Cav Futures named official Virginia NIL collective through Playfly sponsorship

The University of Virginia has tapped Cav Futures as its official NIL collective.

The organization has established itself as the go-to marketplace for Cavalier athletes in the NIL era, working closely with Charlottesville business to bring together partnerships.

Since the NCAA released guidance in October that explicitly allows institutions to back collectives, plenty of athletic directors and coaches have stepped forward. Virginia’s partnership with Cav Futures goes even further. The NIL collective has become an official sponsor of the athletic department, through an association with the Playfly, which serve as school’s multimedia rights holder.

Having the relationship with Playfly opens up a number of opportunities. A source close to the situation said the contract ensures Cav Futures is the official collective for Virginia, making it tougher for other collectives to operate in the same market.

Securing the sponsorship also allows the collective to use the school’s marks in promotional material. Up until this point, Cav Futures had stayed away from releasing any apparel or merchandise featuring the Virginia logo. That could now change while also allowing for group licensing possibilities.

As part of the agreement with Playfly’s Virginia Sports Properties, the collective will have access to in-game marketing.

“The goal is to ensure meaningful, short-term and long-term opportunities for UVA student-athletes and having Cav Futures as the official NIL collective of Virginia athletics not only strengthens that effort but allows for substantial growth and impact,” Virginia athletic director Carla Williams said in a statement. “Cav Futures’ values are consistent with our values and their holistic approach to serving student-athletes has already been extremely beneficial.”

The state of Virginia has a fairly lenient NIL law, which was enacted in 2022. The bill pulls a number of prohibitions from the NCAA while also banning the promotion of alcohol and gambling. Cav Futures’ sponsorship agreement allows for a more open conversation between the athletic department and collective.

Virginia does have a relationship with Altius Sports but athletes have turned to the collective for assistance in day-to-day NIL activity and education.

Building out Cav Futures

Cav Futures attempts to cater to every Virginia athlete through the use of its main for-profit entity but also its foundation, which launched in January. Lo Davis and Maddie Walsh oversee operations for both initiatives.

Since Cav Futures launched last March, the collective has executed paid partnerships with over 65 athletes across 15 different sports.

The foundation provides the option for high-level donors to make tax-deductible donations. Athletes can also use it as a deal platform, such that they can receive compensation for their work with local charitable partners.

In Wednesday’s announcement, Virginia made clear its athletics foundation would continue to operate as the philanthropic arm, raising money for scholarships and facilities. Not every school has decided to go that route, though. Texas A&M’s booster club formalized the 12th Man+ Fund in February as an extension of its donor activity.

The Cav Club is the for-profit arm of Cav Futures. Boosters can select a membership package, with subscriptions ranging from $4.99 to $500 monthly. VIP access also gives fans access to live events and podcasts with athletes.

“As the official NIL collective of Virginia athletics, Cav Futures is looking forward to expanding our platform as we continue to assist UVA student-athletes in the areas of brand building and educational support, as well as personal and professional development,” Davis said in a statement. “Our values and practices are aligned with UVA athletics and we are ready to be a key resource in NIL programming and support.”