The Activate NIL Newsletter

College Football Upsets Turn Profitable for NIL Collectives

weekly newsletter Sep 22, 2024

We just finished Week 3 of the College Football season and have already had several upsets!

Larger schools often pay smaller programs to play at their home stadium, expecting an easy win while the visiting team enjoys a payout. However, upsets can flip the script. In a few cases, the underdog not only leaves with a check but also a victory. Let’s dive into these surprising wins and how some NIL collectives have seized the moment to boost their athletes' profiles and capitalize on the success.

Week 2: Northern Illinois (NIU) Over Notre Dame

Notre Dame invited Northern Illinois to play at Notre Dame for a whopping $1.4 million. NIU beat Notre Dame 16 to 14 after a nail-biting game.

Following the game, NIU's collective Boneyard Victor E. started promoting the collective and becoming a member. The promotion included social media posts and increased online engagement. While the collective is still fairly small, its campaign has reached hundreds of users on X.

Learn more about Boneyard Victor E here.

Week 3: Memphis Over Florida State

Florida State paid Memphis $1.3 million to play at Florida State. Memphis fought hard and defeated Florida State 20-12, dropping Florida State to 0-3.

The 901 Fund, a collective benefitting the student-athletes at Memphis, quickly took to social media after the team's win launching a new fundraising campaign. The campaign was asking for individual donations of $9.01 intending to have a large number of small donations. The campaign has reached over a thousand people on X and Instagram.

Learn more about the 901 Fund here.

Week 3: Toledo Over Mississippi State

Mississippi State paid Toledo $1.2 million to play which resulted in an unexpected 41-17 Toledo victory.

Despite being the first NIL collective in the MAC, the collective is not taking advantage of its increased exposure. Toledo's NIL collective missed a significant opportunity by not launching a specific fundraising campaign following their upset win against Mississippi State. Here’s how:

Capitalizing on Fan Excitement: After a major win, fan enthusiasm is at its peak. A targeted fundraising campaign could have tapped into this energy, encouraging donations to support the athletes who played a key role in the victory. By not doing so, they missed the chance to convert that emotional high into financial support.
Building Momentum for Future Deals: An upset win creates a perfect narrative around underdog success and rising stars. A well-timed campaign could have positioned Toledo players for future NIL deals by increasing their visibility and attracting sponsors. Without a campaign, that momentum fades faster.
Engaging the Local Community: A campaign tied to a big win also strengthens connections with local businesses and fans who want to feel part of the team’s success. This could have included exclusive merchandise, player meet-and-greets, or fan-driven NIL donations—further boosting Toledo’s NIL ecosystem.

In essence, by not acting quickly, Toledo’s collective missed out on leveraging this high-visibility moment to boost NIL funding, player exposure, and long-term growth.

Learn more about Friends of Rocky here.

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The Activate NIL Newsletter

College Football Upsets Turn Profitable for NIL Collectives

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