Most Valuable Agent with Matt Hannaford

Episode: Your Son Is Being Recruited? A Deputy AD Explains How College Baseball NIL Really Works

Guest: Will Lawler, Deputy Athletic Director for Legal Affairs and Player Management, University of Georgia

Date: March 4, 2026

Episode Overview

In this episode, Matt Hannaford sits down with Will Lawler, Deputy Athletic Director at the University of Georgia, to offer an insider’s perspective on how Name, Image, and Likeness (NIL) operates in college baseball. The discussion is especially relevant for parents of high school athletes, current college prospects, and anyone trying to navigate the fast-evolving landscape of college recruiting amid new NIL realities, the transfer portal, and recent legal settlements. Lawler explains what families need to know about NIL deals, scholarship changes, and institutional vs. external payments—and how these affect decisions for young players.

Key Topics and Discussion Points

1. Introduction to Deputy AD Role and the Evolution of College Baseball

[00:46 – 04:23]

• Will Lawler oversees legal affairs and player management at UGA.
• Player management now includes NIL considerations and handling contracts.
• The college baseball landscape dramatically changed since 2018, especially post-2021 due to new state laws and the NCAA's response.
• California's NIL law (not just court cases) triggered national change allowing student athletes to be paid for their name, image, and likeness.

"When I got to Georgia... it was 11.7 scholarships in baseball... Now, it’s completely different." – Will Lawler [01:48]

2. Buckets of Athlete Benefits Explained

[05:05 – 07:58] Lawler clarifies often-misunderstood terms and breaks down athlete benefits into four buckets:

• Incidental Participation Benefits: Food, travel, gear, technology, and training.
• Scholarships: Expanded from the old cap of 11.7, now a 34-player roster limit. The amount can vary by school, often influenced by Title IX.
• Revenue Share/Institutional NIL: Money paid directly from the school in exchange for the athlete granting marketing rights.
• Outside/Over-the-Cap NIL: Endorsement deals from external companies (e.g., Delta Airlines), not school-related.

"As people use the word NIL to mean a lot... it’s actually pretty narrow, what it actually is." – Will Lawler [05:07]

3. SEC’s Recruiting Advantage and Impact of Rule Changes

[08:32 – 10:20]

• Changes have allowed the SEC to become even more dominant, as they combine scholarship increases and NIL opportunities.
• Players from outside the South, like California, are now more willing to come to the SEC due to better opportunities and college experience.

4. Key Differences: School vs. Outside NIL Deals

[10:54 – 14:29]

• Institutional NIL: University pays for specific marketing rights.
• Outside NIL: External businesses pay for athlete endorsements.
• Schools can only promise a "best efforts" approach on external deals, but not guarantees, due to compliance—reinforced post-House settlement.
• Allocation of institutional dollars is capped ($20.4M across all sports); football, basketball, and baseball usually get the most.

"The primary difference is: one, institution is paying the student athlete... the other, payments are from an outside company." – Will Lawler [11:25]

5. Managing Dollars, Title IX, and Athlete Marketplace

[14:29 – 18:00]

• Departmental budgets and Title IX strongly influence how much money is distributed.
• Player market, transfer portal, and draft uncertainty add complexity.
• The underlying mission remains: developing players as people, not just athletes.

6. Purpose and Priority of College Athletics

[18:00 – 21:22]

• Lawler re-centers the conversation on education and holistic development.
• Financial considerations are important, but shouldn’t overshadow the original goals of college sports.

"The ultimate goal of college athletics was always meant to develop young people... sometimes we forget about that." – Will Lawler [18:00]

7. Unpacking the House Settlement and Compliance Mechanisms

[21:22 – 25:12]

• The House settlement (effective July 2025) formalized institutional NIL payments and established caps.
• Introduction of "NIL Go," a compliance platform:
  • All outside deals must be submitted and vetted for legitimacy and fair range of compensation.
  • Associated (school-related) and non-associated deals have different levels of scrutiny.

"If you get an outside deal... you have to submit it... is it a real business or are you just money laundering?" – Will Lawler [23:33]

8. Improving the NIL Process: Wishes and Frustrations

[25:23 – 26:19]

• Lawler would prefer a more streamlined, better-resourced compliance infrastructure.
• Current system feels like "building the plane as you fly it," leading to backlogs in vetting deals.

9. Working With Agents and Advisors: What Makes the Ideal Relationship?

[26:19 – 29:36]

• Lawler values agents/advisors who have good relationships with institutions, transparent communication, and realistic market knowledge.
• Trust in a school’s reputation for delivering (or not) on promised outside NIL deals is crucial for families.

"If there’s an adversarial approach from the beginning, that just bogs things down." – Will Lawler [27:03]

10. Coaching Staff Collaboration and Value Assessment

[29:36 – 32:47]

• Dollar allocation is a constant juggling act—balancing offers, draft/transfer uncertainties.
• Coaches’ evaluation models (eg., Wes Johnson’s) influence NIL package structuring.
• Player’s social following can enhance NIL value, as companies and compliance platforms consider audience size when justifying deals.

