It is done in the NFL. It's called an endorsement deal, whereby an athlete is paid to endorse a product based on the value of that athlete's name's being attached to the brand. It's what NIL was supposed to be before it became, through SMUification*, unvarnished pay-for-play...I've been thinking a lot about why NIL is prevalent in college football and doesn't seem to be relevant in any other sport other than college basketball, but even that pales in comparison. Why isn't this done in the NFL?
* - SMUification noun | /ˌsmoo-ɪ-fɪ-keɪ-ʃən/
Etymology:
Mid-1980s American collegiate slang, from SMU (Southern Methodist University) + -ification; first whispered in compliance offices, later mainstreamed in the early phases of unregulated "Name, Image, and Likeness" (sic) collegiate athletics deals.
Definition:
- The process by which college athletics are transformed into a lavish, booster-funded spectacle when alumni of a major public university or small but wealthy private university - armed with abundant disposable income and a nostalgic indifference to rules or ethics - attempt to purchase overnight competitive dominance for their alma mater's sports teams, especially in football.
- A cautionary condition marked by recruiting miracles, stunning transfer portal acquisitions, and the collective amnesia of anyone who remembers NCAA rulebooks or the intended meaning of "NIL".
Characteristics:
- Rapid influx of cash described as “enthusiasm,” “community support,” or “sound investment.”
- Competitive success that accelerates faster than governance structures can invent new acronyms.
- Public insistence that this time it’s different, modern, transparent, and definitely allowed.
- Commitment to spend more next year when this year's team fails to win a playoff game (e.g., SMU 2024) or to make the playoff field or even its weak conference's championship game (e.g., SMU 2025)
Usage:
- “What started as NIL ended in full-blown SMUification.”
Synonyms:
Boosteritis, Pay-to-Play Maximalism, Efficient Player Pricing Mechanism, Pony Up Capitalism
Antonyms:
Humility; work-ethic; The Process
See also:
Death penalty (collegiate, historical); rule circumvention, creative; money cannon
Note:
Often invoked ironically, sometimes prophetically, and almost never by Dallasites wearing red and blue.

