TRUE BLUE NIL
At Kansas City Athletics NIL isn’t just about deals—it’s about opportunity. Whether you're a student-athlete looking to build your brand, a business ready to connect with the next generation, or a fan wanting to make an impact, NIL is your lane. This site is your hub for everything Name, Image, and Likeness at Kansas City Athletics—what it is, how it works, and how the Roos are making the most of it every day.
WHAT IS NIL?
NIL refers to the ability for student-athletes to profit from their name, image and likeness (NIL) while maintaining their eligibility to play college sports. Permitted NIL activities is an activity that involves the use of a student-athletes name, image and/or likeness for commercial or promotional purposes. As long as “quid pro quo” is executed, student-athletes may be compensated for use of the NIL.
PERMITTED ACTIVITIES
The following are some examples of NIL activities that are permissible for student-athletes:
-
Providing private lessons/small group training
-
Signing autographs
-
Selling merchandise
-
Partnering with companies and brands to endorse or promote products and services
-
Participating in public appearances
-
Licensing NIL for passive income
ACTIVITIES NOT PERMITTED
Student-athletes are not permitted to receive trade or financial compensation without providing value in exchange. NIL opportunities may not be used as a recruiting inducement or as a substitute for pay-for-play.
Additionally, student-athletes may not enter an NIL contract to receive compensation for the advertisement, endorsement, or promotion of the following:
-
Gambling
-
Sports Betting
-
Controlled Substances
-
Tobacco
-
Marijuana
-
Any product, brand, or company that conflicts with the values & mission of the University or reflects adversely on the University or Athletics
NIL FOR STUDENT-ATHLETES
Benefits of NIL participate for student-athletes include:
-
Earn Income While Competing
-
Build Your Personal Brand
-
Gain Real-World Business Experience
-
Create and Sell Custom Merchandise
-
Support Causes You Care About
-
Connect with Local and National Brands
-
Boost Social Media Engagement
-
Professional Legal & Contract Resources
-
Flexible Compensation Options
-
Position Yourself for Post-College Success
NIL FOR BUSINESSES
Why partner with Roos Student-Athletes?
-
Affordable sports marketing
-
Reach a younger demographic
-
Tap into Highly Engaged Audiences
-
Increase Brand Visibility Among College Sports Fans and UMKC Alumni
-
Connect With the Community
-
Flexible Compensation Models
-
Diverse Activation Opportunities
WHY IS NIL GOOD FOR YOUR BUSINESS?
For Local Brands: NIL offers a strong path for local businesses to tap into their community and build influence.
For Businesses Targeting Youth: The widespread popularity of student-athletes makes NIL a prime avenue for reaching younger consumers.
For Brands Seeking Authenticity: NIL provides a genuine way for brands to tell their story through relatable personalities, rather than just a product.
WAYS TO ENGAGE KANSAS CITY ATHLETICS STUDENT-ATHLETES
Social Media
-
Student-Athletes posting pictures showing off a product.
-
Student-Athletes posting videos with featured product or service.
-
Student-Athletes can tag your company to help drive traffic to your business.
-
The business can re-post student-athletes' social media posts to share new and engaging content with their audience.
Appearances & Events
-
In-store meet and greet.
-
Special event appearance.
-
Autograph signing.
-
Lessons or clinics.
Have an Idea?
Let us help you make it happen! Email Athletics@UMKC.edu
NIL GO
WHAT YOU NEED TO KNOW
NIL Go is an online platform created by the College Sports Commission, with assistance from Deloitte, to evaluate whether third-party NIL deals are made with the purpose of using a student-athlete’s NIL for a valid business purpose and do not exceed a reasonable range of compensation.
WHAT TO EXPECT
In reporting deals, student-athletes will:
1. Upload a copy of their contract or deal
documentation.
2. Enter their compensation & deal obligations.
3. Provide the name and contact details of the
organization or individual providing payment
(the payor).
Institution Users will:
Designate payors as “Associated” or “non-
Associated” with their Institution.
NOTE: Payors will not have access to NIL Go. NIL Go Institution Users will have visibility into all reported student-athlete third-party NIL deals at their school only
WHAT TO KNOW
Student-athlete third-Party NIL Deals will be
evaluated based on:
Payor Association – The relationship between the payor and the student-athlete’s school. This is determined according to criteria outlined in the House vs NCAA class action settlement.
Valid Business Purpose (VBP) – Whether the payor is seeking the use of the student-athlete’s NIL for a valid business purpose, meaning to sell a good or
service to the public for profit.
Range of Compensation (RoC) – Whether the
compensation paid to the student-athlete is
commensurate with compensation paid to similarly situated individuals with comparable NIL value.
WHAT TO DO
Provide Student-Athletes With Information
-
Provide contracts or deal documentation to student-athletes.
-
Be prepared to answer questions if they reach out for information about their deal terms.
Respond to NIL Go Attestation Requests
If a student-athlete reports a deal and your /
your organization’s association status with the
student-athlete’s Institution has not already
been verified by the school, you will be emailed a link to an Attestation Form. If not completed within 5 days, association will be presumed. You will only have to do this once per Institution. You may also be required to describe your business purpose and other supporting details.
FREQUENTLY ASKED QUESTIONS
Interested in becoming a corporate partner of the Roos? Email Athletics@UMKC.edu