KNOXVILLE, Tenn. — It's been about three years since student-athletes in college got the green light to make money off their name, image and likeness. Since then, student-athletes at the University of Tennessee have signed several deals — making money while also giving advertisers more presence in East Tennessee.
"If you go from Memphis to Johnson City, Tennessee is the school," said James Clawson, CEO of Spyre Sports and The Volunteer Club. "A collective. It's more or less a marketing agency that really focuses on one school in particular."
He said Spyre Sports works with more than 100 UT student-athletes, helping them sign NIL deals. He also said the types of deals that women's sports and men's sports signs are often similar.
"It just depends on what the brand is looking for," he said. "A feeling in the marketing world that maybe female athletes are more authentic and genuine."
He said several factors are at play when the groups help student-athletes connect with companies, such as name recognition and presence on social media. The Lady Vols volleyball team recently struck a deal with Weigels, and he said Karlyn Pickens, a UT softball pitcher, has taken the lead as far as athletes that brands are looking for.
"One of the best players in the country last year, at that position," said Clawson.
As for top male athletes, Clawson said quarterbacks and wide receivers are often players that brands look after.
"You gotta start probably with Nico. Dylan Samson's got a chance to do a lot with his play this year," he said.
He said the types of deals that student-athletes may sign vary in their focus. Some may include giveaways, others may hone in on specific platforms like TikTok or Instagram. Other deals may target specific demographics, hoping to help brands connect with new audiences.
