Georgia is switching things up in the name, image, and likeness (NIL) arena. The Bulldogs are ending their current collective operation and partnering with Learfield, an outside organization, to set up a new platform that will focus on NIL deals for athletes across the board, with a keen eye on football.
This shift comes right before a landmark House settlement kicks in, which allows schools to directly compensate athletes. Georgia is looking at a $20.5 million payout covering all athletes, although any external NIL deals exceeding $600 will need the green light from a clearinghouse managed by Deloitte.
Why the pivot to Learfield? Well, they bring some serious game to the table, having partnered with Georgia’s athletic department and several others on licensing and marketing endeavors. Learfield has similar plans in motion with Ohio State, suggesting a trend among the top programs. They’re gearing up to hire a dedicated crew of about five to zero in on Georgia’s NIL ventures.
Cole Gahagan, president of Learfield, puts it this way: “We’re setting up a system that standardizes the process and utilizes the current momentum in NIL at Georgia as this House ruling takes effect. The idea is to simplify engagement for brands, increase support from fans, and unlock student-athletes’ potential through powerful storytelling and strategic partnerships.”
Previously, Georgia’s NIL forces were rallied through the Classic City Collective, which played a significant role in raising funds to pay athletes and negotiate deals. Last year alone, this collective funneled an average of $1.1 million per month to players, amounting to about $13.2 million for the season. This sum is pretty close to what’s projected under the new revenue-sharing model, with Georgia set to pay their football players around $13.5 million as they share 75% of their revenue-sharing budget.
But there’s always been a bit more to it, with some NIL deals striking outside the collective’s domain. And with the industry anticipated to expand, especially for top-tier programs, Georgia is teaming up with Learfield to ensure all deals align with the new rulebook.
Athletic Director Josh Brooks breaks down the goal: “Our Bulldogs are among the nation’s finest competitors, and now, they’ll have improved resources to make the most of their NIL opportunities. It’s about boosting their connection with the Bulldog Nation and beyond.” In essence, Georgia is doubling down on its commitment to ensure its athletes aren’t just top performers on the field but are also maximizing their branding and financial potential off it.
