New NIL Program Allows Pac-12 Football Players to Monetize Highlights on Twitter

Last Updated on August 5, 2022

Starting in the 2022 college football season, Pac-12 players will have the opportunity to turn their best plays into more than just another addition to the highlight reel.

Twitter announced a partnership with the Pac-12 on Thursday that will allow players to upload their highlight plays to their accounts and receive NIL compensation. The program will use technology from the start-up Tempus Ex Machina to distribute video to athletes and monetization avenues through Opendorse’s NIL marketplace and Twitter Amplify. 

“Twitter has always been and will continue to act as the megaphone for athletes to use their voice,” David Herman, Senior Partner Manager at Twitter Sports, said in a press release. “Now they can leverage their most impactful moments on the field to earn meaningful NIL compensation. We’re thrilled to roll this program out with Pac-12 football and look forward to expanding it to sports and conferences across the country.”

The collaboration between the three companies and Pac-12 Conference aims to create a quick, streamlined process for student-athletes to monetize their highlights. 

Once student-athletes opt into the program through Opendorse, Tempus Ex Machina compiles plays from available angles into a reel that is immediately accessible postgame. From there, Twitter Amplify will include pre-roll advertising in the uploaded highlights to ensure monetization. 

The program will launch with football in the 2022 season and expand to men’s and women’s basketball in the winter. According to Twitter’s press release, this program marks the first time that student-athletes will be able to use social media and NIL to monetize game highlights.

“The Pac-12 is committed to providing our student-athletes with best-in-class technology, tools and promotional platforms that support their individual brands,” Pac-12 Commissioner George Kliavkoff said in a press release. “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.”

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