Guest: Joe Shepard — Assistant AD, NIL Strategy & Execution, University of South Carolina

In this installment of NIL Edge, host Sterling Randle sits down with Joe Shepard, the Assistant Athletic Director for NIL Strategy & Execution at South Carolina. Shepard shares how the Gamecocks structure a holistic NIL ecosystem—anchored in education, community alignment, and authentic brand partnerships—and what he sees on the horizon in the NIL & revenue sharing era.

Whether you're an administrator, brand partner, or student-athlete, this conversation reveals how South Carolina is helping athletes translate NIL into sustainable, value-driven opportunities.

Key Takeaways

• Education as foundation. For Shepard, NIL is not just deal flow—it’s about equipping athletes with tools for lifelong brand growth and financial acumen.

• Intentional deal sourcing. South Carolina employs athlete interest forms and community-first thinking to match athletes with brands that fit.

• Integration with existing sponsorships. Gamecock Sports Properties weaves NIL activations into broader sponsorship deals, creating synergistic value.

• Full support from ideation to execution. Shepard emphasizes that the NIL team is there at every step—from negotiation to activation—so athletes feel empowered, not burdened.

• Long-term relationships over one-off paydays. The focus is on building lasting athlete-brand partnerships, not transactional “check writing.”