Brigham Young University (BYU) announced in 2019 a NIL deal with Built Bars, a Utah-based protein bar company. The deal allows BYU athletes to earn money by promoting Built Bars on their personal social media accounts and participating in events and promotions with the company.

 

The deal is considered innovative because it allows BYU athletes to earn money from their NIL while also providing a way for them to stay compliant with NCAA rules and regulations. The deal is also considered beneficial for both parties, as it provides Built Bars with access to a large audience of college sports fans and provides BYU athletes with a way to earn money through NIL.

 

Under the terms of the deal, Built Bars provide BYU athletes with free protein bars and pays them for each social media post or event they participate in with the company. Additionally, Built Bars will donate a portion of its sales to BYU's scholarship fund. The BYU Athletic Department will also receive a portion of the revenue generated from the partnership.

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Additional examples include:

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​Bo Nix and Milo's Tea Company: Bo Nix, the Auburn University quarterback, signed a deal with Milo's Tea Company, a Birmingham-based tea company. The deal was unique because it wasn't just a simple endorsement contract. Instead, Nix worked with Milo's to create a special edition tea called "Bo's Tea," which will be sold in stores across Alabama. Additionally, Nix will promote the tea on his social media channels and make appearances at Milo's events. This deal highlights the creativity that can come with NIL agreements, as Nix and Milo's collaborated to create a new product that appeals to both Nix's fans and Milo's customers.

 

Hunter Dickinson and StockX: Hunter Dickinson, a basketball player at the University of Michigan, signed an NIL deal with StockX, a Detroit-based online marketplace for sneakers and other streetwear. As part of the deal, Dickinson will wear a StockX patch on his jersey during games and promote the company on his social media channels. In addition, StockX will work with Dickinson to release a custom line of merchandise. This deal is notable because it shows how NIL agreements can create new revenue streams for both athletes and companies, as StockX will be able to tap into Dickinson's fan base and Dickinson will be able to monetize his personal brand.

 

JT Daniels and Zaxby's: JT Daniels, the quarterback at the University of Georgia, signed an NIL deal with Zaxby's, a fast-food chain known for its chicken fingers. The deal is unique in that it includes a charitable component. For every touchdown Daniels throws during the 2021 season, Zaxby's will donate $1,000 to Children's Healthcare of Atlanta. Additionally, Daniels will appear at Zaxby's events and promote the company on his social media channels. This deal is notable because it shows how NIL agreements can be used to support charitable causes, as Zaxby's can donate to a local hospital while also promoting its brand through its partnership with Daniels.