Every True Tiger - Missouri Tigers Collective

Originally launched in July 2021 under the Advancing Missouri Athletes name, Mizzou’s main NIL collective went through a rebrand in the fall of 2022. The collective is now known as Every True Tiger Foundation. Group leaders also say the collective is now a registered 501(c)(3) nonprofit organization. Every True Tiger Foundation says its goal is to instill the importance of humanitarian work and philanthropy to Mizzou student-athletes. “We enable athletes to earn compensation for their Name, Image and Likeness by partnering with other non-profit organizations who help to better the community,” the group’s website says. After Missouri Gov. Mike Parson signed new NIL legislation on June 16, 2022, ETTF began collecting public funds to complement what was already privately raised. ETTF raked in tens of thousands of dollars within hours of the public announcement. ETTF leaders told The St. Louis Post-Dispatch in February 2023 that the collective derives funds from three core sources: major donors, corporate donations and a subscription model, where members can pledge smaller monthly amounts. Chief Executive Officer Nick Garner, a longtime executive at Learfield, the collegiate multimedia colossus, took over as the collective’s CEO in December 2022 after moving back to Columbia from Texas, where he oversaw Learfield’s first foray into NIL.