Explorez tous les épisodes du podcast NIL Edge

What does it take for a national consumer brand to build successful NIL partnerships? 

On this episode of The NIL Edge, Sterling Randle sits down with Heather Leiferman, Director of Communications at Great Clips, to discuss how one of the country's largest retail brands has approached NIL since entering the space in 2021. 

Heather shares how Great Clips evolved from treating student-athletes like traditional influencers to building fully integrated, story-driven campaigns centered on authenticity and long-term brand value. She also explains what brands often misunderstand about NIL, why authentic partnerships consistently outperform transactional deals, and what separates the student-athletes who earn opportunities from those who don't. 

The conversation also explores how Great Clips evaluates athletes, balances NIL alongside influencers and content creators, measures campaign success, and where Heather believes brand partnerships in college athletics are headed next. 

What does the future of college athletics look like now that the House settlement is here?

In this special AthleteCon edition of NIL Edge, we sat down Will Hall, partner at Jones Walker; Joey Blake, litigation associate at Spencer Fane and a member of the legal team involved in the House settlement; and Steve Simmons, co-founder of NILENT.

Hall shares how schools are navigating revenue sharing, athlete contracts and the growing legal and operational complexities that come with a new era of athlete compensation. Blake provides a rare behind-the-scenes look at the House settlement, what it means for athletic departments and student-athletes, and the legal questions that still need answers. Simmons discusses the challenges athletes face beyond compensation, including financial literacy, mental health, personal branding and preparing for life after sports.

In this episode, we discuss:

• The biggest takeaways from AthleteCon
• How schools are preparing for the post-House settlement era
• Revenue sharing and the rise of athlete contracts
• The legal issues that could shape the next chapter of college sports
• Why athlete education is becoming a bigger priority
• Mental health, financial literacy and career development
• What athletic directors are focused on as the industry continues to evolve

A special thank you to Sam Green and the AthleteCon team for welcoming NIL Edge to Las Vegas and giving us the opportunity to have these conversations in person with some of the brightest minds in college athletics.

What does it take to prepare student-athletes for success in today's NIL environment?

In this episode of NIL Edge, we sit down with Lauren Cherry, Director of NIL Strategy & Revenue Share Operations at the University of North Texas, to discuss how athletic departments can help student-athletes build the skills needed to thrive in the modern college athletics landscape.

Lauren shares how North Texas developed its Influence Cohort, a program designed to educate athletes on personal branding, content creation, and professional development. She explains why NIL education matters more than ever, how schools can help athletes create value beyond the playing field, and what businesses should look for when evaluating potential athlete partnerships.

The conversation also explores the realities behind NIL deal values, common misconceptions about the industry, the challenges of managing roster turnover in the transfer portal era, and how athletic departments are adapting to a rapidly changing college sports environment.

Topics covered:

• The University of North Texas Influence Cohort

• Why NIL education matters more than ever

• Preparing student-athletes for brand partnerships

• Common misconceptions about NIL compensation

• What businesses should look for in athlete partners

• Managing NIL in the transfer portal era

• Athlete development beyond endorsements

• The future of NIL and revenue sharing in college athletics

In this episode of NIL Edge, Brett Sible, Associate AD for NIL Strategy and Innovation at DePaul University, joins the show to discuss how DePaul is navigating the evolving NIL and revenue-sharing landscape from a uniquely different position within college athletics. Brett shares how DePaul’s location in Chicago, lack of football, and direct approach to revenue sharing are shaping the school’s strategy in the new era of athlete compensation. The conversation also explores the growing shift away from collectives, how schools are balancing revenue generation with athlete support, and why transparency and simplicity are becoming increasingly important in athlete negotiations.

