Marketing and Sponsorship

UGA players could capitalize on CFP championship with NIL deals

QB Stetson Bennett figures to be the Georgia player whose NIL rights will be most lucrative in the coming weeks and monthsGETTY IMAGES

Georgia football's first national championship in 41 years came "mere months after new state laws and NCAA policies opened the door to college athletes being paid for endorsements -- a potentially lucrative stroke of good timing for UGA players," according to Tim Tucker of the ATLANTA JOURNAL-CONSTITUTION. MELT Founder & CEO Vince Thompson said, “It’s going to be a nice windfall for a lot of the players.” The Georgia player whose NIL rights "will be the most lucrative in the coming weeks and months, observers agree, figures to be" QB Stetson Bennett. His “wildly improbable journey” from walk-on to championship-winning starter "has wide appeal, regardless of whether he remains in Athens for a final season of eligibility." Former Georgia P Drew Butler said that Bennett “absolutely” has the potential to “secure deals” totaling more than $1M coming off the CFP title game victory over Alabama. Bennett has “shown some interest” in NIL opportunities: A paid partnership with Great Clips "led to a social-media post" on the eve of the national championship game. Emory Univ. marketing professor Mike Lewis described the "collegiate NIL landscape as 'still in the Wild West' phase," making it “difficult to predict how the market will evolve." Lewis: “The potential limiting factor is that … it’ll be predominantly at the local level” (ATLANTA JOURNAL-CONSTITUTION, 1/13).

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