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Pac-12, Twitter form NIL partnership for players tweeting highlights

Sportsnaut
Dec 3, 2021; Las Vegas, NV, USA; Pac-12 commissioner George Kliavkoff speaks before the 2021 Pac-12 Championship Game between the Oregon Ducks and the Utah Utes at Allegiant Stadium. Mandatory Credit: Kirby Lee-USA TODAY Sports
Credit: Kirby Lee-USA TODAY Sports

Football players and men’s and women’s basketball players at Pac-12 institutions soon will have the option to be paid per tweet.

The Pac-12 announced a name, image and likeness (NIL) rights partnership with Twitter and other companies that will allow athletes in those sports to monetize videos of their highlights on social media.

Sports tech startup Tempus Ex Machina will give participating athletes access to a customized video after each game, showing their highlights from different camera angles. When players tweet their personal clips, Twitter will add pre-roll advertising and the athlete will receive some of the ad money.

Twitter did not disclose how the revenue would be split between the athletes and the companies.

The Pac-12 claims it’s the first NIL deal of its kind. It will begin with the 2022-23 academic year.

“The Pac-12 is committed to providing our student-athletes with best-in-class technology, tools and promotional platforms that support their individual brands,” commissioner George Kliavkoff said in a statement. “Our partnership with Tempus Ex is focused on enhancing our student-athlete and fan experiences, and today’s announcement is another important step in positioning the Pac-12 as a leader when it comes to student-athlete promotion and brand building.”

–Field Level Media