UNIVERSITY PARK, Pa.; March 29, 2022 – Penn State Intercollegiate Athletics has partnered with leading name, image and likeness (NIL) advisory and education firm Altius Sports Partners (Altius) to further advance the school's NIL program including ongoing guidance on strategic development, evaluation of departmental initiatives as well as comprehensive educational support benefitting all internal and external Penn State stakeholders.
"We are looking forward to partnering with industry leader Altius Sports Partners in our name, image and likeness (NIL) programming," said Penn State Vice President for Intercollegiate Athletics Sandy Barbour. "They have a talented and experienced team with a vast understanding and knowledge of the NIL landscape. We know the education Altius will provide to our stakeholders will help everyone navigate these evolving NIL waters."
Key aspects of the new Penn State-Altius partnership include customized educational workshops for student-athletes, coaches and staff focused on, among other issues, group licensing, marketing, branding, financial literacy and recruiting as well as engagement with internal and external constituents on NIL education. Additional deal components include guidance on partnership strategy, enhancement of departmental initiatives which serve to empower student-athletes, leveraging emerging opportunities, and development of innovative approaches for long-term success.
Altius, an official partner of leading collegiate athletic departments and sports properties, specializes in developing and managing programs around important issues related to NIL. Through its industry expertise, wide range of services and intellectual resources, the firm's holistic-based approach includes strategic vision and cohesive planning to help all participants navigate structural change and thrive in the evolving collegiate landscape.
"Penn State is a special place and one of the most iconic brands in collegiate athletics," said Altius Vice President of Collegiate Partnerships Andrew Donovan. "We are thrilled to partner with the Nittany Lions to collaboratively implement a comprehensive NIL strategy that supports all Penn State stakeholders and, most importantly, positions Penn State athletes to effectively and responsibly maximize their opportunities on and off the field."
In its storied history, Penn State has compiled 79 national team championships and 309 conference championships, including 118 Big Ten Conference titles since joining the conference in 1992-93. The Nittany Lions own an impressive 92% graduation success rate (GSR) and have had a 90% GSR or better in each of the last five years. Penn State is one of only five NCAA Division I schools to have won at least 10 NCAA Championships since 2012-13 and have a 90% GSR in the 2021 report.
Supported by operational leadership and a best-in-class client services team, the Altius cross-disciplinary network of partners and advisory team members includes:
- John Entz, 14-time Emmy winner and former President of Production at Fox Sports, SVP at MLB Network and producer at ESPN.
- Gabe Feldman, Director of the Tulane Sports Law Program, Associate Provost for NCAA Compliance and Co-Director of Tulane Center for Sport.
- Renie Anderson, CRO and EVP, Partnerships at the NFL.
- David Carter, Executive Director of the USC Sports Business Institute, and a professor of sports business at USC's Marshall School of Business.
- Jené Elzie, former Pac-12 athlete and current Chief Growth Officer for Athletes First Partners, sister company of Athletes First, the nation's largest NFL talent agency.
- Oliver Luck, sports business leader and former Commissioner of the XFL, EVP for Regulatory Affairs and Strategic Partnerships for the NCAA, and Athletic Director at West Virginia.
- Michael O'Hara Lynch, former global head of sponsorship marketing at Visa, Inc. and global head of consulting at Nielson Sports, currently partner in 3 Emerald Marketing.
- Jessica Mendoza, former Pac-12 athlete and Olympic gold medalist is a broadcaster for ESPN.
- Kenneth Shropshire, CEO of the Global Sport Institute, and professor at Arizona State.
- Malcolm Turner, sports business executive and former Vice Chancellor and Athletics Director at Vanderbilt and President of the NBA G League.
About Altius Sports Partners
Altius is a leading firm that delivers consulting, strategic planning, compliance support and education to its clients. An official partner of leading collegiate athletic departments and sports properties, Altius provides strategic solutions on topics ranging from NIL to the shifting landscape of employment and media rights within college athletics. The firm currently represents athletics departments at Arizona, Duke, Georgia, Indiana, LSU, Mississippi State, Northwestern, North Carolina, Oklahoma, Oklahoma State, Oregon State, Penn State, Purdue, South Carolina, USC, Tennessee, Texas, Villanova, Virginia and Washington. The firm has also partnered with Women Leaders in College Sports. Providing all stakeholders – athletics departments, coaches, and college athletes – with resources they need to thrive in the new age of college athletics, Altius leverages its deep reservoir of sports business sophistication to help those impacted to prepare and excel. We have built a team of cross-disciplinary leaders to reach higher levels of education, higher access to opportunities and higher standards of excellence.