Florida QB Anthony Richardson's NIL prospects increase after Week 1
In Florida quarterback Anthony Richardson‘s second career start, he led the unranked Gators to a 29-26 win over No. 7 Utah last Saturday night. By the end of the following Tuesday, Florida had climbed to No. 12 in the latest AP Top 25 poll, Richardson had earned early-season Heisman Trophy buzz and he had at least one new, yet-to-be-announced NIL deal on the horizon.
The parties involved came to terms on Tuesday with the hope that the long-form agreement could be finalized by Week 2’s slate of games.
That’s what 274 total yards of offense, three rushing touchdowns and a 360-degree pump fake turned pirouette on a successful two-point conversion can do for a quarterback in 2022.
“I was getting ready to throw the ball to the running back,” Richardson told the Klout Machine Podcast. “He wasn’t looking so I’m like, ‘I gotta do something.'”
In the second year of the NCAA’s NIL era, Richardson could be a prime example of how athletes can quickly benefit monetarily and marketing-wise from an impressive primetime performance.
It may not be hyperbole to say his marketability exploded overnight. Conversations regarding Richardson’s next NIL deal started Sunday, following Florida’s Saturday night win.
“I think it’s particularly interesting noting that it wasn’t only how quick it happened but this was also over Labor Day weekend, when a lot of people are taking off,” sports and IP attorney Darren Heitner, who represents Richardson in sponsorship, endorsement and marketing agreements, recently told On3. “I would expect that I’m going to hear from more brands and it’s not just this one brand that I’ve heard from.”
Richardson’s On3 NIL Valuation, which uses a proprietary algorithm that includes an athlete’s performance, influence and exposure to set the standard market NIL value for high school and college athletes, skyrocketed after the performance. He’s now among the 10 college football players with the greatest market value, based on his On3 NIL Valuation.
Anthony Richardson shows patience
About a decade ago, Heitner pivoted from being a sports agent to a full-time lawyer. However, he decided last year to take another shot as an agent, specifically in the case of representing Richardson.
“I went to UF during the Tim Tebow years,” Heitner said. “I hadn’t seen anything like that since Anthony.”
Last season Richardson, a former four-star recruit, played behind regular starter Emory Jones. However, Richardson’s passing efficiency rating and yards per attempt were slightly higher on roughly one-fifth of the attempts.
His 7.9 yards per carry led all Gators who had multiple rushing attempts.
“We set off on a strategy saying, ‘Look, this may take some time and you’re going to have to prove yourself but if and when that happens, you’re going to be able to capitalize on it. And don’t be like so many of the other athletes out there jumping at every single opportunity. Focus on quality over quantity,'” Heitner said.
Last fall, Richardson signed a NIL deal with Outback Steakhouse and he later joined the Gator Collective. Heitner said he keeps a close eye on exclusivity clauses, or the lack thereof. A non-exclusive agreement keeps a category of brands available for additional agreements, while exclusivity costs a premium.
Game against Kentucky provides more opportunities
On Saturday, newly-ranked Florida hosts No. 20 Kentucky in a game that could prove to be pivotal in the final SEC East standings. Heitner made a point to mention that the increase in media and marketing attention on Richardson hasn’t distracted him from his football-related responsibilities.
The contractual deliverables required of Richardson in any in-season NIL deal will not be overbearing, either, Heitner said.
“This has not distracted Anthony in the slightest,” Heitner said. “He hasn’t had to focus on it whatsoever and so he stays focused on a very big, upcoming game with Kentucky and it’s a benefit of having a representative. It’s not for everyone but in a situation where you are a sought-after, prominent athlete, it makes sense here.”
Communication takes place on an as-needed basis.
With upcoming games against Kentucky and Tennessee in September, and consecutive dates with Georgia and Texas A&M later this season, communication regarding Richardson’s potential NIL opportunities might increase if he continues playing at a high level.
“I do believe that certainly with his Week 1 performance and the expectation that he is now potentially a Heisman candidate… all of that is adding up right now to a very strong valuation,” Heitner said.