NIL Newsletter #113 | Tommy Mellott x HOLO Brand and The I Love This Life Foundation, Caroline Ducharme x Bumblr, Graham Mertz, Braelon Allen x Pepsi + ICYMI Ticker
Welcome to the NIL Newsletter by Optimum Sports Consulting - providing valuable, actionable NIL resources for student athletes, administrators, agents and other sport professionals.
Recapping NIL This Week(end):
Montana State QB Tommy Mellott inks NIL deal with HOLO Brand and The I Love This Life Foundation
17-year-old founder and director of the I Love this Life Foundation and the Hope and Love (HOLO) brand, Luc Swensson, recently inked one of Montana’s biggest stars in an NIL deal, in Montana State University quarterback Tommy Mellott.
In a statement from the sophomore standout quarterback, Mellott said, “I remember struggling through high school as well…when I had the opportunity to talk with him and hear his story and his mission, I wanted to help anyway I could. Being able to now have this door wide open to talk about the topics like suicide and mental health and being able to partner with Tommy on something like this is something that I think truly will allow more people to realize kind of what's going on.”
With the NIL deal, Swensson and Mellott created a product and awareness campaign for the new 988 Crisis Hotline that encourages others to seek help while also being able to start more difficult discussions about mental health.
“Tommy is probably an inspiration to just about every kid in Montana,” Swensson said. “Hearing the fact that he kind of went through the same stuff I did at a younger age, it's truly inspiring to me.”
“Suicide is this huge topic that people don't want to talk about, and it's very relevant,” Swensson explained. "So the [Project] 988 is a message that I want to get out to people.” Swensson currently resides in Boise, Idaho where he plans to finish high school and continue his messages of motivation and inspiration through his various non-profit endeavors. For more information on his foundation visit Ilovethislife.org.
UConn WBB’s Caroline Ducharme has new NIL deal with Bumble
UConn WBB rising sophomore Caroline Ducharme has become one of 50 student ambassadors for Bumble, a social media app that fosters connections. Whether it’s for romantic relationships, platonic friendships, or business networking, the app serves a purpose for all.
Bumble announced this summer that it was partnering with 50 women in college athletics to honor the 50th anniversary of Title IX. The NIL deal for Ducharme and the other athletes will include events, media, and serving as campus ambassador.
Ducharme shared the news of her new NIL deal on Instagram this week. Teammate Paige Bueckers replied with a bumblebee emoji and Amari DeBerry commented, “Buzz buzz buzz” and “C-Bumble.”
In her hive of NIL deals, Ducharme has secured other promotions with ISlide and Degree Deodorant. The deal with Degree is part of the company’s Year 2 #BreakingLimits campaign. She was one of 18 college athletes selected for the #BreakingLimits team and will have access to a mentorship program with executives from Unilever.
Ducharme, who had hip surgery after her freshman season, averaged 9.8 points, 3.2 rebounds and 1.2 assists last year. The Massachusetts native hired an agent before college to handle NIL activity.
Wisconsin's Graham Mertz, Braelon Allen sign NIL deals with Pepsi
Wisconsin quarterback Graham Mertz and running back Braelon Allen announced on Twitter and Instagram, respectively, that each signed an NIL deal with Pepsi in the latest example of a national brand reaching an agreement with college athletes.
“What’s up @BadgerFootball fans?” each wrote on social media. “I teamed up with @Pepsi because Wisconsin Football is better with Pepsi. Find exclusive Badger graphics on Pepsi packages at all your favorite stores now. See you on Saturdays! #OnWisconsin #PepsiPartner”
Allen’s On3 NIL Valuation of $445,000 ranks No. 70 among college football players. Mertz has an On3 NIL Valuation of $144,000, which ranks No. 313 among college football players.
Mertz has signed deals with Raising Cane’s, sports memorabilia and collectible company Panini America and the experience booking platform Engage. Allen has previously signed with Barstool Sports.
ICYMI Ticker
Clemson AD Graham Neff: “How we navigate these changes and continue to be leaders for Clemson and Clemson Athletics, we’re gonna do it the Clemson way and keep Clemson, Clemson. And I think our approach to NIL — and this is a great opportunity and experience. This just feels really good here (Saturday) afternoon. We’re gonna continue to do it the right way, certainly from a compliant and NCAA standpoint.” // “Through all the opportunities that we have to engage in the community and have NIL opportunities for our student athletes, not just softball (Saturday) afternoon, but all of our programs. It’s just really, really important that we’re being transparent and available and certainly active from a compliant manner.”
Jason Butofiker, UCONN’s Special Assistant to the Director of Athletics, on NIL which he now oversees: “You have student athletes that potentially before had an entrepreneurship spirit and thought processes and now the ability has been opened up for them to capitalize on that. You have those that have been more in the realm of social media influencers that now can capitalize on that.” // “We have student athletes that aren’t interested in social media and don’t have accounts and don’t want to put the time into it. It kinda depends. … I think it’s empowered student athletes that are interested and it’s fostered growth for a lot of student athletes which is great. It’s what our mission is, right? To foster the growth of young men and women.”
Article from Sports Illustrated goes through some of the deals LSU stars are getting this year, including Canes and Gordon McKernan Injury Attorneys.
The expansion of YOKE’s player-driven collectives continues. Ohio State players have announced the formation of the Columbus NIL Club, joining a list of more than 30 other collectives to launch at FBS programs. Full story HERE.
Oklahoma State Softball is partnering with Seth Wadley Ford and Chevy of Perry, Pokes with a Purpose and Learfield for a team-wide NIL deal. The collective has raised $250,000 to directly support OSU softball student athletes. “I would say it's cutting edge,” HC Kenny Gajewski said. “I've seen some little things out there. But I haven't seen anything to my knowledge up to this point that has this this much juice. This is a monster day for not only our program, OSU softball, but female athletes, female sports.”
“We see legitimate and permissible NIL opportunities as part of a larger whole,” Georgia AD Josh Brooks told The Atlanta Journal-Constitution. “While there may be a decrease in donations to athletics directly, we see donations to collectives who are trying to do things the right way, like the Classic City Collective, as contributing to our ultimate goal of winning championships.”
Illinois launched NIL Impact, an “innovative new campaign designed to galvanize support for student athlete NIL activities. “The past several years of college athletics have been characterized by intense change and widespread disruption. Whether arising from the COVID-19 pandemic, conference realignment, governance conversations, or changes to transfer regulations, Illinois has consistently attempted to convert disruption into opportunity,” said AD Josh Whitman.
The New Brunswick Development Corporation (DEVCO) is partnering with several women Rutgers athletes to celebrate the 50th anniversary of Title IX on Rutgers' New Brunswick campus. Eight athletes shared their experiences on campus, their paths to Rutgers, their favorite social spots in New Brunswick in a video shoot through an NIL deal.
Kansas has launched its official NIL Marketplace through Opendorse, one of the first licensed Kansas marketplaces in college sports. Providence announced a similar deal with Opendorse this week too.
Cincinnati and INFLCR launched Bearcats Exchange.