Georgia NIL Collective - 'Classic City Collective' - first of its kind at UGA

A new Georgia NIL Collective just debuted as the first of its kind at UGA.

The ‘Classic City Collective’ makes Georgia competitive with other SEC rivals who recently announced similar programs.

Tennessee, Florida, Auburn, South Carolina and Kentucky already have collectives that their fans can support.

Now, businesses can support athletes with contributions through Classic City Collective.

Here’s what the NIL collective said in their statement:

“Alongside strategic partners Icon Source and DGD Fund, Classic City Collective aims to be the nation’s foremost supporter-funded NIL facilitation platform to position Georgia athletics and its athletes from all 21 sports for sustained success.”

Classic City Collective opens the door for Georgia athletes to participate in several ways.

A variety of NIL opportunities will be made available to UGA athletes, including social media endorsements, traditional media advertisements, in-kind deals for promotional activities, appearances, meet and greets, autographs, and digital content.”

Former Georgia compliance administrator Matt Hibbs will serve as CEO.

“We are excited to work alongside Georgia’s loyal supporters, local businesses, alumni and fans to provide a resource that cuts through the complexities of NIL and provides an avenue for Dawg Nation to confidently support and connect with UGA athletes,” Hibbs said in the statement.

“Classic City Collective will create a sustainable platform to uniquely position UGA athletes for continued success.”

Former Georgia football linebacker and National Champion John Staton IV is the Director of Operations.

Staton also co-founded the DGD Fund with Stetson Bennett IV, Owen Condon, John Fitzpatrick and Payne Walker. The collective will also partner with that non-profit.

Additionally, business leaders and former athletes associated with the University of Georgia will serve on a board of directors.

Georgia NIL Collective shares mission to help athletes

According to the Georgia NIL collective’s twitter bio, Classic City Collective “aims to enrich, enhance and empower UGA student athletes through unique, sustainable NIL activities.”

Head Georgia football coach Kirby Smart and baseball coach Scott Stricklin already follow the NIL collective on twitter and instagram.

As the nation’s foremost supporter-funded NIL facilitation platform, we aim to position Georgia Athletics and athletes from all 21 sports for sustained success. https://t.co/ynAy7j515M pic.twitter.com/uLzEyByTfB

— Classic City Collective (@ClassicCityCLTV) March 2, 2022

Follows don’t equal endorsements. Still, coaches have to keep themselves in the loop amid changes like this.

Smart recently told Mike Krzyzewski on ‘Basketball & Beyond with Coach K’ that changes with NIL and the transfer portal concern him.

“What (college football is) headed towards is really scary. It’s scary for the coaches, it’s scary for the young men. And it’s not just about them making money. I have no problem with them making money, Smart told Krzyzewski.

“I’m worried about the love and the passion that our fanbases have for the game going away. That scares me the most.”

As for this specific initiative, Smart backs Hibbs. Here’s what Smart said in Classic City Collective’s statement:

“Matt proved during his time in our program how valuable he can be to our student-athletes and Georgia Athletics,” Smart said.

“His background and experience within and around collegiate athletics makes him a uniquely positioned leader in NIL.”

Georgia fans will have their eyes on it, too

Some will buy in. Some will hate it.

Either way, Georgia had to join up. This trend isn’t slowing down.

We’ve seen how a reluctance to contribute to college football’s table stakes may impact Dabo Swinney’s success at Clemson.

No one knows where NIL will go.

The Classic City Collective seems intent on making sure it goes the right way for Georgia’s athletes. Compliance is key.

Former Georgia and NFL Punter Drew Butler makes up part of Icon Source’s executive team. They’ll facilitate business opportunities through a digital marketplace.

Ultimately, they aim to keep collectives like this one above board.

Per Classic City Collective’s statement:

“Icon Source is thrilled to provide the Classic City Collective with their own marketplace technology that will allow any and every brand or business the ability to connect with UGA student-athletes and send them NIL endorsement opportunities,” said Butler, Executive Vice President of Collegiate at Icon Source.

“Under the leadership of Matt Hibbs, with his years of compliance experience and the trust he has among student-athletes, the Classic City Collective has positioned itself to be the premier collective in the country.”

The Classic City Collective and the University of Georgia share no official affiliation.

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