CU Ready to Navigate NIL Landscape

BOULDER — As of today, college athletes across the nation will be afforded the opportunity to profit from their name, image and likeness.

That includes Colorado, where an NIL law originally set to go into effect in 2023 was recently fast-tracked and became law as of Thursday, July 1.

In simple terms, the race is on. Athletic departments everywhere will be doing their best to show their student-athletes they are prepared to help them benefit from what may be the most significant change to college athletics in at least a generation.

But the race won't have the same starting line for everyone.

Some schools will be playing catch-up. Others, however, have been proactively preparing for the future.

Put the Colorado Buffaloes in the latter category. For the last several years, CU has steadily created programs and initiatives that will ensure every Buff will have the opportunity to fully benefit from NIL opportunities.

"Our mission statement has always been to provide a world-class experience for our student-athletes," said CU Athletic Director Rick George, who served on an NCAA working group for NIL guidelines. "Name, image and likeness is no doubt going to be a key component of that experience. We already have in place a strong foundation of support systems that will help every Buff learn how to maximize their opportunities, and we will continue to expand those opportunities in the future."

CU's preparation for NIL implementation spans a wide range of programs, from the Scripps Leadership and Career Development program to a robust social media education initiative that helps each student-athlete tailor her/his brand to their individual needs.

The Scripps LCD, implemented by George approximately four years ago, boasts individualized support programs geared toward helping student-athletes pursue their passions while leveraging their experiences for individual and professional success.

Last year, the Scripps LCD instituted the groundbreaking "Buffs With A Brand" program, a comprehensive initiative built around personal brand management, entrepreneurship and financial literacy. Led by Lauren Unrein, Associate AD/Director of the Scripps LCD, Buffs With a Brand will now feature an increased focus on NIL opportunities and best practices in navigating those waters.

"Buffs With a Brand had a very successful inaugural year," Unrein said. "With NIL now a reality, we will be ready to utilize all of our resources to ensure that our student-athletes receive the best-possible instruction in pursuing the opportunities that will be available to them."

Colorado has also prepared for NIL at the administrative level, adding compliance resources to make sure student-athletes receive guidance in the intricacies of the new law.

CU two years ago established a partnership with INFLCR, a nationwide leader in athlete brand building. That service will now be available to all student-athletes. INFLCR has steadily been adding features to its toolbox in anticipation of NIL becoming law and has added INFLCR Verified, an NIL-specific program. Those tools will be available to help Buffs student-athletes prepare for NIL opportunities, and will also assist CU in compliance monitoring and education.

Colorado has also been a nationwide leader in helping student-athletes manage and maximize their social media presence. Colorado's digital department, led by Assistant AD Lindsay Lew, along with her staff and Assistant AD Curtis Snyder, who has held roles within the SID office and the digital department over the past decade, have taken an aggressive approach educating Buffs athletes on best social media practices.

That includes the best ways to establish a positive personal brand — something that will be integral to maximizing NIL opportunities.

"Since social media first hit, we've always taken the mindset of helping student-athletes maximize the potential of it rather than scare them into submission," Snyder said. "When many, if not most, programs were telling or forcing student-athletes not to be active on social media, we took the stance of educating them in the best way to use the platforms."

Lew, Snyder and CU's Digital Content Manager Lexi Hartmann have helped more than 100 student-athletes become verified over the past few years and all three will undergo specific training from Facebook, Instagram and Twitter in the coming weeks to become certified in NIL practices on the platforms.

"It's an evolving process that requires persistent attention to technological advances," Lew said. "Our staff is constantly educating ourselves on the latest developments in order to make sure we can help our student-athletes apply those changes to their individual needs."

Colorado's social media branding has already earned a reputation as an industry leader, giving student-athletes a head start on realizing the implications of their personal brand as they make the jump into the college athletics world.

Now, that branding will have another dramatically increased layer of importance with the advent of NIL opportunities.

"We really feel like we have been among the nation's leaders when it comes to helping our student-athletes develop and maximize their brands via social media," Snyder said. "Now, with the advent of NIL opportunities, it is imperative that we maintain our position as a national leader so our student-athletes can take advantage of every opportunity possible in this new arena of college athletics."

Related Videos