Cam Skattebo's NIL earnings prove Arizona State can compete with the blue bloods

Money makes the world go 'round, especially in college athletics.

While it remains to be seen what the NIL landscape will look like with the House v NCAA settlement now finally approved, the fact remains that student athletes' ability to make money for their name, image, and likeness has become a critical selling point in the recruiting process.

The trend we've seen in recent years is that programs with deep-pocketed donors can now compete at a level they never could before. Take Texas Tech and SMU, two schools whose donor base is steeped in oil money, both of whom have landed seemingly every big recruit they talk to since NIL became a factor.

One program that does not just have piles of cash sitting around is Arizona State. Head coach Kenny Dillingham has often spoken about how the Sun Devils are near the bottom of the Big 12 in terms of NIL war chests, and that the donor base desperately needs to grow if the football program hopes to achieve sustained success.

It looks as if that tide is turning.

The NIL Store, which bills itself as the nation's leader in officially licensed NIL apparel, is holding its first ever NIL Awards. One award category recognizes the top earning male athlete, regardless of sports, and Sun Devil star Cam Skattebo is one of the finalists.

Notably, Skattebo is one of just two football players to be named finalists for the distinction, alongside fellow running back Ashton Jeanty. The other three finalists are basketball players, including presumptive first overall pick Cooper Flagg; that checks out, as basketball programs typically spend more per player given the smaller roster sizes.

Skattebo's inclusion on this list comes as a bit of a surprise, given the general discourse around Arizona State's NIL funds, or lack thereof. Clearly, that aspect has improved dramatically if Skattebo is one of the top earning athletes in college sports.

It also sends a loud and clear message to recruits all over: you can make money at Arizona State. Not only is Skattebo now in the NFL, but he apparently was well compensated for his efforts in getting there, too. That's a huge boost to the sales pitch that Dillingham and the rest of his staff are making to recruits all over the nation.