Utah football's automotive NIL deal could create trend

Utah Utes helmet Rob Gray-USA TODAY Sports

Utah football's historic automotive NIL deal could create a trend

By Mike Santa Barbara | Last updated 10/4/23

Since the door opened for collegiate athletes to cash in on their name, image and likeness, the NCAA has seen plenty of creative deals. For now, though, Utah Football may have set the standard.

On Wednesday, 85 scholarshipped members of the Utes football squad received sparkling new Dodge Ram 1500 Big Horn trucks as part of an historic agreement between Utah's NIL support group – the Crimson Collective – and Ken Garff Automotive Group.

"Funded by collective donations, the trucks will be leased to each player as part of individual six-month contracts that are expected to roll over contingent on a player's eligibility and enrollment at the university," Ross Dellenger of Yahoo Sports wrote. "Leases end when a player's eligibility expires or they choose to transfer. The collective will also cover insurance for each truck."

Upon seeing their new rides, Utah players were overjoyed and for good reason. While many view NIL deals as a way for amateur athletes to make money, Utah addressed a concern that must be at the top of the list for quite a few college students: reliable transportation.

Some reaction from the @Utah_Football players when the found out they were getting a lease on a brand new Dodge Ram truck in an historic NIL deal announced by the school. 85 trucks to all scholarship players. pic.twitter.com/aFJET6oway
— Dana Greene (@dana_greene) October 4, 2023

For many players, it's their first time away from home and having a dependable way back eliminates at least one stress from a student-athlete's life. Players can also avoid the hassle of buying a vehicle locally. The experience can be overwhelming for anyone, let alone a younger person in an unfamiliar place. Furthermore, it's a situation where someone could easily take advantage of them.

The price isn't cheap, costing an estimated $6 million in total. However, now that one program has dived in head-first, it wouldn't be surprising to see others follow suit sooner rather than later.

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