North Dakota State’s media rights holder Learfield moving further into the new college world.
FARGO — North Dakota State is significantly ramping up its efforts related to NIL (Name, Image, Likeness). The athletic department, in collaboration with its media rights partner Learfield, will be creating a full-time position dedicated to negotiating deals for student-athletes.
This move highlights the substantial shifts in the NDSU athletic department following the NCAA’s changes over the past five years, which began allowing student-athletes to profit from their name, image, and likeness in 2021.
While the impact at NDSU has not been overwhelming so far, with only a handful of athletes featuring in television commercials over the last three to four years—most notably quarterback Cam Miller and former men’s basketball player Grant Nelson—the new position is poised to enhance these opportunities.
Details about the role are still being finalized, according to Josh Hartman, general manager of Bison Sports Properties, NDSU’s branch of Learfield. “It could be a position focused solely on generating revenue from NIL deals, or it could involve a more hybrid role that includes sales as well,” he said.
Hartman and his team have already been active in selling NIL deals for a couple of years. “It may evolve into more of a coordinator role,” he explained, which would involve guiding student-athletes through the process of connecting with businesses, completing necessary paperwork, collaborating with the NDSU compliance office, and obtaining approvals for logo usage.
Previously, the only benefits for student-athletes were full or partial scholarships. Now, those benefits have expanded to include cost of attendance and Alston payments, both managed by the athletic department, in addition to offerings from The Green and The Gold Collective, a separate private entity.
Hartman indicated that the new position could collaborate with the NDSU collective. “We would definitely be interested in working together; it’s for the greater good, after all,” he remarked. “If they’re reaching out for donations and connect with someone who owns a business wanting to sponsor an athlete, they would need to work through us anyway.”
The comprehensive array of these resources is one reason NDSU has decided not to participate in the NCAA’s $ 20.5 million revenue-sharing cap for student-athletes this year, a measure resulting from the House vs. NCAA settlement pending final approval in April. Power Five schools must opt in, but mid-major institutions like NDSU can choose, and many appear to be holding off for now.
“I believe we’re in a strong position,” said NDSU athletic director Matt Larsen, and the addition of a dedicated NIL position is expected to bolster that.
Earlier this month, South Dakota State announced a similar initiative called “Jacked NIL,” aimed at creating innovative tools to engage brand sponsors and fans in supporting student-athlete NIL activities.
In addition to facilitating deals, NDSU’s new NIL role will likely involve opportunities for volunteer work, many connected to the collective and various sports. “It will also focus on stewardship,” Larsen said. “Ensuring that student-athletes fulfill all requirements to earn these funds could almost be a full-time job.”
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