Entire Pitt football team in on NIL deal

Earlier this week, Alliance 412, the preferred Name Image and Likeness (NIL) collective for the University of Pittsburgh, launched Oakland Originals, a new marketing firm for its signed athletes. Just a few days later, the collective announced many new player additions — an entire team to be exact.

Thanks to a new, seven-figure deal, each of the 85 scholarship football players on Pitt’s roster will be involved with the collective. While Alliance 412 was not willing to disclose the financial terms, the deal, on average, would provide each scholarship football player with five figures of income.

A source informed the Post-Gazette that the team’s deal with Alliance 412 will be distributed through monthly payments. Those payment amounts will not be equal. The deal with the football team features three different tiers of income. The Post-Gazette does not know the qualifications for each earning tier. The source added that players must fulfill agreed-upon charity obligations to receive their monthly payment.

“We are very excited,” Alliance 412 Chief Operating Officer Jeff Goldberg told the Post-Gazette. “And more importantly, the Pitt student-athletes we’re working with are just as excited.”

Thursday’s announcement comes as a major boost in Pitt’s NIL efforts. Mr. Goldberg informed the Post-Gazette that last season the collective had fewer than five football players signed. Adding an entire team, in his eyes, is a significant step.

“Obviously, there is a cash component to this, which is exciting for kids,” Mr. Goldberg said. “There are many where this will be the first time they’re involved in something like this. Some kids, based on the position they play, or for other reasons, can get left behind. This deal makes sure all scholarship football players are taken care of.”

Based upon its two announcements from this week, Pitt’s NIL vision is clear. Alliance 412’s strategy has a more entrepreneurial outlook. Not only do Pitt football players have money, but now, thanks to the Oakland Originals marketing firm, they have a platform that can help grow their brand, and potentially create additional revenue.

“Another thing we’re giving them is an opportunity to take advantage of another path,” Mr. Goldberg said. “They’ll have the chance to build another stream, another capability to build a brand or become an entrepreneur if they so desire. I look at this as a possible stepping stone to the next phase of their life. Whether that’s in sports, or not in sports, whatever field they choose, they have a chance to build themselves a foundation through Alliance 412.”

Mr. Goldberg said a large share of the new, seven-figure annual deal for the football team comes from Alliance 412 founder and CEO Chris Bickell. However, the collective hopes these recent efforts, along with more to come in the near future, will inspire more Pitt fans to get involved.

“I love what we are providing these players,” Mr. Bickell said in Alliance 412’s announcement video. “NIL is real. It’s here to stay. Providing these players an impactful opportunity that can help their lives means a lot to me.”

Noah Hiles: nhiles@post-gazette.com