Coming to Twitter: Sponsored Videos of College Athletes
A company that has partnered with dozens of college athletic departments on programming names, images and likenesses on Thursday announced a deal with Twitter that will allow athletes to monetize video posts on the social media platform .
In less than a month, several state laws will come into effect that will allow varsity athletes to be paid for endorsements, sponsorship deals and personal appearances.
The NCAA also hopes to have new rules in place by the end of June to govern all Division I athletes and NIL compensation from third parties.
Opendorse’s Twitter deal will give college athletes the ability to start making money from the content they create and tweet with just a few clicks on a smartphone.
Blake Lawrence, Opendorse co-founder and former Nebraska football player, said the agreement with Twitter will ensure college athletes align with approved advertisers and that posted videos comply with NCAA rules and to the various state laws.
Schools that have signed deals with Opendorse include Nebraska, Texas, Ohio State, LSU, Indiana, and BYU.
Opendorse also partners with several professional player associations, including the NFL, NBA, NHL and Major League Baseball.
“We have built a system that allows the activities of an NBA player to be evaluated differently than an NFL player,” said Lawrence. “So that same approach you can bring to the college space.”
He said that while there is a state-by-state approach to NIL legislation, the company is equipped to assess activities differently for an athlete in Florida, for example, as opposed to one in Mississippi.
Videos that athletes can monetize cannot come from schools and broadcast partners. They must be produced independently.
“This fall, when a varsity sports fan takes to Twitter, he’ll see a video of his favorite student-athlete and that video could be that athlete doing a post-game recap. Their thoughts on the game they just played, ”Lawrence said. “The fan starts playing this video and will see an advertisement five to 15 to 30 seconds before the video plays.
“The difference between this fall video and today’s video is that this fall video will result in compensation directly to this student-athlete. “
The athlete will be paid according to the engagement with the video and the number of followers.
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