The name, image and likeness era of college athletics begins at midnight on July 1. The first deal of this brave new world was announced in early June... and then quickly backpedaled when it became clear to the parties involved that the deal wasn't legal. Yet.
But that time is coming to an end, and the biggest gold rush since San Francisco in the 1840s is on.
Here we'll catalogue the deals as they come in.
Wide receiver Trey Knox wins the Most Adorable Endorsement.
Quarterback Bo Nix is now a paid spokesman for Milo's Sweet Tea.
This one was previously announced.
According to the Atlanta Business Chronicle, Onward Reserve has struck an endorsement deal with Georgia athletes Brock Vandagriff, Matthew Boling, Jack Podlesney, Trent Phillips, and Connor Tate. Vandagriff and Boling are the top two names there -- Vandagriff is a 5-star quarterback that will be a freshman this fall, and Boling is a nationally-renowed sprinter. Podlesney is a kicker for the Bulldogs, while Phillips is on the golf team and Tate plays baseball.
Onward Reserve is a men's apparel brand launched by Georgia graduate TJ Callaway, popular in SEC and Southern circles. Kirby Smart, Trevor Lawrence and Jake Fromm have all been spotted in Onward Reserve gear, and so Callaway is leveraging the new rules to market to dudes of a certain demographic.
Running back Kendall Milton also has his own clothing brand.
Defensive end Antwan Owens endorses grooming shop Three Kings Grooming.
Cornerback Derek Stingley, Jr., wants you to eat at Walk-Ons as often as possible.
After you eat at Walk-Ons, LSU QB Myles Brennan would love it if you'd swing by Smalls Sliders and wash it all down with some Smoothie King.
Offensive lineman Will Ulmer is ready to play a music venue near you.
Quarterback D'Eriq King is one of the earliest movers and shakers of the NIL economy. He launched this website -- "The fan's direct connection to D'Eriq King" -- , signed a reported $20,000 deal with the moving company College Hunks.
Spartans kicker Will Coghlin is really getting into the spirit of the thing.
The regional food chain Runza, "with its signature bun stuffed with cabbage and ground beef," has offered all college athletes in Nebraska a flat rate to promote their rewards app on their social channels. The first 100 to opt-in get the deal, an amount that was not disclosed but cannot be more than $100 or so.
Basketball player Jordan Bohannon will sign autographs at a Windsor Heights, Iowa, fireworks stand.
If you're in the market for a home loan in the Atlanta area, do your pal Vols wide receiver Grant Frerking a favor and call the fine folks at Capital City Home Loans.
Last Stand Hats has signed Texas linebacker DeMarvion Overshown and defensive back Josh Thompson.
Brand New Platforms
Miami quarterback D'Eriq King and Florida State QB McKenzie Milton have co-launched Dreamfield Sports, described as "“NIL-based platform focused primarily on booking live events for student-athletes, including autograph signings, meet-and-greets and speaking engagements.”
Not a new platform overall but new to the college sports space, Yoke -- Cameo, but gaming -- is live with a number of college athletes.
Actual Cameo is in the game as well.
The biggest gaming platform in the world is also open for business as well.
This is all just the beginning, of course. A new economy is forming before our eyes. College athletes stand to benefit -- and if the athletes benefit, then the entirety of college sports will be better for it.