What You’ll Learn:

• How DePaul is approaching revenue sharing without relying heavily on collectives or MMR structures
• Why being located in Chicago creates unique NIL and brand partnership opportunities for athletes
• How athletic departments are thinking about athlete compensation, recruiting, and long-term sustainability in the post-collective era

A conversation with Lisa Hake, the Chief Marketing Officer of Winmark Corporation, the parent company of brands including Play It Again Sports, Plato’s Closet, Once Upon A Child, Style Encore, and Music Go Round. The discussion explores how major consumer brands think about athlete partnerships, what makes NIL opportunities stand out internally, and why authenticity and audience alignment matter more than simple follower counts. Lisa also shares insights into how brands approach storytelling, community engagement, and long-term partnership strategy as college athletics continues evolving in the revenue-sharing and NIL era.

What to expect:

• How major consumer brands evaluate athlete and school partnerships
• Why authenticity and audience alignment matter more than vanity metrics
• Practical takeaways for NIL professionals, athletes, and brands building sponsorship strategies

In this episode of NIL Edge, we sit down with Justin DiTolla, Associate AD for NIL at Cal, to break down what it actually looks like to operate an NIL and revenue share model inside a Power Four athletic department. With a background in compliance and now leading Cal’s NIL efforts, Justin offers a real-world perspective on how roles, responsibilities, and priorities have rapidly evolved.

At the center of the conversation is a major shift: NIL is no longer just education and brand-building—it’s now intertwined with revenue sharing, contract management, and cap strategy. That evolution is forcing departments to operate more like professional front offices, often without a clear blueprint.

We also explore how schools are approaching athlete education, where real NIL opportunities are coming from, and how departments are thinking about “above the cap” strategies in an increasingly competitive landscape.

What to Expect (Key Takeaways):

• Why NIL roles are evolving into full-scale front office positions, including contract negotiation and cap management
• How athlete education, branding, and revenue share are all connected in building a complete compensation model
• Where the most realistic NIL opportunities exist today—and why local businesses remain a key driver

In this episode of NIL Edge, we sit down with Josie Leinart, WeAreNIL Practice Lead & Sports Law Attorney, to break down the realities of navigating NIL in today’s rapidly shifting college athletics landscape. With experience advising athletes, schools, and brands, Josie offers a clear-eyed view into where the industry is working—and where it’s falling short.

At the center of the conversation is a simple but critical issue: many athletes are entering NIL opportunities without fully understanding the implications. That gap is shaping everything from deal structures to long-term decision-making, and it’s forcing the industry to rethink how education, access, and support are delivered.

We also explore emerging topics like international athlete restrictions, the growing conversation around athlete employment, and how legal perspectives are evolving alongside the business of college sports.

What to Expect (Key Takeaways):

• Why many athletes are still navigating NIL without a full understanding of their opportunities and risks

• The biggest blind spots in NIL deals—and how they can impact athletes long-term

• Where the industry is heading next: athlete employment, international challenges, and shifting legal frameworks

Disclaimer: This is a paid interview in partnership with WeAreNIL.

In this episode of NIL Edge, we sit down with Brennan White, Assistant AD / General Manager for NIL Administration at Illinois State, to explore how NIL strategy looks outside the Power Four — and what it really takes to build sustainable opportunities for student-athletes at the FCS level. Brennan shares lessons from Illinois State’s recent football success, the realities of operating with limited resources, and why relationships remain the foundation of effective NIL programs.

What you’ll learn in this episode:

• How Illinois State built an effective NIL strategy at the FCS level — focusing on relationships, local partnerships, and intentional resource allocation rather than chasing volume.

• The role of community and local businesses in NIL success, and why regional partnerships often drive the most authentic and sustainable opportunities for student-athletes.

• How NIL leaders manage expectations and educate athletes, helping them understand value, ROI for businesses, and what “true NIL” looks like outside the Power Four ecosystem.

This conversation offers a practical look at how NIL programs can succeed without massive budgets — and why people, process, and trust still matter most in the evolving NIL landscape.

On this episode of NIL Edge, Sterling Randle sits down with Maya Bulger to go inside the day-to-day realities of running NIL at an SEC institution — and how Mississippi State is building a program rooted in education, authenticity, and strategic partnerships.

