Arizona State football ranks in middle of Big 12 in NIL dollars, agent says

TEMPE, AZ (AZFamily) — Arizona State ranks somewhere in the middle of the Big 12 Conference for football name, image and likeness (NIL) spending, according to a Tempe-based agent.

Peter Boyle, founder and CEO of Activate Sports Management, said ASU has made significant progress since NIL rules were implemented in July 2021.

“If I were to guess based off what I see when you’re talking about football, which is primarily what people are talking, and men’s basketball,” Boyle said. “Keep in mind, there’s baseball NIL and softball NIL and volleyball. Those programs also have revenue share, although to a much lesser degree. But when it comes to football, I would put ASU somewhere in the middle of the Big 12.”

NIL transforms college sports

More than four years after NIL rules were first put in place, the impacts on college sports are becoming clear.

“It’s professional sports now,” Boyle said. “I have a kind of thing where, when my clients sign their first deal, I say welcome to professional sports. Like it is that.”

Boyle said contracts from some schools include incentive-based payments.

“You literally see contracts from some schools, not the Big 12, but I have clients across all different Power 4 schools that have, like, incentive-based payments in them,” he said. “Like, if you are the Big Ten Player of the Week, that’s another $10,000. So, these are professional sports contracts.”

When it comes to quarterback Sam Leavitt, Boyle believes his move to LSU is largely about money.

ASU’s NIL progress

Universities do not report their NIL dollars publicly, making exact comparisons difficult. However, Boyle said he has insight from running a NIL agency based in Tempe.

Three years ago, Boyle would have ranked ASU at the bottom of the pack. NIL dollars differ by conference, with SEC and Big Ten deals typically exceeding Big 12 amounts, though the gap has narrowed.

Boyle has insider knowledge from ASU athletes he represents.

“What they were making three years ago is what a lot of the roster makes now. And those are the top paid guys,” he said. “So it’s a notable difference for sure.”

Donations versus business deals

ASU football coach Kenny Dillingham recently spoke at Mountain America Stadium about finding a wealthy person in Phoenix who could give the football program $20 million. However, Boyle said large donations are not the answer.

“If a donor gives $20 million today, what does that do? It’s monopoly money,” Boyle said. “Because that’s not a business deal that has true business value that can be put into NIL go and pass the CSC. That’s a donation. That’s the old model.”

Boyle said a large donation could help offset revenue share costs and provide ASU more money for facilities, but if the university is playing by the rules, such a donation would not help with NIL deals.

Business deals are more important in college sports, according to Boyle.

“I think if businesses get involved and they can pass through the CSC and be true NIL deals, then there are certainly businesses that hopefully would get involved that would significantly increase ASU’s value provide above cap or above market deals,” he said.

Boyle said he expects the current NIL system to continue without significant changes and that fans should get used to the new landscape.

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