Oklahoma Unifies NIL Operations Under Sooner Sports Properties

The University of Oklahoma Athletics Department has centralized its Name, Image and Likeness (NIL) operations by merging its current NIL collective, 1Oklahoma, under Sooner Sports Properties, Learfield's local multimedia rights team for OU athletics. This new unified entity will continue operating under the 1Oklahoma brand and aims to streamline marketing efforts, improve organizational efficiency, and maximize NIL dealmaking opportunities for OU student-athletes. The consolidation follows recent changes in college athletics rules, including the House vs. NCAA settlement, which allows athletic departments to share revenue directly with athletes. OU athletic director Joe Castiglione emphasized that centralizing efforts with Learfield and Sooner Sports Properties will expand existing programs and deliver innovative NIL opportunities that build long-term value. The merger also ensures continuity of successful initiatives like 1Oklahoma's membership program and Inspiring Champions Fund events in partnership with OU's Sooner Club. This strategic move positions Oklahoma as a leader in adapting to the evolving NIL landscape, facilitating partnerships with both local and national brands.