By Arslan Saleem August 30, 2024 02:36
Photo by Brett Davis-USA TODAY Sports
Name, Image, and Likeness (NIL) rights have forever changed the college sports landscape. The move to allow college athletes to profit from endorsem*nts and deals is a game-changer for student-athletes in 2020. One of the biggest beneficiaries of this shift has been Ole Miss quarterback Jaxson Dart, and like most any name player across college football right now, the discussion surrounding his potential NIL value is a rabid one centered around both on-field performance and marketing.
NIL Valuation
Dart has emerged as one of the top names in On3 NIL 100 index, which lists the highest-profile high school and promising college athletes with an approximate value based on how much they can command from their name, image, or likeness. There is a cross-section of several components involved in its valuation:
Stats: Dart has displayed his gift on the field through 7691 passing yards and 52 touchdowns in two seasons. Under his leadership, Ole Miss finished 11-2 on a season last year in which he established himself as one of the best quarterbacks nationwide.
Social Media Audience: Besides being channeled through the source with a reach of over 143K followers, Dart has an extensive social media presence that many brands are interested in reaching.
Marketability: While his personality and public perception might get him noticed, those aspects make Dart even more attractive to advertisers. That return is reflected in things like his recent $100,000 endorsem*nt deal with Dick's Sporting Goods.
Earning Potential in the SEC
SEC generates more revenue for its athletes because of how widely respected its football teams are nationally. This, combined with a huge TV/media footprint, puts Jaxson Dart in slam-dunk recruiting land.
Comparable Earnings: Dart's earnings under NIL align with SEC quarterbacks. His deal with Dick's Sporting Goods alone is worth more than the EA Sports endorsem*nt for Texas Longhorns quarterback Arch Manning estimated at between $50,000 and $60,000.
What makes this move attractive: Hiring at Ole Miss provides unique opportunities for Dart. His status as a leader and potential Heisman candidate allows for additional endorsem*nts and opportunities off-campus, branding that companies are looking to capitalize on with his exposure.
How NIL is Affecting College Football
Player NIL: For the first time, college athletes can earn financial assistance from a position on their name, alleviating some of the burdens of playing football while hopefully extending their careers.
Recruitment Dynamics: NIL's earning potential is now a recruiting construct, as programs that can better leverage their athletes' names, images, and likenesses stand to increase the talent pool they can bring in.
New Economics: While college sports have long been ruled by scholarship and athletic department revenue, NIL deals represent a new stream of income that reaches athletes themselves.
Dart is a living, breathing example of that in this new economic era where athletic ability doesn't have to come without profit, and it shouldn't. The parallels between his present-day NIL ranking and the earning capabilities afforded official currencies within their respective SEC markets illustrate how large and lucrative these collegiate-level opportunities for student-athletes today are. As NIL rights begin to reshape college sports, Dart and athletes like him set an example for those who can take advantage. This still looks like a bright future for NIL in college sports as there are more and bigger opportunities for athletes to capitalize on all the hard work they put in and what public presence can bring.
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