"Among people who are not employed by UM, John Ruiz has become perhaps the most significant person in Miami Hurricanes athletics, and he has done it by working to sign more than 100 active Canes athletes to marketing deals to promote two of his companies, LifeWallet and Cigarette Racing.
From a national standpoint, Ruiz was maneuvering under the radar until he announced last Saturday, via Twitter, that Kansas State transfer and standout guard Nijel Pack 'has officially committed to UM as a basketball player. The biggest LifeWallet deal to date, two years $800,000.00 total at $400,000.00 per year plus a car.'"
“'Right now, we’re getting a huge return for Nijel Pack,' he said in a phone conversation Monday. “'Ive almost hit five million [social media] impressions, which is phenomenal. This is a really good investment for the return.'
Ruiz, who has a law degree, wants to make clear that he is meticulously following and abiding by all NCAA rules and Florida laws regarding how college players can benefit from their name, image and likeness."
"Pack’s NIL agent, Austin Walton, said the Ruiz offer 'wasn’t the determining factor' in Pack’s decision to transfer to UM, adding that the Hurricanes 'did an amazing job recruiting Nijel. [Assistant coach Bill] Courtney and [Jim Larranaga] were awesome through and through. Tremendous job actually.'"
"▪ He said that UM never calls encouraging him to offer NIL deals to any particular recruits or players in the portal. Ruiz said he and his sons — who both attended UM, as did his daughter — monitor recruiting and portal news closely, on all social media platforms, and internally discuss the possibilities so they’re prepared."
"Among portal targets being pursued by UM, Ruiz said he doesn’t initiate most of the calls to the NIL agents. 'I got contacted by agents,' he said. 'The agents in the country know us already. Most of the time I get called now, [it’s after] the kid has pretty much decided he will come to UM. Whoever comes to Miami I will provide a fair market deal to."
"▪ He said this is not pay-for-play but pay-for-work, that each of the 111 UM players with executed or pending contracts must make significant time commitments to promote his companies. “They come here and we film just about every Friday,” Ruiz said. 'School comes first, their obligation to team comes second but they’re required to come here and film.'”