On the landscape of NIL payments to LSU athletes, it’s not a big deal, but national and state media Wednesday took note of a novel strategy by Louisiana attorney general Liz Murrill.

She is pioneering a campaign that will compensate athletes at LSU and five other state colleges for taking part in advertising attacking teenage vaping.

About $300,000 has been committed to the first state-funded NIL deal in Louisiana.  The money comes from a $10 million settlement from Juul Labs, which manufactures electronic cigarettes. While attorney general, Gov. Jeff Landry successfully sued, with the payment required to try to reduce vaping among youth 21 and under.

Detailing the initiative first reported by Louisiana Illuminator, public records show the state has committed $281,000 on Name, Image and Likeness agreements, with most ($225,000) directed to LSU athletes over the next three years. The balance will go to athletes at Grambling, Northwestern, McNeese, Southeastern and ULM, the public records showed. No specific information was provided by officials as to amounts or how the athletes will be chosen at LSU, but those involved elsewhere will get $1-3,000, the report said.

NIL packages for many LSU athletes are in six figures. NIL amounts are almost uniformly fractional at the five other state colleges involved in Murrill’s plan, and not widely distributed.

The deal also provides for another $125,000 to a private company that directs corporate partnerships for LSU Athletics, providing for advertising at LSU home sports events and on LSU-produced content.