From revenue share logistics and third-party NIL operations to brand alignment and creative activations, Maya shares how her team is navigating the evolving NIL landscape and creating meaningful opportunities for student-athletes across all sports.

Listeners will learn:

• How Mississippi State structures its NIL program around three core pillars: education, brand enhancement, and deal management

• What goes into matching student-athletes with brands in ways that feel authentic and drive long-term value

• Why creativity and authenticity are becoming the biggest differentiators for successful NIL programs

In this episode of NIL Edge, we’re joined by Travis Hansen, Senior Associate Athletic Director - Revenue Sharing and NIL at BYU, for a deep dive into how one of college sports’ most unique institutions approaches NIL through a transformational—not transactional—lens. Travis shares how BYU aligns athlete identity, education, faith, and purpose with brand partnerships, and why the future of NIL must extend beyond endorsements into mentorship, life skills, and long-term development.

What you’ll learn in this episode:

• How BYU builds an athlete-first NIL ecosystem centered on identity, purpose, and personal development

• Why transformational NIL partnerships outperform purely transactional endorsement models

• The major NIL and revenue-sharing trends Travis is watching as college sports moves toward front-office style operations

In this episode of NIL Edge, we sit down with Jack Adler, Founder & CEO of Out2Win, to unpack how data, authenticity, and scalable strategy are reshaping athlete brand partnerships.

Jack shares how Out2Win evolved from facilitating early NIL deals into a full-scale athlete marketability intelligence platform—and why brands, universities, and agencies can no longer afford to rely on guesswork. From micro-athlete ambassador programs to measuring real ROI, this conversation dives into what actually makes NIL work in today’s rapidly maturing ecosystem.

Key takeaways from this episode:

• Why data beats intuition in NIL — and how brands are using performance metrics to build smarter, repeatable athlete campaigns

• What separates good vs. great NIL activations, including the role of authenticity, creative freedom, and long-term partnerships

• How universities can professionalize NIL by operating more like marketing partners—not just deal facilitators

What does a sustainable, athlete-centric NIL operation actually look like inside a Big Ten athletic department? In this episode of The NIL Edge, Sterling Randle sits down with Jeremiah Carter, Executive Associate AD for NIL & Risk Management at the University of Minnesota, to break down how Minnesota is building NIL systems that balance compliance, creativity, and competitive advantage.

From “play better, post better” to aligning collectives, MMR partners, and brands, this is a masterclass in practical NIL strategy.

Big Takeaways:

• NIL is career development, not a shortcut. Minnesota treats NIL like a job—focusing on personal branding, content creation, and long-term professional skills rather than one-off payouts.

• Alignment beats chaos. Real NIL success comes when the athletic department, multimedia rights partner, and collective each stay in their lane—and communicate constantly.

• Value creation is non-negotiable. As NIL and revenue sharing evolve, deals must clearly deliver value to brands—or they won’t clear in the new regulatory environment.

If you want a grounded, realistic look at where NIL is headed—and how departments can stay competitive without losing their identity—this episode is a must-watch.

Insurance isn’t usually the first thing people think about when they talk NIL—but in today’s revenue-sharing era, it’s quickly becoming one of the most important.

In this episode of NIL Edge, host Sterling Randle sits down with Tate Gillespie, Vice President of Strategy & Partnerships at Players Health and former inaugural NIL Director at Kansas, to unpack how insurance, risk management, and roster strategy now intersect in college athletics.

From protecting seven-figure NIL investments to helping coaches and administrators make smarter roster decisions, Tate offers a behind-the-scenes look at how universities are beginning to professionalize NIL operations—and why insurance is no longer optional in a $20M+ athlete economy.

If you work in an athletic department, with a collective, or alongside NIL decision-makers, this conversation will change how you think about risk, ROI, and long-term program stability.

Key Takeaways

• NIL is now a balance-sheet issue, not just a marketing one
  As revenue share dollars move onto university books, NIL spending is being scrutinized like any other major business expense—making insurance and risk protection a necessary part of modern athletic department operations.

