For decades, cars have played a notable role in college football recruitment, with vehicle deals once shrouded in secrecy but now operating openly under the NCAA’s Name, Image and Likeness (NIL) regulations. The new framework has allowed car dealers to become influential supporters of college programs by legally providing vehicles to student-athletes.
Christopher Late, who leads Vanguard Auto Group in Texas, follows a family legacy tied both to the auto industry and the University of Texas. His father’s involvement was instrumental in establishing the university’s “Big Wheels” program that provided vehicles for coaches. Today, Late works directly with players as part of NIL agreements, supplying cars such as a black Corvette or Porsche Cayenne GTS based on the athlete’s preference.
Late described how he became involved when approached about recruiting quarterback Quinn Ewers: “Sure, that’s easy (…)” and “He was dead-set on a Corvette: black exterior, red interior (…)” Late said. “I met him up at Austin Country Club and presented him his car.” When Ewers found the Corvette uncomfortable, Late switched him to a Porsche at Ewers’ request. On working with players through NIL deals, Late explained: “I really wasn’t doing it as a moneymaking scheme (…) But after about three or four years, we’re finally starting to get some turn where friends and families of these players, they’ll call the dealership and we’ll help sell ’em cars. And then the players after they leave Texas, they call me to sell them cars because they trust that I’ll take care of ’em.” He noted satisfaction in helping his university secure top recruits.
Academic observers like Dr. John Heitmann from Dayton emphasize how cars serve as status symbols for athletes: “Historically, we are what we drive (…),” said Heitmann. He added later: “A car is rolling status (…). For that age where a normal kid is just struggling to get a halfway decent car, these guys are on the top of the hill. They don’t need a Rolex. This is what they need.”
The intersection of automobiles and collegiate sports in Texas includes prominent figures such as W.O. Bankston—described by Bill Wolters of the Texas Automobile Dealers Association as someone who would readily provide new cars for Southern Methodist University (SMU) players—and Red McCombs, who contributed significant donations to the University of Texas and whose name graces campus facilities.
McCombs commented about his influence within university decision-making: “I’m big and I live big (…)” In another context regarding coaching hires he said: “I think it is a kick in the face (…)” When asked about criticism concerning his comments related to hiring Charlie Strong he remarked: “I’m not sure I knew anything about the race issue until it was broadcast like that (…) I didn’t even think about that.”
Other institutions similarly benefit from dealership support; for example Bernard C. Richardson’s Chevrolet group influenced facilities at Texas A&M University while SMU’s board has included Carl Sewell—a central figure in Dallas automotive circles.
Dealerships often leverage their association with athletic programs beyond direct transactions; some create promotional partnerships allowing select players access to high-performance vehicles such as Lamborghinis or Dodge Chargers through NIL-backed arrangements.
However, concerns remain about safety when young athletes receive powerful cars. Citing incidents involving speeding and fatal accidents among players nationwide, experts warn of risks associated with increased resources available under NIL rules. David Lucsko from Auburn observed: “The fastest car in the world is a rental car, not yours (…),” pointing out potential dangers when ownership responsibility is lacking.
Dealers often screen recipients for maturity; Late stated he’s declined renewals after reports of reckless driving among previous partners.
Iconic stories persist around vehicles linked with past college stars—notably Pro Football Hall of Fame Enshrinee Eric Dickerson’s gold Trans Am (“Trans A&M”), which gained national attention during his time as an SMU player after being procured via an arrangement involving boosters from multiple schools. In 2022 Dickerson recounted details behind receiving his Trans Am:
“Is that such a scandal? That the best player for one of the best teams in the country got a nice car?” Dickerson wrote. “I don’t think so. I think I deserved that car — and a lot more than that.”
He further shared how this vehicle eventually disappeared after being left unattended by teammate Charles Drayton:
“I have no clue,” Dickerson told ESPN (…).
On efforts today compared with prior eras Dickerson reflected upon how current processes resemble his experience—except now transactions are publicly sanctioned rather than covert operations.
Despite changes brought by NIL policy shifts and increased transparency between athletic programs and donors or sponsors—including auto dealerships—the combination remains influential across recruiting strategies at major colleges throughout Texas and beyond.
