Anti-vaping campaign helps LSU student-athletes get an extra $225,000 in NIL money

The LSU Tigers got a big NIL boost from an unexpected campaign.

According to the Louisiana Illuminator, Louisiana Attorney General Liz Murrill will use NIL for an anti-vaping campaign. The state agreed to spend $281,000 on NIL deals with athletes, with $225,000 going to LSU over three years. The remaining $56,000 will be paid to the University of Louisiana Monroe, Grambling, Northwestern, Southeastern and McNeese athletes.

The report says Playfly Sports Properties, a private company that manages the athletic department’s corporate partnership, will pay the money. It's not known which LSU athletes will partake in the anti-vaping campaign.

The money is part of a $10 million lawsuit settlement the state of Louisiana won against Juul. Former Attorney General Jeff Landry claimed the company targeted their vapes to underage citizens.

People critical of Louisiana using public money to invest in LSU NIL

Although the money comes from a lawsuit settlement, some people don't agree with the state using public money to invest in NIL at LSU and other schools.

“I just question this approach because while you’re addressing an important issue, opening up a whole other can of worms by paying college athletes with public dollars feels very problematic,” Peter Robins-Brown, executive director of Louisiana Progress, an advocacy group for poor and marginalized people, said in an interview.

"Im having a hard time imagining when it would be appropriate to pay college athletes, especially college athletes at state universities, with public dollars, to be a part of any kind of ad campaign."

As part of the deal, anti-vaping signs will be posted at LSU volleyball matches, men’s and women’s basketball games, gymnastic meets and baseball, softball and soccer games. There will also be 30-second commercials in all men’s and women’s basketball and baseball broadcasts and 500,000 digital ad impressions on LSUsports.net.

This comes after LSU coach Brian Kelly asked for more NIL money for the Tigers. The coach also said he would match up to $1 million in NIL for whoever donates to the collective.

LSU struggled in 2024 going 8-4 as the Tigers will play Baylor in the Texas Bowl on Dec. 31. Since taking over as LSU coach, Kelly has gone 28-11 but has yet to make the playoffs.