College Hoops Stars Help Sell Deodorant. Does Their Payment Stink?

Jenkins offers as more mixed assessment. “I like it, though it’s on the corny side,” says Jenkins, who owns a bar in Milwaukee. Even Jenkins thinks overexposure is hurting its appeal. “I’m kind of sick of seeing it,” says Jenkins. “Plus, I don’t need constant reminders about how old I am.”

(Drew, now the head coach of Valparaiso’s basketball team, did not respond to an interview request).

Sykes and Jenkins can agree on one thing: their compensation for the ad was too low. Without the passes from Sykes and Jenkins, and the shot from Drew, Axe would need a different spot. In effect, they’re serving as deodorant pitchmen; Axe is using their exploits to push a product. Millions of people watch March Madness; the brand’s revenues can potentially increase by millions as a result of this commercial campaign. So how much were Sykes, Jenkins, Drew, and the other players visible in the clip each paid for the gig?

$500.

“It’s going to pay one bill for me,” says Sykes. “Finally, it’s nice that somebody recognized that we should get something. But it’s not enough.” College athletes aren’t paid while they’re in school. “Without question, somebody is benefiting from this other than us.”

“The compensation, as low as it was, it’s nice to get something,” says Jenkins. “But after seeing how many times it’s played, I’m like, ‘come on now.’” (Both Jenkins and Sykes say that have yet to receive the $500).

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