You know the playbook by now: Olivia Dunne once pulled in seven figures, Arch Manning inking Red Bull deals, Carson Beck making millions before turning 22; all powered by the NCAA’s 2021 NIL rule change. The formula has been simple: youth, hype, viral attention. That’s where “nichefluencers” enter, athletes whose power isn’t built on stats but on stories.

Yes, the NIL world just met its glitch in the matrix: a 58-year-old freshman defensive lineman at a Division III school (Lycoming College, Pennsylvania) with no scholarships, no primetime stage, and barely 6,000 Instagram followers. His name is Tom Cillo, now the oldest college football player to ever sign an NIL deal.

His deal? Aspercreme. And suddenly, one of the quirkiest signings in NIL history is making everyone stop and ask the same question: why him?

Why did Aspercreme bet on a 58-year-old

For most, college football at 58 is unthinkable. For Tom, it’s Tuesday — sore joints, tight muscles, recovery that lasts longer than practice. Because he’s chasing a dream most of us shelve decades earlier. At his age, aches and stiffness aren’t optional; they’re part of the game. Even after practice, it can take him a long time to recover. As he once said, “Whether you’re 18 or 58, you better have a little bit of crazy in you to step out on this field. This is college football, and it’s real, and it’s live contact, and it’s physical, and it’s tough.” Which is exactly why Aspercreme called.

The pain-relief brand isn’t chasing clout; it’s chasing a story. Tom Cillo embodies that philosophy perfectly. “You lose something when you age…the ability to give a damn what anyone else thinks.” Aspercreme agreed. In their words: Tom exemplifies our commitment to challenging “ageist stereotypes.” As the brand wrote via an email statement, “As a brand committed to empowering people 55 and older to live life on their terms, Aspercreme is challenging ageist stereotypes and showing that getting older does not mean slowing down.”

The partnership works because it isn’t contrived. Tom could receive a four-year supply of Aspercreme — fitting for a 6’0”, 227-pound lineman colliding with players four decades younger. More than perks, it signified something bigger: story-driven authenticity sells in ways follower counts don’t.

Why authenticity outshines NIL algorithms

Traditionally, NIL deals have heavily favored athletes from Power 5 schools: LSU, Alabama, USC, where massive media exposure and huge social media followings translate into big earnings. Average NIL payouts for these athletes hover around $43,000, with top earners like Arch Manning ($5.5M) and Carsen Back ($4.9M) dominating the headlines. Division III athletes, by contrast, have seen far fewer opportunities, earning an average of just $790 per player. Notable examples include:

Notable examples include:

• Jack Betts of Amherst College secured 35+ deals totaling over $13,000.

• ETBU athletes, who collectively landed 75 NIL deals through proactive programs and platforms like Opendorse.

But Tom Cillo’s story shows that influence doesn’t have to come from traditional metrics. Brands are increasingly seeing the value of story over followers. Authenticity > follower count. Story > viral trends. And Tom’s story? It’s emotional, human, and unforgettable. So, what is Tom Cillo’s story that made him famous in no time? His struggles.

The road back to football

Cillo first fell in love with the game at Williamsport Area High School in Pennsylvania, but struggles with alcohol and drugs forced him to quit as a freshman. For 33 years, he worked blue-collar jobs with the city’s streets and parks department.

Slowly, he rebuilt. He reconnected with football as an equipment manager, took up weightlifting, and even set a deadlift world record in his age group (580 pounds in the 55–59 division). Eventually, he found himself chasing the dream he’d left behind: enrolling at Lycoming College to play defensive line and pursue a degree in criminal justice.

Now, Lycoming- a school of just 1,200 is suddenly on the national map. CBS Sports featured him, Bill Cowher called him an “inspiration”: “When they say ‘never too late,’ you’re taking it to another level … stay healthy, get low and get down, and stay out of the piles … you are 58.” Messages from Bosnia to Australia. Teammates joke about seeing him in The New York Times, and his NIL deal with Aspercreme amplified the attention.

One 73-year-old woman even joined her church choir after hearing his story. As Tom Cillo reflects, “That’s the stuff that is probably the most powerful to me, just people reaching out from all over the world. Don’t hold yourself back. Don’t let somebody else hold you back. Do it.” That sentiment, do it, is why brands, fans, and even rivals are paying attention. Because Tom’s rise highlights not just what’s possible, but what’s been holding too many athletes back.

The hidden hurdles of NIL deals

Until now, athletes like Tom had little chance of a deal. The hurdles are real:

• Limited visibility: Athletes at smaller schools often fly under the radar compared to Power 5 programs.

• Age and market perception: Older athletes are often overlooked, even with compelling stories.

• Eligibility restrictions: NCAA rules can limit earning potential. Jett Elad (Rutgers) challenged NCAA eligibility restrictions that blocked his NIL opportunities, and Zakai Zeigler (Tennessee) sued for a fifth year, citing $2–4 million in potential NIL losses.

• Contract disputes: Promised payments don’t always materialize. Matthew Sluka (UNLV) alleged his NIL collective failed to deliver agreed-upon compensation, highlighting the importance of clear agreements.

• Audience alignment & brand fit: Some athletes’ stories don’t naturally align with a brand’s target market, limiting opportunities despite talent or authenticity.

• Resource gaps: Smaller schools often lack NIL infrastructure.

Tom Cillo isn’t just a feel-good headline. He’s proof of concept for the next NIL chapter: the rise of the nichefluencer. Influence isn’t about blue-chip hype, follower counts, or even age. It’s about being unforgettable.

For Aspercreme, Tom wasn’t a gamble; he was the perfect fit. For fans, he wasn’t a curiosity; he was a reminder that it’s never too late to chase something bigger. And for NIL, he’s a signal that the next wave of deals won’t be measured by clout, but by stories powerful enough to stop the scroll.

Because Tom Cillo isn’t just the oldest NIL signee. He’s NIL’s future.