Pitt football helmet Sep 25, 2021; Pittsburgh, Pennsylvania, USA; A Pittsburgh Panthers helmet sits on the sidelines against the New Hampshire Wildcats during the fourth quarter at Heinz Field. Mandatory Credit: Charles LeClaire-USA TODAY Sports

The new NIL rules have unleashed a new era in college football, where top players have signed huge deals selling their Name, Image and Likeness.

But what about the third-string tight end and other lesser-known football players? Will they be able to earn NIL money?

A company formed by Pitt Panthers supporters aims to help every player on the football team share in the NIL bonanza. According to the Pittsburgh Tribune-Review, the new Alliance 412 (the Pittsburgh area code) will allow all scholarship football players to share in a pool totaling at least $1 million.

Pitt athletic director Heather Lyke recently informed players of the new deal. Not surprisingly, players were excited to learn they will be part of the NIL world.

Alliance 412 is registered as a Limited Liability Company. CEO Jeff Goldberg said that players will receive different amounts of money, but there will be other opportunities for players to earn money by participating in community efforts and charitable work.

“These deals are private to the kids,” Goldberg said (via the Tribune-Review). “As you saw from the excitement in the room, they are all on board with this. The focus is not to cause any friction within the locker room. In my opinion, it’s a very amicable, adequate sum.

“For all intents and purposes, they are ambassadors for Alliance 412. We have deliverables for them, whether it’s charitable work or working with our sponsors. To what degree, a lot of that somewhat depends on what the kids are wanting to do. I have a number of things that are available to them to expose them to the real world.”


About Arthur Weinstein

Arthur spends his free time traveling around the U.S. to sporting events, state and national parks, and in search of great restaurants off the beaten path.