With name, image and likeness deals arriving to college athletics last year – particularly for athletes in revenue sports like football and basketball – many wondered when and how top college golfers would get involved.
This past week provided some answers.
On Tuesday, Stanford’s sophomore sensation Rachel Heck (above) announced an NIL partnership with Stifel, the wealth management and investment banking firm that has been heavily involved in college golf. Stifel is the longtime presenting sponsor of the Haskins and Annika Awards, which go to the top player in the men’s and women’s game. The company has also been a co-presenting sponsor of Golf Channel’s NCAA Championship broadcast since 2018.
“I am so excited to announce my NIL partnership with Stifel!” Heck tweeted. “They are one of the biggest supporters of college golf with @theannikaaward, @thehaskinsaward, and bringing the NCAA National Championships to Golf Channel. I am honored to join their team!”
One day later, a leading men’s player also announced a partnership. Cole Hammer, the University of Texas player and U.S. Walker Cup team stalwart, tweeted that he was excited to sign with William Morris Endeavor Sports for exclusive NIL representation.
Hammer has a close relationship with fellow Longhorn Jordan Spieth, who is represented by both WME and IMG, the former being the parent company of the latter. Jay Danzi, the longtime agent of Spieth, stepped down as chief operating officer of Lagardere Sports U.S. in 2018 and joined WME as a partner, taking Spieth with him.
These two signings are arguably the biggest NIL deals announced for college golfers since the NCAA adopted its NIL policy last July. The USGA and R&A allowed college golfers to participate if they followed NCAA rules and agreed to a few minor provisions, including not accepting cash for golf instruction.
Early deals included Logan McAllister, the Oklahoma Sooner who is ranked No. 3 in the PGA Tour University standings, signing on as a Barstool Sports athlete. Marissa Wenzler, a Kentucky Wildcat, partnered with Tour Line Golf and Hawaii Pacific freshman Kaila Bonawitz used her TikTok influence to become a Barstool and Rhoback U athlete.
Golf’s governing bodies have since put their own reimagined rules of amateur status in place as of 2022. All amateurs, in college and otherwise, can profit off their name, image and likeness. However, each college has its own rules – such as prohibiting the promotion of gambling, alcohol and firearms – and international students on F1 visas also have significant NIL limitations as to where they can accept money.
Sean Fairholm