Ceili McCabe becomes first Canadian runner to sign NIL deal

The 2024 Olympian from Vancouver is breaking barriers for Canadian athletes in the NCAA.

Canadian 3,000m steeplechase record holder and national champion Ceili McCabe has officially become the first Canadian to sign an NIL (Name, Image, Likeness) deal, partnering with Swiss athletic brand On.

The Vancouver native, 23, who competes in the NCAA for West Virginia University (WVU) is one of the biggest up-and-coming talents and already has two senior national titles to her name. The agreement caps off an incredible track season, where she ran the steeplechase national record of 9:20.58 and made her Olympic debut in Paris.

“On really stuck out to me because of their experience with international athletes in the NCAA, and the flexibility they had as a brand in terms of individual sponsorships as well as groups post-collegiately,” says McCabe on her decision to sign with On. “It seemed like a brand that would be supportive of finding the best situation [for me] after college.”

The deal marks a significant milestone for Canadian athletes in the NCAA, as they have traditionally faced challenges in securing such partnerships due to student visa restrictions, which prohibit international students from earning money during their studies. With the help of her coach and agent, McCabe was able to meet with a few brands to discuss offers and means of adhering to the requirements of her NCAA eligibility and student visa.

“Technically, I am not allowed to promote the brand in any way,” McCabe said when explaining how her team worked around the terms of her U.S. student visa. “What I can do in the U.S. it is pretty minimal beyond wearing their gear and spikes [depending on whether WVU will allow her to],” she says. “Once at home, I would be able to make posts or repost [On] on my platforms.” Since WVU’s track program is endorsed by Nike, there are still some barriers that need to be addressed when it comes to wearing On’s gear during competition.

McCabe says there is more to the brand deal than simply earning an income. “I think being able to build a relationship with a brand and see how it might work for the future is a benefit,” she says. With aspirations of running professionally, this NIL deal gets her a foot in the door for opportunities to join a professional group following her collegiate career.

She also has big goals as she heads into the 2024 NCAA cross-country season; McCabe is the reigning Canadian cross-country champion, but redshirted (sat out to preserve eligibility) during last year’s NCAA season. In 2021, she finished third overall at the NCAA Cross Country Championships in Tallahassee, Fla.

posted Thursday September 19th
by Cameron Ormond