Back in September, BYU announced a partnership with Opendorse in an effort to set up athletes for NIL (name, image, likeness) monetization. Multiple states will have laws that go into effect in less than a month that will make it possible for college athletes to make money from endorsements, sponsorship deals and personal appearances. The NCAA is hoping to have rules in place by the end of June to govern all division one athletes and give some consistency across the NCAA for NIL.
Once the NCAA and/or the state of Utah pass new NIL legislation, BYU will be well equipped to take advantage of the new rules.
On June 3 Opendorse announced a new partnership with Twitter, which makes Twitter the first social platform to share plans for NIL monetization opportunities.
“By pairing Opendorse’s endorsement marketplace with Twitter Video Sponsorships, the program aims to allow advertisers to sponsor and support brand safe student-athlete content,” the release said.
More from the release: “Advertisers will now use the partnership’s solution to browse, pitch, and align with student-athletes for participation in Twitter video campaigns with defined content topics such as training tips, fanbase shoutouts, and more. Using Opendorse, student-athletes will review advertiser-driven invitations and publish video content to their personal Twitter accounts. Once published, pre-roll advertising will run on the video and the student-athlete will be compensated.”
BYU is one of 22 colleges that have a partnership with Opendorse. Once the state of Utah and the NCAA get on board with NIL legislation, BYU athletes will have a leg up to use Opendorse’s resources to monetize their own likeness.
For example, Jaren Hall (or whatever athlete) could post a video on Twitter through Opendorse after a big win and give his thoughts on the game. The video would start with a 15-30 second ad and the athlete would make money directly from that advertisement, which is not permissible today under NCAA rules.
Or, Nike could could pitch a Twitter video ad campaign with Alex Barcello or Caleb Lohner focused on training tips or promoting Nike gear. Sports Illustrated talked about some of the opportunities from the Opendorse-Twitter partnership, and BYU will have early access to these resources.
Here’s to hoping the NCAA and Utah get NIL legislation clarified quickly so BYU can take advantage of this unique opportunity and use this as an advantage for BYU athletes.