The landscape of college sports just keeps shifting, and Name, Image, and Likeness (NIL) deals are right at the center. Lately, multimedia rights (MMR) partners have started making a bigger splash in this area.
The College Sports Commission (CSC) recently sent out a reminder about the rules for third-party deals, urging everyone to stick to the playbook. Meanwhile, Learfield, a big name in MMR, clarified that it won’t promise payments to athletes for NIL deals.
It’s a complicated web of regulations and partnerships, especially as schools try to boost their budgets by working with these MMR companies.
The Role of Multimedia Rights Partners in NIL Negotiations
Companies like JMI Sports and Learfield are getting more involved in NIL negotiations. They’re helping universities squeeze more value out of their revenue streams.
The University of Kentucky’s partnership with JMI Sports is a good example of how schools are using these connections to work within revenue-sharing limits. Still, the CSC isn’t entirely convinced everyone’s playing by the rules.
CSC’s Reminder on NIL Rules
The CSC reminded schools about the rules for third-party deals, especially those with multimedia rights and apparel partners. Apparently, some schools have been offering NIL deals without direct sponsor involvement, which goes against the guidelines.
They made it clear: any third-party NIL deal worth $600 or more has to be reported to NIL Go within five days of signing. For high school athletes or incoming Division I players, there’s a 14-day window.
Compliance and Reporting Requirements
The CSC says every contract between student-athletes and MMR partners—or any other group—needs to be reported within those deadlines. Doesn’t matter if it’s called an agency agreement or a services agreement; it still needs to be filed.
And if schools or athletes don’t follow these rules, they could risk losing eligibility if NIL Go rejects the deal. That’s a pretty hefty consequence to keep in mind.
Learfield’s Clarification on NIL Compensation
Learfield, the biggest player in college sports multimedia rights, recently sent a message to its school partners. The gist? While Learfield might send out interest letters to athletes, it’s not going to guarantee any NIL payments.
Some letters might mention financial targets, but those aren’t set in stone. Learfield won’t front any NIL money before a deal is actually done.
Impact of Learfield’s Stance on Schools and Athletes
This approach from Learfield changes the game for both schools and athletes. Since there’s no guarantee of NIL compensation, everyone needs to understand the risks before jumping in.
It’s bound to shape the way schools draw up their NIL deals and how athletes set their expectations. Nobody wants to be left holding the bag if a deal falls through.
Case Study: LSU and Brendan Sorsby
Just last week, Ross Dellenger reported that LSU offered Cincinnati transfer quarterback Brendan Sorsby a $3.5 million deal through its MMR partner, Playfly. Sorsby ended up choosing Texas Tech instead.
That eye-popping offer got people talking about how much money is getting tossed around, and how competitive things have become when it comes to landing top players through NIL deals.
Ohio State’s Approach to NIL Management
In a related move, Learfield announced a new 15-year contract extension with Ohio State. They’re teaming up to create the Buckeye Sports Group, which will handle NIL management in-house.
It’s a lot like the University of Kentucky’s BBNIL Suite with JMI Sports, but Ohio State is still letting its outside collective, THE Foundation, keep operating.
Significance of Ohio State’s Dual Approach
Ohio State’s decision to run both an in-house NIL group and an outside collective is pretty interesting. As the CSC tightens its oversight, having options could be a big advantage.
More flexibility, more resources—maybe that’s what it takes to stay ahead in this fast-changing environment.
Conclusion
The recent updates from the CSC and Learfield highlight just how complicated NIL deals in college sports can get. Multimedia rights partners are now playing a bigger part in these agreements than ever before.
Schools really need to keep an eye on CSC guidelines, or they could risk their players’ eligibility. It feels like the NIL landscape shifts every few months, so universities have to stay on their toes and be ready to adapt.
If you want to dig deeper into all this, the full article is available here.
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