In the world of college athletics, the Name, Image, and Likeness (NIL) landscape is changing fast. This shift brings a mix of new possibilities and tricky situations for student-athletes.
Arizona State University (ASU) is right in the thick of it, building support systems to help athletes make sense of NIL deals. They’re not just about sports; there’s a big focus on financial know-how and building a personal brand, all so athletes can keep their heads in the game while making the most of their NIL options.
ASU’s Comprehensive Support for NIL Deals
ASU knows its athletes need more than just coaching—they need real-world resources to succeed. C.J. Fite, a senior defensive lineman, is a good example of someone who’s really benefited from ASU’s backing.
He’s teamed up with Young Buck Sports Management, which lets him balance sports, school, and the maze of NIL deals without losing sleep at night.
The Role of Young Buck Sports Management
Young Buck Sports Management, started by ASU alum Ray Erario, helps athletes like Fite handle the nitty-gritty of NIL agreements. Erario is big on financial literacy—he tells athletes to set up LLCs and keep track of tax write-offs from the start.
“First things first, whether they’re going to sign with us or not, (is) make sure you get your LLC set up and make sure someone is doing these (tax) write-offs,” Erario says. For young athletes who’ve never managed much money before, that kind of advice is worth its weight in gold.
The Sun Angel Collective: A Pillar of Support
Not every athlete has a personal rep, and that’s where the Sun Angel Collective comes in. Brittani Willett, the collective’s president, says their goal is to open up NIL opportunities for all ASU student-athletes and help them pick up skills they’ll use long after college.
Diverse Support Services
The Sun Angel Collective offers a bunch of services, like:
- Securing NIL deals
- Marketing training
- Brand identity development
- Pitch deck creation
Willett says they’re committed to all 26 sports at ASU, aiming to reach all 650 student-athletes. It’s a big promise, but it means every athlete has a shot at NIL deals, no matter their sport or how famous they are.
Business Partnerships: A Win-Win Scenario
Local businesses are a big part of ASU’s NIL scene. Companies like Nice Pest Company and Burrito Express have come up with creative ways to use NIL deals to their advantage.
These partnerships give athletes some financial help and help businesses build their brand in the community.
Nice Pest Company: A Case Study in NIL Success
Nice Pest Company, co-founded by Tyler Sublette, has grown a lot thanks to NIL deals with ASU athletes like C.J. Fite and Justin Wotley. They’ve made some fun social media content too—like a video where athletes tackle Sublette dressed as a cockroach—which racked up 27,000 views on Instagram.
“NIL is supposed to give student-athletes exposure to build their own brand versus just handing them a stack of money,” Sublette says. It’s a win for both the athletes and businesses like Nice Pest Company trying to stand out.
Burrito Express: Building Community Through NIL
Burrito Express, co-owned by Angel Marin, uses NIL deals to support ASU athletes and boost its own brand. Marin likes to work straight with the athletes, making sure they get the full benefit of the partnership.
The restaurant even names menu items after ASU football players, which is a fun way to get the community involved. Marin points out that even if ASU doesn’t have the biggest NIL budget, athletes can still do well if they hustle and market themselves.
“You’re going to make a little bit of money and you learn how to do that. You go out and you market yourself, and you go get yourself 10, 15 deals. Now you’re making the same amount of money some of these other guys at other universities are making,” Marin says. That’s some practical advice you don’t hear every day.
The Role of ASU’s Coaching Staff
ASU football coach Kenny Dillingham has been a driving force behind the university’s NIL push. He’s all about transparency and getting the community involved, which has helped build a strong support system for athletes chasing NIL deals.
Dillingham calls his approach “activating the Valley,” encouraging local businesses to get on board and back the program. It’s a team effort, and it’s making a difference for ASU athletes.
Future Prospects for ASU’s NIL Program
ASU keeps pushing forward with its NIL program, hoping to set a real standard for ethical and effective practices. The university’s putting a lot of energy into financial literacy and community engagement.
They’re also building out comprehensive support for athletes. Honestly, it’s looking like ASU could help its players thrive as college sports keep changing.
For more info on ASU’s NIL initiatives and to check out the full article, take a look at Cronkite News.
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