Bulldogs building towards NIL growth

FRESNO, CA – The topic of Name, Image and Likeness has dominated college athletics since its’ inception three years ago. Now places like Fresno State are feeling the growth of NIL, using it to help guide their student athletes.

“At a level like ours and student athletes within our space, it’s really about teaching them and giving them the confidence to go out and tell their story,” said Fresno State NIL Director Aaron Mitchell. “So if you want to go out and do more things to get your brand connected to this community, to the red wave, to bigger brands, we have to do the work to do that. I think it’s more about getting our athletes to understand that.”

Locally, athletes are seeing the work pay off already with group deals like trading cards for Fresno State Football.

“Onit trading card at the trading card deal that we worked last year,” said Mitchell. “It’s a group licensing agreement that all of our global players, you know, have the option to opt in to sign over their name, image and likeness to be on a trading card.”

While the athletes gain financial profits from these deals, NIL can also be used to create a lasting legacy for them off the field as well.

“I think the more that we can create opportunities that live in that value base this I mean, I’m adding value to student athletes,” said Mitchell. “There’s guys that got that trading card when I bought it at the store and are giving it to little brothers, moms and dads and just fired up about it. I think that’s the cool aspect of and I also can come up with some really fun deals, some really cool activations that really kind of continue to drive the brand of student athletes, the brand of Fresno State. But now, it’s a memento.”

As for the future? Fresno State could be cooking up a brand new deal coming to campus soon.

“We’re looking to potentially onboard another one of these types of companies that might be able to have the ability to give all stuff right on site,” said Mitchell. “But those are some things that we’re still kind of working on. Hopefully we can kind of get it packed together.”

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