GAINESVILLE, Fla. — The University of Florida will change strategy and leadership surrounding name, image and likeness legislation that has created confusion, conflicting approaches, oversight challenges and a high-profile public relations flop involving former quarterback commit Jaden Rashada.
Many athletes at the state’s flagship university have profited from NIL since the law’s July 1, 2021, enactment. But Florida Victorious aims to streamline the process for all involved parties, prevent potential violations of NCAA rules or state laws and eliminate competing agendas.
“We’re going to do it with integrity,” CEO Nate Barbera told the Orlando Sentinel. “We’re going to do it the right way. It’s really important for us to build an organization that all Gator Nation can be proud to support.
“When NIL is done right it’s a really powerful force for good — and that’s what we’re here to do.”
The Gators became a case study for the pitfalls of NIL when a deal with Rashada worth at least $13 million collapsed.
The Gator Collective agreed to a deal with the 19-year-old California high schooler despite lacking the financial backing. Rashada, one the top quarterback prospects in the 2023 class, signed Dec. 21, but never made it to Gainesville. He ended up at Arizona State after UF ultimately released him from his scholarship.
Founded by former UF pitcher Eddie Rojas, the Gator Collective served as a third-party entity that raised money from athletic donors to fund NIL deals.
Florida Victorious can now work closely with the school’s University Athletic Association and will meet monthly with its compliance department since a February 2023 amendment to Florida’s NIL law enables colleges to steer opportunities toward athletes. The previous legislation prohibited direct contact with athletes.
If a business or organization wishes to offer a deal to an athlete, coaches can facilitate connections.
Barbera said plans to launch Florida Victorious, which will supplant the Gator Collective as UF’s NIL arm, preceded the tweaks to the law.
“The landscape is changing,” he said. “We need to have an organization that’s sustainable.”
Miami businessman and UF alum Jose Costa founded Florida Victorious to build on his Florida Achievement Support Trust and consolidate his alma mater’s NIL efforts as the Gators’ high-profile sports look to get back on track. UF recorded consecutive losing season in football for the first time since 1978-79 and are coming off a 16-17 finish in men’s basketball.
The Gator Collective was the first NIL entity to facilitate deals for Florida athletes. Rojas’ organization paired with big-money booster Hugh Hathcock in 2022 as he launched the exclusive Gator Guard, requiring a $1 million buy-in.
Costa, whose family-owned Costa Farms is among the world’s largest horticultural growers, launched F.A.S.T. in June 2022. It would foster opportunities for dozen of athletes in football and softball.
None of those entities now exist as Florida Victorious consolidated NIL organizations working with the UAA and UF athletes. Schools including UCF, Texas, Ohio State, Virginia Tech and Barbera’s alma mater, Notre Dame, recently brought NIL enterprises under one umbrella.
“You have organizations around the country provide a one-stop shop for fans to support their student-athletes,” Barbera said. “It was the right time for us to unify all our efforts.”
Florida Victorious membership options range from $15-$250 per month, with more than 90% of revenues going to student-athletes, according to the organization’s news release. Offerings include exclusive content providing an inside look at the lives of student-athletes and UF sports, unique memorabilia and merchandise, one-of-a-kind experiences and events, as well as member communities.
“We want to meet fans where they are so we have something for everyone to get excited about,” Barbera said.
Hathcock, whose name is on the basketball facility following a $12.6 million gift to athletics, will sit on the advisory board. So too will fellow mega-booster Gary Condron, whose name is on the baseball stadium and football indoor practice facility.
Joining them will be quarterback Anthony Richardson, who is expected to be a top-five pick in the NFL draft, Super Bowl winner Trey Burton, UF graduate and ESPN celebrity Laura Rutledge, former basketball star Patric Young and Heisman-winning quarterback Danny Wuerffel. Stephenie Bryan, executive vice president of Orlando’s Bryan Builders, and Tampa’s Chris LaFace of RIPA & Associates construction firm also are on the board.
Barbera, who holds a master’s in business administration from Harvard, will oversee the Florida Victorious at the request of Costa, his former boss.
“Gator Nation wants to win, and in today’s environment having a top NIL program is a key factor,” Costa said in a statement.
The extent was not entirely clear when the new law launched less than two years ago.
Speaking after a June 2021 Board of Trustees, athletic director Scott Stricklin said the Gators would need a flexible approach to NIL. UF is banking on Florida Victorious to bring some muscle and stability.
“We’re going to learn,” Stricklin said at the time. “Three years from now we might be sitting here with a whole new department of people managing it. I don’t have any clue where it’s going to end up.
“We’re just going to have to be nimble and adapt.”
