South Carolina's Aliyah Boston lands NIL deal with Orangetheory

Aliyah Boston will soon be able to see her off-season workout regiment replicated in Orangetheory Fitness classes across the nation.

The South Carolina women’s basketball star and reigning National Player of the Year has signed with an NIL deal with the boutique fitness franchise. With more than 1,350 workout studios in the United States, the partnership with Orangetheory provides an opportunity to grow her brand.

The Orangetheory fitness team worked hand-in-hand with Boston to collaborate and create a workout similar to Boston’s. The “Aliyah Boston Workout” calls for trainer-led agility drills, a medicine ball drill and some core exercises. The training regimen will be available at participating studios starting Nov. 10.

Along with the workout, the South Carolina star will appear on video screens in Orangetheory studios to guide members through the workout.

“The Orangetheory workout is challenging and fun; I really enjoy seeing my performance results afterward,” Boston said in a statement. “This collaboration serves as an authentic opportunity to translate the off-court exercises that made such a big impact on my game – and my life – with Orangetheory members across the country.”

Based in Boca Raton, Florida, this marks Orangetheory’s first major partnership in the NIL space. The company offered its studios and equipment to NCAA women’s basketball teams following the weight room disparities in March 2021.

South Carolina star’s growing NIL portfolio

The 2022 SEC Female Athlete of the Year and first-team All-American returns to South Carolina this season after leading the program to its second national championship. Boston averaged 14.5 points and 12.4 rebounds per game.

Brands have recognized her talent and the clout she has built up off the court, too. She signed a major deal with Under Armour this spring, working with the design team and providing insight on future women’s basketball shoes. As an added bonus, she’ll be repping the logo on the hardwood this season thanks to South Carolina’s partnership with the company.

The deals have not slowed down for Boston. She’s added crocs, Bojangles, Top Gun and Bose. South Carolina’s NIL market is also taking care of the women’s basketball star. Thanks to former state legislator and current CNN political analyst Bakari Sellers and a group of other prominent donors, each member of the Gamecocks’ team will be provided the opportunity to earn an average of $25,000 or more in NIL deals — roughly $325,000 total.

Garnet Trust, the South Carolina-focused NIL collective, is managing the deliverables with NOCAP Sports assisting in contracts and payments.

Aliyah Boston’s On3 NIL Valuation

The South Carolina forward holds a $102,000 On3 NIL Valuation. Her evaluation ranks No. 13 in women’s basketball. And Boston has built up a strong social media following. With 107,000 followers on Instagram, she has 166,000 total followers. She also has a per-post projection of $1,500.

The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.

While the algorithm includes deal data, it does not act as a tracker of the value of NIL deals athletes have completed to date, nor does it set an athlete’s NIL valuation for their entire career. The On3 NIL Valuation calculates the optimized NIL opportunity for athletes relative to the overall NIL market and projects out to as long as 12 months into the future.