Like a lot of college stars, King has a platform unlikely to ever be bigger. King's chance of becoming an NFL star to match his status at Miami going into this season was not great, and now a shoulder injury has ended his season after four games. That's especially the case for King, an undersized quarterback who was coming off a knee injury. ![]() Rattler remains a conversation starter in a way he might never be again, even if he goes on to a successful NFL career. “Spencer Rattler is still the king of college football marketability-wise,” Lawrence said.Ĭaleb Williams, the quarterback who replaced Rattler against the Longhorns and started this weekend against TCU, has gone from 39,000 Instagram followers before the Texas game to more than 65,000 after another terrific performance Saturday night. Rattler has been one of the most talked-about players in college football this week and what he does next (go pro? transfer?) is still a huge story. He is still the most followed college football player in the country with the highest rate of audience engagement, Lawrence said. What that looks like as more athletes enter the NIL market, especially in the highest profile sports such as football and men's basketball, is still to be determined.Įven after Rattler was benched during the Texas game earlier this month, he added almost 900 Instagram followers. Opendorse CEO Blake Lawrence said the company is still gathering data in this first year of NIL to determine the exact correlation between performance and marketability.įor some athletes, their personal brands are already so strong that a dip in performance might not result in a corresponding dip in NIL value, Lawrence said. And that’s a byproduct of the vast amount of attention paid on NIL as a whole, but also these individuals, specifically. “That return probably exceeded whatever their spends were right around that time alone. “These brands received a very strong return on investment right around the time they entered into these arrangements,” said Heitner, who consulted on Florida's NIL law. ![]() ![]() One deal with a Norman, Oklahoma, car dealership landed him two automobiles.ĭarren Heitner, a Florida-based sports and entertainment attorney, doubts any company that partnered with Rattler has regrets. Rattler has the same marketing agency that works with Kansas City Chiefs star Patrick Mahomes handling his NIL opportunities. Opendorse, a company that provides a host of NIL services to dozens of Division I universities and colleges, estimates that following could make Rattler $10,000-$20,000 for one promotional IG post. He had also cultivated a huge social media following, with 390,000 Instagram followers. That was only part of what made him one of the most famous players in college football. Rattler entered the season being touted as a Heisman Trophy favorite and possible high first-round NFL draft pick. ![]() If anything, the way the season has played out for Rattler and King shows why allowing athletes to capitalize on what could be the height of their fame and marketability was so important. "I think as the space matures, brands and athletes will be able to navigate this a bit better in the future.” But those same risks occur in the real business world: Is this marketing campaign going to work?” said Lyle Adams, a former Wake Forest soccer player and founder of Spry, a software company that schools and athletes can use to monitor NIL compliance. “That’s some of the risks you're going to take with doing a deal.
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