East Lansing, Michigan, August 18, 2025
News Summary
Michigan State University has introduced a pioneering pilot program to connect business college students with student-athletes, focusing on Name, Image, and Likeness (NIL) opportunities. This initiative aims to enhance peer leadership and provide crucial business skills while navigating the complexities of NIL regulations. Led by Ed Tillett and former student-athlete Lauren Aitch-Guerrant, the program collaborates with Playfly Sports to support both local businesses and student-athletes, emphasizing the significance of community engagement and opportunities for mid-major colleges to leverage NIL benefits.
East Lansing, Michigan – Michigan State University (MSU) has launched a new pilot program designed to connect business college students with student-athletes, focusing on opportunities surrounding Name, Image, and Likeness (NIL). Initiated during the 2022-23 academic year, this innovative initiative aims to foster experiential peer leadership while also equipping students with crucial business skills.
Ed Tillett, who oversees Multicultural Business Programs at MSU’s Broad College of Business, directs the program, while former MSU student-athlete Lauren Aitch-Guerrant leads the effort. The program collaborates with Playfly Sports, a notable industry leader in the sports properties sector, to help businesses navigate the complexities of the NIL landscape and ensure compliance with the evolving regulations impacting collegiate athletics.
One of the prevalent misconceptions in the sports community is that NIL opportunities are exclusive to athletes from Power 4 conferences. However, institutions like Eastern Michigan University and Kent State University demonstrate that there are indeed opportunities for mid-major colleges to leverage NIL advantages. The program emphasizes that smaller colleges can quickly adapt and respond to NIL opportunities due to their smaller teams of decision-makers.
Local and regional businesses often align their values with those of their affiliated universities, making these partnerships with student-athletes beneficial for both parties. By engaging with their communities, these athletes foster loyalty and promote authentic relationships, factors that companies value highly.
The NIL framework also serves as a significant pathway for student-athletes to earn supplemental income, helping them cover living expenses that may not be covered by full-ride scholarships. This is especially meaningful for women’s sports, where NIL has proven transformative by increasing visibility and sponsorship opportunities, thereby helping to address existing inequalities within sports.
MSU’s initiative is part of a larger strategic effort to remain competitive in the NIL space. Athletic Director J. Batt notes the university’s commitment to providing the necessary resources for student-athletes to thrive in this evolving environment. While individual athletes may not gain national notoriety, their local engagement can cultivate strong community relationships, further enhancing mutual advantages for student-athletes and partner brands.
Success in the NIL landscape depends significantly on building robust community narratives and campaigns that resonate authentically with the audience. MSU’s athletic department recognizes that the NIL ecosystem is delicate, requiring a fine balance between maintaining academic integrity and meeting the demands of sports. A unified plan among university leadership aims to enhance the overall success of the initiative by equipping the athletic department with adequate resources.
The shifting regulations and revenue-sharing models associated with NIL are altering the competitive landscape of college athletics, influencing both recruitment efforts and athlete support systems. By strategically implementing NIL programs, Michigan State University hopes to leverage its strengths while establishing a unique cultural identity that maximizes sustainable value and authenticity for its student-athletes.
FAQ Section
What is the purpose of the pilot program launched by Michigan State University?
The pilot program is designed to help business college students engage with student-athletes by providing practical leadership opportunities, particularly in navigating Name, Image, and Likeness (NIL) opportunities.
Who leads the MSU NIL program?
The program is directed by Ed Tillett and led by former MSU student-athlete Lauren Aitch-Guerrant.
How does NIL benefit student-athletes?
NIL provides an avenue for student-athletes to earn supplemental income, helping them cover living expenses not included in their scholarships.
How does the program impact small and mid-major colleges?
The program shows that mid-major colleges can also capitalize on NIL benefits and that their smaller decision-making teams allow for quicker adaptation to these opportunities.
Key Features of the MSU Pilot Program
| Feature | Description |
|---|---|
| Target Audience | Business college students and student-athletes at MSU |
| Program Directors | Ed Tillett and Lauren Aitch-Guerrant |
| Partnerships | Collaboration with Playfly Sports |
| NIL Benefits | Supplemental income, professional development, brand management skills |
| Community Engagement | Fostering loyalty through local partnerships and narratives |
| Impact on Women’s Sports | Increased visibility and sponsorship opportunities |
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Additional Resources
- Crain’s Cleveland: Michigan, Ohio Athletes Benefit from NIL Deals
- Wikipedia: College Athletics in the United States
- Spartan Avenue: MSU AD J. Batt on NIL
- Google Search: NIL deals for student-athletes
- On3: The New NIL Era in Collegiate Sports
- Google Scholar: NIL in college sports
- Lansing State Journal: MSU Football and NIL Rules
- Encyclopedia Britannica: NIL
- MSU Spartans: From the Desk of J. Batt
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