The RoundHouse | 7/15/2021 4:24:00 PM
Name, image and likeness (NIL) policy could be called "Bet On Yourself" and it would sound catchier and provide a perfect description.
However, former Wichita State guard Fred VanVleet owns the market on "Bet On Yourself" branding and apparel. That is fitting, because VanVleet's preparation in college and work as a pro could be the role model for the NIL and how student-athletes might take advantage, whether by endorsing products on social media, running a camp for youngsters or as a spokesperson for a local business.
Caution: This is all new. Wichita State is working on its NIL policy. The state of Kansas declined to pass a state law. Some other states did. The NCAA says its temporary policy will remain in place "until federal legislation or new NCAA rules are adopted."
Everyone from conference commissioners to coaches are in the early stages of learning what NIL policies mean. There will be confusion, unintended consequences, and many questions.
Regardless, NCAA athletes who want to profit from their name, image and likeness would do well to think about VanVleet's career.
VanVleet is in Wichita for The Basketball Tournament this week, enjoying catching up with old teammates, Shocker coach
Isaac Brown and meeting the current Shockers. His advice to them starts with embracing the opportunities of the NIL and making smart decisions.
"I would say 'Get all you can get, but at the same time you have to negotiate and learn how to read a contract and learn how to determine your leverage,'" VanVleet said. "It's more so about self-confidence than anything, because we're all brain-washed to think that we don't deserve what we get, or we should feel bad about demanding our worth."
Everything he did, intentional or not, worked to build a VanVleet brand that fans loved and respected for reasons that stretch beyond putting a ball in a hoop. That work continued in the NBA, most of all because of his basketball talent. His rock-solid personality, integrity, and willingness to let fans in on his story helps immensely.
VanVleet committed to Wichita State and turned down offers from other schools who came in later to recruit him. He played great basketball and helped great teams win.
He told the story of growing up in Rockford, Ill., the death of his father in a drug-related shooting and how the support of his stepfather and mother guided him away from trouble and into big things. He admitted to acting like a jerk as a young basketball player when teammates frustrated him. He recalled arguing with his stepfather about early morning workouts.
Fans appreciated the insight into his upbringing. He remains committed to Rockford, where he is also seen as an inspiration to youth in tough situations, and his roots. When he got a half-sleeve tattoo on his left shoulder in 2015, he patiently explained the artwork honoring his deceased father and grandmother.
"People are not proud to say that they are from Rockford," J.D. Danforth, VanVleet's brother, told the Wichita Eagle in 2016. "He's making it cool to say that 'Hey, I am from Rockford.' A lot of kids around here need that positive influence to know that you can make it out of a place that's rough. You've got violence. You've got crime. Fred made it."
He served as a mature leader and spokesman for the Shockers, explaining the game, crediting teammates, and taking blame in losses. Fans trusted his words, laughing when he threw a zinger at Kansas after an NCAA Tournament win in 2015 or crying when he spoke after a career-ending defeat to Miami in the NCAA Tournament in 2016.
VanVleet's "Bet On Yourself" brand is more than T-shirts and hats available in his pop-up shop during the AfterShocks game on Friday. He turned down less-desirable options during the 2016 NBA Draft so he could sign a free-agent contract with Toronto and put himself in the best financial and basketball situation. He did so because of his confidence in his abilities. In November 2020, signed an $85 million deal with the Raptors.
At Wichita State, he recognized his worth. His life-long business savvy and entrepreneurial instincts allowed him to see his potential. While he missed this NIL policy by a few years, he spent his college time preparing for the business of basketball and life so he could get busy when his eligibility expired.
"Fred – his mind was already churning," said
Korey Torgerson, associate athletic director for compliance. "You look at what Fred has done with "Bet On Yourself" and the market has he created, he could have benefited from this."
VanVleet said he's been business-minded since childhood. He believes athletes should be proud of the work they put in for colleges and they deserve what they can get.
"It's something I've always had, the self-awareness and the confidence to know how to get a dollar," he said. "It's a hustle. Certain environments you grow up in and being around certain things, you develop it, or you don't. If the rules are letting people do it the right way, it's a beautiful thing."
VanVleet, a third-team All-American, NBA champion and two-time Missouri Valley Conference Player of the Year, will always be remembered for his basketball skills. That doesn't tell the whole story of VanVleet, who also did a lot of work off the court that current Shockers should know about.
Paul Suellentrop covers Wichita State Athletics and the American Athletic Conference for university Strategic Communications. Story suggestion? Contact him at paul.suellentrop@wichita.edu.
