The new world of college athletes getting paid for endorsements has created a rapidly expanding pop-up industry: Brand new nonprofits that set up athletes to promote charities for a fee.
The new entities often exist right next to for-profit collectives that pool money to align athletes with business deals and offer contributor perks such as VIP-level access to athletes.
Horns With Heart caused an immediate uproar with a promise of $50,000 per year for each scholarship offensive lineman. Critics said it pushed the boundaries of the NCAA's ban on"play for pay” deals, but it was just the start. By April, Texas rival Oklahoma had the 1Oklahoma nonprofit promising Sooners football players up to $50,000 a year for work supporting charities.
“In life, everyone is searching for win-win scenarios,” Blair said. “We want to show the world that NIL can be utilized to make a true positive impact for everyone.” “They are used to donating to universities, which are nonprofits,” Winter said. “And they are used to get something in return.” “So we’re now saying, ‘Yes, we’ll give you $5,000. But you need to show up at this training camp for kids to then do a motivational speech' that’s disguised as a charitable act," Kunkel said. “So they’ll run a camp for inner-city kids, but it’s basically just a way for them to pay the to pay the kids who are running the camp. I guess the kids, the inner-city kids still benefit. They still benefit. So the inner city kids still get the access to the athlete.
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