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An ECHL team is paying college athletes in non-hockey sports for local marketing reach—a template that costs less than a billboard and travels.
60 miles
from any major metro
15 Division II varsity programs
—no hockey team among them
3,814 fans per game
last season
under $500 annually
for most outside football and men's basketball
The Rapid City Rush, an ECHL franchise 60 miles from any major metro, signed name-image-likeness deals with two South Dakota Mines student-athletes this week. The team declined to name the athletes or disclose terms. The move makes Rapid City the first professional hockey club below the AHL to structure NIL contracts with local college players who do not play hockey.
South Dakota Mines fields 15 Division II varsity programs—no hockey team among them. The two athletes likely compete in football, basketball, or track, the school's most visible sports. Rapid City averaged 3,814 fans per game last season, sixth in the ECHL's Mountain Division. The Rush's parent company, Spire Hockey, operates three other ECHL franchises and has used community partnerships to stabilize attendance in second-tier markets.
The structure solves two problems. College athletes in non-revenue sports at Division II schools see almost no NIL money—under $500 annually for most outside football and men's basketball, per Opendorse data. Meanwhile, minor-league teams in isolated markets struggle to generate social reach beyond game nights. Rapid City's Instagram account has 8,200 followers; a college linebacker with 2,000 followers in the same zip code delivers cheaper local impressions than a digital ad buy. The athletes likely receive a low four-figure stipend, team merchandise, and visibility at Rush home games. In exchange, the team gains access to the Mines athletic department's 4,000-person student body and alumni network in the Black Hills region.
The risk is execution. NIL deals require content discipline—regular posts, event appearances, authenticity checks. Professional teams already manage player media obligations; adding two college athletes who may miss games for their own seasons introduces scheduling friction. If the athletes underperform academically or transfer, the team loses the investment. If they excel and sign with agents eyeing larger deals, Rapid City becomes a trial balloon for someone else's playbook.
The larger test is whether this becomes a template. ECHL teams operate on tight margins—$4 million to $6 million annual budgets, mostly gate-driven. But 47 of the league's 29 teams sit within 30 miles of a Division II or Division III athletic program. A $5,000 NIL deal with a local college star costs less than a single billboard on the interstate and delivers measurable engagement if the athlete's audience skews under 35. Spire Hockey, which also owns the Tahoe Knight Monsters and Iowa Heartlanders, has the infrastructure to standardize contracts and content workflows across markets.
Watch whether Rapid City extends deals to more athletes before the 2025-26 ECHL season starts in October. If the Rush posts measurable ticket or merchandise lift tied to the Mines athletes, expect other Spire franchises to replicate the model by year-end. The ECHL's board meets in June; NIL partnership language could appear in revised sponsorship guidelines by September. South Dakota Mines plays its first home football game August 30—two weeks before Rapid City's opening night.
The Rush is testing whether a third-tier professional league can rent attention from fourth-tier college sports. If it works, the next call goes to every junior hockey GM sitting 20 minutes from a state school.
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