Buffalo running back Messiah Burch broke an 87-yard touchdown run with 4:30 remaining Saturday to seal a 23-8 win over Toledo and send the Bulls to a bowl game. The sophomore is unsigned in the NIL market.
Buffalo finishes 6-6 overall, 4-4 in MAC play. The bowl assignment comes in mid-December. Burch carried 18 times for 142 yards against Toledo, his fourth 100-yard game this season. He now has 847 rushing yards through twelve games, third among MAC sophomores. His per-carry average sits at 5.8 yards, second in the conference among backs with more than 100 touches. He has no disclosed NIL deals.
The gap matters because bowl season accelerates the endorsement window for unsigned athletes with film. Burch's tape includes three runs over 50 yards this fall, all in conference games, all on regional broadcasts. Bowl games air nationally, often in prime slots opposite weaker NFL product. Agents and brand managers watch bowl performances to price deals for the spring portal period, when rosters turn and budgets reset. A strong 20-minute bowl outing can generate a $15,000 to $40,000 local endorsement deal by February, according to three NIL firm principals who spoke on background. Burch's current silence in the market leaves room.
Buffalo's athletic department generated $47.3 million in revenue for fiscal 2023, per NCAA filings. Football accounts for roughly 60% of that total. The Bulls have appeared in five bowl games since 2018, but none have produced a breakout NIL athlete. The program's collective, Bulls United, has focused spend on offensive linemen and defensive backs, positions with higher retention value. Running backs, especially those without 1,000-yard seasons, typically sign deals in the $8,000 to $12,000 range locally, clustered around Buffalo-area car dealerships and regional restaurant chains.
Burch transferred to Buffalo from Independence Community College in Kansas after the 2022 season. He redshirted his first year on campus, preserving three seasons of eligibility. His recruitment drew interest from two MAC programs and one FCS school. He chose Buffalo over Eastern Michigan and Ball State. His Instagram following sits at 3,200, modest by Power Five standards but serviceable for a regional athlete in a market the size of Buffalo. His most recent post, from November 18, shows him in team-issued gear with no visible third-party branding.
The bowl assignment will be announced December 8. Buffalo is projected for the Bahamas Bowl or the Camellia Bowl, both on December 21. ESPN holds broadcast rights to both. The Bahamas Bowl drew 1.4 million viewers last season. The Camellia Bowl drew 1.1 million. Either provides a clean stage. Burch's next game will be his first in front of a national audience with his name attached to real statistics.
Buffalo's coaching staff returns intact for 2025. Offensive coordinator Ron Whitcomb has run a zone-based rushing attack that generated 178 yards per game this season, fourth in the MAC. Burch is the presumptive starter next fall. His backup, Al-Jay Henderson, enters the transfer portal on December 9, per a source with knowledge of his plans. That leaves Burch as the clear backfield centerpiece heading into spring practice, a fact that changes his negotiating position with local brands and collectives looking to lock down 2025 commitments before spring budgets close.
Watch whether Burch signs representation before the bowl game. Agents typically wait until after the final game to avoid mid-season distractions, but bowl windows compress timelines. His film, his eligibility, and his lack of baggage make him a clean bet for a regional brand looking to spend $20,000 on a two-year deal. The 87-yard run will be the loop they use.
The takeaway
Burch's bowl-clinching run puts an unsigned sophomore with three years left in front of national cameras and spring NIL budgets.
Editorial & Disclosure Notice: This article was written with artificial intelligence from public sources and is published without individual human review. Artificial intelligence and other digital tools are also used for research, analysis, editing, formatting, and production. Errors, omissions, outdated information, or inaccuracies may occur. References to companies, brands, products, services, organizations, or individuals are for informational and editorial purposes and do not imply endorsement, sponsorship, affiliation, partnership, or approval unless expressly stated. All trademarks and other intellectual property remain the property of their respective owners. Opinions, analysis, estimates, and commentary are informational only and should not be construed as financial, investment, legal, tax, medical, procurement, or other professional advice. Information may be corrected, clarified, or updated after publication. Corrections or removal requests: jenny@pops4.com.
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