October 21, 2024
One college golfer has more Instagram followers than Tiger Woods and Rory McIlroy combined, another would have earned over $1.3 million in just three months if he wasn't an amateur, and a particular high school golfer’s mere presence at an event can set the internet ablaze.
J.R. Smith, Luke Clanton, and Charlie Woods might not have much in common off the course, but when it comes to NIL and the value they bring to amateur golf, all three are primed to command big dollars.
J.R. Smith Oakley brand partnership photo shoot | Oakley
Two-time NBA Champion J.R. Smith is no stranger to name, image, and likeness.
As a former professional athlete, Smith brings something to NIL that many amateurs are still attempting to gain—experience capitalizing on a personal brand.
With nearly nine million social followers, Smith has more than many of the biggest names in professional golf and ranks as the second most followed college athlete, only behind LSU’s Livvy Dunne with 13 million.
While the 39-year-old may have gained most of his following through basketball, when it comes to NIL, the measure of followers and fans isn’t limited by sport. What matters is that Smith has their attention, and that’s gold for brands.
Now, in his fourth year competing for North Carolina A&T, Smith has made his mark in golf while, at the same time, landing deals with major labels that value what he brings to the game. Lululemon selected him as their first male golf ambassador. Oakley signed him to a multiyear deal to tap into the growing interest in golf, and High Noon launched a campaign featuring him in a golf giveaway.
This unique blend of athletic skill and commercial appeal is exactly how Smith remains in the headlines. Whether it’s spotlighting his game on the course, opening up about his time in the NBA, or candidly talking golf and life on his "Par 3 Podcast," he is always in the mix.
With an impressive career that fans love to reflect on and a personal brand that’s continuously evolving, Smith is a college sports outlier.
What’s most interesting is that despite the traction he's gained with NIL, all conversations about Smith’s valuation have virtually gone unsaid.
We’re finally saying the quiet part out loud.
Luke Clanton at the 124th U.S. Open at Pinehurst | Timothy L. Hale/ZUMA Press Wire
If Luke Clanton had professional status, his PGA TOUR appearances this year would have earned him over $1.3 million (coincidentally a number similar to our valuation).
With seven TOUR starts, six made cuts, and three top 10 finishes, including a solo second, Clanton has redefined what it means to seize an opportunity. That opportunity has allowed the world's top-ranked amateur golfer to showcase his exceptional talent on the game's biggest stage while demonstrating golf's unique power in elevating NIL brand partnerships.
From this perspective, what the Florida State golfer is doing can best be summed up in three words: Union Home Mortgage. With logo placement in two prime spots, Clanton’s home lending sponsor has gained unparalleled visibility. His additional apparel sponsors, The Battle's End, an FSU collective, and Good Good Golf, have also enjoyed the ride on his coattails.
One of the best examples of this came when Clanton was mic’d up for a nearly three-minute walk and talk during the third round of the TOUR's John Deere Classic. The unmissable moment was an NIL goldmine: national TV coverage, viral social engagement, and industry-wide headlines—all centered around Clanton, who started the day two strokes off the lead.
While the details of Clanton’s NIL deals remain undisclosed, we do know that Union Home Mortgage set him up with a private jet to travel from the Wyndham Championship to the U.S. Amateur. The Battle's End, which has had placement on Clanton's sleeve since the beginning of the year, announced a new contract on July 11, suggesting a potential update to their original agreement.
Thanks to PGA TOUR University Accelerated, the 20-year-old is well on his way to locking up his PGA TOUR card. With 15 points on the books, it will likely happen before the school year ends. However, it wouldn’t surprise anyone if he followed in the footsteps of former Alabama golfer Nick Dunlap and secured membership with a PGA TOUR win.
Despite his personal success over the last several months, Clanton’s primary goal for this season remains team-oriented: winning a national title with his FSU teammates.
Charlie Woods at the 2023 PNC Championship | Darren Lee/Cal Sport Media
Some of the most valuable NIL partnerships are built on family reputations. Athletes like Bronny James, Shedeur Sanders, and Arch Manning are prime examples of this phenomenon, leveraging their famous last names to secure lucrative partnerships in the evolving landscape of amateur sports.
As the son of Tiger Woods, arguably one of the greatest golfers of all time, Charlie Woods is the newest legacy athlete to capture the attention of the sports world. At just 15 years old, the fascination surrounding the younger Woods is unprecedented.
It's been nearly five years since his swing first went viral, sparking widespread interest and speculation about Woods’ potential. That moment made it clear that we had a "mini-Tiger" in the making, igniting the imagination of golf fans everywhere.
For The Benjamin School sophomore, NIL opportunities are limitless. His name alone makes him one of the most recognized junior athletes in today's sports. Woods has a built-in fan base, not only inherited by his famous father but also passionate fans of the game. Because of this, companies that partner with Woods gain exposure that few amateurs can rival.
When a sponsor secures a spot on Woods’ apparel or gear, they gain visibility that can quickly snowball. Each time he's captured on camera, these brands become part of a larger narrative. Photos and videos of Woods don’t just make headlines; they’re enshrined in golf history, guaranteeing a lasting impact for the brands linked to him.
Despite the buzz surrounding Woods, his camp has been notably quiet regarding NIL deals. While rumors have circulated, Toby Harbeck, his golf coach at Benjamin, has stepped in to debunk them. Regardless, Woods will be in the driver's seat once he's ready to make moves.
While we're still getting to know Woods’ game, he's already proven he can compete. With a state championship under his belt and a win at the 2024 South Florida PGA Junior Cup, a U.S. Junior Amateur qualifier, he's showing promise.
Being a decent player will keep Woods at the top of our valuation list.
Being great will write NIL history.
