How NIL packages have evolved into game of lies in recruiting

The idea of pay-to-play in the college football ranks has gone from a lightning rod to the norm. Conference commissioners pounded podiums this summer at media days, calling for Capitol Hill to regulate Name, Image and Likeness. 

They are not looking for help in educating athletes, though. No, the attention and focus has been on stopping recruiting inducements. While stakeholders argue amongst themselves and point fingers, the other side of NIL has quietly evolved. 

College coaches are now dealing with a new reality. Recruits are lying to top 25 programs about the NIL package being offered by other schools vying for their commitment. Anything to drive up the price of their recruitment and earn more cash. 

In an industry with no regulation –  the NCAA has provided clarification to its clarification – college football staffers are trying to figure out what the true market value is for a player. And in some situations, overpaying for a recruit in order to receive their commitment. 

“I think there’s a lot of that going on, too,” a Big 12 staffer told On3. “More so than many people think. I think when it all kind of started, you were hearing all these figures thrown out. I think a lot of (collectives) aren’t following through on the money. It’s gotta take its course. A lot of fake news, as they say. 

“It’s why you have to really research and pay attention if you’re going to be a part of the pay-to-play game. And let’s be honest, most folks are, even if they say they aren’t. It just is what it is.”

Parents, recruits lying to coaching staffs about NIL market value

In multiple situations, sources have indicated to On3, highly-ranked recruits have openly told Power Five coaching staffs they’ve been offered seven-figure annual NIL packages by another school in their recruitment. Only to find out through backchannels the prospect was openly lying, trying to drive up their market value. 

College football is currently dealing with a recruiting market where the top 50 prospects have the privilege of commanding their market value. 

“I can’t say it’s specifically happened to me yet, but I’ve certainly heard about it,” an SEC recruiting staffer said to On3. “It would be ignorant to think kids falsely report offers, so why wouldn’t the kid with offers, why wouldn’t they start to falsely report NIL deals. It’s no different than when you go to your employer and say, ‘Hey, I’ve had some other people call me. I’d like to stay here, but can you give me some more money.’ 

“… You would be naive to think it’s not going to happen to you once or twice a year.”

In the NFL, players are represented by agents who broker contracts on their behalf. In the college ranks, a small number of highly-touted athletes have a representative with experience. 

The remainder typically have a family member or mentor who has taken over their recruitment and is bartering on their behalf. And it can get ugly. Coaches have to talk to other schools to figure out what is and isn’t the truth. Some cut ties with the prospect, willing to lose out to bring an end to the NIL rumors. 

“It may not be lying, it’s asking for too much,” an agent who has worked closely with major collectives on recruits’ commitment contracts told On3. “You have to know what school you’re dealing with. In terms of the lying, some of these families have to understand the coaches are connected. You have a running back coach at Arkansas, who picks up their phone and calls their buddy at Miami. Lying is not the move, and it’s happening a lot.

“There’s an emotional aspect to it, too [when trying to handle your own NIL recruitment]. There’s so many landmines out there you don’t know about. And when you’re trying to focus on the minefield, you can’t focus on your game which is earning you the money.”

When asked how many recruits lie about NIL deals, a Big Ten assistant said: “They all do.”

NIL inducements, headaches stem down to Group of Five

Much attention since the advent of NIL has been on the institutions with major booster networks. Miami, Tennessee, Texas A&M and Florida have all seen an influx of NIL dollars. 

But that doesn’t mean recruits are only lying to those schools. Even at the lower levels of Division I, NIL has recruits feeling entitled to demand compensation and creating false narratives. 

“We had a sibling of a recruit who was claiming that the recruit was receiving $40K, $50K and $80K from other schools in an attempt to get us to ‘counter’ the kid,” an AAC recruiting staffer reflected. “In reality, we found out that the offers were nonexistent.”

Even landing a junior college commitment can be a headache. 

“I think it’s more prominent for the higher recruited players,” the Big 12 staffer said. “But now it’s leaked down even to the junior college guys who will make $20,000. ‘I’m getting this over here. What can you do for me?’ It’s even getting down the Group of 5s.

“One juco kid said he got $20K from one place, but he took $40K to go to another school. It’s happening. It’s become competitive to the dollar signs.”

For years, recruiting battles were waged over who had the nicest facilities. The best training tables and cushiest locker rooms. Now the top prospects want financial packages. NIL has changed the conversations around how much and who is receiving it. Recruits are not afraid to lie. And they don’t care about burning bridges so long there is a monetary guarantee sitting at the end of their recruitment. 

“I do think that it will be common going forward,” a Pac-12 staff member told On3. “Recruits are going to try and pit everyone against each other. It’s why it’s important to do your due diligence.”

Transfer Portal could bring same set of problems

For all the concern there is about recruits lying about NIL offers in college football currently, it may only be a glimpse of what the Transfer Portal will look like come December. 

With the installation of the one-time transfer rule for the 2021-22 academic year coinciding with the first year of NIL across college athletics, there was sure to be some connection between the two. But nobody could have projected the hurricane the two combined to create, bringing the NCAA into the 21st century at unprecedented speed.

Multiple SEC collective operators On3 has spoken with believe last year was just a test run to what this December will look like. And that includes current athletes lying about their NIL worth. 

If a star quarterback sees the opportunity to play elsewhere, making a last-ditch effort to score big at their current school will be their first thought. Collectives are bracing themselves for a wide variety of requests, meaning now is the time to boost warchests. 

Winning teams cannot be bought, if this season has taught college football anything. But adding an impact player through any means necessary could make or break a College Football Playoff berth – especially with playoff expansion coming — even if that means overpaying because a recruit isn’t telling the full story. 

“Everybody presents it differently,” the Big 12 staffer said. “You have the places that are outwardly saying pay-for-play. You have whatever the structure is like, ‘Hey, if you come here, this is you’ll get this percentage of your jersey sales. You’re gonna get this. We’re going to present you with these opportunities.’

“To me, it’s become the minor leagues of the National Football League. How can you not think that with how things are going?”