Thanks to ‘EA Sports College Football’, gamers are the new four-star recruits

Every year, the top college football schools in the country compete against one another to recruit highly ranked prospects coming out of high school. The current college football offseason, however, is looking a little different. Athletes are still being wooed by prestigious programs, but so are creators — and EA Sports College Football 26 is the main reason why.

College Football 26, which EA released on July 10, is the latest chapter in a video game franchise that dates back to the 90s. Early installments of the series rank among the best sports video games of all time, but the gridiron simulator was forced into dormancy after courts ruled that game publishers could not include amateur athletes who were (at the time) unable to profit from depictions of their likenesses.

The advent of name, image, and likeness (NIL) deals for college athletes changed the narrative. As the value of NIL deals skyrocketed, EA chose to bring back College Football, and players rejoiced. College Football 25 became one of the most-played games of the year.

College Football 26 is here, so it’s time for creators to make The Decision.

EA paid out millions to athletes to license their likenesses for use in its fan-favorite franchise. But the players aren’t the only ones to benefit from this gold rush — gamers are cashing in, too.

The Athletic reported that Bordeaux, a popular College Football creator on YouTube, received personalized packages from schools that wanted him to play for their teams on his channel. The bidding environment resembled the feeding frenzy that surrounds coveted high school recruits, and the University of Nebraska ultimately reaped rewards when Bordeaux chose to play as the Cornhuskers in College Football 25.

Now, with the next chapter of the sports simulator out, Bordeaux is once again bringing back his most visible formats. He recently posted an “imperialism” video that pits college football powerhouses against one another in search of territorial expansion.

Bordeaux is one of several creators turning College Football videos into a full-time job. “It shows how deep people’s love for their team is that they were so interested in what a random guy on the internet was going to do, because it could be their team,” he told The Athletic.

Creators are the new blue turf

In 1986, Boise State University covered its football field in bright blue artificial turf. Initially, the colorful field was a mere curiosity, but then something funny happened: Boise State started winning a lot of football games. Since 1999, the Broncos have brought 16 conference championships to the Idaho capital.

The correlation between the installation of blue turf and the reversal of Boise State’s football fortunes could be a coincidence, but the unique field allowed the Broncos to stand out, both literally and figuratively. When you have one of the best attractions for football fans inside your stadium, it helps convince players to come play for a school they may have otherwise ignored.

In the 2020s, creators are doing for schools what blue turf did for Boise State in the 90s and 00s. Features from popular gamers like Bordeaux draw attention to Division I football programs, giving them an edge in the recruiting game.

It’s not just football, either

Among many other creative projects, author and Vlogbrother John Green has become a fan of English soccer club AFC Wimbledon, his go-to choice in sim games like Football Manager. Green’s Wimby affinity started in pixelated fashion, but it has since extended to the real world. After buying a sponsorship on Wimbledon uniforms and helping the club sign new players, the elder Green brother took his fandom to the next level by acquiring a minority stake in the club.

For Green, Wimbledon ownership is a fun diversion that also entertains his fans. But for the club, support from a big-name creator is crucial. As some European clubs fold due to poor financial circumstances, others are seeing celebrity affiliation as a long-term survival strategy.

Thanks to the current nature of the sports business, anyone with a significant following can become involved in real-world operations. John Green and Bordeaux are two of the first examples of that trend — but they won’t be the last.