Jun 23, 2022

Kansas Athletics Bolsters Name, Image and Likeness Efforts

Posted Jun 23, 2022 5:21 PM


Last week, Kansas Athletics announced a new partnership with Altius Sports Partners (ASP) in its latest efforts to reinforce the commitment to enhancing the student-athletes’ Name, Image, and Likeness (NIL) experience at KU. In addition to the partnership with ASP, Kansas Athletics is hiring a full-time individual as the Director of NIL Services who will guide NIL initiatives at KU. These investments demonstrate KU’s commitment to empowering NIL activities for Kansas student-athletes. As leaders in the NIL activity space, ASP’s resources, knowledge and expertise will guide KU Athletics in the following areas:

1) Provide strategic guidance and national benchmarking to position student-athletes to navigate NIL opportunities and understand their rapidly evolving rights; 2) Equip coaches to effectively recruit and retain student-athletes in this new era; 3) Prepare external stakeholders such as donors, alumni, collectives and corporate partners to permissibly navigate this space; 4) Implement comprehensive student-athlete NIL curriculum and workshops.

ASP will provide Kansas Athletics with strategic planning, compliance support and education for staff, coaches and student-athletes. In addition to educational components, ASP’s expertise will be valuable in KU’s efforts to maximize ongoing guidance, consulting services, and education to further develop, refine, and implement actionable strategies in alignment with the four pillars of the Jayhawks Ascend program and the evolving landscape of intercollegiate athletics. ASP and KU will collaborate to deliver a best-in-class NIL program to student-athletes, coaches, and staff while enhancing education and support for internal and external departmental stakeholders. The Director of Name, Image, and Likeness (NIL) Services will oversee all operations surrounding the NIL programing at Kansas Athletics, including program administration, education and resources, monitoring, external communications with marketing agencies, brand development for student athletes, coordination with corporate partner NIL initiatives and serve as a key contact with the athletics department’s Altius and Opendorse strategic partnerships.

“Throughout the first year of name, image and likeness, our goal has been to build a foundation based upon education and personal brand development so that our student-athletes are best positioned to navigate the uncharted waters of NIL,” said Director of Athletics Travis Goff. “Our partnership with Altius Sports provides impactful tools as we strategically move into the second phase of our NIL program, in concert with our new Director of NIL Services role and our Jayhawks Ascend program.”

Since July 1, 2021 when the NCAA permitted student-athletes the opportunity to monetize from their name, image and likeness, Kansas Athletics has launched several new and innovative initiatives to capitalize in this new space of college athletics.