How NIL Changed The Game For Gymnasts At The 2024 Paris Olympics
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PARIS, FRANCE – JULY 25: Sunisa Lee of Team United States practices on the balance beam during a … [+] Gymnastics training session in the Bercy Arena ahead of the Paris 2024 Olympic Games on July 25, 2024 in Paris, France. (Photo by Elsa/Getty Images)
When the NCAA’s NIL (name, image and likeness) rule went into effect on July 1, 2021, it was right before U.S. elite gymnasts Suni Lee, Jordan Chiles and Jade Carey were headed to compete in their first Olympic Games in Tokyo. Following Tokyo, all three gymnasts went straight into the NCAA – which meant for the first time athletes could get the best of both worlds: representing their country at the highest level and competing for their school while also getting monetary compensation for their accomplishments and the value of their NIL.
But that can be a lot to navigate. Read on to see why NIL is so important to collegiate athletes, how athletes like reigning All-Around Olympic Champion Lee handled it, and how talent agencies like SMITH&SAINT strategize as they negotiate deals for the Olympic gymnasts they represent all while prioritizing each athlete’s mental health.
History of NIL
NIL had been in the works since 2009 when Ed O’Bannon, a former UCLA Basketball player, filed a lawsuit arguing athletes should be paid for using their names and faces in video games. By 2015, an NCAA policy change paved the way for the Power 5 conference schools to start awarding their athletes stipend pay, between $2000 and $5000 per full scholarship athlete, for living expenses.
I saw first-hand how important the stipend was for collegiate athletes. As an NC State University gymnast, I was awarded a stipend and know many athletes in sports around our ACC campus who would be waiting for their check to clear each semester to assist with travel to go home between semesters and living expenses that a scholarship just can’t cover.
Finally, in September 2020, a federal bill was introduced for NIL, and it was enacted in July 2021. While athletes who had just graduated, like me, couldn’t benefit from the new rule, it’s an important one for collegiate athletes. This is especially true for gymnasts who, unlike soccer, baseball, basketball and football players, have no pro leagues to turn to following the end of their collegiate careers.
Olympian Suni Lee On NIL and Giving Back
Because of NIL, Lee was able to come out of her success at Tokyo and head straight to Auburn University without forgoing sponsorships. “I was fortunate to be coming off the heels of the 2020 Tokyo Olympics when I began my collegiate career,” she recalls. “So I was able to leverage my win on the world stage with being under the lights every Friday night. In that first year, I partnered with brands like Meta, Target, Gatorade, Crocs, Free People Movement, Invisalign, and many more.”
HARTFORD, CONNECTICUT – MAY 18: Sunisa Lee waves to the crowd prior to the 2024 Core Hydration … [+] Classic at XL Center on May 18, 2024 in Hartford, Connecticut. (Photo by Tim Nwachukwu/Getty Images)
Lee also talked about the importance of partnering with brands that share her same values.“ I see myself as a combination of an athlete and an influencer, and by influencer I mean someone who influences others to do good, whether for themselves or for their community. Every partnership that I have has to align with my values, and we often structure our partnerships with give-back elements that pour resources or funds into causes that are close to my heart. As a brand ambassador for Free People Movement, we brought awareness and funds to Girls Inc., my CLIF partnership was tied to Voice in Sport to close the opportunity gap in sports, and I worked with Amazon to donate $50,000 to my elementary school, just to name a few. I also think it’s incredibly important to partner with brands that are an authentic fit, brands that you love and use on a daily basis and are a true part of your life.”
If you’ve been to JFK recently, you’ve probably seen Lee in SKIMS jumping with the American flag behind her. CEO and Founder of SMITH&SAINT Britt St. George — the talent agency representing Lee — says that the SKIMS campaign is a great example of Lee’s love for a brand materializing into a formal partnership. “This is a brand that Suni not only wears on a daily basis but also a brand that is an official Team USA partner, so there’s lots of synergy. And the commitment SKIMS made to inclusivity (both Olympians and Paralympians were tapped to represent the brand) was something that Suni was particularly drawn to, too.”
