Most influential NIL deals of 2022

The name, image and likeness market evolved in 2022.

More brands entered the space. Athletes had a better grip of their NIL opportunities. NIL collectives evolved, while universities further embraced the new era of college sports.

We’re breaking down the most influential NIL deals from last year. Each made a notable difference in the NIL landscape.

As a reminder, feel free to submit info on your NIL deal to On3. You can send an email to [email protected] or reach out via DM or comment on Twitter to @On3NIL or @deals_nil. Direct messages are open, too, on the @On3NIL Instagram account.

Here are some of the most influential NIL deals of 2022.

Caleb Williams signs with Beats by Dre

It’s easy to look now and call Caleb Williams one of the most successful athletes of 2022. The quarterback transferred to USC, won the Heisman Trophy and in the process built one of the most impressing NIL resumes of any player in the college athletics landscape.

But back in February, his portfolio of brand partners was not massive.

His deal with Beats by Dre was announced only days after he announced his transfer from Oklahoma to USC. It signaled what was to come.

The initial Twitter post from the brand that featured Williams in USC gear was only the start of the relationship. Williams went on to gift the USC women’s basketball team Beats before the NCAA tournament, along with his football teammates before the start of the season.

It also set off a new trend across college sports. Bryce Young and Bronny James each joined the Beats campaign this fall. Plus, countless athletes such as Auburn running back Tank Bigsby and South Carolina‘s Zia Cooke gifted Beats to their teammates.

Williams set the framework for what future NIL deals with the company will look like. It potentially provided the launchpad for many other athletes.

Decoldest Crawford’s viral AC ad

Before Aug. 12, Decoldest Crawford was not a household name. OK, he was known by the Nebraska fan base, especially after his flip from LSU. But Crawford was only a freshman, trying to earn reps.

A lot can change in a few hours. Using Crawford’s first name as a marketing tool, SOS Heating and Cooling filmed a commercial this summer. They then released it on social media and in Nebraska TV markets in August.

Within days, the video had racked up more than 5.5 million views on Twitter. That number now sits north of six million. The reception was been beyond anything the company anticipated. On top of new business, SOS had college kids call looking for sponsorships and ad agencies inquiring about possibly putting the commercial in more markets.

“We never ever thought that we would be doing a NIL deal until we saw Decoldest’s name on the roster,” SOS sales and public relations rep Jake Wasikowski previously On3. “We said, ‘Oh my gosh, that’s, that’s the guy. That’s the one we need to be represented by.’”

The ad showed the impact NIL can have. Before 2021, Decoldest Crawford would have never been able to take part in the agreement. Now his name has become well known across college football.

And when he opted to enter the Transfer Portal last month, he was quickly recognized as the receiver from the viral commercial.

You wanted it, so here it is! @Yrncold knows who to call if you want your AC the coldest this summer! pic.twitter.com/MhJQ5ygNdy

— SOS Heating & Cooling (@SOSHVACOmaha) August 12, 2022

Cavinder Twins ramp up NIL activity with Champs Sports

Hanna and Haley Cavinder made the biggest splash on the first day of the name, image and likeness era in July 2021. The twins announced a deal with Boost Mobile in New York City’s Times Square.

But then last winter, Champs Sports announced it had signed Cavinders to a partnership. And while that deal was technically announced in December 2021, the brunt of the activation has taken place in 2022. Everett Sports Marketing facilitated the agreement.

The Miami basketball players have appeared in a number of campaigns for Champs, including back to school and “Women Win.” The duo also just recently launched their ‘Twin Talk’ podcast. Champs will be will be an episodic sponsor from time to time.

Hanna and Haley have signed deals with countless major brands. But the relationship they have with Champs Sports is not always common in the NIL era. Instead of signing one-off deals left and right, they’ve created a strong relationship with the sports retailer.

Nike signs five basketball players

While some brands dove headfirst into the NIL landscape, other brands went into wait and see mode. In a new marketplace, companies were not sure what the return on investment would look like.

Nike was one of the those brands, until October. The sportswear and sneaker giant made a statement this fall, signing Bronny James, Caitlin Clark, Haley Jones, DJ Wagner and Judea Watkins. A collection of college and high school talent, each athlete has the potential to be stars in either the NBA or WNBA.

While they also have strong social media brands, the agreements sets the company up to be in a strong position to ink long-term deals for the next generation of basketball stars. And with the signing of Bronny James, he will be able to create content for Nike next to his father, LeBron James.

The move was a signal to the sports wold that Nike is going to be a player in the NIL landscape. Basketball was the first major move but signing college football stars could be around the corner.

Nico Iamaleava signs with Spyre Sports, sets NIL quarterback market

No NIL deal among the high school ranks had a bigger impact than Nico Iamaleava‘s deal with the Tennessee NIL collective Spyre Sports, signed back in March.

As The Athletic has since reported, Iamaleava signed a deal that could see him make $8 million after four years. His commitment to Tennessee came within two weeks of the ink drying on the contract. Spyre has already started to facilitate NIL opportunities for the quarterback, who has since enrolled at Tennessee.

Iamaleva’s move completely reshaped the world of high school football recruiting. Since the spring, multiple prospects have announced their commitments with speculation that NIL played a role. For a school to be taken seriously in a quarterback’s recruitment, its collective or donors have to be prepared to spend. For one of the top-ranked quarterbacks in each recruiting class, sources indicated the number is upwards of ​​$750,000 annually.

“If you want to talk ball with the top quarterbacks in each class, you’re going to need to come to the table ready to pay a seven-figure yearly salary,” a SEC collective operator recently told On3. 

That’s in part because of Iamaleava’s jaw-dropping partnership.