• Risk visibility is reshaping roster construction
  Injury history, transfer likelihood, and contract structure are now data-driven decisions. Insurance tools are helping coaches and GMs evaluate ROI before committing major NIL dollars—often in portal windows measured in hours, not weeks.

• Insurance can unlock smarter NIL strategy—not just protection
  Rather than being a passive safety net, insurance is influencing how contracts are structured, how bonuses are front-loaded, and how departments communicate stewardship and trust to donors facing NIL fatigue.

Wisconsin has developed one of the most aligned and forward-thinking NIL operations in college athletics—and Director of NIL Strategy Brian Mason takes us inside the model. From reimagining athlete education to building true cross-department collaboration to launching brand partnerships that deliver real, measurable ROI, Brian explains how the Badgers built an NIL ecosystem that’s winning on every front.

If you work in an athletic department, operate on the brand side, or simply want to understand where NIL is actually heading, this episode delivers transparency and actionable insight straight from inside one of the most aligned departments in college sports.

This is one of the most detailed, practical NIL conversations you’ll find anywhere.

Three High-Level Takeaways Viewers Will Learn

1. How Wisconsin Built an 8-Person NIL Team—and Why Alignment Is Their Secret Weapon

Brian breaks down the internal structure across athletics and Learfield, explaining exactly how the Badgers eliminated the “competition” between departments, donors, collectives, and sponsors to create one unified NIL operation driving record revenue.

2. What “Meeting Athletes Where They Are” Looks Like in Practice

From onboarding and education to customized brand-building workshops and a powerful athlete-interest database, viewers will see how Wisconsin prepares athletes for both passive and proactive NIL opportunities—resulting in deals across every sport, not just football and basketball.

3. How Wisconsin Turns Small Ideas Into Scalable NIL Campaigns

You’ll hear real examples—including student housing, Exact Sciences’ micro-internship program, Travel Wisconsin, and major volleyball and hockey activations—that show how one-off ideas became long-term multi-athlete partnerships with measurable ROI for brands and athletes.

In this episode of NIL Edge, Student Athlete Score co-founder & CEO Brent Wall discusses how his team is building one of the most advanced marketing intelligence platforms in the NIL and revenue-sharing era. Brent explains the origin of the company—including the original “FICO score for athletes” idea—how AI powers their valuation tools, and why data-driven insights are becoming essential for colleges, brands, and athletes navigating today’s rapidly changing landscape. He also previews upcoming product expansions like a comprehensive NIL CRM and a B2C athlete app.

1. Student Athlete Score is becoming the NIL ecosystem’s data engine.

Brent explains how their platform tracks every D1 athlete, 100,000+ brands, engagement metrics, and brand mentions—giving schools, brands, agents, and athletes unprecedented clarity into value, fit, and opportunities.

2. The future of NIL is data-driven, measurable, and integrated into marketing budgets.

Brands are shifting from “donation-style” deals to performance-based influencer marketing, and Student Athlete Score provides the insights to justify spend, measure ROI, and target the right athletes authentically.

3. The company is expanding into a full NIL CRM and athlete-facing experience.

Brent teases tools for NIL directors, partnerships with major organizations, and a forthcoming athlete app blending performance profiles with NIL brand data.

In this episode of The NIL Edge, host Sterling Randle sits down with Haneen Rashwan, Director of NIL Administration at Baylor University, to explore how Baylor’s “Preparing Champions for Life” philosophy shapes its approach to student-athlete branding, education, and empowerment. Haneen shares how she built innovative NIL programs at both Oklahoma State and Baylor, her hands-on mentorship with athletes, and how brands can better engage with non-traditional sports like equestrian and acrobatics & tumbling.

Key Takeaways:

• Building NIL from the ground up: Haneen discusses creating Baylor’s NIL framework from a clean slate—emphasizing education and long-term career development for athletes.

