Now Available: College Athletes Jerseys Through Fanatics

Whose jersey are you getting?

On Thursday, another milestone was set in the NIL world. You are now able to purchase a college athlete's jersey through Fanatics. More than 40 schools and over 4,300 athletes are available via the new college football store.

Gone are the days of seeing the generic college jerseys - no nameplate, just the number. Fanatics and group licensing program, OneTeam Partners, announced this deal back in February but only now can athletes begin to profit off of jersey sales. This deal is one of the first of its kind in the NIL world as a group licensing deal of this scale, hadn’t been struck. Unlike professional sports leagues, collegiate athletes do not have a union that represents and negotiates on their behalf.

But this news proves that a deal of this magnitude, for group licensing, is in fact feasible and can benefit the athletes. The main component that needs to be remembered is the ability of an athlete to choose. For a college athlete’s NIL to be featured in their school's official merchandise, they will need to opt in. Once opted in, athletes can begin receiving a cut of jersey sales, similar to a professional athlete.

Food for thought…

• You’re a college athlete BUT never opt-in to jersey sales. In the beginning, you set up your own Shopify shop and sell shirseys. Once demand rises after a breakout performance, partner with a sports apparel manufacturer and sell uniquely designed jerseys of your own.
• Athletes who opt-in to jersey sales should leverage social media and create their own marketing campaigns. For example, create the classic college football hype video - centered around you and your highlights with some crazy bass. If only Tavon Austin jerseys were available back in the day…
• Athletes could opt-in to jerseys and instantly create a passive income stream for themselves. From there, they can invest all the money for their future or use it to fund future business endeavours.

September 9, 2022 - Issue 55 of The Sport Marketeer