UCLA Athletes Make Waves in the World of NIL Deals

In June 2021, the NCAA granted student-athletes the right to harness their name, image, and likeness (NIL) for financial gain. Two years on, NCAA athletes have seized this opportunity, forming lucrative partnerships with various companies. Among them, former Nebraska wide receiver Decoldest Crawford teamed up with a heating and cooling company, while Alabama cornerback Kool-Aid McKinstry made waves with the beverage brand Kool-Aid. Today, we delve into the strategies employed by Bruins in leveraging their NIL during their collegiate athletic journeys.

Jordan Chiles – UCLA Women’s Artistic Gymnast

The Olympic silver medalist, Jordan Chiles, has inked NIL deals with Urban Outfitters, Reebok, and Cashapp during her time at UCLA. According to On3, she ranks as the second most valuable gymnast in terms of NIL, right behind LSU’s Livvy Dunne.

Laiatu Latu – UCLA Football Defensive End

Hailing from Sacramento, California, Laiatu Latu, a senior defensive lineman, is already on the radar of NFL draft scouts. Expected to declare for the 2024 NFL draft, Latu recently sealed a partnership with SAXX underwear, a renowned men’s clothing company. SAXX also enlisted the talents of defensive ends like Michigan’s Braiden McGregor, USC’s Shane Lee, and Miami’s Jahfari Harvey for this campaign.

J.Michael Sturdivant – UCLA Wide Receiver

J.Michael Sturdivant’s journey with NIL began during his time at Cal before transferring to UCLA. He offers his own merchandise through the NIL pro shop and stands as the team leader in receiving yards this season. Many scouts consider him an underrated talent who could soar up the draft boards if he chooses to declare for the 2024 NFL draft.

Chase Griffin – UCLA Football Quarterback

Despite his backup role, both last season and currently behind Freshman Dante Moore, Chase Griffin is capitalizing on the NIL marketplace. Last year, Griffin secured deals with Degree Deodorant, Los Angeles Regional Food Bank, Shell, Boost Mobile, and Clearcover Car Insurance. His latest venture includes a partnership with Postmates, offering a student discount promo code on his Instagram.

In an interview with FanNation’s Pat Benson, current UCLA athletic director Martin Jarmond shared insights into UCLA’s commitment to competitiveness in the early stages of NIL through their Westwood Ascent organization.

Additionally, UCLA introduced “Men of Westwood,” a NIL collective focusing on men’s basketball and football teams. The collective boasts 66 football players, including highly-recruited freshman quarterback Dante Moore, and 12 basketball players.

“Westwood Ascent focuses on three important pillars of NIL – Education, Brand-Building and Monitoring and Disclosure. We’ve also launched Westwood Exchange, a free business registry designed for companies, donors, fans and alumni that want to connect directly with UCLA student-athletes interested in capitalizing on their NIL. In addition, we’ve grown our partnerships with the UCLA School of Law Ziffren Institute to provide a pro bono clinic and partnered with the UCLA Anderson School of Management and the Center for Media, Entertainment & Sports on a series of workshops for student-athletes highlighting areas of NIL importance, including personal finance, brand-building, business law, contracts, and ethics.”

Bruin supporters can partake in unique experiences by paying $10,000 per person to the Men of Westwood collective. These experiences include playing a round of golf with Los Angeles Dodgers Manager Dave Roberts and other offerings available on their website.