Sam Hartman sets record straight on how NIL affects team chemistry

When Sam Hartman arrived at Wake Forest as a freshman in 2018, the landmark NCAA v. Alston decision that paved the way for NIL was still three years away. That meant athletes were a long way from profiting off their name, image and likeness – and he saw things change dramatically over his career.

Hartman’s first public endorsement deals came in 2022 as a fifth-year senior at Wake Forest, and he continued to capitalize on NIL opportunities at Notre Dame in 2023. His social media following skyrocketed after he transferred, and his On3 NIL Valuation sits at $1.2 million with the Senior Bowl quickly approaching.

When NIL came to be, some wondered what effect it would have on locker rooms, especially as some athletes made more than others. To Hartman, who spent time with two programs as the NIL landscape came to be, he didn’t see that. Ultimately, he said, the focus was on the field.

“It didn’t really change anything,” Hartman told Andy Staples on Andy Staples On3. “I mean, it’s still the game. I know you probably hear horror stories or things about guys living differently and acting differently, I’m sure, in some places. But I think the great thing about both Wake and Notre Dame was the coaches in the locker room, especially, kept the game so clear.

“There wasn’t talks of money and talks of how much you’re making and how much you’re doing. It was all about the game, and it’s a great perk and it’s a great part that you can help, like we’re learning here, plan for your future and start earning and earning equity and investing and whatnot. But it’s still football, and I hope it tries to stay as much as it can because college football is a special place. It’s pure there, and as much as it can, try and keep it pure.”

Sam Hartman had multiple NIL deals during his time at Notre Dame, including Dollar Shave Club and HomeField. One of his first agreements came while he was at Wake Forest when he was featured in Candy Digital’s Sweet Futures NFT collection.

Of course, many of his teammates had endorsement deals, too. But when it came time to perform on the field, Hartman said it didn’t matter how much they were making, and that’s a testament to how the coaches went about the NIL space.

“As leaders in the locker room and at Wake and Notre Dame, [it] was like, ‘Guys, the only way to this falls apart is people start pocket-watching and start wondering, why is this guy making this and I’m making that?’ And it happens naturally,” Hartman said. “But if it’s something that’s in the dark corners, that’s life. But as soon as it becomes the main focus and football is not, then that’s when you struggle.”