Driving Recruitment: The Rise of Car Dealer Influence
In the ever-evolving landscape of college football, car dealers have emerged as significant players in shaping programs and attracting talent. This trend, deeply rooted in history, has gained new momentum with the advent of Name, Image, and Likeness (NIL) deals. According to a detailed report on ESPN, dealers in Texas and beyond have been forging connections with college athletes for decades, providing vehicles as a form of incentive long before NIL policies made such arrangements official.
Today, these partnerships are more visible and structured. For instance, Christopher Late of Vanguard Auto Group in Texas has been instrumental in supporting the Texas Longhorns. Late shared, 'After about three or four years, players call the dealership and we'll help sell 'em cars. And then the players after they leave Texas, they call me to sell them cars because they trust that I'll take care of 'em.' This relationship has coincided with the Longhorns' improvement from a 5-7 record to a Big 12 title and two straight College Football Playoff semifinal appearances.
NIL Era: Formalizing Deals with Star Athletes
The introduction of NIL rules has transformed how car dealers engage with college athletes, moving from under-the-table arrangements to legitimate marketing partnerships. A report from The Athletic highlights that dealers now offer car leases for 12 months in exchange for promotional posts on athletes' social media accounts. This shift not only benefits the players with access to luxury vehicles but also provides dealers with high-profile exposure through young sports stars.
Specific examples underscore the scale of these deals. Over 50 Oklahoma athletes recently joined a campaign with Fowler Automotive, with 22 of them receiving cars, as facilitated by Learfield's Sooner Sports Properties. Similarly, Ohio State quarterback CJ Stroud has a deal with Sarchione Auto Gallery, allowing him to select any car from their lot and swap it every 45 days in return for using his name, image, and likeness in advertisements. These arrangements highlight how NIL has legitimized and expanded the dealership-player dynamic.
Another notable case involves the Utah Utes, where every scholarship player received a 2024 Ram 1500 Big Horn truck, showcasing how entire teams can benefit from such partnerships. These deals are not just about cars; they're strategic investments in branding and community engagement, often involving appearances at events to inspire younger athletes.
Historical Ties and Future Implications
The connection between cars and college football isn't new. As far back as the 1980s, stories like Eric Dickerson's Trans Am at SMU pointed to the influence of vehicles in recruiting, often leading to NCAA scrutiny. A historical piece from Banner Society notes that cars have always been a currency in the sport, reflecting the deep American affinity for automobiles intertwined with football culture.
Looking ahead, the role of car dealers in college football seems poised to grow. With NIL budgets for major programs ranging between $13-20 million, as reported by Sports Illustrated, the financial stakes are high. Dealers like Late express pride in contributing to program success, stating, 'It's pretty neat to think that I had a little bit of something to do with getting the program back on track.' As these partnerships evolve, they will likely continue to shape recruitment strategies and player experiences in college football.