East Lansing, Michigan, August 19, 2025
News Summary
Michigan State University has initiated a new pilot program aimed at providing business students with opportunities to collaborate with student-athletes on Name, Image, and Likeness (NIL) prospects. Managed by Ed Tillett, the program is designed to enhance experiential learning for business majors while helping athletes navigate the complexities of branding and NIL engagement. In partnership with Playfly Sports, this initiative seeks to develop mentorship, promote equitable opportunities, and sharpen essential skills for athletes as they capitalize on their personal brand generation.
East Lansing, Michigan – Michigan State University (MSU) has launched a new pilot program designed to support business college students in working alongside student-athletes within the evolving landscape of Name, Image, and Likeness (NIL) opportunities. Managed by Ed Tillett, the director of Multicultural Business Programs at the Broad College of Business, the initiative seeks to create experiential peer leadership experiences for business students while simultaneously aiding athletes in navigating the complexities of NIL.
The program, spearheaded by Lauren Aitch-Guerrant, a former student-athlete and inductee of the Greater Lansing Athletic Hall of Fame, aims to bridge the gap between business students and student-athletes. MSU has partnered with Playfly Sports, a notable player in the sports properties sector, alongside backing from its athletic department to enhance the resources available for this initiative. The program’s objective is to assist companies in entering and expanding within the NIL framework, ensuring compliance and providing mentoring aimed at helping student-athletes develop and promote their personal brands.
Ed Tillett recognizes the growing potential of NIL opportunities for a broad range of schools, asserting that mid-major institutions, such as MSU, can utilize NIL as a critical asset for recruiting and branding. He believes that smaller institutions have the flexibility to craft community-focused campaigns that resonate with their local athletic programs and athletes. This perspective emphasizes the adaptability of such institutions in a competitive environment.
NIL provides substantial professional development prospects for students, enabling them to acquire essential skills like self-presentation, contract management, and personal brand development. The initiative is particularly beneficial for female athletes, addressing ongoing inequities in sports and enhancing their visibility and brand opportunities, which is crucial even in the post-Title IX era.
J. Batt, MSU’s Vice President and Director of Athletics, has voiced the university’s commitment to thriving within the NIL environment. He emphasized the significance of adequately allocating resources to coaches to ensure they can perform at a championship level. MSU recognizes that NIL rights represent a multifaceted ecosystem that necessitates cooperation among various stakeholders, all while maintaining a balance between academic obligations and athletic commitments.
Success in NIL initiatives depends largely on understanding institutional strengths and aligning them with community values. However, this comes with challenges, such as ensuring competitive recruiting while upholding integrity and transparency in compensation frameworks. MSU is navigating these institutional challenges, adapting financially to changes brought about by recent settlements related to NIL compensation, which impact budget management in the athletic department.
Furthermore, MSU has experienced leadership changes with J. Batt’s recent appointment, providing strategic guidance as the college athletics landscape continues to evolve with NIL and revenue-sharing frameworks.
Program Objectives and Structure
The program is intended to support student-athletes in various aspects of NIL engagement, including:
- Effective brand management
- Developing career skills pertinent to the changing dynamics of sports
- Offering mentorship to further enhance their marketability
The Broader Context of NIL
The NIL concept allows student-athletes to monetize their personal brand by capitalizing on their name, image, and likeness. These opportunities became prevalent after changes in NCAA rules, which now permit student-athletes to engage in commercial activities without jeopardizing their eligibility.
Conclusion
As Michigan State University embarks on this innovative program, it stands as a model for other institutions seeking to navigate the ever-changing NIL landscape. By facilitating collaboration between business students and student-athletes, MSU aims to foster an enriching environment that promotes personal growth, professional development, and equitable opportunities in collegiate athletics.
FAQ
What is the goal of Michigan State University’s new peer leadership program?
The program aims to provide experiential peer leadership opportunities for business students while assisting student-athletes in navigating the complexities of Name, Image, and Likeness (NIL) opportunities.
Who is overseeing the peer leadership program?
Ed Tillett, the director of Multicultural Business Programs at MSU’s Broad College of Business, oversees the program.
How does the program support student-athletes?
The program aids student-athletes by offering mentorship, helping them build their personal brands, and providing opportunities to learn essential skills for monetizing their NIL.
Key Features of the Peer Leadership Program
| Feature | Description |
|---|---|
| Collaboration | Facilitates partnerships between business students and student-athletes. |
| Mentorship | Offers guidance for student-athletes on managing their personal brands and NIL opportunities. |
| Skill Development | Teaches business students skills like pitching, contract management, and brand building. |
| Community Focus | Aligns NIL initiatives with local community values and engagement. |
| Resource Support | Collaborates with Playfly Sports and MSU’s athletic department for program enhancement. |
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Additional Resources
- Crain’s Cleveland: Michigan & Ohio Athletes Benefit from NIL Deals
- On3: July 1st Ushered in a New NIL Era in Collegiate Sports
- MSU Spartans: From the Desk of J. Batt
- Wikipedia: Name, Image, and Likeness
- Encyclopedia Britannica: NCAA
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