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NIL platform ATHLYT, Urban Edge Network partner with GCAC

On3 imageby:Andy Wittry•10/09/22•

AndyWittry

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Until there is some kind of NIL regulation, states and schools are going to be incentivized to do whatever is most beneficial to them. (dem10/Getty Images)

The NIL platform ATHLYT and the media company Urban Edge Network (UEN) announced a partnership with the NAIA’s Gulf Coast Athletic Conference (GCAC). The GCAC is made up of historically Black colleges and universities (HBCUs), including Dillard University, Fisk University, Oakwood University, Philander Smith College, Rust College, Southern University at New Orleans, Tougaloo College and Wiley College.

The Urban Edge Network’s HBCU LeaguePass+ is an ad-supported sports network that offers live and on-demand programing.

“We remain committed to creating NIL opportunities for all student-athletes, regardless of school, sport, or position,” ATHLYT Chief Brand Officer Ray Austin said in a statement. “While others are chasing the few athletes they think will be the ‘big names,’ we are proving that all athletes have incredible value in the NIL marketplace.”

ATHLYT’s tagline is “NIL for all.”

A press release said ATHLYT and the Urban Edge Network have created more than $100,000 in NIL deals for athletes who attend HBCUs. Athletes have partnered with companies including Procter & Gamble, Verizon and Walgreens. ATHLYT says it has facilitated more than 1,000 individual NIL deals in less than six months.

NAIA allowed athletes to earn NIL income before NCAA

The GCAC is in its 40th year sponsoring NAIA athletes and it’s one of only five conference comprised of HBCUs in the country, according to the release.

“GCAC is a key conference representing some of the best and brightest HBCU students and athletes across this key geographical region,” Urban Edge Network CEO Todd Brown said in a statement. “UEN is bringing direct media monetization opportunities to these institutions. This is a game changer.”

Athletes who compete at the NAIA level were allowed to engage in NIL deals prior to their peers who compete at the NCAA level. In October 2020, the NAIA passed legislation that amended the NAIA Amateur Code.

“As the landscape of athletics changes and NIL policies take the forefront, it is imperative that we remain ahead of the curve,” GCAC Commissioner Dr. KiKi Baker Barnes said in a statement. “We are excited to partner with ATHLYT as we provide a platform for our conference student-athletes to build their own brands.”

According to projections released by the NIL technology company Opendorse, which was based on NIL deals facilitated by or disclosed through the platform from July 1, 2021 and June 20, 2022, college athletes who compete at a level other than the NCAA are projected to earn $70 annually per athlete from July 2022 through June 2023.