I posted this on the football board but maybe it should have been posted here.
While I am no fan of NIL, I have also not been a fan of all the corruption and cheating that has gone on in college sports either. So I do think something had to be done although it sure seems like the wild west right now.
I think if Iowa's athletic department is going to be dependent on big donors and the private sector to keep up with the competition with regards to NIL is just lazy. It does kind of seem like the department has kind of thrown its hands up and said, "hey kids, if you want to go make some money you are free to do it, but we really don't want anything to do with it". But on the flip side, the University has no problem licensing the tigerhawk logo out to whoever is willing to pay a royalty.
So if I was the AD, this is what I would do:
1. First thing would be to re-structure the athletic department top to bottom. Just brainstorming here, but I think it would be necessary to place marketing/merchandising, licensing and recruiting under the same umbrella. These endeavors all have to work hand-in-hand, and from the very beginning of recruitment there needs to be a team consisting of the recruiting coordinator, coach(es), and marketing involved.
2. The next thing is for the university to develop a merchandising agreement with each player (standard as an athlete), implement strategies to not only offer but promote individual merchandising opportunities. There should be no reason that only a few football or basketball jerseys are offered for sale. Every player needs to have at minimum their jersey offered for sale, but on top of that, merchandise that is specific for a particular sport, i.e. football, should have a percentage of the proceeds go to the general football NIL fund that would be split evenly among the players. The biggie biggie biggie here is whether or not the university is going to allow the athlete the usage of the Iowa trademarks including the tigerhawk.
3. I would also implement a "branding" department that would be available to help the players do exactly how it is named, build their brand. A lot of interns could be utilized here. This would consist of so many things: licensing and trademarking (like Tory Taylor's slogan), building and maintaining websites and online stores, legal agreements, merchandising contacts, etc. There is so much money to be made here by the athlete and the university of it is done right. It is not even that far away from providing representation of the athlete, because, if you think about it, why give all of that money away to Klutch Sports or some other agent when the school had a relationship with the player for much longer. Lets say that Old Spice wants to do a commercial with Keegan Murray? Instead of just allowing it to happen and let the Murray's try to fumble through the complexities of contractual agreements and negotiations, instead either Old Spice contacts the university or the university promotes the athlete through one of their partners and the university handles all of the business end of things and Keegan does the commercial and cashes his check. Why, again, allow all of that opportunity to be wasted and not taken advantage of.
4. One more thing I would do within the athletic department would be to have an outside sales team that actively procured marketing opportunities for the athletes, as well as providing a central location for fans or businesses to go to in order to request an athlete ambassador. This would be everything from TV and radio ads, personal appearances, birthday parties, camps, autograph signings, etc. This would then not just be available to those that have the contacts of knowing someone that knows someone, but a real professional way for the public to utilize these resources. I want to have a Hawkeye football player or two come to by 8 year old kids' birthday party for 2 hours and I am willing to spend 800-1000 bucks, this should be easy. I have a small business and I want to have them come to a grand opening? Call the number.
There are a whole host of other ideas, but these are just a few. The bottomline is that as long as there are fans that are willing to spend money then there is opportunity for everyone involved. Luka could have made a billion dollars because he was so good and such a great ambassador for the program, but hell, who wouldn't still buy a "Little Lick" jersey as a gag gift? I think there are so so so many opportunities for all of the athletes as well as the athletic department. And it goes much much further than what we are seeing right now which is the lazy way of doing things like "if you come to this school you will get a new Range Rover". In some instances that athlete will be cutting his own throat by taking that deal instead of a percentage of merchandise. If I was the athlete, I would bet on my myself, take the percentage without a cap and then play my ass off.