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Colorado’s NIL meeting shows dynamic changes sport has undergone

By Andrew Hughes

The NIL meeting that took place between Colorado football and a global social media company show how much the sport has changed (Photo by Louis Grasse/Getty Images)
The NIL meeting that took place between Colorado football and a global social media company show how much the sport has changed (Photo by Louis Grasse/Getty Images) /
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The Colorado football program had a NIL meeting with the global social media company TikTok on August 3 for an “educational workshop” to benefit CU recruits by teaching them how to build their brand and monetize their name, image, and likeness within the parameters of the NCAA’s underdeveloped regulations. Per On3’s Andy Wittry, TikTok’s Colorado visit will be the first of many, and it sounds like it plays out like a college orientation visit, for better or for worse.

“Colorado is the first school TikTok visited and it was the first of multiple visits the company’s employees plan to make to Boulder, according to Colorado Assistant Director of Name, Image & Likeness Sadie Baker,” Wittry prefaced before saying, “TikTok’s Ruby Betten, Laura Roberts, Callie Stark, Cayden Kainalu and Brooklyn McDaniels held a hands-on educational session for roughly 2.5 hours at Colorado. The session included a competition where the TikTok employees divided the athletes into groups and challenged them to see which group could make the best video. They awarded prizes to the winners.”

Many reading this are probably confused, and in many ways, the idea of getting marketing ideas for an app that gives users a continuous stream of random videos an algorithm spits out is confusing. That social media company reps are showing up to college campuses and bringing elite athletes into a room to create dancing videos is a hilarious image, though.

Colorado football has the most NIL marketability potential in the country

If Colorado football could surpass the sub-floor level expectations of three wins in 2023 and push closer to seven or eight wins, the Buffaloes will have proven to be an anomaly in college football history; featuring historic turnover after the spring game to come together and win despite limited reps before the season.

In that case, and in the process of that happening, CU would have the best NIL marketability in the country. The underdog narrative, combined with the previous star power Coach Prime has amassed for himself, plus the preseason doubters who questioned Deion Sanders’ recruiting methods, make for a cocktail of a massive financial windfall if the Buffs are winning.

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