DAYTON -- As we approach the first anniversary of college student-athletes receiving compensation from third parties (but not from their home institution) for use of their name, image and likeness (known as "NIL"), I write to you with an update on its impact on UD athletics.   While we continue to support many of these changes to appropriately modernize rules and provide fundamental fairness for student-athletes, the unintended consequences of an unregulated market are evident.
 
As intended, compensation received by student-athletes for NIL activities was to represent a genuine payment for use of their NIL, not simply a talent acquisition fee disguised as "NIL."  However, within some institutions, that is exactly what has happened.
 
Despite the chaos in the market, we see opportunity in the disruption.  Our student-athletes have earned legitimate income, with authentic work and appearance fees. We have never asked or encouraged, directly or indirectly, any third party to be involved in the recruiting process. Boosters, fans and NIL agents have not been asked to communicate (e.g., call, text, direct message) with a recruit, their family or others affiliated with a prospect. The NIL deals have been legitimate and for work performed. International student-athletes remain limited in their ability to receive certain forms of NIL compensation by the terms of their visas and immigration status, but the international space continues to evolve.
 
Please make no mistake, NIL is now one of the primary influences in the recruiting and retention process. Current and future players are observing how our community supports NIL, just as they evaluate our coaching, facilities, fan support, academic excellence, graduation rates, and overall quality of campus life. NIL is now an important part of the Dayton athletic experience.
 
If done correctly with the long term in mind, the testimony and experience of our current student-athletes will successfully shape our ability to retain and recruit future players. The tangible evidence of NIL accelerates an already distinguished, 360-degree student experience at UD. We continue to focus on long-term, sustainable relationships, not fleeting transactions of talent acquisition fees.
 
While opportunities are near limitless, many have asked about specific pathways to express NIL support for our student-athletes. It is imperative we all do our part supporting the new realities of college sports with reasonable aggressiveness, or we will fall behind in a hypercompetitive environment.  We must continue to make the Flyers a destination program for athletes across the country and the world, but do it in a way that is true to our values as a community and a program. We must be excellent in all areas that influence organizational success, and NIL is now one of them.
 
Please find below some primary pathways:
 
Engage in direct endorsement, marketing and support: Directly compensate for use of the name, image and/or likeness of specific players or small group's players in advertisements or promotions for products and services or personal appearances for your family, organization or business. This is the most direct and one-on-one opportunity. You can also purchase merchandise featuring the name, image and likeness of your favorite players or support a Cameo message.
 
You can contact the student directly through their social media platform, through the directory here, or feel free to contact Krystal Warren within UD Athletics at kwarren2@udayton.edu.
 
For many, it may be easier to engage with a firm that can help in securing and negotiating terms related to name, image and likeness activities.  The most active individual locally is Matt Farrell, local business executive (matt@14fiftypartners.com). Matt not only has a personal relationship with many of our athletes, but he also understands the NIL landscape, and, having been a former men's basketball staff member and a member of my athletic department staff, he knows our program.
 
Support special events and experiences: G3 / ProCampsU, is an event management and sports marketing company that specializes in partnering with collegiate student-athletes to deliver memorable brand experiences, camps, event appearances, brand activations, and related experiences for athletes. In 2021, the basketball players hosted a Fan Fest. Other team-based events that will need your support if announced.  In addition, many players are hosting or participating in youth camps that need your support.
 
Align support with community service and charitable cause marketing: Perhaps you do not own a company or manage an organization, but you would like to support the players making a difference and impact in the community. This concept uses the name, image, and likeness of University of Dayton student-athletes to help promote mission-based or charitable organizations for community work that you have a passion for and align with your philanthropic interests.  For example, you can compensate players to attend functions or celebrations for any number of charitable organizations or work with underprivileged children.
 
As always, we thank you for your loyal support of Dayton athletics and know that you expect first-class, competitive programs that represent our University, our city and our community in the best possible way. Together, that is what we expect to continue delivering. 
 
Go Flyers!

Neil Sullivan
Vice President and Director of Athletics


Key contacts: 

• Krystal Warren (UD Athletics) - kwarren2@udayton.edu
• Matt Farrell – matt@14fiftypartners.com
• G3 Marketing – Greg Lazaroff glazaroff@g3marketing.com