UC partners with firm to create more NIL opportunities for athletes

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.

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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. UC hired Peterson, a former Ohio State tight end and longtime assistant coach, to spearhead efforts and opportunities for Cincinnati’s football players.

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