Below are the top NIL headlines from Thursday, March 6th:

AJ Dybansta Unique NIL Strategy

AJ Dybantsa, the nation’s top high school basketball recruit who is committed to BYU, is taking a unique approach to managing his burgeoning brand and NIL opportunities. Instead of hiring a traditional sports agent, Dybantsa’s family has enlisted the guidance of sports marketing expert Leonard Armato, a well-known figure in the industry who previously helped build Shaquille O’Neal’s brand. The partnership came to fruition after Shaq himself endorsed Armato to AJ’s father, Ace Dybantsa, who serves as his son’s manager. With a track record of transforming athletes into commercial powerhouses, Armato’s role is to strategically position AJ in the evolving NIL landscape while allowing him to focus on basketball. Already projected to earn over $5 million in NIL deals, AJ’s brand-building efforts are beginning with key endorsements, including Red Bull and Nike, with expectations of a significant renewal this summer.

The Dybantsa family’s approach reflects a broader shift in athlete representation, where more players are choosing to forgo traditional agents in favor of a more direct, hands-on management model. This trend is evident in the NBA, with stars like Shai Gilgeous-Alexander and Kevin Durant opting to be represented by close associates rather than industry-standard agencies. Armato believes the modern media environment allows athletes to act as their own brands, leveraging their platforms to connect directly with fans and sponsors. As AJ prepares to join Brigham Young University under head coach Kevin Young, his camp is taking a measured approach to brand expansion, gradually increasing social media presence and endorsement partnerships without compromising his on-court development.

For AJ, the long-term vision extends beyond basketball. Inspired by Shaquille O’Neal’s success in media and business, he aspires to build a career in broadcasting once his playing days are over. His father, Ace, remains deeply involved in guiding his career but recognizes the value of experienced advisors like Armato in navigating the complex NIL and branding ecosystem. As the landscape of athlete management continues to evolve, Dybantsa’s path may serve as a blueprint for future elite prospects seeking to maintain control over their financial and professional futures while maximizing their earning potential.

AAC Sets Minimum NIL Spending Rules

The American Athletic Conference (AAC) has become the first NCAA conference to establish a minimum revenue-sharing standard for its member schools, setting a precedent in the evolving landscape of college athletics. Announced as part of its Minimum Investment Program, the initiative requires schools to distribute at least $10 million in additional benefits to athletes over a three-year period beginning in the 2025-26 academic year. Commissioner Tim Pernetti emphasized the significance of this decision, calling it a defining moment for the conference. Schools can meet this threshold through various means, including scholarships, direct revenue sharing, and Alston payments—an academic stipend some institutions already provide. This move signals the AAC’s commitment to athlete compensation and its desire to remain competitive amid the financial disparities between power conferences and Group of Five schools.

To ensure compliance, the AAC will review schools’ participation at the conclusion of the 2027-28 academic year, with potential membership status reviews for those failing to meet the requirement. However, service academies Army and Navy are exempt due to federal funding restrictions. The $10 million benchmark was established following an extensive analysis by the Huron Consulting Group, which assessed the financial landscape of the league. While the conference will not dictate how schools allocate the funds, it expects many institutions to exceed the minimum requirement. The policy was overwhelmingly supported by conference leadership and has been formally integrated into the league’s bylaws, with an annual review process in place to monitor progress.

The AAC’s decision positions it as a leader among non-power conferences in adapting to the new revenue-sharing era, aiming to close the financial gap with more lucrative leagues such as the SEC and Big Ten. While power conference schools are expected to spend upwards of $10 million annually on athlete compensation, many AAC institutions face financial constraints due to smaller television contracts, ticket sales, and sponsorship deals. Despite these challenges, the conference has consistently sought to elevate its status, achieving competitive success in football and securing promotions for its top programs to the Big 12 and ACC. By implementing a structured revenue-sharing model, the AAC hopes to strengthen its long-term viability and enhance the student-athlete experience in an increasingly professionalized college sports environment.

NIL Collectives Respond to Criticism

NIL collectives are pushing back against negative perceptions surrounding their role in college athletics. Since the NCAA’s 2021 policy change allowing athletes to profit from their NIL, critics have argued that college sports have become driven by financial incentives, with athletes chasing the highest bidder and boosters wielding excessive influence. However on March 5th, at the Future of Sports: Sea Change in College Sports event, leaders in the NIL collective space challenged these views. Jonathan Gombinski, managing director of Canes Connection at the University of Miami, emphasized that collectives primarily focus on securing brand deals and financial literacy for athletes rather than simply facilitating high-dollar recruitment battles. He noted that most NIL earnings go toward practical needs like mortgage payments and retirement savings, rather than extravagant spending.

Despite these efforts, NIL collectives continue to face skepticism. Russell White, president of The Collective Association, attributes much of the controversy to the newness of the collective model, which has only existed for a few years. To combat misinformation, The Collective Association is actively working to educate the public on the real functions of collectives, which include advising athletes, preventing exploitative practices, and advocating for fair NIL policies at both state and federal levels. White argued that collectives are unfairly blamed for the chaos in the NIL landscape, when in reality, they serve as a stabilizing force by sharing best practices and ensuring compliance within a rapidly evolving system.

Panelists also addressed misconceptions about the influence of collectives on roster decisions and coaching authority. While NIL opportunities have become a factor in athlete recruitment and retention, Gombinski and White asserted that traditional considerations—such as academic programs, team culture, and playing time—remain critical to student-athletes' decisions. They also dismissed the notion that donors and collectives dictate coaching decisions, reinforcing that head coaches retain control over their rosters. As NIL continues to evolve, collective leaders stress the importance of shifting the narrative away from financial opportunism and toward a broader understanding of how these organizations empower student-athletes both on and off the field.