Alliance 412 Signs Pitt Football Team to NIL Deal

Every Pitt Panther on scholarship will be paid by Alliance 412.

PITTSBURGH -- This week, Alliance 412, who refers to themselves as "The preferred NIL collective of the University of Pittsburgh" announced that they would introduce a new marketing division to help promote Pitt Panthers athletes and their brands, but that wasn't the only move they've made. 

The bigger news came later in the week, when athletic director Heather Lyke and Alliance 412 COO Jeff Goldberg informed the Pitt football team that every player on scholarship will also be able to sign a deal with the collective. 

A team-wide deal is in order for @Pitt_FB ❗@Alliance_412 is delivering on their promise to change the game by providing the resources for student- athletes to grow on and off the field. pic.twitter.com/OrRLL1rx6w

— Oakland Originals (@OklndOriginals) August 10, 2023

According to a report from Chris Peak of Panther Lair, all 85 scholarship players on the roster will receive a deal worth five figures, with the total cost of paying the team worth upwards of seven figures. This would represent by far the most aggressive move the collective has taken expanding their reach into the NIL world to date.

Noah Hiles of the Pittsburgh Post-Gazette later reported that payments - the exact details of which were not disclosed - will be distributed monthly and not all players will make the same amount but the individual payments will average out to five figures of income per player. There will be tiers of payments, but the qualifications for getting to each tier are unknown. Fewer than five Pitt players had signed with Alliance 412 last season, according to the report.

Alliance 412 is backed primarily by Chris Bickell, a Pitt mega-donor and the CEO of Well Hive, an information technology firm that helps connect veterans with healthcare services, who pledged $20 million to the Pitt football program two years ago and has continued to support the football program at Pitt athletics at large in other ways. 

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