PULLMAN, Wash. (July 31, 2025) – In an effort to stay ahead of the evolving collegiate athletics environment, Washington State Athletics continues to bolster its Name, Image, and Likeness (NIL) efforts with a new multi-faceted approach, including the creation of two NIL positions, to support Cougar student-athletes.
 
"We are committed to elevating the student-athlete experience at WSU and a robust NIL program is crucial to that effort," said WSU Director of Athletics Anne McCoy. "We look to be innovative, strategic and collaborative in our approach and appreciate the efforts of all involved to make this beneficial to our student-athletes."
 
WSU's approach to NIL amplifies the Cougars' efforts through increased resources, expanded marketplace opportunities, education and the addition of two positions dedicated solely to NIL. The two positions include the Director of Playfly Max, under WSU's new multi-media rights holder, Playfly, along with the Director of NIL Services, a position within WSU Athletics. Both will work jointly to support the NIL efforts of WSU student-athletes while working collaboratively with WSU's NIL Advisory Council, the Cougar Collective, as well as WSU's internal and external units. Director of Athletics Anne McCoy also announced Deputy Director of Athletics Ike Ukaegbu will oversee NIL efforts moving forward.
 
"It is vital in this new era of college athletics that we continue to embrace NIL and enhance the resources available to WSU student-athletes," said WSU Deputy Director of Athletics Ike Ukaegbu. "This comprehensive approach will provide our student-athletes with the necessary tools to build their personal brands, connect and engage with corporate sponsors, donors, fans, and alumni and earn income beyond revenue sharing."
 
The Director of Playfly Max position will work on-site with the athletics staff, the Cougar Collective and the Playfly MMR staff to:

• Solicit and close commercial NIL partnership agreements
• Develop, lead and execute specialty revenue concepts and revenue-driving events
• Develop comprehensive revenue strategies to support WSU's NIL program

 
The WSU Director of NIL Services will be responsible for the management and advancement of all NIL-related initiatives across the department. The position will:

• Assist in coordinating and managing NIL marketing opportunities for WSU student-athletes by helping them build personal brands and connect with local, regional, and national brands
• Collaborate with Playfly in their efforts to solicit NIL opportunities with corporate sponsors
• Provide education on personal branding, entrepreneurship, and financial literacy
• Ensure that coaches and student-athletes are informed of the many third-party NIL platforms/resources and are reporting third-party deals through the new NILGO platform

 
"A successful NIL program is a must in today's landscape to recruit and retain top talent," said WSU Head Football Coach Jimmy Rogers. "I appreciate the initiative from our administration to enhance NIL opportunities for student-athletes at Washington State."
 
Washington State Athletics has been pursuing NIL opportunities for its student‑athletes since 2021, when NCAA legislation permitted student‑athletes to capitalize on their NIL. Additionally, since 2022, the Cougar Collective has brought together fans, alumni, and businesses to fund and create fair‑market‑value NIL brand endorsement opportunities for student‑athletes. In January of this year, WSU Athletics announced a partnership to make the Cougar Collective the official Name, Image, and Likeness (NIL) collective of Cougar Athletics.

The Cougar Collective's "Mighty By Many" 1890 Club initiative has helped grow membership and engagement by leveraging the power of the broader Cougar community. With contributions starting at just $18.90 per month, the 1890 Club is a scalable way to amplify NIL support across the entire alumni/fan base. The club has now reached over 2,000 members, creating a steady, reliable revenue stream dedicated to NIL programs through crowd-sourced participation. In addition, the Cougar Collective has partnered with the Ol' Crimson Booster Club to create the "Ol' Crimson" product line. These efforts demonstrate how fan‑driven revenue strategies like The 1890 Club and Ol' Crimson products effectively augment institutional NIL frameworks and deepen alumni engagement across campus communities.
 
In addition to NIL support through the Cougar Collective, WSU Athletics recently launched the fundraising initiative, The Next Chapter. In response to the recent House Settlement, one component of The Next Chapter is an institutional NIL program that allows Cougar supporters an opportunity to help retain talented WSU student-athletes in Pullman through direct tax-deductible contributions intended to help support WSU's revenue sharing efforts.
 
In today's collegiate landscape, it is vital that universities capitalize on all revenue streams to compete in the NIL era. A successful Name, Image, and Likeness (NIL) program directly impacts the school's athletic competitiveness, recruitment, brand reputation, and alumni engagement. WSU Athletics encourages fans and donors to engage in NIL opportunities through their businesses, by donating to The Next Chapter of Champions, or by contributing to the Cougar Collective.
 
To support WSU's Next Chapter of Champions, click HERE
To support the Cougar Collective, click HERE.