In a game-changing NIL partnership, the University of Utah’s women’s basketball and women’s gymnastics student-athletes have landed themselves an incredible new car deal, thanks to the University’s Crimson Collective.
Fresh off the Utah’s football team’s 85 players taking the NIL world by storm having been gifted a custom pickup truck each, the Collective has extended their investment to the University’s basketball and gymnastics athletes, who will each be able to choose a lease on either a 2024 Jeep Grand Cherokee L Limited Edition or a 2024 Ram 1500 Big Horn truck. A collaboration between the Crimson Collective and its streaming app, Utah 360, the activation is believed to be the biggest team-wide NIL deal in collegiate sports for female athletes.
“As a former University of Utah gymnast, it's incredibly meaningful for me to support our female student-athletes, as well as our talented young men,” said Nicole Mouskondis, Co-CEO of Nicholas and Co. and board member of Crimson Collective. “When we began with the Crimson Collective, we envisioned an equitable platform that supports and connects all student-athletes, and particularly our women's teams. This initiative is not just about providing transportation; it's about showing all our student-athletes that their achievements and contributions to the community are equally celebrated, on and off the field.”
“I grew up watching and dreaming of becoming a Lady Ute. Women’s gymnastics has been part of my life, and today I am so proud to be part of the Crimson Collective, which has, since its inception, been dedicated to honoring the women student-athletes of Utah, as well as the men. I hope my enthusiasm for these programs will be contagious as I cover them on the Utah 360° streaming app,” said Missy Marlow, former women’s gymnastic champion, former Olympian and NCAA gymnastics champion.
The Crimson Collective is a non-profit organisation dedicated to supporting local charities in the Salt Lake City valley, who partner with local student influencers in order to utilize NIL opportunities.
“This historic offering is game-changing, particularly for women’s collegiate sports. Building off our success with Utes’ football, we're setting a new standard by enhancing support and expanding opportunities in collegiate athletics, paving the way for a more inclusive and equitable environment for all student-athletes,” said Derek Mattsson, CEO of For The Win 360°.
“The technology and platform we’ve built at For The Win 360° have been instrumental in this historic initiative, not only with new opportunities for these incredible student-athletes but also by introducing a new avenue for donors and sponsors to support the students.”
The Name, Image and Likeness (NIL) industry is now estimated to be worth $1billion per annum, with growth driven in large by investment and deal brokering by collectives. The donor-backed groups help facilitate NIL opportunities for university teams and athletes, accounting for around 80% of the funds going into student-athlete deals, since changing legislation paved in way in July 2021.
Sources: Sports Illustrated/Fan Nation/Business Insider
