Built Brands’ BYU NIL deal: What inspired Nick Greer?

Built Brands CEO Nick Greer poses for a portrait in the Built Brands office in American Fork on Tuesday, July 26, 2022. Built Brands LLC supports the BYU Cougars football program and has name, image and likeness agreements with individual players.

Kristin Murphy, Deseret News

Looking back, Nick Greer’s relationship with BYU got off to an uneasy start.

After multiple attempts (four to be exact) to gain admission to the university of his dreams, the future Built Brands owner and CEO finally achieved what he wanted: an acceptance letter from Brigham Young University. Such dogged determination and resiliency helped pave the way to Greer’s successful entrepreneurial career, one that came full circle on a warm August day last summer in Provo when his health and energy foods company entered into a landmark name, image and likeness (NIL) deal with the BYU football program.

Growing up, Greer’s unflappable ambition to succeed amid adversity often led him to pull for the underdog, those who faced an uphill battle but were still willing to climb. As such, when it came time to formulate an NIL agreement with BYU football, Greer, 45, and Built Brands sought to offer something for those in the program who needed help the most, those who could really benefit from this new partnership — the walk-on, but more on that later.

A year of change

As everyone knows, college sports experienced mammoth changes during the past 12 months, the effects of which will be felt throughout the NCAA landscape for years to come. Among the changes, big dogs Texas, Oklahoma, USC and UCLA ditched their longtime conferences and partners in favor of more glamorous affiliations that could afford them greater access to the College Football Playoff and, of course, more money.

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The big-branded Longhorns and Sooners made a boom in July 2021 when they fled for the greener pastures of the SEC, while this summer, universities in the Pac-12 became collateral damage when the Big Ten extended its borders from the northeast coast to beachfront property in Los Angeles with the addition of USC and UCLA.

Still, when it comes to significant alterations to the college sports ecosystem, it could be argued the Supreme Court’s decision in June 2021 to allow student-athletes to profit from their name, image and likeness was the most monumental. The court’s ruling opened the floodgates to scores of previously unpaid college athletes to cash in on their name, image and likeness, with recruits often going to the highest bidder.

As the new NIL changes began permeating college sports, schools across the nation quickly jumped aboard, each seeking ways to capitalize on the new normal. As expected, the pursuit of high-profile talent would get expensive.

What about the little guy?

When Greer put …read more

Source:: Deseret News – Sports News

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