11. Reputational Risk: Social Media and Character

[32:47 – 33:45]

• Admissions and brands scrutinize prospects’ social media and reputation more than ever—controversial posts can negatively affect opportunities.

12. What Agents Need to Understand About Cap Space and Compliance

[33:45 – 35:06]

• Lawler urges agents to recognize hard financial limits and the need to structure deals that benefit both the athlete and the team.
• Spreading available cap space wisely is critical for team success.

13. Parallels With MLB and Future Rule Changes

[35:06 – 36:31]

• The House settlement is compared to MLB’s collective bargaining, where initial implementation leads to exploitation and subsequent reform.
• Expect ongoing tweaks and anti-circumvention rules.

14. Negotiation Strategies and Ethics—A Mutual Q&A

[36:31 – 40:08]

• Lawler asks: Do agents inflate rival school offers as leverage? Hannaford explains that strategy, reputation, and believability matter—experienced agents never jeopardize long-term trust.
• Negotiations unfold from the first conversation, not just at the bargaining table.
• Transparent, player-first agents build the most successful relationships.

"If you catch me lying about something one time, I'm a liar forever." – Matt Hannaford [38:13]

15. Transfer Portal: Pros, Cons, and Reputation Risks

[44:31 – 49:54]

• Transfer portal brings opportunity but also volatility: player loyalty, draft uncertainty, reputation risks for schools and companies.
• Too many transfers reduce graduation odds, the original point of college.
• Abusing early deals (committing and then jumping ship when the portal reopens) can burn relationships and future opportunities.

16. Essential Advice for Families with Recruited Players

[49:54 – 54:14]
Will Lawler’s “Top 3” for Parents and Recruits:

1. Coach Fit and Player Development Plan:
   • What are the academic and athletic development plans? Is there a clear pathway to MLB?
2. Understanding the Complete Financial Package:
   • Don’t overlook "hidden" benefits (food, facilities, training). Scrutinize scholarships and day-to-day support.
3. Clarifying NIL/Rev Share Terms:
   • Understand how much comes from the institution vs. external deals, and assess the school’s ability to actually deliver.

"Go to the place where you’re going to have some fun. Enjoy that college life. Develop and put yourself in the best position for life." – Will Lawler [55:14]

17. Rapid Fire: Quick Insights

[54:17 – 56:59]

• Why Georgia? → Coach Wes Johnson’s positive, systematic approach stands out.
• Advice for “commit and transfer for money” mindset: → Think long term; choose the school for development and experience, not just an immediate NIL bag.
• College Sports, 2030 Prediction:
  • Faster change than anyone imagined; expect a stronger regulatory body and preserved collegiate spirit, but also acknowledges the need for Congressional/court intervention.

18. Closing: The Future of College Baseball, NIL, and MLB Draft

[56:59 – end]

• Both agree: The mild chaos will resolve over the next few years, with college baseball benefitting from MLB draft changes (fewer rounds = more players in college).
• Process refinements (e.g., aligning draft/portal and improving NIL administration) will further strengthen college baseball’s role as a pipeline to the pros.

Notable Quotes & Memorable Moments

• "The ultimate goal of college athletics was always meant to develop young people...sometimes we forget about that." – Will Lawler [18:00]
• "In college athletics, it’s the same…there’s a business back here." – Matt Hannaford [15:37]
• "If there’s a proposal…asking that question, 'Have you ever not delivered on anything you’ve said?'" – Matt Hannaford [28:47]
• "If you catch me lying about something one time, I’m a liar forever." – Matt Hannaford [38:13]
• "[Players] will enjoy college. Go to the place where you’re going to have some fun. Enjoy that college life." – Will Lawler [55:14]
• "People love college sports…we’re at this tipping point…do you want to have college sports anymore?" – Will Lawler [55:41]

Useful Timestamps

• [00:46] – Lawler introduces the Deputy AD role and NIL responsibilities
• [05:05] – Four buckets of athlete benefits
• [10:54] – Difference between school vs. outside NIL deals
• [18:00] – Re-centering purpose of college athletics
• [21:22] – House Settlement & NIL regulations
• [26:48] – What makes a good agent/advisor
• [33:45] – Cap space and deal structuring for schools
• [36:31] – Lawler questions agent “leverage” tactics
• [44:31] – Discussion on transfer portal and loyalty
• [49:54] – Will’s “10-minute advice” for families
• [54:17] – Rapid Fire Q&A: Georgia, transfer temptations, and the 2030 future

Summary Takeaways

• Parents and athletes: Grasp the four buckets of benefits, don’t conflate institutional and external NIL, and scrutinize both school track records and advisor experience.
• Agents: Build trust, know market realities, and maintain transparency—reputation is currency.
• Prospects: Choose programs for development and culture as much as financial opportunities; make long-term decisions.
• Everyone: The current NIL and recruiting landscape is evolving rapidly, but the core ideals of education and player growth are worth preserving.