In a recent briefing at the state Capitol, University of Hawaii’s athletics director Matt Elliott stood alongside head coaches Timmy Chang and Laura Beeman. They made it clear: player compensation through Name, Image, and Likeness (NIL) deals isn’t just important—it’s essential.
UH needs to move with the times if it wants to keep up in college sports. Programs in power conferences are already paying student-athletes to attract and hold onto top talent.
The athletics department is pushing for a $5 million annual NIL fund. They see it as necessary for the future of UH sports.
That formal proposal should land in January, if all goes according to plan.
The Evolution of NIL in College Sports
College athletics has changed fast with the rise of NIL deals. These agreements let student-athletes actually profit from their personal brand.
It’s a big shift from the old days, when athletes couldn’t get paid beyond scholarships. This change recognizes that athletes do a lot to fuel their schools’ revenue through both their play and their marketability.
Why NIL Matters for University of Hawaii
For UH, embracing NIL isn’t just about keeping pace. It’s about looking after their athletes, too.
Coach Timmy Chang pointed out one of his players is valued at $300,000 on the open market. That’s not a small number.
This kind of scenario really shows why UH has to offer competitive compensation to keep its best players. Sure, some athletes want to stay for the community and culture, but let’s be honest—money talks in today’s game.
Challenges and Opportunities
Rolling out a strong NIL program isn’t simple. The biggest hurdle is finding enough funding to make it work.
Matt Elliott admitted that constantly scrambling for dollars to keep students could put UH at a disadvantage. But with a solid financial base, they believe they can stay in the mix.
Funding the Future
The $5 million annual NIL fund is UH’s plan to offer competitive packages. They’re hoping to pull this together through fundraising and corporate partnerships.
The athletics department is hustling to secure the money, but they’ll need the state’s green light for the plan to really take off.
The Role of Corporate Partnerships
Corporate partnerships matter a lot for NIL. They’re not just about money—they open doors for student-athletes to do brand deals and endorsements.
With these relationships, UH can put more on the table for recruits and current players. It’s a win-win, if you ask me.
Building a Competitive Edge
Funding is only part of the equation. UH also needs to create a place where athletes want to be.
That means good facilities, strong coaching, and academic support. Investing in these areas makes UH more appealing and helps players thrive both on and off the field.
Community and Culture
Of course, money helps, but it’s not everything. The community and culture at UH really do matter.
Players stick around because they love the vibe and the people. Coach Chang has seen it—some guys just don’t want to leave that sense of belonging behind.
Keeping that positive environment alive is key for UH’s long-term success.
Conclusion
The University of Hawaii wants to raise an annual $5 million NIL fund. It’s a gutsy move, but honestly, it’s probably the only way to keep up in college sports now.
They’re leaning into player compensation and reaching out for corporate partnerships. The goal? Build a space where athletes can actually thrive—on and off the field.
With college athletics changing so fast, UH’s approach feels less like a gamble and more like a survival strategy. They’re not just sitting back and hoping for the best.
For more details, check out the full article on Hawaii News Now.
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