Wisconsin Athletics to set up program preparing student-athletes for NIL era

University of Wisconsin-Madison is creating a readiness program called “YouDub” to prepare its student-athletes for maximizing value on their own name, image, and likeness (NIL).

Per an official release from Wisconsin Athletics, the university is partnering with Opendorse, a private sports marketing company based out of Nebraska, and using the company’s industry resources to “support student-athlete assessment, education and brand development.”

“College athletics is entering a new era and we are excited to embrace the opportunities that will come with changes in student-athletes’ name, image and likeness rights,” UW Deputy Director of Athletics Chris McIntosh said via the official release. “At our core, we exist to prepare student-athletes. Our approach to preparing them for success in the NIL arena will be no different than our commitment to setting them up for success on the field of play, in the classroom and in life beyond their time at UW. Partnering our outstanding staff with Opendorse, the industry leader, provides our student-athletes with tremendous educational and brand-building resources to grow their opportunities and maximize their potential in terms of NIL.”