The release came across the wire this morning—BioSteel Sports Nutrition Inc. (“BioSteel”) announced the signing of Division I quarterback D’Eriq King, making him the brand’s first collegiate name, image and likeness (NIL) deal and first college football ambassador.
A couple of quotes followed; King talking up why this product is imperative to his training—smart about what goes into his body and what not—while co-founder and co-CEO John Celenza praise the Miami Hurricanes’ quarterback as being an ideal brand fit, wishing him well on the season.
BioSteel also lists Patrick Mahomes, Luka Dončić, Ezekiel Elliott, DeAndre Hopkins and Jalen Ramsey as brand ambassadors—as well as some “smaller sport” athletes and the USA Hockey Team—but King is the first college athlete the hydration specialists have signed.
As of July 1st, King already landed sponsorship deals with College Hunks Moving Company, The Wharf (event venue in Miami), Murphy Auto Group and Dreamfield—as well as creating his own logo—a graffiti-like “D-King”, with an orange “1” representing the “i’ in his name; the mark itself emulating a king’s crown.
Six weeks later, King signed on with the Florida Panthers—where he’ll appear at some games, engage with fans on social media and produce digital content for the local NHL franchise.
Safe to say the whole NIL—name, image and likeness—NCAA ruling has played well in King’s favor; as did his decision to sit out his final season at Houston in 2019 (he played in the first four games, before sitting). The decision paved the way to his one-year transfer to Miami—a bonus season granted in 2021, by way of COVID and last fall’s quirky, quarantine-defined, socially distanced season—where the almost 24-year old King decided to return for a sixth season as a college quarterback.
NIL RULING; BLESSING, CURSE, BOTH, OR NEITHER?
There’s a deeper dive to be done on all things NIL—a long-overdue ruling in the eyes of many, though one that still has its detractors.
Terence Moore, a sports journalist and contributor at Forbes admits the NCAA had no choice to comply—but was quick to follow up with the claim it will damage both football and basketball on the collegiate level.
Moore states that the Transfer Portal “is about to go nuts”—the NCAA announcing that players can now transfer once before graduating, without having to sit out a year.
By mid-May a record 1,500+ basketball players declared for the NCAA’s version of free agency—with football expected to see their own version of a mass exodus; playing time no longer the only key query—where can players go to maximize their financial portfolio, which school, city and fan base will result in more followers than another.
On the surface, it all sounds harmless, but Moore believes the modern athlete with the individual mindset is about to go next-level, with winning becoming secondary.
Moore also pointed out the fine print with some schools, versus others—the University of Georgia now allowing their athletes to use the school’s iconic “Power G” logo for endorsements deals—while the University of Tennessee has zero problem with their players displaying the Volunteers’ logo, or brand. Rocky Top for the win with this advantage-giving decision.
The rest of the argument falls rather flimsy—Moore’s mention that athletes will struggle to figure out how to pay taxes (while stating that universities don’t have the bandwidth to help players figure it out), as well as perceived dissension between teammates—that haves, versus the have-nots who aren’t earning, potentially causing locker room drama.
As for that sea of players transferring—he never explains how this is necessarily an issue—just that it’s happening in larger numbers than before.
What Moore completely ignores, outside of the small competitive advantage Tennessee might’ve given itself over Georgia—or other schools overly-protective of their mark—the different sales pitch universities can give based on their strengths against other’s weaknesses.
KING UNLOCKED CHEAT CODE WHEN CHOOSING MIAMI
As mentioned earlier, King’s transfer from Houston to Miami in spring 2020 is the ultimate reason the quarterback is seeing the type of attention he’s garnering from brands who want to align with him. If he were suiting up for his final season in the AAC with the Cougars, instead of the ACC with the Canes—he’d be prepping for Texas Tech this weekend, instead of a highly-touted showdown against the Alabama Crimson Tide in Atlanta.
The Cougars will also face Rice, Grambling, Navy, Tulsa, Tulane, Temple and a handful of other scrubs—outside of Memphis and South Florida in September.
Post-Alabama, Miami hosts the Big Ten’s Michigan State mid-September and a standard conference schedule—including what should be a prime-time showdown against a Top 10 North Carolina squad, the in-state annual battle against Florida State and other quality match-ups against Virginia, North Carolina State, Pittsburgh, Virginia Tech, Georgia Tech and Duke—all pumped out via ESPN, ABC and the ACC Network.
Conference and opponents aside, what about the city of Miami versus Houston—or the likes of Tuscaloosa, Clemson, Columbus, Gainesville, Tallahassee or Baton Rouge, for that matter?
The University of Miami has long been at a disadvantage for decades as a private university in large, diverse metropolitan city.
THE MAGIC CITY; REBIRTH DUE TO NIL SHIFT
Where the typical college town revolves around a successful football program, Miami remains an events-driven environment—as there is tremendous competition for the entertainment dollar and a slew of ways to spend one’s time, other than a stadium on a Saturday afternoon watching a non-championship caliber football team.
