in the locker room, you see stuff, but no one ever talks about it,” Oklahoma wide receiver Marvin Mims admitted. “It’s never like, a competition, like, ‘Oh, I got this much more money than you did. I’ve got this deal. You couldn’t get this deal.’ But you do notice the NIL deals that other guys are getting.”
College football has witnessed the biggest impact from NIL legislation, though athletes in all sports have tapped into the sudden cash flow. Of the estimated $1.14 billion that will be poured into the pockets of athletes in Year 2, the NIL platform Opendorse predicts nearly half of it will be spent on the gridiron.
The largest and most prominent deals are going to individual athletes who have successfully leveraged their exceptional ability, potential, influence and exposure: Young’s portfolio is believed to have exceeded $1 million before he ever took a snap for the Crimson Tide, while Alabama teammate Will Anderson signed an NIL deal that allows one of the nation’s best linebackers to drive a $120,000 Porsche Cayenne GTS.
At Texas, running back Bijan Robinson has deals with Raising Cane’s restaurants, C4 Energy drinks and sports streaming platform DAZN, while also forging a partnership with an auto dealership for the use of a Lamborghini. At Notre Dame, tight end Michael Mayer has parlayed his first-round draft stock into deals with clothing brands Levi’s and Rhoback.
They are precisely the types of endorsement contracts, and cozy relationships with boosters and businesses, that once landed players on suspension and programs on probation.
“I feel bad for the older players that didn’t have the opportunity to get money from this, like Braxton Miller, Cardale Jones, Justin (Fields),” Stroud said of the Ohio State quarterbacks who came before him.
“They should have made a killing,” added Stroud, who also works with Value City Furniture, Designer Shoe Warehouse and the trading card company Onyx Authenticated. “It’s just good that players have control now when it comes to money.”
Along with deals signed by individual athletes, collectives have become a major player in the NIL landscape. Some are organized by schools and others by boosters acting on their own, but both distribute money gathered from businesses and donors for everything from endorsements to meet-and-greets and charitable work.
The Foundation, a third-party collective at Ohio State, says it has raised more than $500,000 for Stroud, running back TreVeyon Henderson, wide receiver Jaxon Smith-Njigba and cornerback Denzel Burke. Texas Tech boosters have formed The Matador Club collective, which says it is signing all 85 scholarship players and 20 walk-ons to $25,000 contracts this season in return for appearing at club events and doing a certain amount of community service.
“I think we are well into the seven figures with all of our collectives,” said Morgan Frazier, a former gymnast at Florida and now the general counsel for Student Athlete NIL, which operates collectives at Penn State and several other schools.
Asked where the majority of money is going, she replied: “Overall, definitely football.”
