New Name, Image and Likeness (NIL) legislation is changing what we have always known as college football. Players have already started taking advantage of platforms like Cameo, offers that advertise local brands, and more. NIL even pushed Quinn Ewers to reclassify and drop out of high school early to enroll at Ohio State just weeks before Game 1 of 2021.
Some think this change is long overdue and others see it as a destruction of the game they love. But no matter how you feel personally, NIL is here to stay. And yesterday, the State of Ohio announced a new step in an attempt to make Columbus a destination of choice for athletes who want to spend their days playing.
OSU Office of Trademark and Licensing Services and the Department of Athletics have entered into an agreement with The Brandr Group (TBG). Student-athletes can now voluntarily enter into a group licensing agreement with TBG and will be able to use their NIL alongside and in conjunction with the licensed Ohio State marks and logos.
What does that mean? Basically, fans will now be able to purchase Ohio State jerseys with their favorite player and won’t have to get knockoffs from China (not that anyone would). Not only that, but the players who close the deal will see a portion of the sales due to the new NIL laws.
Ohio State Becomes First School To Partner With Players And Give Them A Way To Make Money From Jersey Saleshttps: //t.co/W8hs4u65gm pic.twitter.com/V7bqbAmnrO
– Bar stool sports (@barstooltweetss) August 3, 2021
In recent years, jersey numbers have been limited to No.1 and the last two digits of the current unnamed year. Now fans will be able to purchase a Chris Olave # 2 jersey or Jack Sawyer # 33 jersey or whatever their favorite player assumes these players agree to the license agreement with.
Senior Associate Athletic Director Carey Hoyt said this about the opportunity for OSU athletes.
“This is a unique opportunity for our student-athletes,” said Carey Hoyt, senior associate athletic director, in a statement. “We are passionate about educating and providing opportunities for student-athletes to benefit from their name, image and likeness. NIL. “
Terms of the deal were not disclosed as to how much each athlete will earn per jersey sale, but it is set to grow well in the future. It is possible to expand to include merchandise such as video games, clothing, trading cards, action figures, etc. The possibilities are almost endless.
Not only will this deal allow current Buckeyes to profit, but an alumni group rights program will also provide former student-athletes with marketing opportunities. The State of Ohio is investigating and planning to combine Legends of the Scarlet & Gray, its former athlete licensing program, with the TBG program in the near future.
This deal is similar to the one Michigan recently revealed. However, it looks like the Ohio State deal is a bit softer as UM has an exclusive deal with Wolverine’s official retailer, The M Den, where student-athletes will receive over $ 10 per jersey sale.
The difference being in favor of OSU athletes is that the State of Ohio will facilitate the sale of jerseys at all of its official retailers as long as the athlete has joined the group licensing program. Michigan jersey sales that will pay student-athletes will only be available for custom jerseys at one retailer. It looks like the Bucks are winning the NIL race as well.
Things are changing quickly and this is probably not the end of it. Until then, look for your favorite Ohio State jersey on an upcoming store display near you.
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