LSU gymnast Livvy Dunne signs multi-million dollar NIL deal with Passes

LSU gymnast Livvy Dunne has inked one of her largest NIL deals to date.

One of the most followed athletes in college sports, the social media influencer has signed a multi-million dollar partnership with the platform Passes, which helps creators scale their businesses and become entrepreneurs while creating relationships with fans and making money.

Through the new venture, Dunne will offer fans exclusive content and experiences, including behind-the-scenes livestreams which will give fans a glimpse of her life as a Division I athlete. Passes’ software will allow fans access to one-on-one Q+A calls. The exact terms of the NIL deal were not released.

The LSU star’s announcement marks Passes’ first NIL deal. In a press release sent to On3, the company said the partnership “showcases a new focus area for the platform, as it is committed to supporting college athletes and providing them with additional income opportunities.”

Passes plans to invest in the NIL space, creating an opportunity for athletes to use the platform to create connections with fans. An all-in-one monetization platform, creators using the platform include the musician Kygo and Anna DeGuzman, the runner-up to America’s Got Talent.

Dunne recently helped LSU win its first gymnastics national championship in program history, defeating Florida, California and Utah. The gymnast has yet to make a decision if she will return for a final year at LSU.

The 21-year-old is set to star in the upcoming docuseries The Money Game, which provides an all-access pass to the 2023-24 athletic season inside LSU athletics. Set to be released on Prime Video, the documentary is directed by Drea Cooper and produced by Campfire Studios, Axios Entertainment and Shaquille O’Neal’s Jersey Legends, a division of Authentic Studios. 

The gymnast is featured in the project along with All-American Angel Reese, Roc Nation-signed rapper Flau’jae Johnson and Heisman Trophy winner Jayden Daniels.

Livvy Dunne’s massive NIL brand

Represented by WME Sports, Dunne has collaborated with American Eagle, Accelerator Active Energy, Forever 21, Motorola and Nautica, among other brands. The gymnast entered an exclusive trading card deal with Leaf Trading Cards in August and appeared in a commercial for the ManningCast.

Dunne was a featured speaker at the inaugural On3 Elite NIL Series last June, too. She admitted on a podcast this summer that she had previously pocketed over $500,000 from a single NIL deal.

She’s also used her NIL to give back to her teammates. The LSU star established “The Livvy Fund” last early July, partnering with the collective Bayou Traditions. As part of the initiative, On3 and Accelerator Energy Drink committed funds to support Tiger athletes with financial opportunities and business guidance.

Livvy Dunne has a $3.7 million On3 NIL Valuation, only trailing USC guard Bronny James ($3.7 million) and Shedeur Sanders ($4.6 million). Her valuation ranks No. 3 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

The On3 NIL Valuation is calculated by combining Roster Value and personal NIL. Roster value is the value an athlete has by being a member of his or her team at his or her school, which factors into the role of NIL collectives. NIL in an athlete’s name, image and likeness and the value it could bring to regional and national brands outside of the scope of NIL collectives.

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