A marketing professor and students at Cal Poly operate the Athlete Lab, serving as a full-service creative agency for college athletes to capitalize on the new NIL rules allowing them to profit from their name, image, and likeness. The class helps athletes secure promotional opportunities and tools, connecting them with local businesses for endorsements, promo spots, and appearances. The goal is to support student athletes and boost their profiles, with a focus on local opportunities and community engagement.

By the Numbers
  • Since 2021, college athletes can profit from their name, image, and likeness (NIL).
  • Star athletes like Marvin Harrison Jr. and the Cavinder twins have reportedly made millions from NIL deals.
State of Play
  • Local focus: Cal Poly's athletes are leveraging local opportunities for endorsements and promo spots.
  • The class operates as an internal sports agency, providing athletes with the guidance and knowledge to navigate the new landscape of college athletics.
What's Next

The Athlete Lab aims to expand and establish Cal Poly's reputation for its NIL work beyond the local community, with a growing interest from athletes seeking their services.

Bottom Line

Cal Poly's Athlete Lab demonstrates how college athletes can effectively navigate the new NIL rules by partnering with local businesses and engaging with the community, offering a blueprint for other universities to support their student athletes.