Let’s think forward and back for a second, to March Madness past, and the one if not next year, but in two years. Think back to Christian Laettner’s buzzed beater to oust Kentucky, or Kris Jenkins’ championship shot for Villanova against North Carolina, or read this great story from Philly.com about the shot that rocked St. Joe’s eliminated DePaul when they were Number One and got the term “March Madness” going? How about not one but two by Notre Dame’s Arike Ogunbowale to bring the Fighting Irish the title in 2018, or any one of those “One Shining Moment” plays we have come to know and love.
John Smith against DePaul in 1981 NCAA tournament.
Then fast forward two years from now, when those moments in the men’s and women’s tournaments happen again…and the shot maker gets to cash in one his or her moment? That is what the ongoing opportunity for Name, Image and Likeness will bring to these student-athletes, once legislation passes on a state by state basis. NIL has been slowed a bit by the courts and the NCAA, but come this summer it will be more front and center, and with it comes the opportunity for that athlete to capitalize on his or her moment in time.
We have touched on NIL several times in the past few years, be it off of a speech by Joe Burrow after winning the Heisman and talking about how he would like to help donate money and raise awareness for a cause in his native Ohio, or how Stephen F. Austin’s Nathan Bain could have pivoted off a last second shot to beat Duke at Cameron Indoor Stadium and helped to bring dollars to his hurricane ravaged island of Jamaica two years ago. In some cases it won’t be about the coffers for themselves, it could be about things they care deeply about on the cause side.
In many cases it’s not going to be the biggest names, the biggest sports or the biggest stars that will benefit from NIL, it will be the ones who see the opportunity, have prepared for the opportunity by building a brand for themselves, and then listen to those around them to figure out the best way to capitalize. It may only be for a moment, but it is a memorable moment that puts them in line with the bright lights of history.
In addition to the athletes, it will be interesting to see how the brands can grab their share of NIL glory in participating with athletes when that shot falls. Will those NIL right be packaged in by schools if possible, or will there be some entrepreneurial companies who will be able to cut through and connect with that unknown athlete who fame has shined upon. It may have to be in an instant with lots or prep, and it may be a gamble to have found the right group of athletes, but it will be interesting to watch.
For this year, we are all happy we have March Madness back. What a difference a year makes as the brackets get readied and busted starting this weekend. There will be no shortage of drama that media partners will be cashing in on, going forward, the athlete may also be getting a piece of the pie. And now that NFT’s have entered the picture, literally, who will own not just the image, but the highlight as well?
How that works, will be March Madness of a different sort, one that we will all be watching from the court, and from the partnership side.
