On a historic Monday, all NCAA athletes were ruled eligible to make money from business ventures with their names, images, and likenesses (NIL) without losing their eligibility. The
In an earlier Hawaii Tribune-Herald story, UH-Hilo volleyball standouts Bria Beale and Ashton Jessee both said they get their fix of local grinds from Verna’s Drive In, whose famous slogan is “If No Can, No Can. If Can, Verna’s.”
Now, if they wear T-shirts to promote the business, appear on commercials, or sign their autographs with “Bria Beale loves to grind at Verna’s” or “Ashton Jessee only eats local grinds at Verna’s,” they can get paid. They could also set up their own business deals with a structure of any increase in sales goes into their pockets.
The NIL rule went into effect nationwide Thursday.
Don’t discount the impact of an athlete’s endorsement or slight. When Coke-Cola put two drinks in front of soccer mega-star Christiano Ronaldo, he moved the sugar-based products to the side and said, “Aqua,” or water. The very next day, Coke’s stock dropped $4 billion. Not million. But billion.
Google NCAA profit and you’ll discover the NCAA made $165 million in 2020 from its television and marketing rights. All that money goes into the pockets of NCAA officials, schools, coaches, who leave their programs to chase a bigger paycheck, and everyone else but athletes.
But things are changing.
Of all the athletes at UHH right now, Beale is by far the most accomplished and popular. She’s a first-team All-PacWest member and the player or person most responsible for the squad’s NCAA appearance in 2019, the first postseason trip since 2011.
The senior, from East Vale, Calif., even wants to live in Hilo. Beale works at Short N Sweet bakery and cafe. She is unfailingly friendly, and her smile melts hearts. She may be from the mainland but understands the aloha spirit.
There is little doubt if Beale endorsed a product, like Verna’s or Short N Sweet bread, keiki from around the island would likely say, “Mommy, Bria likes that. I want to try that, too.”
What effect will the NIL ruling have on UHH?
“That remains to be seen,” UHH athletic director Pat Guillen said. “The opportunity is there, and it will be interesting to see how that plays out.
“We just want our student-athletes to make thoughtful decisions while preserving the integrity of our program.”
Here’s the monkey wrench Guillen was talking about: Pepsi and KTA are official sponsors of the Vulcans. But what if Coke and Safeway approached some Vulcans to promote their product, giving them a cut for an increase in sales.
A UHH athlete could appear in commercials drinking Coke, or in a newspaper shopping ad for Safeway. A flat fee with a sales bump could be structured into any deal.
The best part is it’s all legal, and a Vulcan doesn’t have to hire an agent or attorney. A Vulcan could make things easier by selling their services on their own personal website, which could include their sponsors and contact information.
Former Texas A&M and NFL washout quarterback Johnny Manziel went on Barstool and said he made $33,000 from selling autographs. That was illegal before Thursday.
Now, all NCAA athletes are free agents for their NIL, so welcome to a new world.
