Add UCLA quarterback Dorian Thompson-Robinson to the list of college athletes cashing in on new NIL laws.
Thompson-Robinson recently announced a partnership with technology brand Cameo, a platform that allows fans to purchase personalized video greetings from athletes and celebrities. Buying a quick, one-minute video as a funny birthday present has become commonplace as the app continues to grow and add more talent to its roster.
A short video from the Bruins star player will cost $60 plus fees, according to his team. Thompson-Robinson then tweeted out a personal email account where potential investors can deal directly with his representation, his mother.
Don’t be surprised to see more pieced together service offerings during the early days of the NIL gold rush. There will surely be some growing pains as players, managers, and brands figure out what works and what doesn’t work.
Schools will also get more involved as they learn best practices for protecting their own assets, as well as the best interests of their sports teams and staffs. Some programs have already come out against athletes using school colors in their personal branding, while others are taking a more ‘wait and see’ approach.
UCLA Athletic Director Martin Jarmon said that the school “enthusiastically” supports the new NIL laws, and went on to explain that they will work with the student-athletes to “maximize” their opportunities.
The potential partnerships between schools and their athletes could revolutionize how college athletics are revered and perceived. Will schools become de facto agencies for their own talent? Will they create production arms to support their own content? Or will they take a more hands-off approach and let athletes navigate the waters of representation and brand economics by themselves?
Right now, only one thing is for certain: as news of more partnerships trickle in daily, more questions than answers continue to mount.