Missouri's Every True Tiger NIL collective names new CEO

Missouri director of football external relations Brad Larrondo is taking over as the CEO of the Every True Tiger NIL collective. ESPN first reported the news.

The NIL marketing and brand agency has established itself as a leading collective in college football. A former staffer at Boise State and Auburn, Larrondo steps in for Nick Garner who left to run the new NIL arm of the international sports marketing agency, Two Circles.

Every True Tiger shifted from working as a donor-driven collective to a marketing agency, partnering with Missouri to have athletes promote the Tiger Scholarship Fund. Most donor-funded collectives have opted to raise the majority of their dollars from boosters, but thanks to Missouri’s state law, Every True Tiger can drive revenue elsewhere.

“What we did [at Mizzou] is shift really into that agency model, which became effective,” Garner previously told On3. “It really created a unified vision between the administration, the coaches, the student-athletes. When everybody knows the direction you’re headed, it can be very successful in how it’s executed.”

At Boise State, Larrondo was the primary sports liaison to the athletic director for football, while also serving as chief of staff to Bryan Harsin. He was the athletic department’s primary football contact and the liaison for the head coach, assisting with oversight of the football support staff.

He moved to Auburn with Harsin and joined the Missouri program in December 2022. Larrondo worked with Missouri head coach Eli Drinkwitz at Boise State when Drinkwitz was on the Broncos’ coaching staff in 2014 and 2015.

The Tigers enter the 2024 season ranked No. 11 in the Preseason Coaches Poll. The Tigers open the year on Thursday, Aug. 29 against Murray State.