Baylor Coaches Embrace NIL Efforts With ‘We Pay Players’ T-Shirts
By Darian Kelly
Last Updated on August 8, 2024
Programs seek every opportunity to market and maximize their name, image, and likeness initiatives, with revenue sharing on the horizon for college athletics. During the start of Fall camp, Baylor Football assistant coaches were seen on the practice field wearing t-shirts with the phrase “We Pay Players.” Baylor Football’s X profile posted a picture of the coaches wearing the shirts with the same caption.
Unlike some programs, Baylor has taken a bold stance with its new NIL-inspired t-shirts. The quote originates from remarks head coach Dave Aranda made during Big 12 Media Days when asked about recruiting efforts. Aranda said candidly to Craig Smoak of 365 Sports, “We’re paying players.” Coach Aranda then gave more context to his quote, clarifying that Baylor’s approach to recruiting is not merely transactional.
“We talk about buying players, what you don’t want to do is make it so it’s so transactional that that’s what it is,” he said. “You’re buying and discarding and off and on.”
GXG, a non-profit organization that assists Baylor athletics in creating NIL opportunities, will receive a portion of the profits from selling the shirts, which are available at Baylor’s NIL store. Although Baylor did not have a dedicated NIL strategy a few years ago, they are looking to bolster those efforts, starting with their “We Pay Players” merchandise. Moreover, GXG has launched GXG Elite as a Baylor fan and donor-focused NIL membership program. Members of this program receive exclusive perks, including access to special events, behind-the-scenes content, and merchandise.
The “We Pay Players” campaign has quickly gone viral, demonstrating Baylor’s bold approach to NIL initiatives. This strategy highlights the school’s commitment to supporting its athletes and sets a precedent for other institutions to consider more daring NIL tactics. Since the campaign has gained traction, schools may adopt bolder strategies to enhance their NIL programs.
The success of Baylor’s approach could inspire a positive shift in how colleges nationwide engage with NIL opportunities and market their athletic programs. With the newly formed Big 12, Baylor will seek to maintain a strong presence in the conference by leveraging its innovative NIL efforts, potentially shaping the future of college athletics.
