When Name, Image, and Likeness (NIL) policies were approved by the NCAA in 2021, it started a new era in amateur athletics. “Amateur” is traditionally defined as athletes not paid from endorsements, salaries, or prizes. That soon went out the door.
Sheridan Hodson, co-founder of the sports card company ONIT Athlete, saw an opportunity. He could create a company connecting college athletes to their local fan bases while compensating them fairly.
“Fans in college really care about their team, and they want their athletes to do well,” Hodson told SC Daily. “They don’t really care about the star athletes from other teams.”
NIL meant that players of any age, at any stage of their career, could make money off their athletic careers. Amateur athletes could make money without worrying about losing playing time and eligibility or being fined.
The first NIL deals saw the most popular athletes rewarded with six-figure deals. Other athletes were able to monetize their huge following on social media to further capitalize on endorsements, like LSU gymnast Olivia Dunne.
Hodson envisioned a card company that would include every player on a team, including walk-ons, featuring women’s sports like volleyball, soccer, and gymnastics. That meant every team player would get paid, from the star quarterback to the very last walk-on.
In 2022, he co-founded ONIT out of Boise, ID. His first deal came with the Boise State football team. He knew he was onto something when all the packs sold out in 10 days. It was such a success that less than a year later, ONIT reached an agreement with Boise State athletics to produce cards of every team.
To date, ONIT has released cards of more than 25 football teams – including the highly-publicized Colorado Buffaloes. They’ve also done basketball cards for Alabama and Gonzaga, two women’s volleyball teams, and the Florida soccer team.
Licensed Products
ONIT cards are officially licensed by the NCAA and participating universities. Hodson knew it was important that fans see their school’s logo on the cards they collect.
Teams encompass everyone from well-known brands like Alabama football to teams with smaller followings like the University of Florida soccer team. But it’s that kind of inclusion that distinguishes ONIT.
The 2023 Bowman U Football release has a checklist with 200 individual players. That averages out to about a little more than one player representing the 133 FBS schools, the highest level of college football. That’s also assuming that every school is included.
By comparison, the 2023 Alabama football roster, including walk-ons, has 139 players. ONIT tries to include every single one of those players, and while it may present a challenge, it’s part of the company’s mission.
“It puts pressure on us, but I’ll tell you this – it brings the team together,” Hodson said. “Everyone on the team gets paid.”
The avenues to get pictures vary. ONIT will do everything from going through university “collectives,” contacting marketing agencies, and contacting individual athletes through email and social media accounts.
Every 14-card pack has a suggested retail price of $12.99. The highest print runs have been for the football teams at Alabama, Texas, and Ohio State, with 100,000 packs. In addition to base cards, packs contain limited inserts and one-of-one cards. One in every ten packs contains an on-card autograph.
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Collectors looking for cards of potential future pro stars will find a 2023 Ohio State Football set with Marvin Harrison Jr. 2022 sets that have players like Washington quarterback Michael Penix Jr., and Oregon QB Bo Nix, among others. The Alabama basketball set includes first round draft pick Brandon Miller.
Distribution
ONIT has taken a local approach to distribution. Cards are available on the company website, but they have partnered with on-campus and off-campus bookstores and local card shops. On game days, ONIT has been able to sell cards on stadium grounds to promote the products and the brand.
For every pack that is sold, athletes get 60% of the profits. It’s a point that Hodson is especially proud of, noting that other card companies pay out between 4% to 8% of profits.
“I think the universities like what we’re doing because we pay the athletes exceptionally well, we try to work with as many athletes as possible, and they’re awesome cards,” Hodson said. “I know it’s important for athletes and NIL directors to have as many players as possible represented. Our business model really resonates in college athletics.”
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