Kansas QB Jalon Daniels announced an NIL deal from Adidas. Here’s how it happened

After wrapping up a career year with a career performance in the Liberty Bowl, Jalon Daniels continues to add to his brand.

The Jayhawks’ quarterback posted a new NIL (Name, Image and Likeness) deal to Instagram. The deal had been in the works “for a little while,” per the NIL collective that helped him secure it. More on that detail in a second.

The quarterback posted pictures in Adidas clothing with a caption: “You only get this type of reach when you overextend.”

Dan Beckler, President and COO of Mass Strategies (an NIL collective supporting KU student-athletes), confirmed to The Star on Monday that Daniels is an “Adidas NIL ambassador.”

The athletic brand took notice of Daniels’ stellar play in the 2022 season.

Daniels led the Jayhawks (6-7, 3-5 Big 12) to their first bowl appearance in 14 years. Kansas ultimately lost 55-53 to Arkansas in a triple-overtime Liberty Bowl thriller at Simmons Bank Liberty Stadium, but Daniels shined in the game.

The quarterback broke multiple Liberty Bowl records, including total touchdowns (6) and passing yards (544). Daniels threw for 2,014 passing yards with 18 passing touchdowns and four interceptions in nine games played. The Jayhawks went 5-4 in his appearances.

After Kansas’ hot start — the Jayhawks began the year 5-0 — Adidas reached out to Beckler about Daniels. The quarterback was excited, Beckler said, but had the same stipulation he has for all deals: It can’t take time away from football or his schoolwork.

“It’s been something that’s been in the works for a little while,” Beckler said. “He was able to find (time) during the bowl prep to really find an hour for him to do a couple of things for them and make it happen.”

Of course, the Jayhawks — as an athletic department — also have a deal with Adidas.

Daniels is no stranger to NIL deals. His deals include Wendy’s and Applebee’s, local apparel stores Rally House and Jock’s Nitch, and FanJolt, which provides a way for athletes and fans to interact online.

Beckler is an advocate for the benefits of NIL deals to student-athletes.

“NIL is literally breaking the chains of financial struggles for so many families,” Beckler said. “You think about all the money that parents will pour into their kids with traveling around to different basketball tournaments or football camps. They spend all this money just to try to provide an opportunity for their kids to get a chance (to play college sports).”

Beckler has seen firsthand how NIL has changed the lives of KU student-athletes.

“That is what NIL has rewarded,” Beckler said. “What is happening is these young men and young women are given an opportunity to use their name, image and likeness and be compensated for it. … They’re sending money that they get to back home to help provide for their families. That’s what’s just so cool about it is a mom or dad that had to work multiple jobs to help pay for all these things, the kids are able to give back.”

Daniels isn’t shy about giving back to causes he believes in.

He donated some of his NIL money to families needing meals on Thanksgiving, which Dillions, the grocery chain, doubled.

For Christmas, Daniels partnered with Lawrence’s Family Promise organization to give money to five single-mother households.

KU coach Lance Leipold has also spoken about the importance of NIL to the Kansas football program. In fact, Leipold called NIL “huge” during the press conference to speak about KU’s 2023 signing class.

“I think they (NIL and KU’s new stadium) are all pieces that continue to stack on top,” Leipold said earlier in December. “We need to continue to get better at (NIL) and we are. … It’s not something you don’t hope comes up in conversation. You’ve got to start talking about opportunities and plans within the rules of which we can do.”

Leipold’s new contract also has a clause regarding KU Athletics’ commitment to NIL.

“Athletics endeavors to make good faith efforts regarding name, image, and likeness with the aspirations to achieve a nationally competitive program,” Leipold’s contract reads, “by engaging boosters and supporters in a manner consistent with any applicable laws and regulations.”