NORFOLK, Va. — Any discussion of modern college athletics is likely to include the influence of Name, Image and Likeness. The decision allowing student athletes to profit off of their own brand has changed the amateur sporting landscape.
Most of the headlines involve million dollar deals to recruit 5 star quarterbacks, or teenage celebrities with major brand deals like Bronny James and Arch Manning. Heisman trophy winner and USC quarterback Caleb Williams was seen in national ad campaigns throughout the college football season.
The new ecosystem, however, has extended well beyond the highest profile college athletes.
"A common misconception is that only the top athletes are the ones that are benefiting," says former Penn State Harrisburg golfer Josh Africa, "everyone thinks it's just them that's benefitting, but you get down to the Division II level, Division III. We might not be making the same type of money but you see more and more networking and branding of athletes all over the country that aren't necessarily on Division I level."
Africa is one of two athletes from Hampton Roads that participated in a 4 person panel on NIL at the NCAA Convention in Phoenix Arizona.
"It was truly an honor. Me coming from a Division III school, I would have never thought the NCAA would invite me on that panel. Just being able to share my journey and give a little advice meant the world to me," said Africa, a Chesapeake native and Grassfield High School graduate.
Africa wasn't alone in representing the 757 in Phoenix. Norfolk State defensive lineman and Menchville High School grad Keshawn Lynch was also a member of the panel.
Lynch has worked with brands such as CVS and Hot Topic while racking up tackles for the Spartans. He compares pursuing NIL success to recruiting.
"I think of NIL just like football recruiting. You have to reach out to coaches and either they want you or they don't. It's the same way with a brand. One "no" could turn into a thousand "yes", just like football," says Lynch about finding marketing opportunities.
Lynch learned from fellow Spartan Rayquan Davis while getting his start with Name, Image and Likeness. He wants to make sure other student athletes have access to similar lessons.
"There is money to be made, with them knowing they have this opportunity, they don't know how to start sometimes. There should be more awareness around colleges of teaching people how to start, how to brand themselves, how to connect to local businesses," says Lynch.
His says NIL has given him entrepreneurial experience that he'll carry well beyond his time as a student athlete. Meanwhile Josh Africa says his experience has bee instrumental in his goal of making golf a career. Much like NIL in modern college athletics, this is only the beginning.