Rules or not, you have to be naïve to think NIL isn't impacting recruiting
The Name, Image and Likeness era in college athletics is less than two months old, and it’s already reshaping the recruiting world. Prospects in basketball and football say the ability to land endorsement deals is shaping how they go through the decision-making process.
Both recruiting analysts and college recruiting coordinators say prospects talk with each other about NIL opportunities. Thus, consider Friday’s announcement that ProCamps has signed a collective NIL deal with Kentucky men’s basketball players. It’s a licensing deal that will allow Wildcats players to make money off events they run on their own. And consider group licensing deals that Alabama, North Carolina, Ohio State and Texas have signed with Brandr Group; the deals mean athletes can receive a percentage of sales of player-specific jerseys and apparel using school trademarks and logos.
NIL has brought about a seismic change in recruiting, and it leads to some pressing questions for those involved in the recruiting process in both sports.
How are recruits viewing NIL?
So far, NIL appears to be a significant part of the recruiting process, especially on the basketball side of things. Elite basketball players have the most marketability, especially since the good ones will be heading off to the NBA or other pro leagues quickly out of high school.
“The NIL is huge when it comes to basketball recruiting,” On3 basketball recruiting analyst Joe Tipton said. “Recruits follow the players on the team of the schools they’re considering. Social media has also made the information regarding NIL deals so accessible. Recruits will be able to see which deals are possible at each program. Recruits will be able to discuss NIL opportunities that are offered with the current players on the roster.”
But NIL impact isn’t just limited to hoops.
“It’s a game-changer for recruiting, period,” Tipton said. “Both sports.”
On3’s Gerry Hamilton said he’s talked to countless football recruits over the past two months and it’s something on their mind.
“Several highly ranked prospects in the 2022 class are closely monitoring the NIL deals that players are receiving at universities the prospects are considering,” Hamilton said. “There was even one prospect committed to a top-10 ranked program that is closely monitoring another school he seriously considered and the NIL deal possibilities.”
How are recruiters using NIL so far?
First, let’s be clear about the rules: NCAA rules prohibit schools and coaches from brokering NIL deals with prospects. But let’s also be honest: Early on, coaches in both sports are selling NIL opportunities as an advantage for their school.
“Schools are not only saying they can help, but they’re also making specific promises of how much,” a SEC football recruiting coordinator told On3. “It doesn’t ever seem to have a specific dollar amount. But I’m seeing it with a good 40 percent of kids.”
An ACC football recruiting coordinator echoed that statement.
“We’ve had recruits tell us that an SEC school they’re considering promised them they have $1 million deals lined up for them if they sign,” he said. “I think it’s easily 40 percent of the schools that are making promises to kids about NIL deals. And you’re about to see the other 60 percent do it, too, because they can’t get left behind.”
Hamilton said recruiters are working at warp speed to figure out ways to get NIL woven into their recruiting pitches.
“One important aspect of this is understanding that prospects talk,” Hamilton said. “They are aware of what is being promised at various schools. Colleges have to be very buttoned up in the recruiting approach.”
It appears to be just as prominent in basketball recruiting. National college basketball writer Jeff Goodman pointed out how basketball recruiters are using the NIL.
Landmines ahead?
With the NIL’s impact on recruiting still in its infancy stage, it’s impossible to predict the future. Recruiters are quick to point out there are plenty of positives with NIL and that they’re excited for future stars to start building their brands early in their careers. But many involved see plenty of problems lurking in the weeds.
“The NIL is a wonderful thing, but I’m afraid it’s going to get ruined,” a Big Ten football recruiting coordinator said. “There’s going to be some amazing stories written a year from now about the FBI investigating some of these players not paying their taxes on the deals.
“Or what happens the first time a player breaches a contract he signed because he suddenly changed his mind and wants to try a different protein powder?”
Other recruiters are more concerned about broken promises and how that impacts their chances of landing a prospect.
“Most of these deals are fake,” a second SEC football recruiting coordinator said. “If Trevor Lawrence was still in college, sure he’d make big bucks off his autograph and endorsement deals. But schools are selling these kids snake oil and telling them they’ll get rich if they come to their school. Many will be lucky to make enough money to buy dinner.”
The ACC recruiter said the NCAA Transfer Portal could create some problems with NIL, too.
“This is a super weird deal,” he said. “As a recruiter, you have to err on the side of caution and not make empty promises only to have a kid transfer and turn you in to the NCAA.”
Everybody involved — from reporters covering recruiting to the coaches knee-deep in it — agrees NIL already has forever changed recruiting.
“You’re going to see a lot of families make poor decisions because of the NIL,” one of the SEC coaches said. “If these first few months was any indication, we’ve officially entered the wild, wild west.”