Wisconsin Athletics, Learfield Unveil Badger Athlete Partners Program
The University of Wisconsin Athletic Department, in collaboration with Learfield’s Badger Sports Properties, has launched the Badger Athlete Partners program. This initiative focuses on enhancing Name, Image, and Likeness (NIL) revenue generation for student-athletes at the university.
Objectives of Badger Athlete Partners
Badger Athlete Partners aims to streamline revenue opportunities for student-athletes while supporting brand marketing efforts. The program is designed to boost both recruitment and retention of top athletes.
Leadership Insights
Chris McIntosh, the Director of Athletics, described the initiative as a significant evolution of their existing infrastructure. He stated, “This is an exciting step, as it creates a large and scalable ecosystem that helps drive recruitment and retention across all sports.”
Comprehensive NIL Strategy
The new program includes the addition of five dedicated positions focused on NIL initiatives. These roles will assist Wisconsin student-athletes in three crucial areas:
- Deal facilitation and management
- Content creation
- Storytelling
This structure enhances athletes’ earning potential and strengthens their brand value through strategic partnerships. The initiative strives to create a sustainable and effective NIL ecosystem, benefitting athletes and businesses alike.
Optimizing Marketing Opportunities
Badger Athlete Partners will integrate the current NIL revenue generation efforts within Badger Sports Properties. This consolidation is expected to improve support for business development, activation, and content creation, allowing student-athletes to secure new opportunities efficiently.
Scott Silvestri, Vice President and General Manager of Badger Sports Properties, emphasized the importance of this partnership. He remarked that it would unlock advanced opportunities through dedicated leaders, award-winning content, and top-tier technology.
Building on Past Success
The initiative aims to build upon the successful collaborations that Badger student-athletes have had with various notable brands. Previous partnerships include:
- U.S. Cellular
- Exact Sciences
- Target
- Kwik Trip
These partnerships reflect the increasing momentum in NIL deal-making within Wisconsin Athletics.
About Wisconsin Athletics
Wisconsin Athletics promotes student-athletes’ athletic, academic, and social development. It proudly represents 23 Division 1 sport programs, emphasizing a commitment to education and competitive excellence.
About Learfield
As a leading media and technology company in college athletics, Learfield plays a significant role in driving revenue, growth, and brand awareness. It connects over 1,200 collegiate institutions with numerous brands, enhancing the fan experience and supporting athletic departments across all divisions.
The establishment of the Badger Athlete Partners program signifies a major advancement in the way Wisconsin Athletics supports its student-athletes in the evolving landscape of NIL opportunities.
