In this episode of NIL Edge, Student Athlete Score co-founder & CEO Brent Wall discusses how his team is building one of the most advanced marketing intelligence platforms in the NIL and revenue-sharing era. Brent explains the origin of the company—including the original “FICO score for athletes” idea—how AI powers their valuation tools, and why data-driven insights are becoming essential for colleges, brands, and athletes navigating today’s rapidly changing landscape. He also previews upcoming product expansions like a comprehensive NIL CRM and a B2C athlete app.

1. Student Athlete Score is becoming the NIL ecosystem’s data engine.

Brent explains how their platform tracks every D1 athlete, 100,000+ brands, engagement metrics, and brand mentions—giving schools, brands, agents, and athletes unprecedented clarity into value, fit, and opportunities.

2. The future of NIL is data-driven, measurable, and integrated into marketing budgets.

Brands are shifting from “donation-style” deals to performance-based influencer marketing, and Student Athlete Score provides the insights to justify spend, measure ROI, and target the right athletes authentically.

3. The company is expanding into a full NIL CRM and athlete-facing experience.

Brent teases tools for NIL directors, partnerships with major organizations, and a forthcoming athlete app blending performance profiles with NIL brand data.

In this episode of The NIL Edge, host Sterling Randle sits down with Haneen Rashwan, Director of NIL Administration at Baylor University, to explore how Baylor’s “Preparing Champions for Life” philosophy shapes its approach to student-athlete branding, education, and empowerment. Haneen shares how she built innovative NIL programs at both Oklahoma State and Baylor, her hands-on mentorship with athletes, and how brands can better engage with non-traditional sports like equestrian and acrobatics & tumbling.

Key Takeaways:

• Building NIL from the ground up: Haneen discusses creating Baylor’s NIL framework from a clean slate—emphasizing education and long-term career development for athletes.

• Empowering all sports: She explains how niche programs like equestrian and acrobatics & tumbling are finding brand alignment and helping grow awareness for their sports.

• Practical brand strategy: Haneen outlines how athletes can proactively pitch brands, develop content, and leverage social media as an “NIL résumé” to drive future opportunities.

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.”

In this episode of NIL Edge, Sterling Randle sits down with Logan Hittle, Associate Athletic Director of NIL and Strategic Initiatives at Ohio State University. Hittle has been at the forefront of shaping one of the largest NIL operations in the country, overseeing more than 5,000 deals across 36 sports. Drawing from his own journey as a walk-on athlete turned administrator, Logan shares how Ohio State has built a scalable NIL infrastructure, why student-athlete education is central to long-term success, and how the Buckeyes approach NIL as a tool for both brand growth and personal development.

Whether you’re a school administrator, brand, or athlete, this conversation offers an inside look at how one of the biggest programs in college athletics is navigating the new NIL era.

Key Takeaways

• Right place, right time—and adding value matters. Hittle explains how his career path, from facility assistant to walk-on player to NIL administrator, reflects the importance of seizing opportunities and finding ways to contribute.

• Education is the cornerstone. Ohio State’s NIL strategy isn’t just about deal volume—it’s about preparing athletes with life skills, brand tools, and long-term career readiness.

• Scale with purpose. Managing thousands of NIL deals requires structure and alignment; Hittle highlights how Ohio State builds systems that serve all athletes, not just the highest-profile names.

Highlights from this Interview:

• How Boise State works with athletes to develop a personal brand.

• How to create valuable relationships for businesses who want to work with athletes.

• How Collin’s collegiate athletic experience has helped him in his role.

About the Guest:
Collin comes to Boise State from Bowling Green, Kentucky, where he served as an assistant athletic director of student-athlete development & NIL at Western Kentucky University. Prior to WKU, Collin worked for the Notre Dame athletic department where he also was a student-athlete for the baseball program. He graduated from Notre Dame with a bachelor’s degree in marketing. He went on to earn his master’s in sport administration from Louisville. Collin was named the NIL Director of the Year by the Campus Ink NIL Store in 2024. His current role is Assistant Athletic Director, BroncoPro at Boise State.

Highlights from this Interview:

• How Florida is navigating the NIL and revenue-sharing landscape.

• Lessons for athletic departments managing athlete partnerships.

• Ben’s advice to students and professionals looking to work in NIL.

  
  

About the Guest:
Ben Chase is the Director of NIL Strategy at the University of Florida and one of the most innovative voices in athlete branding and revenue strategy. Known for his epic 2022 college football road trip, Ben has helped shape how athletes and schools adapt to the new college sports economy.