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While Alabama quarterback Bryce Young and Auburn quarterback Bo Nix made headlines for their lucrative NIL deals, the average transaction is reportedly much less significant.
According to data released by Opendorse for the month of July, the average NIL transaction for the Division 1 level is $471. That number might even be inflated by a few massive deals, as the median NIL deal is just $35 according to the data.
The data also shows that the vast majority of deals at the Division 1 level are for social media promotions. Opendorse said that 88.5 percent of all “activities” and 46 percent of all NIL money comes from social media.
Here’s highlights of the report, via Sports Illustrated’s Ross Dellenger:
.@opendorse shared its July data with @SINow.
Highlights:
– 88% of NIL transactions were from social media
– 46% of NIL money was from social media & 29% from using a player’s likeness in ads
– one athlete earned $210,000 in total NIL compensation in July, but average was $471 pic.twitter.com/oDP07teKCK— Ross Dellenger (@RossDellenger) August 12, 2021
It’s possible these numbers will evolve over time, as this only includes numbers for July — the first month when student-athletes were able to cash in on their name, image and likeness.
Unsurprisingly, the report also says that football dominated July’s transactions
NIL market share by sport from transactions on @opendorse for the month of July: pic.twitter.com/nileADJftb
— Ross Dellenger (@RossDellenger) August 12, 2021
It will be interesting to see how the NIL market unfolds over the coming months.
Spenser is a news editor for Saturday Down South and covers college football across all Saturday Football brands.
