The Virginia athletics department has made an announcement regarding the addition of a full-time general manager who will assist student-athletes in navigating name, image, and likeness (NIL) deals.
In January 2022, the University of Virginia announced its partnership with Altius Sports Partners, which includes the inclusion of a NIL manager in their agreement. Altius, a firm that maintains connections with numerous educational institutions, is dedicated to assisting them in adapting to the evolving landscape of NILs.
Colleges interested in establishing NIL departments will receive assistance from Virginia’s on-site GM, who will support education, operations, and deal facilitation.
Under the leadership of Brittney Whiteside, the GM program will be headed. Previously, Whiteside held executive roles as an AD and deputy AD at Virginia, working alongside current AD Carla Williams.
According to Williams, the Altius GM program is designed to assist students in fully optimizing their name, image, and likeness.
When we first started Altius, our primary objective was to create a comprehensive NIL program that is based on proven methods and delivers long-term benefits to our student-athletes.
As the popularity of Virginia sports betting continues to rise, the stakes are higher than ever, as a significant increase in funds flows through U.Va’s sports programs.
There are no other schools on campus that have Altius GMs.
- LSU
- South Carolina
- Northwestern
- Oklahoma State
- Cincinnati
History of NIL
For a significant portion of the NCAA’s existence, college athletes were primarily limited to receiving a full-ride scholarship as compensation while representing their university in sports.
On June 30, 2021, a significant shift occurred. The NCAA implemented temporary regulations allowing student-athletes to earn financial compensation for their off-field endeavors, such as high-profile events and televised appearances. Nonetheless, there may be obstacles to overcome when it comes to actualizing these payments for athletes.
Barstool Athletes Inc. was unveiled by Dave Portnoy, founder of Barstool, just one day after the NCAA’s NIL ruling.
“I have absolutely no idea what we’re doing,” he posted on Twitter. “There was zero consideration given to it.”
Thousands of “Barstool Athletes” have been enlisted for NIL agreements by Barstool. Although athletes are prohibited from endorsing gambling, sports betting, drugs, or alcohol, the existence of Barstool as a prominent sportsbook brand creates complications within these relationships.
How will the Virginia NIL general manager help?
- Supporting overall NIL strategy
- Assisting with the fulfillment of on-campus NIL opportunities on a daily basis.
- Managing the education and support provided to all stakeholders involved in Virginia’s NIL implementation.
According to the Sports Business Journal, the school will provide funding for Virginia’s GM. Altius Sports Partners charges schools a fee in the range of low six figures to offer guidance on NILs and student marketing.
It is crucial to understand that Altius does not represent Virginia student-athletes or the university. Additionally, Altius does not directly obtain rights or sell tickets to events. Instead, the company utilizes its expertise and resources in Name, Image, and Likeness (NIL) to assist in the marketing of student-athletes.
In addition to national NIL analysis, coaches are provided with recruiting resources.
About Altius Sports Partners
- Casey Schwab, a former vice president of business and legal affairs for NFL Players Inc., established Altius in 2020.
- Oliver Luck, the former athletic director of West Virginia, serves as the chairman of Schwab. Additionally, he held the positions of CEO and commissioner for the 2020 edition of the XFL.
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