# The SEC is Targeting Players with NIL Deals

Published 2021-09-18 · Updated 2026-03-26 · Sports & Entertainment on MarketScale
Canonical: https://www.marketscale.com/industries/sports-entertainment/the-sec-is-targeting-players-with-nil-deals

> The SEC is not only stealing away the two largest Big 12 schools to their conference, but individual programs are now luring players to transfer to the SEC on the promise of helping them secure fresh NIL deals. Is this game of “agenting” the new reality of college football competition? I spoke with a young…

The SEC is not only stealing away the two largest Big 12 schools to their conference, but individual programs are now luring players to transfer to the SEC on the promise of helping them secure fresh NIL deals. Is this game of “agenting” the new reality of college football competition? I spoke with a young entrepreneur who, taking full advantage of the new NIL rules, has already started his own sports group to help athletes land exciting deals: Justin Hayata, CEO of Ronin Sports Group. Hayata also gave insights on whether fans are experiencing any new technology as they re-enter stadiums and arenas, including Red Rocks Amphitheater’s Amazon biometrics partnership, and to what effect.

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