‘The opportunities are endless:’ How USU Athletics is adjusting to the age of NIL
College sports as we know it has dramatically changed in recent days, and its changes have an immediate impact on student-athletes across the country.
The NCAA board of directors approved a policy on June 30 — which went into effect on July 1 — permitting student-athletes the ability to monetize their name, image and likeness, or NIL.
The unprecedented decision — which was recommended for adoption by the Division I Council on June 28 — came in anticipation of 11 states implementing their own NIL laws on July 1.
Student-athletes can now pursue any opportunity permitted within their university parameters that will provide them financial compensation based on their name, image or likeness, such as signing endorsement deals, hosting camps or building a personal brand.
The NCAA iterated that pay for play and utilizing the NIL rules for recruiting benefits is prohibited, but left it up to individual universities to decide for themselves how to interpret and enforce these rules.
Statesman Sports spoke with Utah State athletic director John Hartwell on July 1 to see how USU athletics is responding to the change.
“The opportunities for [student-athletes] to be able to monetize to make income from their name, image and likeness is not a bad thing, it’s a good thing,” Hartwell said. “But from an educational standpoint [we need] to make sure that our student athletes understand some of the parameters.”
Hartwell was quick to admit that his athletic department doesn’t have all the answers right now regarding the NIL rules, and unaddressed issues are expected to come. But USU is committed to “do what’s best for our student athletes.”
USU athletics sent out a letter to its student-athletes on June 30 which you can read here: Student-Athlete NIL Letter 63021 (1). This also announced a new development program called A-Game which will include mandatory meetings that discuss “personal brand development, financial literacy, establishing a business/brand, time management, NCAA rules, and USU policies.”
Additionally, the letter detailed that the university will have a name, image and likeness form that all student-athletes are required to fill out and send to the compliance office for approval before they enter a deal to receive income.
According to Hartwell, there will be restrictions regarding certain products student athletes can endorse. Alcohol, tobacco, gambling and adult entertainment deals will not be approved by the university. Student-athletes are also prohibited from representing the university while advertising.
“If we had a student athlete who wanted to endorse a local restaurant or a local car dealership or something like that, as of right now they could do it as an individual,” Hartwell said, “they can’t do it wearing a Utah State uniform or anything with the university’s logo on there.”
Student-athletes are expected to follow “fair market value” – putting in the proper work for the money they receive – according to Hartwell. The university will not provide any sponsorship to student-athletes.
Hartwell insisted that these rules and regulations are consistent with what universities across the country are implementing.
Reaction
Athletes at Utah State have expressed their excitement for the opportunity to make money from their name, image and likeness.
One student-athlete at USU told Statesman Sports that he thought the rule change was long overdue, but he was excited for it and open for negotiations.
Others publicly announced they were open for business.
USU basketball junior Rylan Jones took to Twitter and said, “Starting today I am open to all brand promotions and business opportunities! Would love working with Salt Lake and Logan based businesses but open to everything!”
Starting today I am open to all brand promotions and business opportunists! Would love working with salt lake and logan based business but open to everything! #NIL
— Rylan Jones (@rylanjones15) July 1, 2021
His teammate, senior Justin Bean, said on Twitter, “Grateful for the opportunity that student athletes have following the changes to NIL rules. Going forward, I’m open to business/brand promotion opportunities. Please reach out to me if interested!”
Grateful for the opportunity that student athletes have following the changes to NIL rules. Going forward, I’m open to business/brand promotion opportunities. Please reach out to me if interested! #NIL
— Justin Bean (@justinbean34) July 1, 2021
Aggie football junior Byron Vaughns posted a video of himself making a humorous pitch to be a Gatorade sponsor, posing to the camera and saying, “I’m just over here drinking Gatorade after a workout. It’s a great way to recover.”
Yooo @Gatorade let’s make it happen😉 pic.twitter.com/zanZuiBMPJ
— Byron Vaughns (@ByronVaughns) July 1, 2021
Other student-athletes across the country have already found creative ways to make money for themselves.
In Iowa on Thursday, Iowa basketball player Jordan Bohanon partnered with “Boomin Iowa” fireworks, and went to their store to sign autographs and raffle off a pair of shoes.
Every $10 spent on fireworks gives you one ticket for a chance to win the shoes I hit my game winner at Wisconsin in!!! See you guys there!!!!❤️ #IndependenceDay https://t.co/fqPxAiEiCT
— Jordan Bohannon (@JordanBo_3) June 30, 2021
LSU gymnast Olivia Dunne, who has over a one million followers across her Instagram, posted a photo of herself posing in front of a billboard in Manhattan. She could make over one million dollars off of deals, according to Darren Rovell.
Hartwell admitted “the opportunities are endless” and vowed to help properly educate the USU student-athletes in navigating NIL opportunities.
Concerns
With most schools in charge of their own NIL rules and the NCAA not releasing a plan to regulate it, there is a legitimate concern that the new privileges could be abused by schools by utilizing a “pay-for-play” module and promising recruits certain deals and financial privileges to convince them to come to a school.
“Because the parameters are pretty broad right now and there is opportunity for boosters to be involved, I do worry about schools across the country and potentially with some of our competitors,” Hartwell said. [The rules] have to be closely monitored because you don’t want donors enticing student-athletes.”
On the Eye on College Basketball Podcast July 1, CBS analyst Gary Parrish said, “The only thing the NCAA said is they don’t want it to be a recruiting tool, well too bad. It is going to be a recruiting tool.”
Hartwell believes that the solution to govern the NIL rules is for federal legislation to be passed regulating it. USU has been in communication with Utah senator’s Mike Lee and Mitt Romney regarding the issues and have stressed the importance of getting federal legislation through.
“I do think the sooner we can get uniform policy procedure legislation at a federal level the better, so you don’t have one offs and different iterations depending on what state you’re in,” Hartwell said. “I think we will all be better off when that comes. It’s not going to be tomorrow or the next day when Congress is going to be able to do something on this but I do think it’s got enough people’s attention in Washington.”
Follow Jacob Nielson on Twitter @jacobnielson12
Contact Statesman sports at sports@usustatesman.com