San Diego State’s Lamont Butler joins Postgame’s NIL campaign with Urban Outfitters

Lamont Butler always will be associated with his last-second shot that put San Diego State in Monday night’s national title game.

That shot is the reason his name, image and likeness rights are extremely valuable at the moment. He has seen an uptick in his social media following. Plus, he has joined Postgame’s NIL campaign with Urban Outfitters, posting on his Instagram on Sunday night. “Urban Outfitters has game winning apparel,” Butler wrote.

While he only scored nine points in the Final Four win over Florida Atlantic, his jumper as time expired put him in the national spotlight. His teammates mobbed him near center court. Butler was interviewed on the CBS broadcast next to coach Brian Dutcher, too.

The focus is obviously winning Monday night against UConn, but Butler could be looking at plenty of NIL possibilities. A junior, he has two years of eligibility remaining because of the extra season granted by the NCAA in the wake of COVID-19. He is averaging 8.7 points, 3.3 assists and 2.7 rebounds per game.

Terms of Butler’s deal were not disclosed.

This is not his first NIL deal; the NIL Store released a T-shirt featuring Butler’s shot, with his jersey also for sale through the custom and co-licensed apparel company. He also has released physical trading cards with the digital marketplace Daps and a pre-existing deal with JLab audio.

Postgame’s role Urban Outfitter’s deal

A source told On3 other college basketball stars are expected to join the Urban Outfitters campaign in the coming days. A sports marketing agency, Postgame plays a role in getting the company to the table in the first place. More than 60,000 athletes from over 350 colleges are in Postgame’s athlete portal.

Postgame does not classify itself as an NIL marketplace, such as Opendorse or Icon Source. It also does not view itself like INFLCR, which brands itself as a software company. It has worked with a number of recognizable brands including Reebok and Urban Outfitters. A recent marketing deal with Crocs featured 550 athletes.

The Urban Outfitters campaign has been running since September and was renewed for March Madness.

“I can pretty confidently say we’ve done more NIL deals than anyone else than any other type of company like us,” Postgame director of athlete relations Aaron Hackett previously told On3. “We’ll go approach brands, and we’re a free platform for athletes. We work on the brand side; we’ll approach brands. And you know, we’ve had a lot of success of running these influencer campaigns at scale, kind of democratizing NIL.”