The Evolution of Amateurism and Content Creation

Ronnie Mitchell | RAKESPEARE®

See what I did there? In the title? When you say both of those fast, they sound similar. Only a slight pause and a breath helps to distinguish their subtleties. So let’s do the same with the new landscape of amateurism and college sports.

In 2020, the entire world went on pause, and we had to catch our breaths while fighting COVID-19. In particular, the sports world at multiple levels was shuffling to salvage lost seasons and millions of dollars in revenue. Some of that money was never recovered. However, the pandemic did accelerate the implementation of NIL, which allows college athletes to be paid for their “name, image, and likeness.”

For years, there had been strong arguments on both sides. Was amateurism a well-intended belief, or a systematic ploy to financially benefit from the talent of young athletes? As of September 2021, those arguments took a back seat to a new passenger helping to drive the collegiate sports economy.

These uncharted waters have been a bit choppy. With an institution as intricate as the NCAA, that had to be expected. But this new dynamic of marketing is transforming how players and coaches view their careers, and how schools may approach procurement.

WHEN IS IT TOO MUCH?

In its infancy, content creation in amateur sports allowed athletes to become their own digital marketers, showcasing both their abilities and commitment. Real-time videos could give college programs that boost of confidence, which is a great thing. There are a limited number of roster spots, and any athlete should exhaust resources to create opportunities.

However, I have noticed an overload of workout/training videos. My concern is that the new NIL dynamic may motivate young athletes to create inessential content in hopes of maximizing their image, but increasing the risk of injury. I have personally witnessed this in my baseball career. I have seen amateur pitchers strive to throw harder at an earlier age, or increase their velocity too quickly for recruiting videos, thereby subjecting themselves to unnecessary harm. It’s important to let athletes develop at an appropriate pace, and not allow NIL to entice attempts of obscene feats.

As a former college athlete, I must hypothetically inject myself into this new NIL world of dollars and digital content. If I had the opportunity to make money on my image in college, would I have made different choices in my career? Probably. So in fairness, this is not a criticism of NIL. But it’s an observation of human nature.

There are always upsides and downsides to unprecedented decisions. But having seen the effects that select sports (a system that allows scouts to identify premier amateur athletes) has already had, only time will tell how NIL will enhance and undermine both collegiate and amateur sports.

WHERE IS THIS GOING?

We are still very early in this new phase of marketing for the collegiate athlete. But as I observe what has happened so far, I see a few things that can turn into mainstays.

1. It will trickle down into high school on a grander scale.

Because, of course. If athletes can make money from their likeness while in college, why can’t they before college?

Now, this varies from state to state, as some allow profit by NIL as long as the money is not in connection with their school (according to the National Federation of State High School Association). But the lure to cash in before hitting collegiate status will be a growing consideration for families. And truthfully, there are some grounds for it. The digital content by amateur athletes that is disseminated and shared helps many platforms and brands grow. Perhaps there should be a discussion about the amateur athlete’s contribution to the market.

2. Athletes will transfer schools solely on NIL possibilities.

This is already happening. If an athlete sees the opportunity to make more money by being at another school, they may act on it. Now the problem is that boosters and businesses can make those offers unbeknownst to the university. With social media, one could easily lure an athlete away for a steep paycheck. This would be a continued headache in spur of the moment departures, also causing rapid roster turnovers. It would also breed suspicion of motives.

3. Universities may approach recruiting through the lens of market projection.

The best sports programs get the best athletes. That’s obvious. But NIL may change the outlook of procurement. For example, player A has 200,000 followers on Instagram and one million on TikTok. Player B has 50,000 followers on Instagram, and doesn’t post that often.

Now, players A and B are similar in talent. But does player A, because of their digital content which projects to bring in more sales and money from their likeness, get the edge on the scholarship? Possibly. Because college sports are about money. The more you make for the university, the happier they are. Regardless of morality, that’s its reality and history.

The parts that create the NIL machine are still being constructed. While some parts will be entirely new, others will be resurfaced or discontinued. My instinct tells me that it will run similar to a Rube Goldberg hamster wheel (google “Rube Goldberg machine” for reference).

Evidence of its clunkiness can be seen on multiple fronts with Power 5 football coaches clashing in the national media over recruiting tactics, a constantly active transfer portal, athletic conference restructuring, and coaching carousels. And it hasn’t been a full year yet.

The ability for the collegiate athlete to monetize their talents has sliiightly shifted the power. Even so, with this new power comes immense responsibility. Digital discretion should be exercised in the highest regard. Young athletes are better informed now more than ever. The window to make money in sports is small, and closes ever so slowly each day. And when there is money to be made, well…to the victor goes the spoils.

Ronnie Mitchell | RAKESPEARE® is a freelance writer, professional baseball player, and fashion designer. For inquiries, contact him at https://www.rakespeare.com/contact or via Instagram at @ronniemitchellii.

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