ATLANTA — The NIL era is just getting started. It’s new terrain for collegiate athletes to explore, an opportunity to finally capitalize on and expand their personal brands. Now a year into the new NIL world, we’re seeing how creative some partnerships can be.
Some are simple: Florida, LSU, Oklahoma and Central Florida are selling jerseys with athletes’ names on the back, with a portion of the earnings going to the individual. Connecticut basketball star Paige Bueckers became the first Gatorade athlete. Clemson quarterback D.J. Uiagalelei was featured in a Dr. Pepper Fansville commercial.
Some are more complex, such as USC quarterback Caleb Williams becoming a part-owner and ambassador of “Faculty,” a grooming brand, and Oregon pass rusher Kayvon Thibodeaux becoming the first college athlete to create his own cryptocurrency, coined $JREAM. The cryptocurrency funds The JREAM Foundation, a non-profit that aids underprivileged youth.