• Empowering all sports: She explains how niche programs like equestrian and acrobatics & tumbling are finding brand alignment and helping grow awareness for their sports.

• Practical brand strategy: Haneen outlines how athletes can proactively pitch brands, develop content, and leverage social media as an “NIL résumé” to drive future opportunities.

Guest: Joe Shepard — Assistant AD, NIL Strategy & Execution, University of South Carolina

In this installment of NIL Edge, host Sterling Randle sits down with Joe Shepard, the Assistant Athletic Director for NIL Strategy & Execution at South Carolina. Shepard shares how the Gamecocks structure a holistic NIL ecosystem—anchored in education, community alignment, and authentic brand partnerships—and what he sees on the horizon in the NIL & revenue sharing era.

Whether you're an administrator, brand partner, or student-athlete, this conversation reveals how South Carolina is helping athletes translate NIL into sustainable, value-driven opportunities.

Key Takeaways

• Education as foundation. For Shepard, NIL is not just deal flow—it’s about equipping athletes with tools for lifelong brand growth and financial acumen.

• Intentional deal sourcing. South Carolina employs athlete interest forms and community-first thinking to match athletes with brands that fit.

• Integration with existing sponsorships. Gamecock Sports Properties weaves NIL activations into broader sponsorship deals, creating synergistic value.

• Full support from ideation to execution. Shepard emphasizes that the NIL team is there at every step—from negotiation to activation—so athletes feel empowered, not burdened.

• Long-term relationships over one-off paydays. The focus is on building lasting athlete-brand partnerships, not transactional “check writing.”

In this episode of NIL Edge, Sterling Randle sits down with Logan Hittle, Associate Athletic Director of NIL and Strategic Initiatives at Ohio State University. Hittle has been at the forefront of shaping one of the largest NIL operations in the country, overseeing more than 5,000 deals across 36 sports. Drawing from his own journey as a walk-on athlete turned administrator, Logan shares how Ohio State has built a scalable NIL infrastructure, why student-athlete education is central to long-term success, and how the Buckeyes approach NIL as a tool for both brand growth and personal development.

Whether you’re a school administrator, brand, or athlete, this conversation offers an inside look at how one of the biggest programs in college athletics is navigating the new NIL era.

Key Takeaways

• Right place, right time—and adding value matters. Hittle explains how his career path, from facility assistant to walk-on player to NIL administrator, reflects the importance of seizing opportunities and finding ways to contribute.

• Education is the cornerstone. Ohio State’s NIL strategy isn’t just about deal volume—it’s about preparing athletes with life skills, brand tools, and long-term career readiness.

• Scale with purpose. Managing thousands of NIL deals requires structure and alignment; Hittle highlights how Ohio State builds systems that serve all athletes, not just the highest-profile names.

Highlights from this Interview:

• How Boise State works with athletes to develop a personal brand.

• How to create valuable relationships for businesses who want to work with athletes.

• How Collin’s collegiate athletic experience has helped him in his role.

About the Guest:
Collin comes to Boise State from Bowling Green, Kentucky, where he served as an assistant athletic director of student-athlete development & NIL at Western Kentucky University. Prior to WKU, Collin worked for the Notre Dame athletic department where he also was a student-athlete for the baseball program. He graduated from Notre Dame with a bachelor’s degree in marketing. He went on to earn his master’s in sport administration from Louisville. Collin was named the NIL Director of the Year by the Campus Ink NIL Store in 2024. His current role is Assistant Athletic Director, BroncoPro at Boise State.

Highlights from this Interview:

• How Florida is navigating the NIL and revenue-sharing landscape.

• Lessons for athletic departments managing athlete partnerships.

• Ben’s advice to students and professionals looking to work in NIL.

  
  

About the Guest:
Ben Chase is the Director of NIL Strategy at the University of Florida and one of the most innovative voices in athlete branding and revenue strategy. Known for his epic 2022 college football road trip, Ben has helped shape how athletes and schools adapt to the new college sports economy.