Bronco Life: This Boise State volleyball player is riding in style thanks to an NIL deal

Boise State volleyball player Paige Bartsch didn’t have delusions of grandeur when she learned college athletes could monetize their name, image and likeness.

Athletes have been able to make money from endorsements, appearances, merchandise and more since the NCAA passed legislation that opened the door in July 2021. Several states have also passed NIL laws, but Idaho does not have one on the books.

“When I first heard about NIL, I was just hoping I would get a little deal,” Bartsch told the Idaho Statesman on Thursday. “Maybe a company would send me a T-shirt or something.”

Bartsch is still waiting on that T-shirt deal, but at least she’s driving around Boise in style.

Bartsch recently signed an NIL deal with Lithia Ford. It was announced on Wednesday, and the dealership is providing the sophomore with a 2023 Ford Bronco for a year. In return, she’ll promote the dealership and brand with social media posts and future appearances.

She’s responsible only for paying the insurance and taxes on the vehicle, which retails for $35,000-$40,000, according to Lithia Ford’s website.

“I feel so honored to be chosen,” Bartsch said. “It goes to show that female athletes can get these kind of deals.”

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Lithia Ford General Manager Jim Sterk said he reached out to Boise State in January, hoping to find a female athlete to work with. Bartsch’s was one of the first names he was given, so he had his team set up a meeting. He said he was blown away.

“She’s a Helena native and she chose Boise State over so many other schools,” Sterk told the Statesman on Friday. “She chose to leave Montana to become a Bronco, so we thought she should be driving a Bronco.”

Bartsch is the second athlete at Boise State enjoying a new ride thanks to an NIL deal with Lithia. Tight end Riley Smith got a new F150 pickup truck in May 2022. Its base model retails at about $35,000.

Sterk said the difference in the deals is that Smith came to him to initiate the process. He also said he plans to renew Smith’s deal for another year because “he’s been a great ambassador for us.”

Smith is one of eight seniors who will return to Boise State this year thanks to extra eligibility the NCAA offered players because of the impact COVID-19 had on the 2020 season.

Sterk said he isn’t sure whether Lithia Ford will shoot a commercial with Bartsch like it did with Smith, because of production costs and the limited shelf life of the ads. He also said he values the relationships Boise State is helping local businesses build with its athletes.

“They have their athletes’ best interest at heart,” Sterk said. “The athletes work hard to represent Boise and the entire state, and we think that’s something that should be celebrated.”

Bartsch said Boise State Associate Athletic Director Mike Walsh reached out to her while she was in Montana over winter break, saying the dealership was looking for a female athlete to partner with. She jumped at the chance.

“It’s a great opportunity to get my name out there a little bit,” said Bartsch, adding that she’s more likely to pursue other NIL opportunities after going through this process.

Bartsch said Boise State has done a lot to prepare athletes to take advantage of the new NIL landscape. She attended an NIL Conference in Atlanta in June 2022 and said it piqued her interest.

“I learned you really have to put yourself out there and you can’t be closed off to new ideas,” Bartsch said.

Bartsch met with representatives from Lithia Ford twice before she got the keys to her new Bronco. She said the first meeting was an informal interview, full of questions about her life, her family and their history with Ford.

The second meeting was probably more fun. It was all about figuring out which automobile fit best with the 6-foot-4 outside hitter. Bartsch said she landed on a white Bronco pretty quickly. It’s the first brand-new car she’s had.

“I’m already having a blast and it’s only been a few days,” she said. “I can’t wait to see what the future holds.”

Bartsch could see plenty of NIL deals the next couple of years if she keeps playing the way she has. She was named Mountain West Freshman of the Year after posting 152 kills in 2021. Last year she was dubbed the conference’s preseason player of the year and again earned All-Mountain West honors with a team-high 419 kills.