Georgia Athletics Launches NIL Partnership with Learfield to Boost Student-Athlete Income

The University of Georgia Athletic Association has partnered with Learfield to launch a new Name, Image, and Likeness (NIL) program that operates independently from the university, providing student-athletes with advanced tools to build personal brands, connect with sponsors, and increase earnings beyond traditional models. This initiative builds upon the existing Classic City Collective and aims to create a fully integrated, athlete-first NIL ecosystem leveraging Learfield Impact services and Georgia Bulldogs Sports Marketing. UGA’s Director of Athletics, Josh Brooks, highlighted the partnership as a commitment to innovation and supporting student-athletes in maximizing their NIL potential while strengthening their connection to the Bulldog community. Learfield, which has a strong presence in college athletics with ties to over 1,200 institutions, recently launched a similar NIL initiative with Ohio State. The partnership is poised to capitalize on Georgia football's national visibility, which led the nation in viewership in 2024, averaging 8.6 million viewers per game. Learfield's Executive Vice President for NIL Growth emphasized that the collaboration streamlines NIL dealmaking and enhances the student-athlete experience through strategic marketing and storytelling.