South Carolina AD Jeremiah Donati Breaks Down NIL, Revenue, and Recruiting Challenges
COLUMBIA, S.C. – New South Carolina athletic director Jeremiah Donati addressed a wide array of topics on Friday during an hour-long presentation to the USC Board of Trustees. From Williams-Brice Stadium renovations to the Garnet Trust NIL collective, no stone was left unturned. However, the most debated topic was the evolving landscape of name, image, and likeness (NIL) deals.
Fair-Market Value and New NIL Regulations
One key issue raised during the discussion was the implementation of new NIL fair-market value rules starting July 1. Donati explained that any NIL deal exceeding $600 must align with a defined fair-market value range and be approved by a clearinghouse.
“Any NIL deal after July 1 is subject to fair-market value, which is going to be an appropriate range of compensation — those are going to be the magic buzzwords — over $600,” Donati said. He emphasized that deals falling outside this range could put student-athletes’ eligibility at risk if they accept unapproved offers.
For example, Donati said, if a local business like a pizza shop wanted to offer more than $600 for a sponsorship, the deal would need to go through a regulatory review to ensure compliance.
Recruiting and NIL: “The Wild, Wild West”
The topic of NIL sparked further questions from board members, particularly regarding the use of NIL in recruiting battles. Trustee Dan Adams shared an example of South Carolina competing for a top linebacker in the transfer portal.
“We just competed for a linebacker,” Adams explained. “We were gonna offer $400,000, and Mississippi took him for $800 (thousand).”
Donati acknowledged the challenges of competing in what he called the “wild, wild West” of the NIL era but noted that the new fair-market value rules should help level the playing field after July 1.
Though Adams did not name the player, the situation likely referred to Andrew Jones, a standout linebacker from Grambling State. Jones, who recorded 122 tackles last season, initially committed to South Carolina before flipping to Ole Miss just two days later. On3 estimated Jones’ NIL valuation at $312,000, making South Carolina’s reported $400,000 offer plausible.
Other Hot Topics: Revenue and Stadium Renovations
In addition to NIL, the presentation touched on South Carolina’s $20.5 million revenue-sharing cap, prompting one trustee to question how the funds would be allocated. “I bet our illegitimate cousins in the northwest corner are gonna put $20.5 million towards football and nothing else,” the trustee remarked, alluding to rival Clemson.
Meanwhile, updates on the planned Williams-Brice Stadium renovation highlighted the program’s commitment to enhancing the fan experience and facilities to remain competitive in the ever-evolving SEC.
Looking Ahead
As the July 1 NIL regulations approach, Donati emphasized the importance of adapting to the shifting college sports landscape while protecting student-athletes’ eligibility and maintaining competitive integrity.
“I’m looking at post-July 1,” Donati said, signaling a hope that clearer guidelines will bring order to the chaotic NIL marketplace.
