Massachusetts Athletics Unveils Name, Image and Likeness Plan

AMHERST, Mass. – As a result of the NCAA adopting a uniform interim policy suspending name, image and likeness (NIL) rules for all incoming and current student-athletes on July 1, 2021, Massachusetts Athletics announced on Friday the department's plan surrounding NIL.

"In alignment with the strategic vision and core values of our athletics department, we fully support our student-athletes as they pursue individual opportunities to market themselves using their unique name, image and likeness," said Director of Athletics Ryan Bamford. "Our plan is to equip our student-athletes with extensive educational programming and additional marketing resources so they may take advantage of corporate and other marketing opportunities available to them worldwide but especially in the Commonwealth of Massachusetts."

"Our comprehensive NIL management plan will also aim to maintain NCAA eligibility standards for our student-athletes so they can be fully immersed in academics and intercollegiate athletics at UMass while also navigating this new and exciting NIL landscape."

University of Massachusetts student-athletes can now be contacted directly to arrange or discuss potential NIL agreements. With the new NCAA directive effective July 1, the UMass NIL plan is being unveiled to the university's student-athletes and coaches in early July.

In addition to specifying the important opportunities, guidelines and limitations associated with this new age of intercollegiate athletics, the University of Massachusetts NIL Policy will also detail extensive educational opportunities that the department will provide for its student-athletes as well as key takeaways, frequently asked questions and a quick guide to the new plan.

The Atlantic 10 Conference also announced on Monday, July 12 that the league has entered into a two-year agreement with Team Altemus for NIL protective education services. The objective of Team Altemus "NIL Protective Education" is to educate student-athletes on how to navigate NIL responsibly and minimize distractions from their academic and athletic endeavors, assist coaches and staff to provide guidance while upholding all standards.

"We're very excited to partner with Team Altemus to provide innovative and creative methods of NIL education for our coaches, administrators and student-athletes on all topics regarding name, image and likeness," said Ariel Pesante, UMass Associate Athletic Director for Governance and Compliance. "As the NIL landscape evolves, we will continue to provide resources to our student-athletes that empower them to take advantage of any available NIL opportunities."

Team Altemus consultants are unbiased experts, who will provide a complete set of NIL resources to help empower student-athletes with knowledge and tools to protect their NIL and the money generated from it, while equally prioritizing branding education. Team Altemus uses their proprietary DDMC (decision-making, due diligence, money, contracts) methodology to ensure NIL knowledge begins to build immediately and give the student-athletes a strong foundation and understanding so they are empowered and confident in choosing, pursuing and managing their NIL opportunities.

"This is a transformative time for college athletics and student-athletes, and each institution and each conference will be learning how NIL will impact athletic programs, championship events and student-athletes," stated Atlantic 10 Commissioner Bernadette V. McGlade. "Team Altemus has developed educational resources that we believe will be valuable for our student-athletes and member institutions in navigating this new NIL environment."

Through the A-10 agreement, Team Altemus will provide a package of virtual (or in-person) one-hour sessions on a conference-wide basis, beginning on Thursday, July 8, in addition to individual institutional sessions for any interested schools. Educational workshops for athletic departments (all coaches, staff and administrators) and institutional employees outside of the athletic department with interests in the NIL landscape will be conducted starting on July 15.

University of Massachusets Athletics

Massachusetts Athletics Unveils Name, Image and Likeness Plan

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