Campfire Film & TV has struck a deal with LSU worth $1 million for exclusive rights to produce “The Money Game,” a documentary series centered on Name, Image, and Likeness (NIL) featuring Tiger athletes during the 2023-24 academic year. The contract, as per a document acquired by Sportico, includes a seven-figure payment to LSU, distinct from any “talent fee” negotiations Campfire will conduct with participating athletes, who will receive compensation in the form of NIL benefits. Notably, LSU staff like football coach Brian Kelly will not be compensated for their involvement.
“The Money Game,” co-produced by Axios Entertainment and Shaquille O’Neal’s Jersey Legends, received approval from Amazon’s Prime Video last month. O’Neal, an LSU alum, is involved in the project. The documentary aims to track top college athletes through a particularly intense year in collegiate sports.
The agreement mandates that each student-athlete participating in the series will be provided with a contract outlining their roles and compensation. This arrangement between LSU and Campfire sets a precedent for future deals between production companies and universities seeking to showcase behind-the-scenes narratives of student-athletes capitalizing on their publicity rights.
Navigating NCAA restrictions on schools’ involvement in athletes’ NIL, Campfire had to tread carefully, reflected in the agreement’s provisions. LSU agreed to certain access requirements for athletes, coaches, and administrators, including interviews, filming permissions, and promotional activities.
The production timeline spans approximately 16 weeks, with up to 20 days allocated for off-campus filming. LSU retains significant control over the show’s presentation, with the right to review and provide feedback before each episode’s final edit.
According to Cody Worsham, LSU considered multiple offers before selecting Campfire, prioritizing financial terms, partnership quality, and shared vision for the narrative. O’Neal’s involvement added a sense of trust, given his connection to NIL and LSU’s history.
Initially considering a separate show for women’s basketball, LSU opted to integrate it into “The Money Game,” leaving room for a potential standalone production by Jersey Legends in the future, as outlined in the Campfire agreement.
