Captain Bearcat
All-American in Everything
Posts: 9,512
Joined: Jun 2010
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I Root For: UC
Location: IL & Cincinnati, USA
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RE: Cincinnati Athletics Launches IMPACT to Prepare Athletes for NIL Changes
(06-10-2021 01:56 PM)CliftonAve Wrote: (06-10-2021 01:44 PM)Captain Bearcat Wrote: (06-10-2021 07:07 AM)CliftonAve Wrote: A few thoughts:
1. The small private schools are going to do better with this than people think they will. Duke, Wake Forest, Tulane, SMU, Tulsa… their alumni have more accumulative wealth than schools like UC and a lot of others.
2. Donors in urban markets are going to support athletes from other markets. Ex. Ole Miss athletes are going to get money from businesses in Memphis. In our market, a business like Kroger is going to throw money at Ohio State and Kentucky athletes. Get ready for commercials in town featuring a star XU basketball player or an OSU football player pimping one of UC Health’s local competitor hospitals/health systems.
3. Because of #2, UC best be trying to arrange deals for their guys in other markets. A Des Ridder car commercial that runs in Louisville an Ahmad Gardner BBQ sauce deal in Detroit, etc.
Oh sure, donors in urban markets are going to support athletes from other markets. Just like athletes from urban markets often go to schools in other markets.
But the home team has a big advantage in marketing.
There's lots of UK alums in Cincinnati. But can you really see a Cincinnati car dealership signing a large sponsorship deal with an Oak Hills football player who is going to Kentucky?
Forget Joe Blow Auto, I am talking about Kroger.
They are sending a ton of money to UK and Louisville right now. Kroger had the naming rights to UK’s football stadium. Louisville is building a new baseball facility that is being funded by Kroger. Get ready to see UK and Louisville athletes getting paid internships at Kroger HQ.
The difference is between Kroger and the auto dealer is that Kroger isn't going to be corrupt. Kroger will only sign sponsorship or internship deals that improve their bottom line.
Kroger, 5/3, GE, P&G, etc don't do many celebrity endorsements. Why would they start now?
No, it's going to be private companies run by alums. And private companies are larger in big cities.
But they'll only spend serious money if they see a return on that investment.
And they'll get higher return at schools that are 1) more dominant in their market, and 2) in a larger market. That's why OSU might be the best-positioned school in the whole country to benefit from NIL rights: Columbus is probably the biggest market in the country that's completely dominated by one school.
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06-11-2021 03:40 PM |
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