USC Athletics Brings Altius Sports Personnel In-House to Manage Athlete-Driven NIL Operations
November 01, 2022 | USC Athletics
LOS ANGELES (Nov. 1, 2022) – USC Athletics has joined the full-time, on-campus General Manager (GM) Program launched by Altius Sports Partners (ASP), the Name, Image and Likeness launch program for elite athletics departments.
ASP will hire, onboard, support and manage an NIL GM who will be placed on campus to advance comprehensive NIL efforts that ensure USC athletes have the tools, education and resources necessary to maximize opportunities and navigate this new space.
"As the NIL landscape evolves, it's critically important to remain agile and innovative to ensure that our student-athletes are best positioned to succeed athletically and personally," USC Athletic Director Mike Bohn said. "In alignment with the updated guidance from the NCAA, we are excited to demonstrate our continued commitment to providing world-class support in all aspects of the student-athlete experience, including NIL. Over the last year, Altius has been a valued partner, and we're thrilled to participate in their new General Manager Program, which will place an NIL expert on our campus to provide enhanced support to our student-athletes. We have the utmost confidence in the vision and expertise of Altius to identify a talented leader to drive our NIL efforts and elevate our program."
This latest initiative reinforces USC's investment in preparing student-athletes to capitalize on their NIL rights. The GM position will oversee operations surrounding NIL programming at USC, including education, training and monitoring, and working alongside USC's Athletic Compliance office to ensure adherence to rules and regulations. The on-campus GM will work closely with USC to heighten the student-athlete experience by conceptualizing and coordinating programming and resources.
"We are thoroughly excited to expand our partnership with USC Athletics by adding a General Manager on campus to lead NIL efforts," ASP VP of Collegiate Partnerships Brittney Whiteside said. "As we continue to invest in the resources to support our network of General Managers. We are focused on identifying a dynamic leader for the position who will make an immediate impact and position USC for continued success."
Launched in July 2022 with six athletics departments – Cincinnati, LSU, Northwestern, Oklahoma State, South Carolina and Virginia – adding full-time, trained ASP personnel on campus, the GM program centralizes NIL support services as a standalone vertical within athletics departments. The program includes comprehensive education of all stakeholders, as well as a customized approach for each department. ASP prioritizes development of student-athlete NIL while fostering collaboration with institutional partners and university supporters.
ASP became USC's NIL strategic planning and educational consultant in June 2021, a move designed to benefit student-athletes in all men's and women's sports programs. The GM initiative is an extension of ASP's services, which are rooted in navigating and keeping school partners ahead of the curve and compliantly optimizing NIL activities for their student-athletes. As ASP expands its GM Program, it will continue to support all school partners through an advisory role in addition to providing ongoing innovative and strategic guidance on policy and initiatives and customized educational support.
About Altius Sports Partners
Altius Sports Partners (ASP) is a leading NIL launch platform and external innovation department that delivers consulting, strategic planning, compliance support and education to its clients. An official partner of premier collegiate athletic departments and sports properties, ASP provides strategic solutions on topics ranging from NIL to the shifting landscape of employment and media rights within college athletics. ASP currently represents athletics departments at Arizona, Arizona State, Auburn, Cincinnati, Clemson, Duke, Georgia, Georgetown, Indiana, Kansas, LSU, Marquette, Miami, Mississippi State, Nebraska, Northwestern, North Carolina, Oklahoma, Oklahoma State, Ole Miss, Oregon State, Penn State, South Carolina, USC, Tennessee, Texas, Villanova, Virginia,and Wisconsin. ASP has also partnered with Women Leaders in College Sports. Providing all stakeholders – athletics departments, coaches and college athletes – with resources they need to thrive in the new age of college athletics, ASP leverages its deep reservoir of sports business sophistication to help those impacted to prepare and excel. It has built a team of cross-disciplinary leaders to reach higher levels of education, higher access to opportunities and higher standards of excellence.
ASP will hire, onboard, support and manage an NIL GM who will be placed on campus to advance comprehensive NIL efforts that ensure USC athletes have the tools, education and resources necessary to maximize opportunities and navigate this new space.
"As the NIL landscape evolves, it's critically important to remain agile and innovative to ensure that our student-athletes are best positioned to succeed athletically and personally," USC Athletic Director Mike Bohn said. "In alignment with the updated guidance from the NCAA, we are excited to demonstrate our continued commitment to providing world-class support in all aspects of the student-athlete experience, including NIL. Over the last year, Altius has been a valued partner, and we're thrilled to participate in their new General Manager Program, which will place an NIL expert on our campus to provide enhanced support to our student-athletes. We have the utmost confidence in the vision and expertise of Altius to identify a talented leader to drive our NIL efforts and elevate our program."
This latest initiative reinforces USC's investment in preparing student-athletes to capitalize on their NIL rights. The GM position will oversee operations surrounding NIL programming at USC, including education, training and monitoring, and working alongside USC's Athletic Compliance office to ensure adherence to rules and regulations. The on-campus GM will work closely with USC to heighten the student-athlete experience by conceptualizing and coordinating programming and resources.
"We are thoroughly excited to expand our partnership with USC Athletics by adding a General Manager on campus to lead NIL efforts," ASP VP of Collegiate Partnerships Brittney Whiteside said. "As we continue to invest in the resources to support our network of General Managers. We are focused on identifying a dynamic leader for the position who will make an immediate impact and position USC for continued success."
Launched in July 2022 with six athletics departments – Cincinnati, LSU, Northwestern, Oklahoma State, South Carolina and Virginia – adding full-time, trained ASP personnel on campus, the GM program centralizes NIL support services as a standalone vertical within athletics departments. The program includes comprehensive education of all stakeholders, as well as a customized approach for each department. ASP prioritizes development of student-athlete NIL while fostering collaboration with institutional partners and university supporters.
ASP became USC's NIL strategic planning and educational consultant in June 2021, a move designed to benefit student-athletes in all men's and women's sports programs. The GM initiative is an extension of ASP's services, which are rooted in navigating and keeping school partners ahead of the curve and compliantly optimizing NIL activities for their student-athletes. As ASP expands its GM Program, it will continue to support all school partners through an advisory role in addition to providing ongoing innovative and strategic guidance on policy and initiatives and customized educational support.
About Altius Sports Partners
Altius Sports Partners (ASP) is a leading NIL launch platform and external innovation department that delivers consulting, strategic planning, compliance support and education to its clients. An official partner of premier collegiate athletic departments and sports properties, ASP provides strategic solutions on topics ranging from NIL to the shifting landscape of employment and media rights within college athletics. ASP currently represents athletics departments at Arizona, Arizona State, Auburn, Cincinnati, Clemson, Duke, Georgia, Georgetown, Indiana, Kansas, LSU, Marquette, Miami, Mississippi State, Nebraska, Northwestern, North Carolina, Oklahoma, Oklahoma State, Ole Miss, Oregon State, Penn State, South Carolina, USC, Tennessee, Texas, Villanova, Virginia,and Wisconsin. ASP has also partnered with Women Leaders in College Sports. Providing all stakeholders – athletics departments, coaches and college athletes – with resources they need to thrive in the new age of college athletics, ASP leverages its deep reservoir of sports business sophistication to help those impacted to prepare and excel. It has built a team of cross-disciplinary leaders to reach higher levels of education, higher access to opportunities and higher standards of excellence.
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