The Mass St. Collective, which facilitated payments to University of Kansas athletes for name, image, and likeness considerations, has ceased operations as the NCAA prepares to allow universities to pay athletes directly. This change comes with the approval of the pending House v. NCAA settlement, expected to take effect for the 2025-26 academic year. In response to this, KU announced the creation of FLIGHT, a partnership with marketing agency Walz Tetrick and multimedia rights partner Learfield, to connect Jayhawks with commercial endorsement opportunities.
FLIGHT marks a shift towards in-house marketing partnerships to adapt to the evolving landscape of college athletics. KU Deputy Athletics Director Jason Booker emphasized the professionalism and experience of partnering agencies in securing corporate endorsements. The goal is to provide a competitive advantage and attract prospective athletes looking to enhance their personal brands in the new era of athlete compensation.
Formerly overseen by Matt Baty and Dan Beckler, the Mass St. Collective had been established as an avenue for KU athletes to benefit from NIL opportunities. With the end of the collective, donors are encouraged to support KU Athletics Development for scholarships for student-athletes. This move follows similar decisions by peer institutions like UCF, as colleges prepare for a new era of compensation and marketing in collegiate sports.
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Photo credit www2.kusports.com
