Buying Touchdowns: Quarterback Markets in the Name, Image, and Likeness Era

Abstract

The name, image, and likeness (NIL) era is upon us. Collegiate athletes are now openly paid for their market value with public debates raging over the impact this will have on the competitiveness of college athletics. Informed by a series of original interviews with industry professionals, this thesis presents an analysis of data on the premier division of college football, with a focus on the relationship between quarterback NIL earnings and scoring touchdowns. Analysis reveals that every additional $1,000,000 in quarterback pay is associated with nearly four more touchdowns over the course of a season. This qualitative finding also holds in a model controlling for the overall wealth of universities. By quantifying the relationship between quarterback compensation and offensive production, this thesis contributes to a broader understanding of how money now matters within modern college football.