The NIL is coming from inside the house.

This seems like a totally expected move.

South Carolina is becoming the first major college athletic department to partner with a sports marketing agency to establish an in-house name, image and likeness firm, where Gamecocks athletes will have free access to deal facilitation, content generation and branding services.

The school has hired Everett Sports Management (ESM) to launch Park Ave, an exclusive initiative that will provide NIL services for Gamecocks athletes. South Carolina’s board of trustees on Tuesday afternoon approved the two-year, $2.2 million contract. Everett Sports Management, based in Greenville, S.C., represents NFL players such as Jalen Hurts, Mac Jones and Jonathan Taylor, and handles NIL marketing for several college athletes, including Miami basketball players and social media stars Haley and Hanna Cavinder, Georgia quarterback Stetson Bennett and Coastal Carolina quarterback Grayson McCall.

“There have been a lot of different approaches (toward NIL), and nobody has gone this way,” South Carolina athletic director Ray Tanner told ESPN. “We’re confident that this will be an impactful situation for our young men and women to play sports and get branded at the maximum level.”

It’s all about control.  I expect a lot more schools — at least those in states that don’t restrict school involvement in NIL — to follow down this path.

Also, don’t be surprised if schools also don’t look for ways to either control or kneecap booster collectives.

“A lot of donors give to collectives, but a lot are reluctant,” Tanner said. “I haven’t had one donor that has not embraced the idea of a national marketing firm that has excelled in this space. To us, this is very unique. We still have two collectives that are supporting us. But this has an opportunity to take it to a different level.”

What about Georgia?  Well, they’ve got some amending to do with HB 617, for starters.  But I expect that if Kirby Smart sees this as potential exposure in recruiting, he’ll be on that particular mother shortly.


Filed under 'Cock Envy, Recruiting, SEC Football

11 responses to “The NIL is coming from inside the house.

  1. veryfinepeopleonboth Sides

    Where is the cannon?

    Liked by 2 people

  2. Remember the Quincy

    Is that the best they can do, “Park Avenue?”

    C’mon…I expect it to be called “Cock Boulevard” or “House of Cocks,” something like that.

    Liked by 1 person

  3. spur21

    Too many collectives / groups chasing the same money will not last long.


  4. Anon

    We went from “pass the collection plate” to “what yo collective do for me” in a hurry


  5. W Cobb Dawg

    First selling ticket packages at Costco and now this step with NIL marketers. Maybe scu can go a bit further and eschew an in-house staff and go to outsourcing all the athletic department support tasks.

    Liked by 3 people

  6. On the surface, this seems to be a better approach. A professional firm with experience guiding the entire NIL process on campus. The school gets a cut, naturally, maintains some control, and can show recruits that all will be taken care of once you get here, so don’t get into any deals on your own you may regret later. This is where the school presidents / NCAA should have landed in the beginning before going to court. Learning about contracts, marketing, media, etc. damn near sounds like a first class business education and maybe can move the needle back towards something resembling the student-athlete model again.

    …but they’ll fuck it up.

    Liked by 1 person

  7. Russ

    If only there was an organization comprised of all the schools that could set up a common approach.

    Liked by 1 person

  8. Russ

    Speaking of NIL, have y’all seen Stet’s commercial?

    Liked by 1 person

  9. 69Dawg

    Okay let’s talk about the 2.2 million the school is going to pay the facilitator. Is it me or does that have to have some stings attached as far as the student athletes having to use this company?