The new world of college athletes getting paid for endorsements has created a rapidly expanding pop-up industry: Brand new nonprofit 'collectives' that pay athletes to promote charities.
. It launched in December 2021 just before the national signing day for football recruits as coach Steve Sarkisian was trying to land a highly-rated recruiting class.
The group has announced partnerships with a children's hospital, a support group for active military and veterans, football camps and a foundation run by former Longhorns and NFL linebacker Derrick Johnson to remodel and update school libraries. "It's not the only reason why, but the main reason why is that the biggest contributors to collectives are asking for their contributions to be tax deductible," he said."And that is only possible if the collective has Mit Winter, a sports law attorney in Kansas City, Missouri, who has been tracking issues in the college athlete market place, agreed.
He also noted that in some instances, a star athlete just showing up to an event has an impact that cannot be measured, certainly not by dollars or cents. A win-win? It's possible, Kunkel said. "I think people were surprised," player Jalen Wilson, who donated $5,000 that night, told the Lawrence Journal-World."I just felt the need to do it and if I have it or I can help I'm going to do it every time."
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