MACON, Ga. — If you know the name of a college football star, they are likely making some money off of their name, image and likeness.
Back in 2021, rules were eased to allow college athletes to make deals and partnerships, known as NIL deals. Some deals have been very lucrative; others have been pretty interesting.
With Georgia High School Association allowing Georgia's student-athletes to make their own NIL deals, here's a look at some of the eye-popping NIL deals — along with some of the oddest partnerships, too.
Bryce Young:
Even before playing in his first college football game, Alabama head coach Nick Saban told reporters their incoming quarterback Bryce Young was already making close to the "seven figures" in NIL deals.
That was in 2021 when the rules around NIL deals were first eased.
But now, Young has continued to seize on the opportunities NIL deals offer star athletes.
Young was the centerpiece of the new season of Dr. Pepper's "Fansville" T.V. ad campaign.
One outlet, On3, estimates the value of athletes' NIL deals. His valuation according to the site is an eye-catching $3.2 million.
Atlanta Braves?
You may ask yourself: what do the Atlanta Braves — a professional sports team — have to do with college NIL deals?
Well, once the NIL deals were allowed, the Braves jumped into the action, putting out a call on their social media accounts to find college athletes who were interested in working with the team.
That year, the Braves partnered with high-profile athletes — like Georgia Tech quarterback Jordan Yates in 2021 and UGA gymnast Rachel Baumann — to serve as "social media ambassadors," the Braves told the AJC.
They reported the pair would make social media content and be featured in their in-venue entertainment.
In return, they received a $500 stipend and a commission on any game tickets sold through their social media posts.
Stetson Bennett:
Before being drafted to the Los Angeles Rams, the championship-winning UGA quarterback Stetson Bennett secured a few high-profile NIL deals — including the viral Raising Cane's campaign where Bennett handed out chicken tenders after the dawgs won the national championship.
Bennett got behind the counter before both the team's 2022 and 2023 victories.
But heading into the 2022 season, Bennett's NIL agenda Jeff Hoffman told On3 he was approaching $1 million in NIL deals. He signed deals with Georgia Power and Synovous Bank, among other deals.
On top of his work with Raising Canes, Bennett's NIL management company, ESM, secured several other partnerships for UGA's quarterback.
Bennett worked with the Dairy Alliance of Georgia — dressing up as a milkman — and also worked with apparel company Onward Reserve, where Bennett and the company teamed up to give 10 kids in Athens $200 for "a special holiday shopping experience."
After the 2023 championship, Stetson Bennett's NIL valuation from On3 was $1.3 million.
Free food for the Auburn Offensive line:
While some athletes are making money off their NIL deals, others are satisfying their hunger with food-related NIL deals.
Instead of money, some places offer athletes food for working with them.
At Auburn University, the entire offensive line received free food at Baumhower's Victory Grille in Auburn, according to On3. At certain times, their families can join them for a free meal, too.
In return, they'll make public appearances and be featured on a wall at the restaurant.
The team members receive food credits for the restaurant, On3 reports, and they also earn other food credits that their families could use during specific months.
How does On3's NIL Valuations work?
According to the website, On3 uses a "proprietary algorithm" to calculate an athlete's NIL value. However, it does not directly track the value of the deals inked by athletes.
They calculate two things: their Brand Value Index and the Roster Value Index. This gets them to a total value for the NIL market.
Then, they look at individual athletes and use "dynamic data points" to get at their value in the NIL market.
They look at three metrics:
Performance
Influence
Exposure
You can read more about their process here. They also cover a lot of NIL news on their website here.
High school safety measures?
In an interview with 13WMAZ's Marvin James, GHSA Executive Director Robin Hines says they are placing safeguards in place to help protect the integrity of the game. To learn more about those, you can watch Hines' interview below.
Plus, since GHSA policies allowed athletes to ink NIL deals, he says only a few athletes have reported deals since then.
You can read James' story here.