Potential Name, Image and Likeness (NIL) Plan for Arch Manning
Note: I originally wrote this on November 1, 2021, for an assignment during my sports public relations graduate course at the S.I. Newhouse School of Public Communications at Syracuse University.
Sixteen-year-old Arch Manning is not yet a student-athlete, but he is on track to secure an NIL deal worth millions of dollars once he begins college in the Fall of 2023. Belonging to the Manning football family, Arch’s last name alone grabs the attention of millions of sports fans, but his athletic ability has led to him being the No. 1 player in his recruiting class. Just as Arch’s recruitment is being heavily watched by college football coaches, administrators and reporters, companies are keeping tabs on their prospects of inking him to an NIL deal well before he even takes a college snap.
Southern-based or outdoor-related sports brands like Chick-fil-A and Dick’s Sporting Goods make a lot of sense as potential NIL partners for Arch. Not only can they film commercials with Arch eating their food or wearing their apparel, but Arch’s uncles Peyton and Eli, dad Cooper, and grandfather Archie can be right there beside him. The marketability of Arch is simply tremendous.
Student-athletes like Oklahoma Sooners quarterback Spencer Rattler who have not seen their seasons go as expected after scoring endorsement deals demonstrate the potential risk brands can take on by inking NIL deals with student-athletes. But even if Arch does not contend for the Heisman Trophy like many people perhaps are already expecting him to, brands have a favorable chance to net a return on their investment with him because there is great value in associating with a Manning, especially considering he is already one of the most-watched college football recruits of all-time.
Peyton and Eli resonated with football fans during ESPN’s Monday Night Football telecasts in large part due to their conversational nature. Although Arch can certainly forge his own path rather than follow in the footsteps of his relatives, he has ample opportunities to cultivate the feeling among fans that they know him personally like Peyton and Eli have already successfully done themselves. ESPN has already written an article humanizing Arch by covering the fact he babysits during the summer, and Arch can further market his likability, maturity and humility through NIL opportunities.
With the University of Texas on track to join the Southeastern Conference during the heart of Arch’s college career, some Austin-based corporations such as Dell — Austin’s second largest employer — and Whole Foods may be already developing plans for a potential business relationship with Arch. Whole Foods communications executives should already be crafting plans to place Arch’s image on its sliding glass doors and to film commercials of Arch walking through the aisles of the original Whole Foods with Cooper, Peyton and Eli.
An NIL deal between Arch and Whole Foods serves the interests of both parties as it can lead to more consumers turning to Whole Foods as their grocery provider and advances Arch’s personal brand by positioning him to be visible even to people who may not necessarily be sports fans.
