Riley Ammenhauser, a junior triple-jumping track athlete at Michigan, has leveraged her social media following of about 250,000 followers to land endorsement deals with companies such as Peloton, Gatorade, and Lululemon. This has opened up new career opportunities for her as an influencer post-college, as she explores the possibilities of name, image, and likeness (NIL) deals. The NIL era in college athletics began in July 2021, allowing athletes to earn money for the use of their persona, leading to a significant shift in the landscape of college sports.
With schools becoming more involved in facilitating NIL deals for their athletes, Michigan has hired an NIL general manager in partnership with Altius Sports Partners. NFL Players Association vice president Terése Whitehead will be overseeing the role at Michigan, following a trend among colleges to support their athletes in navigating NIL opportunities. Despite the costs associated with hiring external companies like Altius, schools see the value in providing resources and expertise to help their athletes maximize their earning potential through endorsements.
While the NCAA has strict guidelines against “pay to play” deals, schools have started collaborating with companies like Altius to support their athletes in navigating the complex world of NIL. Many schools have hired NIL general managers or specific strategists to help athletes make informed decisions about endorsement deals and partnerships. By investing in these roles, schools aim to ensure that their athletes are able to capitalize on NIL opportunities while staying compliant with NCAA regulations and state laws.
The emergence of collectives like Champions Circle, which partner with schools to create new opportunities for athletes to make money through endorsements and appearances, has added another layer to the NIL landscape. In conjunction with the hiring of NIL general managers, schools are exploring various avenues to support their athletes in monetizing their image and likeness. The partnership between schools, companies, and collectives creates a dynamic environment for athletes to explore different avenues for earning income while juggling their academic and athletic commitments.
As the NIL era continues to evolve, schools like Michigan are prioritizing partnerships with external companies like Altius for their expertise and industry connections. By collaborating with companies like Altius, schools hope to provide their athletes with the necessary support and resources to navigate the rapidly changing landscape of NIL opportunities. Athletes like Riley Ammenhauser see the benefits of having dedicated support for NIL deals, especially for those who may not be familiar with the intricacies of the industry.
Overall, the rise of NIL in college athletics has transformed the way athletes can monetize their talents and platforms. With support from schools and external companies, athletes have more opportunities to secure endorsement deals, partnerships, and other income-generating opportunities during their collegiate careers. As the industry continues to evolve, athletes like Riley Ammenhauser are at the forefront of this changing landscape, leveraging their social media influence and athletic abilities to pave the way for future generations of student-athletes seeking to capitalize on their NIL.
