ORLANDO, Florida–(BUSINESS WIRE)–Athliancea leading sports management and NCAA software company, looks back on its first semester of helping student-athletes, schools and brands deal with an unprecedented drop in name, image and likeness (NIL) in the NCAA.
First semester of Athliance:
Prior to NIL’s passing by the NCAA, Athliance worked closely with university and college athletic departments to design an exclusive opportunity management app and educational resource that provided schools and their athletes with the tools and knowledge they needed. need to disclose and monitor NIL opportunities.
Athliance began its testing program in February 2021 with partnerships including Georgetown, Kansas, Arizona and Boston College. The company met with these schools’ compliance departments weekly throughout 2021. Now Athliance has expanded to colleges/universities at all levels – in Division 1, working with schools in the Football subdivision Bowl and Football Championship Subdivision, Division 2, Division 3 and the National Association of Intercollegiate Athletics (NAIA).
Athliance has been particularly plugged into events over the past few months due to its relationship with compliance officers and its role as an education and reporting platform directly helping student-athletes close deals. Here are some highlights and numbers from Athliance’s 5,500 student-athletes in NIL’s first semester:
On average, student-athletes earned about $290 per trade, with social media posts being the most popular type of trade.
Athletes in Division 1 earned an average of $544 per trade and $65 per trade in Divisions 2 and 3 combined.
Expected to be a lucrative group, for NIL’s first half most eyes were on Division 1 football players who matched expectations and earned $987 per trade, well above the average of other athletes in their division.
For the fall semester, both men and women took advantage of NIL. Of Athliance’s total number of transactions, 53.5% of transactions were from men versus 46.5% from women.
However, there is a gender gap, with female athletes earning an average of $245 per trade, significantly less than male athletes who earned $327 per trade.
Reinforcing how digitally native these Gen Z athletes are and how loyal they are to Apple, 98% of student-athletes use the app through iPhone rather than Android.
Building on the “Image” part of NIL, the most popular types of NIL offers were #1 “Social Media” and #2 “Photo, Video and Film”, taking advantage of the influence of generation Z on social media platforms.
“Student-athletes across all athletic divisions in the United States are enjoying opportunities,” says Peter Schoenthal, CEO of Athliance. “The Athliance team takes pride in what we’re building, and we know that when these regulations do eventually fall, we’ll be able to deliver the best compliance product available to the masses with an ideal solution to combat management and NIL disclosure education.”
First semester of NIL:
College athletics changed forever on July 1st, 2021, when Name, Image, Likeness was uploaded. However, there was a lack of standard national guidelines on how college athletes can monetize their fame, creating a “Wild West” scenario with a complicated web of national, state and school laws surrounding NIL.
In the first few months, the industry focused primarily on NIL’s so-called “poster kids”: seniors and “super” seniors enjoying one last chance to monetize their college fame, superstars who were always expected to do big business. While high-achieving student-athletes garnered interest, brands quickly learned that marketing drives NIL, not performance. Some of the most exciting offers have come from athletes with a strong social media presence, like Fresno State’s cavernous twinsbasketball players with 3.6 million followers on TikTok and Louisiana State University Olivia Dunn, a gymnast with 4.7 million followers on TikTok.
Over the months, a lack of rules has created a shift in what NIL is. Over the past month, several booster-led initiatives have created clear incentives to attract top talent to deep-pocketed schools. A recent example is the University of Texas initiative promising to pay offensive linemen $50,000 a year in addition to their scholarships to accommodate the Longhorns.
The first step was to let the market come to the student-athletes. Over the next few semesters, student-athletes should improve, now that they know what NIL really entails. During the spring semester, average D2 and D3 deal sizes are expected to increase as student-athletes learn creative ways to earn NIL opportunities through camps, lessons, and clinics while learning to use ways creative market platforms and local businesses that are not. driven by boosters.
“After the first semester of NIL and the recent NCAA convention, we learned that this is just the beginning for student-athletes,” adds Schoenthal. “We believe that collectives are becoming the most used platforms. Currently, student-athletes, fans, local businesses, and alumni don’t know where to go to secure NIL deals at particular schools. Collectives, if done well, solve this problem by having school-specific platforms where all supporters and athletes can enjoy their NIL. Universities themselves should not be involved in these collectives because of potential Title IX implications, which make disclosure of these agreements even more paramount.
Athliance’s proprietary NIL education and opportunity management software enables compliance departments to operate more efficiently in the new world of college athletics. Their tools and resources allow universities to maintain current staffing levels by automating the communication and workflow of every opportunity presented to student-athletes, from start to finish. Their solution mitigates NUL risk and protects purses, sponsorships and post-season appearances. Plus, their real-time reports provide valuable data and insights for marketing and recruiting purposes.