MADISON, Wis. – The University of Wisconsin Athletic Department and Learfield’s Badger Sports Properties have announced the creation of Badger Athlete Partners, an initiative designed to enhance, support and streamline Name, Image and Likeness (NIL) revenue generation for Badger student-athletes.
The expansive Badger Athlete Partners NIL team, supported by Learfield Impact NIL services, will help drive student-athlete recruiting and retention, and deliver value for brand partner marketing efforts.
“Badger Athlete Partners is the next iteration of our existing NIL and brand infrastructure, further scaling opportunities for Badger student-athletes and delivering on the needs of our valued brand partners,” said Director of Athletics Chris McIntosh. “This is an exciting step, as it creates a large and scalable ecosystem that helps drive recruitment and retention across all sports.”
Comprehensive NIL Strategy
Badger Athlete Partners will include five additional dedicated NIL positions, supporting Wisconsin student-athletes with comprehensive efforts in three key areas: deal facilitation and management, content creation, and storytelling.
The new structure will maximize student-athlete earning potential; strengthen the athletes’ brand value through strategic partnerships; and create a sustainable, best-in-class NIL ecosystem that benefits athletes, brands and Wisconsin Athletics.
In a move to optimize student-athlete marketing opportunities, Badger Athlete Partners will consolidate the existing NIL revenue generation efforts within Badger Sports Properties, while also growing the staff to provide increased support for business development, activation and content creation. The unified structure will provide student-athletes with seamless access to new opportunities while competing for Wisconsin.
“This partnership will unlock next-level opportunities for student-athletes through our dedicated Learfield Impact NIL leaders, award-winning content, and industry-leading technology,” said Scott Silvestri, Vice President and General Manager for Badger Sports Properties. “We are thrilled to expand our relationship with Wisconsin Athletics on such an important and large-scale initiative.”
Badger Athlete Partners will fuel NIL dealmaking success and build upon the momentum Badger student-athletes already have experienced through past and current collaborations with prominent brands, such as U.S. Cellular, Exact Sciences, Target, and Kwik Trip.
ABOUT WISCONSIN ATHLETICS
The Division of Intercollegiate Athletics at the University of Wisconsin–Madison provides student-athletes opportunities to excel, and thereby advance their athletic, academic, and social development. Through its commitment to education, broad-based opportunity, and competitive excellence across its 23 Division 1 sport programs, UW Athletics is elevating the lives of our student-athletes, each other and people in the university community. For further information, visit: http://UWBadgers.com.
ABOUT LEARFIELD
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.
