SAN DIEGO -- San Diego State Athletics announced today the repositioning of the department's comprehensive Name, Image and Likeness initiative formerly known as Aztec Advantage. The rebranded program is now positioned under the name Aztec NIL but will maintain core tenants of the previous program with a focus on assisting student-athletes in NIL through personal and professional development.
In addition to the name change, SDSU has announced the appointment of new NIL coordinator Brenden Hill, who most recently led internal strategy for one of the nations most successful NIL marketing agencies, Triumph NIL (triumphnil.com).
"San Diego State has a long tradition of notable athletes that have developed Hall of Fame brands here on The Mesa," Hill said. "Combining that legacy with the momentum we have built in a commercially viable market like San Diego, there is no doubt that we are well positioned to create a dynamic Name, Image and Likeness eco-system here in America's Finest City. It is a great time to be an Aztec!"
The Aztec NIL program will introduce mentorship, creativity, and empowerment as three core values that align with director of athletics John David Wicker's vision for developing the total student-athlete at SDSU.
"It is important to me that our athletic department at San Diego State graduates well rounded people who will go on to make a positive impact on society," Wicker said. "Name, Image and Likeness provides an opportunity to engage our student-athletes in a parallel track with our AGP program. Financial literacy, brand awareness, and time-management are all key components to NIL. Our reimagined program will complement our approach to student-athlete development and Brenden is the right person to lead our internal strategy while supporting our student-athletes."
The Aztec NIL program will work with student-athletes across sports, including international students, to help them navigate NIL creatively and compliantly. Hill plans to raise awareness regarding the benefits of NIL to fans, alumni and the local business community.
"NIL is a great resource for student-athletes as they navigate real life situations," Hill added. "They are not immune to cost of living expenses and other challenges navigating this ever evolving space. I'm excited to work in partnership with our student-athletes as well as to better inform our alumni and supporters as to how they can participate."
What To Expect
● Marketplace: San Diego State recently extended a partnership with NIL technology company Opendorse. The tech platform offers a platform for student-athletes to disclose their NIL activity to compliance in addition to serving as a one stop shop where fans can purchase video messages, request autographs/appearances, and brands can make offers to student-athletes to be ambassadors. Opendorse will introduce a branded landing page for businesses who are interested in leveraging student-athletes NIL alongside SDSU logos, marks and IP.
As of today, any brands that are interested in learning how to leverage SDSU IP alongside NIL are encouraged to reach out to Eric Del Carmen, VP JMI Sports e.delcarmen@jmisports.com.
● Content and Social Media: With the proliferation of the creator economy, Aztec NIL will work alongside all sports teams and athletes to increase media content in collaboration with team accounts to assist student-athletes in showcasing their unique talents and brand personality.
● Licensed NIL Merchandise: Campus Ink has recently introduced expanded product skus through their SDSU NIL Store, including custom jerseys, and signature releases. Fans can expect additional vendors to be added to increase availability of officially licensed products and support of team merchandise that extend beyond wearables in the NIL space.
● Financial Literacy: With increased opportunities to earn money or receive in-kind benefits, there will be an increased investment in financial programming around taxes, budgeting, and financial planning in partnership with notable regional and national service providers.
● Entrepreneurship: SDSU features one of the nation's best startup incubators in Zip Launchpad. Student-Athletes will have access to partner with start-ups to leverage their social currency or professional skills, in addition to leveraging the incubator for their own next great idea!
Connect with Aztec NIL on social media @Aztec_NIL or email NIL Coordinator, Brenden Hill with any questions related to SDSU Name, Image and Likeness at bhill2@sdsu.edu.
SDSU Athletics Re-Brands NIL Program
