Director of Name, Image, and Likeness (NIL)

The athletic program at Appalachian State University operates on the premise that intercollegiate athletics is an integral part of the institution’s overall program of education. Priority is given to high standards of both academic and athletic quality — the goal being the complete development of the student-athlete.

Reporting to the Senior Associate Athletics Director, the Director of Name, Image, and Likeness (NIL) is responsible for the leadership and oversight of operations related to App State Student-Athlete NIL.

Essential Duties and Responsibilities include:

1. Lead the App State Athletics NIL program, developing and coordinating programming and resources.

2. Serve as the primary contact for external university NIL partners.

3. Oversee the processing of student-athlete NIL transactions to ensure NCAA, Sun Belt, and institutional compliance.

4. Serve as primary NIL contact for internal and external stakeholders, including student-athletes, coaches, staff, boosters, third-party individuals, and local businesses in accordance with applicable university, state, federal and NCAA guidelines.

5. Serve as the liaison between App State Athletics and relevant University stakeholders on all NIL-related matters.

6. Implement and oversee a comprehensive annual NIL education program for prospective student-athletes, parents, current student-athletes, coaches, internal and external stakeholders.

7. Collaborate on NIL initiatives and cross-department functions with other App State Athletics units including compliance, student-athlete development, multimedia production, marketing, and licensing. Including, but not limited to:

   • Advising student-athletes on endorsement deals, appearance opportunities, and social media monetization.

   • Negotiating contracts with brands and companies on behalf of the student-athlete.

   • Providing financial and legal guidance to ensure compliance with NCAA regulations and tax laws.

   • Developing marketing strategies to enhance the athlete’s brand and maximize earning potential.

8. Comply with all applicable National Collegiate Athletic Association (NCAA) and Sun Belt Conference (SBC).

9. Educate NIL partners and develop new leads for student-athletes through the identification and pursuit of new NIL opportunities.

10. Maintain accurate records on all existing and prospective partner relationships and interactions.

11. Research and benchmark college athletics NIL market, staying current with relevant trends and market conditions.

12. Proactively coordinate with App State multimedia rights holders in prospecting leads from corporate partners, leading to potential NIL or career opportunities for student-athletes.