How to turn an NIL partnership into something bigger than a campaign

The 3 most important lessons to consider.

[Source Image: Getty Images]

If you had told me during my college days at the University of Connecticut that one day the company I founded would have its name on the university’s basketball court, I never would have believed you. The story of how we got there started with our decision to enter the NIL space.

When NIL (the commercialization of name, image, and likeness for the benefit of athletes) transformed college athletics, Madison Reed was one of the early brands to get involved. As the founder and CEO of a company built on empowering women, I wasn’t looking for a traditional........

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