For decades, star student-athletes enjoyed an elevated local or even national status. But besides maybe a generous portion in their Chipotle bowl or skipping the line at the club, there wasn’t much (legal) remuneration for being ‘big man on campus.’
And then name-image-likeness regulations were blown wide open and the student-athlete opportunity was potentially more lucrative than ever. If the amateur athletes seized that opportunity, built their brands, and became attractive to individuals and businesses willing to pay for access to their NIL.
But athletes pitching themselves is nothing new. Most college athletes on scholarships were building up and selling a product years before they stepped foot on campus — they were marketing themselves. As future leaders for a program, as strong ambassadors for the school, and as individuals that coaches would want to invest in. A star high school quarterback in the football-mad state of Texas, Chase Griffin, went through that recruiting process, and he recognized that student-athletes, working for college athletic programs that take in millions of dollars, are well-positioned for the new era of NIL activation.
“I’ve always thought athletes were built for NIL for two reasons,” said Griffin, who ended up going to UCLA to join a historic athletics program and institution. “One, we already generate so much revenue and value for the companies and in industries that are set up around collegiate sports. And then two, we’re by nature content creators. Every single person who’s in college right now either produced their own Hudl or had a coach or guardian who created their Hudl of content that they were doing on the field and they had to create their profile and put grades and put good works in there. Every single person who’s gotten to college has been recruited off of a highlight tape off of some type of reel.”
Griffin came into UCLA already having experience doing interviews, representing himself, and even engaging with brands at various events for awards. He was more than ready for the opportunities that the opening of NIL regulations afforded student-athletes like himself. It was those media engagements and self-awareness just as much as anything he could do on the field, though. NIL activities aren’t some inherent part of being a high-level student-athlete, Griffin said, and it’s not something that every athlete needs to or even can do well. It takes work, as any traditional ‘influencer’ or celebrity or creator can attest. And while student-athletes can now legally monetize their NIL, it doesn’t mean it’s automatic riches and deals for every athlete.
“I think not everybody has to participate in NIL. And the ones that do, it’s completely up to them how much time and effort that they put into it,” said Griffin, who has become a leader in the NIL space, particularly among active athletes. “But it is very much getting what you get out of as far as the time commitment. And the thing is, it’s less reliant on sport than people realize. There are folks who are extremely good content creators who are in gymnastics or who are in soccer, or who are in rowing that are getting deals because they know how to create a follower base and create content that is engagement-worthy, and brands recognize that.”
All of this is easier said than done. While some may have expected that the NIL floodgates would open with the loosening of the laws, that hasn’t been the case. There are plenty of headlines about student-athletes driving complementary cars, working with national brands, or booking six-figure deals — but those are much more the exception than the norm. Because it’s not that easy. Even if an athlete nails the content creator game — no easy feat, as Griffin described — there remains the challenge of attracting brands, securing deals, and somehow managing it all alongside a full academic and athletic schedule (and hopefully some of the more traditional ‘fun’ part of the college experience, too). It might as well be another curriculum for athletes hoping to participate in NIL (indeed, some universities now have classes related to the creator industry). There is another level of education available to student-athletes now, Griffin explained, and it will serve them well as students and athletes.
“I think a lot of athletes they see maybe teammates of theirs or people at other schools who play the same position or same sport succeeding and the thing is, they have no idea how it happens or they think there’s some trick to it,” said Griffin, who has done several brand deals, content collaborations, and also has a charitable foundation bearing his name. “And bottom line, the majority of college athletes haven’t done any cash deals, have earned zero $0 through name, image, and likeness.
“Those who are starting their own businesses in college, or learning through internships or work experience are getting arguably the best part of college during those college years and able to network. And athletes were [previously] barred from that…”It is no surprise that athletes who were getting these maximum contracts in the professional world were going broke because they were barred from participating in any type of business and then you give them the lottery. So now that NIL is here I think it adds to the cumulative nature of student athletes’ education while they’re still in school.”
Griffin is taking full advantage of that education and the opportunities he has as a UCLA student-athlete. And he’s doing so with intentionality about his brand and what makes his NIL stand out among all the other athletes, and individuals in general, that brands could work with. Griffin’s cultivation of his brand in the professional world has led to unique opportunities with businesses like Chase Bank, with whom he co-hosted the Zone In Podcast (alongside NFL player Kavyon Thibodeaux). It all aligns with Griffin’s aspirations of building a career in in the present and future with helping athletes to manage and create generational wealth. He started carving out such a path for his NIL and his brand fro day one, embracing a social network that isn’t the first that comes to mind for the creator economy.
“As soon as I got to UCLA, I built out my LinkedIn, which is really been a hidden moneymaker for me throughout NIL,” said Griffin, who went on to recommend that student-athletes get on the professional-focused platform, “just because I’ve connected with the right people, I’ve built a good following on there, and it adds a dynamic that a lot of other not just athlete creators, but creators in general don’t have.”
Griffin was also articulate in explaining how he wanted to represent himself. And those principles have continued to guide him as a creator, a student-athlete, a brand partner, and a human. Such an understanding and appreciation of his personal brand has clearly been a valuable asset for Griffin, as he described how it guides him and his endeavors.
“It’s really based off three things,” he said. “It’s my personal values. I consider myself a believer, a winner, a provider, and I look for other brands that mimic those values. Then two is the economic value — is the price and deliverables that they’re asking for on par with my market price? Then three is community value, where I find ways to parlay what the brand is about and their expertise and reach, as well as the money that’s coming in because of the deal, and then find ways to create community value.”
As Griffin continues to hone his brand and create value for himself and others, he recognizes how beneficial the holistic experience is for him. A lot of learning in college happens in the classroom, but there’s also a whole lot of education and growth that happens outside the classroom. For student-athletes, the new age for NIL is about much more than making a few bucks, it’s equipping them with skills that will serve them in life for years to come. And isn’t that what the college experience is all about?
“I have earned a good amount of money that I’m extremely grateful for, and have earned the ability to give money away,” said Griffin, who will have both a Master’s degree in education and another in legal studies by the time he’s finished. “But at the same time, it’s the experience that I’m most excited about because I’m creating, I think, a workable template for life that as long as I stay true to myself I’ll be able to continue growing as far as wealth creation.”
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What challenges do student-athletes face in navigating the opportunities presented by name-image-likeness (NIL) regulations, and how can they strategically build and manage their personal brands to create lasting value beyond financial gains?
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