LSU gymnast Livvy Dunne has announced a multi-million dollar name, image, and likeness partnership with Passes, a platform that enables creators to generate revenue by offering exclusive content and experiences to fans. Dunne expressed excitement about the opportunity to monetize her creativity and gymnastics expertise in ways that were previously unavailable to college athletes. She emphasized the ease of use of the Passes platform, which allows creators to set up accounts, create content, and engage with their audience without technical barriers.
This collaboration marks the first NIL deal for Passes, as the platform aims to attract other college athletes seeking to establish a consistent income stream without the need for continual brand partnerships. Passes CEO Lucy Guo highlighted the commitment to supporting college athletes and providing them with income opportunities through their content creator platform. Recognizing the potential for college athletes to become entrepreneurs through NIL, Guo emphasized the importance of maintaining connections between athletes and their fans.
Guo explained that the decision to partner with Dunne as the first college athlete was driven by the desire to highlight a powerful female figure in the evolving NIL landscape. Dunne intends to offer fans a glimpse into the life of a Division I athlete through behind-the-scenes footage, livestreams of training routines, 1:1 Q&A sessions, tips, and more. She expressed enthusiasm for the opportunity to connect with fans and showcase aspects of her life that are not typically seen on other social media platforms, hoping to inspire other female and NIL athletes to embrace entrepreneurship through Passes.
Dunne encouraged other college athletes to authentically incorporate content creation into their daily routines to engage with fans effectively. By sharing glimpses of her life as a collegiate gymnast, Dunne believes that athletes can connect with their followers without dedicating extra time to content creation. Passes offers creators data-driven insights to identify the most resonant content with their audience, enabling them to create engaging and successful campaigns. The platform aims to support creators in building their brands and diversifying revenue streams while also measuring the success of partnerships like Dunne’s.
Passes distinguishes itself from other options for college athletes by enforcing strict guidelines that prohibit explicit adult content, hate speech, and illegal activity. The platform strives to prioritize creators by providing them with a significant portion of the revenue earned, with creators retaining close to 90% after transaction fees. Additionally, Passes offers instant payouts for creators, allowing them to access their earnings quickly. Through this partnership with Dunne, Passes aims to raise awareness of its commitment to helping creators scale their businesses and engage with fans in meaningful ways.