Miami’s ascension to the top of the college football world in the early 1980’s was the result of being a cutting-edge, outlier program who tapped into the nation’s best hotbed of athletic talent well before anyone else. Howard Schnellenberger kept local legends home—Melvin Bratton, Alonzo Highsmith and others who changed the game—and the Hurricanes were living proof that speed killed; defenses that smashed the wishbone and option, while Miami’s offense left slow and pasty Big Ten defenders choking on their dust.
Over time, other programs made their in-roads to South Florida’s treasure trove of talent—while these public universities who built football factories tapped into big alumni dollars to fuel their rise to glory—something the Hurricanes couldn’t use to their advantage, as the majority of UM supporters are local non-alum who pull for the program as they would the Dolphins, Heat, Marlins or Panthers.
All this to say, the pendulum could swing back in the Hurricanes’ favor as this NIL shift in thinking helps level the playing field. What Miami can’t offer in college town undying support, packed stadiums and big-fish-in-a-little pond adoration—it’s a legitimate paradise with sand, beaches, beautiful people, diverse culture, celebrity and entertainment. Miami Hurricanes players and coaches live in a place other folks pay to experience for a few days on vacation.
There’s a reason celebrities have flocked to the area for years—multi-million dollar homes on Fisher or Star Island, Coconut Grove or Key Biscayne. There’s a reason so many free agent athletes find their way to Miami at some point in their career—knowing it will create a season in life like no other.
Here I am in the place where I come let go—Miami the bass and the sun set low. Everyday like a mardi gras, everybody party all day. No work all play, okay. So we sip a little something, lay to rest the spill. Me an Charlie at the bar runnin’ up a high bill—nothin’ less than ill, when we dress to kill. Every time the ladies pass, they be like “Hi, Will”.
Can y’all feel me, all ages and races, real sweet faces. Every different nation—Spanish, Hatian, Indian, Jamaican, Black, White, Cuban, and Asian. I only came for two days of playing—but every time I come I always wind up stayin’—this the type of town I could spend a few days in. Miami the city that keeps the roof blazin’.
Party in the city where the heat is on. All night, on the beach till the break of dawn. Welcome to Miami…
The old whack-track by Will Smith is a bit dated decades later, but the lyrics and sentiments still hit hard. There isn’t any place in this country like Miami—especially for high-profile athletes looking to live the good life.
THE U: TRANSFER PORTAL DREAM DESTINATION
There’s a reason “The U” has become the hottest transfer destination for college football’s best over the past few seasons. Before King.
Tate Martell didn’t ultimately pan out, but the former Ohio State quarterback and start of Netflix’s QB1 series was considered a crown jewel-type grab in January 2019—and Martell’s decision sparked the transfer of former high school teammate and 5-Start USC safety Bubba Bolden to UM.
Prior to that duo, Miami also reeled in former 5-Star defensive end Jaelan Phillips from UCLA—the oft-injured, underdeveloped talent ultimately playing his way into a first round NFL Draft pick this spring; reeled in by the Dolphins and thrilled to remain in his adopted city.
Wide receiver K.J. Osborn found his way to UM in this cycle, as well—followed by Miami nabbing defensive end Quincy Roche, kicker Jose Borregales—as well as two key offensive line pick-ups in Issiah Walker Jr. and Jarrid Williams.
In this most-recent off-season, the bounty continued with defensive end Deandre Johnson—a Southridge product who opted for Tennessee out of high school—returning to the hometown program to run it back, as well as offensive lineman Justice Oluwaseun of UNLV. The Canes also nabbed veteran Oklahoma wide receivers Charleston Rambo, who is expected to start against the Crimson Tide this weekend—as well former Georgia cornerback and Southridge grad, cornerback Tyrique Stevenson.
All the aforementioned players took their talents to Coral Gables to play for Miami—simply for the football and the city and prior-to the NIL rule was put into place.
If this was the type of damage third-year head coach Manny Diaz and staff could do on the portal recruiting trail—just imagine the sales pitch when the city of Miami is now also part of the package as a money-making playground for college football players who moonlight as influencers?
The King Effect showed on the field last year, as Miami worked its way to 8-3 in the shortened season—as well as the locker room, where the transfer quarterback’s charisma, winning attitude and leadership skills helped cut through a long-time toxic culture at “The U”.
Next up, for the Texas native—laying and providing a blueprint for current and future teammates to follow in regards to image creation. pitching product, social media strategizing and laying the first building block in a personal-brand empire—with Miami the perfect backdrop for the journey.
Chris Bello has been covering University of Miami athletics since the mid-nineties. Getting his start with CanesTime, he eventually launched allCanesBlog—which led to a featured columnist stint with BleacherReport. He’s since rolled out the unfiltered, ItsAUThing.com where he’ll use his spare time to put decades of U-related knowledge to use for those who care to read. When he’s not writing about ‘The U’, Bello is a storyteller for some exciting brands and individuals—as well as a guitarist and songwriter for his band Company Jones, who just released their debut album “The Glow”. Hit him on Twitter for all things U-related @ItsAUThingBLOG.