The University of Cincinnati is trying to be a major player in the name, image and likeness space.
Cincinnati is one of six universities that are partnering with Altius Sports Partners, a name, image and likeness licensing advisory firm that will place what UC and the firm are calling a "general manager" on campus to help generate NIL opportunities for student-athletes, UC announced Monday.
UC AD John Cunningham has a plan to competeagainst big-money schools. Will it work?
The Altius representative will work with UC's Impact program to create a name, image and likeness vertical that will support athletes for all 18 sports in collaboration with UC Director of Name, Image and Likeness John Peterson.