Notre Dame signee Jeremiyah Love brings on Athlete Advantage for NIL representation

Jeremiyah Love is expected to arrive at Notre Dame in June.

The No. 5 running back in the 2023 recruiting class signed with the Fighting Irish in December. With his high school career nearly over, he is not wasting any time in making the most of his name, image and likeness rights.

As a star at Christian Brothers College in St. Louis, he was not able to monetize his NIL because the state of Missouri prohibits high schoolers from cashing in on athletic fame. Now he has brought on Athlete Advantage for NIL representation before his arrival in South Bend.

The Lexington, Kentucky, based NIL agency has worked closely with quarterback Will Levis during his time at Kentucky. It also recently signed Cedric Baxter and Devin Leary. Ryan Maxwell, who serves as Athlete Advantage’s general counsel, told On3 the agency is now working with more than 100 athletes, mostly in the college football space.

Love has signed a non-exclusive deal with the agency, which gives him free rein to sign marketing deals through other agencies if he chooses. Maxwell said nearly every representation agreement Athlete Advantage has is structured that way.

“That’s the type of relationship that we have with him [Love],” Maxwell said. “All of our athletes are on non-exclusive agreements because our thought was at the very beginning of this, if a kid has the opportunity to make money with us, he should be able to make money with other people as well. We didn’t want to lock them into those exclusive deals. That’s how we’ve signed our guys to non-exclusive agreements, to be able to use their name, image and likeness to go out and approach businesses.”

Love picked Notre Dame over Alabama, Michigan, Notre Dame and Texas A&M, announcing his commitment back in October. The No. 77 overall recruit in the class, according to the On3 Industry Ranking, he rushed for 1,291 yards and averaged 9.2 yards per carry with 22 touchdowns in his final season at Christian Brothers.

Athlete Advantage continues to grow

Maxwell said Athlete Advantage’s work with Levis gave them some instant credibility. The former Kentucky quarterback signed partnerships with Paul Miller Ford, NOBULL and Boone’s Trace National Golf Club.

Levis also has an established platform and social media entering this month’s NFL draft. The NIL agency works strictly in the high school and college ranks, opting not to represent clients at the professional level.

Athlete Advantage is also growing into an NIL collective company. Along with managing the preferred Kentucky collective The 15, the agency is also taking a lead role in Depaul’s Under the “L” Fund. The agency also has plans to expand in the collective landscape, too.

“Athlete Advantage is actually kind of pivoting in the space as far as what we’re doing managing collectives,” Maxwell said.

Jeremiyah Love’s growing brand

The Notre Dame signee has a $129,000 On3 NIL Valuation, which ranks in the top 110 of high school football. Once he enrolls on campus and tries to crack the running back depth chart this summer, he could see his valuation rise.

Athlete Advantage will also assist in growing Love’s brand and social media following. Love currently has just more than 6,500 total followers between Instagram and Twitter.

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.