Learfield announced a new program to make it easier for student-athletes to associate school logos with NIL deals. Learfield Allied is aimed at bringing NIL deals and university intellectual property together.
The company has added a litany of its partners to the program including, Duke University, Florida State University, University of Florida, University of Kansas, University of Louisville, St. John’s University, Syracuse University, University of Utah, and the University of Wisconsin.
“From the very first stages of NIL, our job has been simple – to listen, learn, and help schools, brand partners, and student-athletes maximize opportunities,” Learfield president and CEO Cole Gahagan said in a press release. “By building a nationwide, consistent framework, we’re ensuring that the invaluable IP of our school partners remains under the highest level of commercial safeguard, while at the same time, significantly widening the opportunities for student-athletes, universities, and corporate brands alike. Learfield Allied is truly a solution that benefits all stakeholders in NIL.”
The entire program is aimed to be a national solution towards combatting the blockades in current NIL deals. The Supreme Court allowed the practice to start this past July. In many cases, athletes have been unable to associate their NIL deals with their school’s mascots and logos at places like the University of Wisconsin.
“Learfield Allied is a win for all parties involved, and I am especially happy that this will expand NIL opportunities for our student-athletes,” said Wisconsin athletic director Chris McIntosh. “Our athletic department is deeply committed to helping our student-athletes and corporate partners maximize opportunities in this space. This new initiative will greatly help and I am pleased to have Wisconsin Athletics at the forefront.”
Learfield Allied is the next step in the company’s NIL game plan. They also launched Compass this year, which helps educate student-athletes on the ins and outs of NIL deals.
“As a leader in intercollegiate athletics, we have a responsibility to listen to the market and lead with solutions. Our brand partners are interested in utilizing student-athletes in their marketing campaigns but there hasn’t been a secure and turnkey way to facilitate those opportunities using school IP, until now,” said Learfield CRO John Brody. “The unveiling of Learfield Allied is a gamechanger for those brands who are leaning in on student-athlete NIL, and we are proud to be at the center of the industry’s evolution and development.”