Refinements with NIL
While Lee says she’s fortunate to have a great team behind her to look out for her best interests and help build her future, she’d like to see colleges help all of their athletes as they navigate NIL.
“A lot of NCAA athletes don’t have agents, and I think there’s an opportunity for athletes who are new to this space to get taken advantage of because they don’t know their worth or the value that they bring to brands,” states Lee. “They may be eager to sign a contract but not fully understand the rights they’re giving away. It would be great for schools to supply more resources and protections for their unrepresented athletes.”
Agency Expertise
SMITH&SAINT represent ⅗ of the Women’s Olympic Team (Suni Lee, Jade Carey and Hezly Rivera), so they’ve become expert at helping these world-champion athletes capitalize on their visibility through sponsorship deals and career navigation. Read on as the talent team discusses NIL, brand fit and mental health.
Kasey Nelson: What sponsorships did NIL open up for Jade at Oregon State and Suni at Auburn?
MINNEAPOLIS, MINNESOTA – JUNE 30: Jade Carey reacts after competing on the floor exercise on Day … [+] Four of the 2024 U.S. Olympic Team Gymnastics Trials at Target Center on June 30, 2024 in Minneapolis, Minnesota. (Photo by Elsa/Getty Images)
Britt St George: “For Suni and Jade specifically, coming into college with such a spotlight already on them while brands funneled money into a completely new marketing channel unlocked through NIL was an opportunity of a lifetime. Most importantly, though, these athletes are now able to get a college degree under their belt, live the life of a normal young adult that’s especially important for elite athletes, and experience the joys of collegiate sports.”
Kaila McWilliams: “Jade has been able to build long-term relationships with brands like Toyota, RW Knudsen, Dove and Cracker Jack, and Suni with brands like Gatorade, LoveShackFancy, L’Oreal and Target. Both have also had the opportunity to create signature custom leotard lines with GK Elite, which has really resonated with the next generation of gymnasts.”
Nelson: What’s the process of deciding which brands are the best fit for each athlete you represent?
Madison Smith: “It all starts with talking with our talent and seeing what brands and products they use daily. From there, it’s ensuring each brand partnership aligns with their mission and goals. We don’t just say yes to every deal that comes their way. Every partnership is intentional and impactful. Authenticity is so important in building a trustful dialogue with your audience, so even if it’s a brand that our athlete has never used before, we make sure that they test the product and believe in the product before moving forward with the deal. As athletes, they have so much power in their influence, and it’s so important for them to only align with like-minded brands as they have so many people looking up to them.”
Nelson: If any sport needs mental health prioritization, it’s USA gymnastics. What does your team do to make sure it’s a top priority for your clients? Post-Paris Games, what are some of the main moves you’ll make to set these Olympic gymnasts up for success?
Smith: “We put the relationship at the center of everything we do and truly prioritize their mental health above all else. These athletes are coming off the greatest high of their careers and need the support of a team around them to navigate what happens next. Many of these athletes may go back into training, but for some, their life completely changes as they close the door to their sport. Whether you’re continuing your sport or retiring, mental health is such a priority for us because of everything they go through leading up to the Games and after. Being there to support them as humans and caring for them on a deeper level outside of the deals they are working on is one of the biggest missions behind SMITH&SAINT. Our talent are family to us, and we are there for them through the ups and downs of their career – constantly cheering them on no matter what. Being a resource for them and a shoulder to lean on while also pushing them to get the help they might need is the most important part of our job.
Post-Games, each athlete has a different strategy. We’ve been working with all our talent leading up to Paris and planning what comes next for them. We’re always thinking ahead and strategizing for their future – no matter what happens at the Olympics. A lot goes into our strategy sessions with our athletes and learning their passions when not competing. They have incredible potential to go on and do amazing things, and it’s our job to bring their ideas to life and present them with opportunities that make sense for their brand.”