Georgia creates in-house NIL department, builds on relationship with Altius

The University of Georgia has become the latest athletic department to tackle NIL.

The Bulldogs have formed an in-house NIL department, elevating Tanner Potts to director of NIL and strategic initiatives. A Georgia law school graduate with compliance experience with the Bulldogs, he will manage an NIL program that’s on track to double the number of deals for athletes over year to year.

The expansion and focus on NIL do not stop there. Georgia has expanded its relationship with Altius Sports Partners, tabbing the firm to hire and support an athlete marketing manager to work with Potts. The marketing manager will work with athletes and brands to cultivate relationships and open NIL opportunities for players. Altius is scheduled to make the hire by July.

Over the first 21 months of NIL, major Power 5 institutions have made notable commitments to providing tools for athletes. Clemson has built out a branding institute. Learfield and Alabama announced a new 15-year deal in January, committing to creating a hub for NIL dubbed The Advantage Center, which will be located inside Bryant Denny Stadium.

“It is critical that we remain at the forefront of Name, Image and Likeness,” Georgia athletic director Josh Brooks said in a statement. “Altius Sports Partners is the national leader when it comes to NIL and has been a tremendous partner for us as we navigate this ever-evolving landscape. We are thrilled to bring on an Athlete Marketing Manager and establish our own in-house department. This will continue to enhance and elevate our student-athletes’ success when it comes to NIL.”

Already established at more than 30 schools and nearly half of the Power Five, Altius typically provides assistance on a case-by-case basis. If an athletic department is working on a major NIL initiative, ASP could be sitting in meetings and providing feedback. With its general manager program, Altius is having a constant conversation with athletes on education and what to look for in an NIL deal.

Now it has been tapped to help Georgia build out an NIL department.