Kiyan Anthony NIL Era Commences

Below are the top NIL headlines from Friday, February 28th - Sunday, March 2nd:

Syracuse Basketball Signee Kiyan Anthony Stars in AT&T Commercial

This weekend, legendary Syracuse coach Jim Boeheim and former Orange star Carmelo Anthony reunited in a new AT&T commercial, this time alongside Anthony’s son, Kiyan, and NBA Hall of Famer Dwyane Wade. The ad, part of AT&T’s "Guaranteed Madness" campaign, features the unveiling of a “Mini Melo” statue and ties into the excitement of March Madness. Boeheim, who ranks second in all-time coaching wins and fourth in NCAA tournament victories, cherished the opportunity to work with the Anthony family again. Kiyan, a Syracuse commit for next season, expressed his excitement about the collaboration and future NIL opportunities: “It was a great way to tie it in, especially with me going to Syracuse in a couple of months and possibly playing in March Madness next season.” This opportunity will help Kiyan get more NIL deals, where he will be a popular target for brands, due to his million followers on Instagram.

Syracuse basketball has faced challenges in recent years, largely due to a lack of NIL funding, with only about $2 million allocated for the team this season.

However, with new revenue-sharing rules and the launch of Champion 'CUSE—a $50 million fundraising campaign aimed at supporting Syracuse Athletics—the program hopes to regain its competitive edge. Despite recent struggles, Syracuse generates the second-highest revenue in men’s college basketball, trailing only Duke. With increased financial resources and the new revenue sharing rules expected to start next season, giving Syracuse a big advantage, it should give the Orange a chance to return to national prominence in the coming years.

San Diego State Basketball NIL Recruiting

San Diego State University is already in negotiations to retain its men's basketball players for next season, even though the season is far from over. The March Madness bracket will be released in less than two weeks, on Sunday March 16th, and San Diego State is a projected 10 seed right now but worrying about next season's roster. This is because NIL deals have forced programs to re-recruit their own players just as aggressively as they pursue new ones.

“You have to secure your roster now, because if they go portal, it’s unlimited free agency with no salary cap,” head coach Brian Dutcher said on “The Field of 68” podcast last week. “People (from other programs) are calling on the kids already.” As SDSU prepares for potential changes in NCAA regulations, the MESA Foundation—its primary NIL collective—remains central to funding player retention. However, the program's estimated $2 million budget for 2025-26 still falls short compared to high-major programs, which allocate between $3.5 million and $5 million for NIL deals for their basketball team.

Despite recent fundraising successes, SDSU faces an uphill battle to keep its roster intact. “We are very aware that in order to retain the group of guys we have and to address a few of the openings, we could be in the range of $1 million to $1.5 million behind where we need to be,” said Jeff Smith, founder of the MESA Foundation. The school’s proactive approach includes launching a new campaign before the season ends, focusing on retention rather than recruitment. 

The NIL era has made player retention more complex, as external influences like agents and rival collectives lure athletes away with lucrative deals. “There are agents out there soliciting offers for players who haven’t even signed with them,” Dutcher noted. “Some of the offers out there aren’t real. They’re fake. But some are real.” The Aztecs must balance immediate roster needs with long-term sustainability, navigating a system where uncertainty is the only constant. “Yeah, you do everything you can,” Smith concluded, “but I don’t know if we feel like we’ll know everything up until the very last minute, unfortunately.”

Diego Pavia Hires PR Firm

Vanderbilt quarterback Diego Pavia, one of the most talked-about players heading into next season, has signed with AthleteZ PR to expand his personal brand in the NIL space. Pavia, who made national headlines after leading Vanderbilt to an upset over then-No. 1 Alabama, has quickly become a household name in college football. “This past year has definitely been a whirlwind for me,” Pavia said. “As I look to continue to share my story and connect with brands and media, it was an easy decision to partner with Megan and AthleteZ PR.”

AthleteZ PR, founded by former adidas and WME Sports executive Megan Curry, specializes in navigating the evolving NIL landscape for student-athletes. “We designed AthleteZ specifically to move the Name, Image, and Likeness era forward,” Curry stated. “There is no better student-athlete to collaborate with than Diego, a polarizing force both on and off the field.” With AthleteZ PR’s support, Pavia is poised to further elevate his brand while continuing to break barriers in college sports. 

His NIL portfolio, which includes deals with Raising Cane’s, The NIL Store, Slim Chickens, and Vanderbilt’s Anchor Impact collective, is expected to grow significantly with professional representation.

Beyond his on-field success, Pavia has made a lasting impact on the structure of college sports. After transferring to Vanderbilt, he sued the NCAA, arguing that his junior college years should not count toward his overall eligibility. The court ruled in his favor, setting a precedent that allows athletes to extend their college careers and maximize their NIL earning potential. This landmark decision has changed the trajectory of college athletics, further cementing Pavia’s legacy beyond just football statistics.