Georgia announces creation of in-house NIL department
Georgia athletics announced the creation of an in-house NIL department on Thursday, furthering it’s commitment to supporting and educating student-athletes pursuing opportunities related to their name, image and likeness. In the process, UGA named Tanner Potts as Director of NIL and Strategic Initiatives to coordinate the movement while also expanding its partnership with Altius Sports Partners.
Under the umbrella of this new office, Altius Sports Partners (ASP) will hire and support an Athlete Marketing Manager, who will work directly with student-athletes and external entities — such as local, state, and national brands — with the goal of connecting student-athletes to these brands. Georgia’s goal, one which is it on track to achieve, is to double the number of deals for student-athletes year to year.
“It is critical that we remain at the forefront of Name, Image and Likeness,” J. Reid Parker Director of Athletics Josh Brooks said. “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.”
“Establishing a dedicated NIL department – and expanding a partnership with Altius— signals a game-changing commitment to UGA’s student-athletes.” Potts added. “As an institution, we have an obligation to educate and empower our student-athletes in the classroom, on the field of play, and now in Name, Image and Likeness. I am honored and excited to be a part of this journey and to help our student-athletes maximize their NIL opportunities.”
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According to the On3 NIL 100, the Bulldogs currently have one of the top earners in the country. All-American tight end Brock Bowers is ranked No. 60 for all student-athletes (current and prospective) with a valuation of $689,000. Specific to just College Football, Bowers is No. 36 while sophomore safety Malaki Starks comes in at No. 65 ($461,000) followed by his classmate, defensive lineman Mykel Williams at No. 98 ($370,000). Tate Ratledge ($364,000) and Javon Bullard ($345,000) round out the top five for the Bulldogs.
Statement from Altius Sports Partners
“UGA’s creation of a new in-house NIL department and expanded partnership with Altius Sports Partners is a clear indication of their leadership in the NIL space and their commitment to supporting their student-athletes. By prioritizing the development of student-athletes’ personal brands and maximizing their NIL opportunities, UGA is not only ensuring their immediate success, but also providing them with a strong foundation for long-term success. This forward-thinking initiative sets UGA apart as a leader in collegiate athletics and underscores their dedication to helping their athletes achieve their goals both during and after their time at Georgia. We are thrilled to partner with UGA on this initiative and are excited about the tremendous opportunities it will create for student-athletes.” – Celine Mangan, Director, Business and Client Strategy, Altius
