NIL opportunities fuel recruiting and retention, while helping student-athletes prepare for life after college
Lamentations about the old days set aside, there’s a new reality in intercollegiate athletics today. Judicial rulings and legislative actions give student-athletes the right to earn money for the use of their Name, Image and Likeness (NIL). And those NIL opportunities now drive recruiting and retention.
“The University of Washington benefits from student-athletes’ hard work and extraordinary performances, in the Athletic Department and as an institution. NIL gives student-athletes a wonderful opportunity to be involved with organizations they care about,” explains Shannon Kelly, Deputy Athletic Director for Revenue Generation.
Their packed schedules make it impossible for student-athletes to work part-time like other students to pay for expenses not covered by their scholarships. Shannon says NIL allows them “to use their platforms to serve their communities, make some money, build their brands, and learn real world skills to help launch their lives after college.”
Enter Montlake Futures, a nonprofit organization established by community leaders to ensure that NIL operates in the best interests of student-athletes. By partnering with other charitable institutions such as Seattle Children’s, Big Brothers Big Sisters and Seattle Humane Society, Montlake Futures matches causes student-athletes care about with paid service opportunities.
For example, student-athletes led more than 500 kids in drills as part of a Boys and Girls Clubs field day at Husky Stadium. Make a Wish raised $20,000 by auctioning off a personal appearance by UW Football players. Men’s Basketball players helped the American Heart Foundation promote the importance of healthy eating. It’s a win-win-win for the charities, the student-athletes, and the community.
In addition to earning money, student-athletes learn how to analyze and negotiate contracts, how to pay taxes, and how to be accountable in what might be their first job-like experiences.
Funding for NIL comes from tax-deductible donations from Husky fans who understand the importance of NIL to recruiting top scholar athletes.
“Do you like to win? That’s the question I ask when I talk to people about donating to Montlake Futures,” says Executive Director Andrew Minear. “We’ve made great strides in building our NIL collective. But with the move to the Big Ten, we need more community investment to compete against schools that have elevated NIL to their top priority. Success in the Big Ten demands that we adapt to this new landscape.”
To learn more about Montlake Futures and to donate, go to: Montlake Futures.com.
Montlake Futures is an independent 501(c)(3) non-profit organization that works directly with Husky student-athletes to leverage their Name, Image, and Likeness for positive community impact. While a proud sponsor of UW Athletics, Montlake Futures is not a University of Washington entity. Any gifts or contributions made to Montlake Futures do not qualify for Tyee Club member benefits or priority points, cumulative UW giving recognition, or recognition groups such as The President’s Circle.
