Golden Touch - Notre Dame Fighting Irish Collective

Golden Touch is potentially unique in the NIL landscape. It launched in August 2022 to support athletes at three institutions — the University of Notre Dame, Saint Mary's College and Holy Cross College. Karen Phelps Moyer, the daughter of former Notre Dame men's basketball coach Digger Phelps, is the director of Golden Touch. Phelps also launched the Golden Minds mental wellness initiative. Golden Touch's website says "every purchase, deal and campaign directly supports more mental health resources for our athletes." The first tweet from the Golden Touch Twitter account said in part, "We are here to support you in building a resume of NIL deals with amazing brands that want to partner with stellar brand advocates like you." The first Golden Touch event on Notre Dame's campus was a tailgate, where athletes from Notre Dame and Saint Mary's College attended. Golden Touch offers an app, where athletes, fans and brands can interact in an NIL marketplace.