Apple subsidiary Beats Electronics LLC has made its largest investment in name, image and likeness (NIL) deals with college athletes to date, signing 15 college players.
Randall Williams for Bloomberg News:
The group is headlined by University of Southern California’s Heisman Trophy winning quarterback Caleb Williams, University of Texas quarterback Quinn Ewers and Alabama cornerback Ga’Quincy “Kool-Aid” McKinstry. Terms of the 15 individual athletes’ deals weren’t disclosed. Beats intends to publicly announce the group later Thursday.
“As we’ve worked with our initial college athletes, we’ve realized how important it is for them to have brand support at that level,” Aminah Charles, Beats’ head of sports marketing, said in a statement. “The industry is moving toward truly empowering college athletes, so we wanted to take a bigger swing in this area.”
Student athletes have been able to profit on their name, image and likeness since a 2021 US Supreme Court decision. The ruling lets them sign endorsement deals and profit from their social media posts.
As part of the Beats deal, the college football players will be featured in marketing campaigns and wear custom products throughout their season.
MacDailyNews Take: Get ’em young and the possibilities are endless!
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I have NEVER been influenced in my purchasing by the fact some actor, singer, or athlete is propping up that product. In fact, I have made it a point to avoid promoted products that may have increased costs thanks to NIL deals or other agreements between rich elitists demanding their swag bag and some mogul shoe company or maker of headsets hoisting expensive products!
…and you are not their target audience. It is now a world of ‘influencers’.
College athletics, especially football, have become the most lucrative business for many universities. Who cares when the athletes are as dumb as rocks (not to mention severely lacking in character) and never would have gotten into that school without a scholarship? It’s a supplement to the pro-sports bread & circuses the elites (both Dem and Repub) use to distract us from their crimes.
I love College Pro Football. We’ll now see much of the NFL player’s humility (etc) flowing downward onto the College gridiron.