Hanna and Haley Caviinder turn TikTok’s fame into NIL money

By on July 1, 2021 0

FORT LAUDERDALE, Fla .– It’s 2:20 p.m. and Darren Heitner hasn’t had lunch.

Any attempt to do so ended with his speech around packages of chicken salad while juggling phone conversations.

On Wednesday, the eve of the most liberating day for college athletes, Heitner portrayed a picture of this new untapped space. From his three-story waterfront condo, the Florida sports lawyer has responded to demands from brands, agents and roaring traders to enter this arena, where suddenly more than 400,000 athletes from the NCAA are now in the market.

Heitner is just unofficially orchestrating what is believed to be the most important day one contract for any varsity athlete – twin sisters Hanna and Haley Caviinder, female basketball players. at Fresno State and, even more notable, the mavens on social media.

“They really want to close the deal with you,” Heitner said politely in a phone call with a representative for the brand, “but they have concerns.”

Twins can be picky. Eventually, the Cavinders made two sponsorship deals, one with Six Star Pro Nutrition and another with Boost Mobile, the latter being a big deal by college standards. Financial details are not being disclosed, but as an educated guess the two contracts combine to pay the twins well within five figures.

With around four million subscribers on TikTok and Instagram, the twins are expected to do a lot more along the way. The estimated annual gross income for a social media influencer is around 80 cents per subscriber, based on an advertising standard. This represents approximately $ 3 million in transactions per year.

Already, more and more agreements are coming.

“We have another deal that will go live tomorrow,” Heitner says.

If Thursday’s immediate windfall has shown anything, it’s that female athletes with many social media followers will raise even more money than your favorite quarterback or receiver. In fact, LSU gymnast Olivia Dunn, also with millions of followers on IG and TikTok, was also in New York City, set to close what could be the biggest of all college athlete contracts soon.

The Caviinders, meanwhile, are touring the big city, post pictures and videos of Times Square on their social media platforms, as part of their new endorsement contracts, both approved by the state of Fresno and officially signed on Thursday.

On their first trip to Manhattan, the natives of Arizona spoke with Illustrated sports Thursday morning passing from one apparition to another. There is ESPN Outside the lines, CBS News, Hello america, NBC and later, Time magazine.

“I don’t think it touched me,” Hanna said. ” It’s shocking. It’s unreal. I am in New York for the first time!

And to think that it all started with a little quarantine dancing.

“We were really bored at home during COVID,” says Haley. “Hannah had her own TikTok and she said, ‘Start dancing with me. ” We were doing.”

Dozens of followers later, here they are: the faces of a seismic day in varsity athletics, where already hundreds of athletes have made deals after the NCAA lifted its ban on athlete compensation . They vary widely. Many are small, one-off bookings for appearances or social media posts. Others are longer term contracts to be the face of a regional or local business.

And then there are the national offerings for people like the Cavinders, who have connected to Boost Mobile using the digital marketplace ICON Source, one of the many companies in this new space, pairing athletes with brands like an app. dating that matches couples. Heitner facilitated the contracts and helped land the additional arrangement with Six Star.

Heitner, 36, an avid player rights activist, saw his star soar as NCAA rules crumbled. In fact, he helped draft the Florida State Bill that allows athletes to take advantage of their name, image and likeness, one of the 24 state laws across the country which forced the NCAA to adjust its amateur rules.

At the 11th hour on Wednesday, brands and agents rushed into space. Heitner answered call after call after call.

“It’s been crazy,” Heitner says between bites and calls, his dog, Charli, a female spaniel-poodle mix, at his feet. “All the big brands are going to feel like they’ve missed an opportunity.”

Heitner poses during a busy day of transactions

On Wednesday, at the Heitners’ home, a trade deal for the Caviinders broke down and another was struck; the parents of a few potential clients called, one from the Florida football team and one from the UCF baseball team; one agent called for advice and another wanted to let off steam.

“Do you know any college athletes in the LA market? Asked one, who represents a beverage company keen to add college stars to a sponsorship deal that already includes some of the greatest NBA players in the game.

“They will pay five figures,” he told Heitner.

Between the actual work calls, there were interviews with radio shows, print media, and a conversation with her 94-year-old grandmother.

“No, Grandma, I don’t mind the rainy weather, it doesn’t hurt,” he said over the phone, a lively conversation on a busy day.

Heitner slept about four hours before waking up at 5:30 a.m. to start over. That’s more sleep than the Caviinders get.

On the eve of the biggest day of their lives, they endured a hellish journey from Michigan, where they were visiting family, to New York. It included seven hours of delay, five hours of driving and four hours on the plane. At one point, they could see New York City below them but couldn’t land, circling over Manhattan for an hour on Wednesday night due to the weather.

“The pilot came in and said, ‘We have to land in Pennsylvania,’” Hanna explains.

They drove from there, arriving in New York City at 2 a.m. – a 5-hour travel day behind them and a 22-hour day ahead of them.

“We got two hours of sleep,” Haley says.

How are they doing? Haley laughs.

“Lots of coffee.”

More NIL coverage:

• The NIL landscape is already repressing opponents
• Welcome to a new era of NCAA. ‘It’s gonna be a clusterf —‘
• Jackson State DE signs historic midnight approval

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