As Selection Sunday and March Madness draw near, it’s hard not to think about how college sports have changed—especially with all the new Name, Image, and Likeness (NIL) deals swirling around. The latest College Sports Commission (CSC) report digs into some big shifts and headaches in the NIL market, focusing on the growing influence of associated entities.
This post takes a look at what the CSC’s new data shows, how the transfer portal is shaking up NIL deals, and why more people are tuning in to women’s college basketball.
NIL Deals: The Role of Associated Entities
The CSC’s newest data points to a clear trend: more NIL deals now run through associated entities like multimedia rights partners, apparel brands, and collectives. This is especially true in the Power Four conferences.
Deal volume there jumped 65%, and the average value of those deals soared by 182%.
Key Findings from the CSC Report
- Associated Power Four deal volume increased by 65%
- Average value of deals with associated entities was up 182%
- Associated Power Four deals represented 79% of the total deal value submitted by such schools in January and February
- Associated Power Four football deals accounted for 81% of the total deal value and 48% of the total deal volume during that span
CSC CEO Bryan Seeley says the NIL market in college sports isn’t a typical, organic market. Schools are basically creating NIL opportunities for their athletes, often through groups tied to the school or working on its behalf.
These deals are technically within the rules, but NCAA regulations mean they’re under a lot more scrutiny. That leads to longer review times in NIL Go.
The Transfer Portal’s Influence on NIL Deals
The transfer portal has really changed how NIL deals get done, especially in January and February. Coaches, GMs, recruiters, and agents are all scrambling to figure out what’s next for their players.
But, the rules are strict: schools and associated entities can’t promise NIL money or stash away rights as part of recruiting.
Challenges and Compliance
During the portal window, agents keep pushing for guaranteed NIL for their clients. That puts schools in a tough spot, pressured to offer guarantees that aren’t actually allowed.
It’s a tricky situation for athletic directors and everyone else trying to stay compliant while also keeping up with the market’s demands.
Broader Trends and Insights from the CSC Report
The CSC report offers some eye-opening numbers about NIL deals overall:
- 21,025 deals worth a total value of $166.50 million have been cleared since the launch of NIL Go as of February 28
- 3,704 deals with a total value of $39.29 million were cleared since the last Deal Flow Report released in January
- 711 deals with a total value of $29.3 million have been reviewed and not cleared
- Since the launch of NIL Go, 70% of deals that reached resolution did so within seven days following submission of all required information
- 50% of deals submitted to NIL Go were resolved within 24 hours
- 18 deals were in arbitration as of February 28, with the previous 10 deals reported in arbitration as of December 31 being withdrawn by the athletes
Seeley points out the surge in deal volume shows that most folks are playing by the rules. Still, he admits there are others who aren’t submitting these deals, which just adds to the messiness of the NIL world.
Viewership Trends in Women’s College Basketball
Meanwhile, women’s college basketball is having a moment. ESPN’s on pace for a 17% jump in viewership compared to last year, making this the most-watched regular season since 2008-09.
The network’s already aired 20 games with over half a million viewers. Big games like South Carolina-Tennessee on February 8 (1.42 million viewers) and South Carolina’s Valentine’s Day win over LSU (1.7 million viewers) really stood out.
Impact of Star Players and Key Matchups
Star players and headline matchups are driving these numbers. UConn’s national title win over South Carolina pulled in 8.6 million viewers, the third-best championship game ever on ESPN platforms, and a whopping 76% jump from when those teams met in 2022.
Last year’s national semifinals (UConn-UCLA, South Carolina-Texas) were the third-most-watched Final Four since ESPN picked up the rights in 1996.
Dan Margulis, ESPN’s Senior Director of Programming and Acquisitions, says that while certain schools have big followings, it’s the star athletes who really connect with fans. With the tournament coming up, networks are ready to pour even more into broadcasting, hoping to ride the wave of growing interest.
March Madness: A Look Ahead
March Madness is almost here, and for the first time, Paramount Skydance is teaming up with Warner Bros. Discovery. CBS and TNT Sports are gearing up for an unpredictable tournament.
On their annual call before the event, network execs sounded genuinely excited about the surprises ahead and the tournament’s power to grab viewers’ attention.
Insights from CBS and TNT Sports Executives
TNT Sports Chairman and CEO Luis Silberwasser pointed out just how much more balanced college sports have become. Teams can rise up fast, thanks to how unpredictable and, honestly, wild the sport can get right now.
CBS Sports President and CEO David Berson agreed. He said it’s the unexpected twists and turns of the tournament that keep people watching—and that’s really what makes it so compelling every year.
Berson mentioned that advertisers are still flocking to big sports events like March Madness. These games keep drawing huge audiences and, frankly, stand out in a media world that’s otherwise pretty noisy.
Silberwasser talked about the value of keeping TNT Sports’ familiar faces on air, even as the network shifts and adapts behind the scenes.
If you’re curious and want to dig deeper, check out the full report on the Sports Business Journal.
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