How much could UK’s basketball players make off their name, image and likeness?
As we wait for the NCAA to take action, there’s a common-sense question hanging over the issue of college athletes profiting off what is labeled as their “name, image and likeness”: If the rules were changed, how much money could a college player make as a commercial spokesperson?
There’s a Nebraska-based company that has insight into how financially lucrative commercial endorsements on social media can be. The company name is Opendorse, which was founded in 2012 by two former Nebraska football players. Opendorse has worked with the NFL Players Association for six years.
It also works with about 80 college athletics departments, Kentucky’s being one of them.
“We use it to distribute social media content to former student-athletes,” Guy Ramsey, UK’s director of strategic communications, wrote in an email. “Current UK student-athletes are not on the platform.”
Blake Lawrence, the co-founder of Opendorse, provided some numbers for current UK basketball players and how much money each could expect to make on a single posting on Twitter or Instagram. Of course, that is if current players could profit off their name, image and likeness.
As of Dec. 20, Tyrese Maxey had the most Instagram followers with 116,661. A single Instagram post promoting a product by an athlete with Maxey’s following would be worth $3,817, according to Opendorse.
Ashton Hagans had the most Twitter followers with 32,211. A single tweet promoting a product would be worth $539.
Combining Twitter and Instagram followers, Maxey could make $4,201 with a single promotion posted on both platforms. Hagans could make $3,777.
Here’s a rundown for single commercial postings for other UK players that Opendorse based on each player’s Twitter and Instagram followers: Kahlil Whitney $2,426; Nick Richards $2,299; Immanuel Quickley $2,026; EJ Montgomery $1,054; Johnny Juzang $861; Keion Brooks, $729; Dontaie Allen $479; Nate Sestina $477; Zan Payne $189; Brennan Canada $97; Ben Jordan $38; and Riley Welch $16.
Lawrence said he did not expect the NCAA to eventually allow college athletes to freely endorse products the way professional athletes can. The average payout last season for NBA players with one million followers was $30,000 for an Instagram post.
Speaking of the pros, here’s two eye-catching stats provided by Opendorse:
Although he retired in 2017, former NFL player Reggie Bush retains “significant clout” as a commercial pitchman on social media, Lawrence said. The Opendorse co-founder said that Bush could command $40,000 to $50,000 for a single post on Twitter.
Sam Weber, the marketing director for Opendorse, said on Thursday that Zion Williamson currently had 4.4 million followers on Instagram. Meanwhile, LaMelo Ball, who is playing professionally in Australia, had 5.1 million followers on Instagram.
Lawrence said the NCAA’s focus on name, image and likeness should be on non-stars on college teams. The stars will be able to capitalize on endorsements as pro players.
Using LSU quarterback Joe Burrow as an example, Lawrence said of the NIL, “It’s not about Joe. It’s about Joe’s backup to the backup to the backup. This is the maximum level that their NIL will be worth. And if they can’t capitalize on it then, when will they be able to?”
Coach of the Decade
In response to The Sporting News naming John Calipari as the Coach of the Decade, reader Gary Strowig sent a note saying he thought Jay Wright of Villanova should be considered Coach of the Decade. He pointed out that The Associated Press named Wright as Coach of the Decade.
To make his case, Strowig pointed out that Villanova won two national championships in the decade. So did Duke and UConn. That’s one more than Kentucky won.
“I’m a big Villanova fan,” Strowig said in a follow-up phone call.
But, he added, he was not discounting Calipari as a worthy candidate to be named coach of the decade. UK’s four Final Four appearances in the decade were more than any school. Michigan State was second with three.
“I like John Calipari,” Strowig said. “He’s a class act.”
Sportswriter Rob Dauster of NBCSports.com wrote of Calipari in the decade, “he’s had as much success as any coach in the country, even if there is only one title to show for it.”
Strowig grew up in Pennsylvania and works in Philadelphia as a counselor for in-need students.
His wife, Lelia, is from Paintsville. They met as students at Eastern Kentucky University, where Strowig played on the baseball team.
Team of the decade
Villanova’s national championship team of 2018 was named No. 1 in NBCSports.com’s list of the top 10 teams of the decade.
UK had teams ranked second (2014-15), third (2011-12) and fifth (2009-10) on the list.
Of Villanova’s 2018 champions, Rob Dauster wrote, “This team was Jay Wright’s Mona Lisa. They were old. They were positionless. They shot a ton of threes and they were loaded with soon-to-be NBA players.”
It happens
Nick Richards is joining, say, PJ Washington and Willie Cauley-Stein UK players who needed more than a season to blossom.
Kentucky isn’t the only team that sometimes must wait for a player to do so.
Jalen Brunson averaged 9.6 points as a freshman for Villanova. As a junior, he was the national player of the year in leading Villanova to the 2018 NCAA Tournament championship.
The Sporting News named Brunson its Player of the Decade (2010-19).
Rob Dauster of NBCSports.com wrote that Brunson was the “quintessential Jay Wright” player. This meant a player who needed time to develop into a star.
“Brunson was a McDonald’s All-American, but he needed three years in college because the NBA doesn’t recognize talent when it doesn’t come in freak physical packages,” Dauster wrote.
Late is great
While 9 p.m. (or later) starts mean loss of sleep, UK Director of Athletics Mitch Barnhart liked that tip time for Tuesday’s Kentucky-Georgia game. He said he spent all day working the never-ending job of assessing college basketball teams as a member of the NCAA Tournament’s Men’s Basketball Committee (aka Selection Committee).
That might seem an especially difficult task in this season of parity and dramatic ups and downs for several teams.
“As of today, there are 111 teams with 10 wins or more,” Barnhart said. On the plus side, he pointed out that there is plenty of time and games to be played to make determinations on selection, seeding and bracketing.
Seeking help
Hayley Robic, a daughter of John Robic (special assistant to UK Coach John Calipari), has been diagnosed with liver cancer. She is seeking a donor.
Kentucky Sports Radio quoted a message she posted on her social media page.
“These past several months have been the hardest of my life,” she wrote. “After having emergency surgery, I’ve been diagnosed with liver cancer. Because of that, I will be getting a liver transplant and am in need of a donor. If you are interested in being tested to see if you’re a potential match, I’d be so grateful.”
According to the website md.com, such a donation requires only a portion of the liver. The donor’s liver regenerates within a few months.
The website to inquire about a possible donation is Livingdonorreg.upmc.com.
Happy birthday
To Terrence Jones. He turned 28 on Thursday. … To former Georgia coach Mark Fox. He turns 51 on Monday. … To Mike Scott. He turns 53 on Tuesday. … To Shagari Alleyne. He turns 36 on Wednesday. … To Jay Shidler. He turns 62 on Wednesday.
