Luke Doty motivated by relationships, not money, when it comes to NIL, 6th year at South Carolina

The college football landscape has changed significantly since Luke Doty was a freshman at South Carolina in 2020.

Back then, the SEC had 14 teams – Texas and Oklahoma were added ahead of the 2024 campaign. The College Football Playoff Selection Committee chose four teams to compete for a national championship instead of 12. The transfer portal existed, but operated differently to the way it does now.

But the most significant difference from 2020 to now came in the field of name, image and likeness (NIL). College football players can now earn financial compensation for NIL, something they could not do during Doty’s first season.

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Despite these changes, Doty’s purpose for playing – and operating in the NIL space – has remained the same as he looks ahead to returning for his sixth year with the Gamecocks in 2025. Doty confirmed on Sunday that he will be back for one more season.

“I came in 2020 when this whole thing was just an idea. I came to school because it was a place that I loved and that I knew I could get a great education and, aside from all the other stuff, set myself up for 40 years down the road,” Doty said.

“When I need a job, I can call the people that got me to this point and helped me out to this point. So, I think, I just try to carry that same mindset when it comes to this stuff – not really just thinking about it as all money but more personal connections and opportunities.”

Over the last five years, Doty has become something that is a rarity in college football’s modern era – a veteran who plays (at least) four years at one school. And Doty’s five years with the South Carolina football program can be aptly described as “eventful.”

At numerous points in his collegiate career, he was the Gamecocks’ starting quarterback. But Doty has also seen time at wide receiver and on special teams during the last two years. In the process, he has generated 1,856 all-purpose yards and 12 touchdowns. Broken down further, has accumulated yardage and found the end zone as a passer, rusher and receiver:

• Passer: 141-of-232 passing (60.8%), 1,543 yards, nine touchdowns, eight interceptions
• Rusher: 82 attempts, 173 yards, two touchdowns
• Receiver: 16 receptions, 140 yards, one touchdown

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Doty’s presence on and off the field has made him a valuable commodity in the local NIL space. Within the last year, he has signed an NIL deal with Goings Law Firm, among other South Carolina-based companies. He also has launched his own podcast, called “Whole 9 Yards with Luke Doty,” through 1801 Media and Garnet Trust.

When Doty inks an NIL deal, money is not at the forefront of his mind, he said. Instead, it is, first and foremost, about forging stronger bonds with communities across the Palmetto State.

“Obviously, money is in high demand right now with the way that things are going,” Doty said. “But being able to have the opportunity to create relationships and make connections with people not only out in the community, but throughout the state, and to have those kinds of opportunities that’ll pretty much set you up for life, I think that’s the coolest part of this whole thing.”

The decision to return to South Carolina was not made as a way to capitalize on revenue before moving onto the next chapter of his life. Rather, Doty made it so he could continue making connections while playing the sport he has loved his whole life.

“You know, if something presents itself, then, obviously, I’ll take it,” Doty said. “But, like I said, I’m not all about the money. It’s never been about the money for me.”

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