OU's Athlete Services Division will build upon its strong NIL foundation by helping student-athletes understand and command the value of their personal brand. In addition to educating businesses about NIL, the Athlete Services Division will assist student-athletes in understanding how to fulfill NIL agreements, create content, and grow their media presence, while also ensuring student-athletes are fully educated on the evolving rules and compliance landscape.
"At OU, our student-athletes come first," said OU Vice President and Director of Athletics Joe Castiglione. "Our new Athlete Services Division builds upon our NIL program, taking us beyond merely supporting our student-athletes in their pursuit to benefit from their own NIL to a state where they have access to comprehensive educational services and resources. OU Athletics is the flagship brand to drive distinct value for student-athletes. By creating the opportunity for them to pair their personal brand with the power of OU's legacy, we pave the way to lifelong success. The Athlete Services Division will fortify us in our efforts to do just that, while also continuing to position OU as a trailblazer in all of college athletics."
To ensure first-class support, OU is creating a range of new specialized roles. Heading the division will be an Altius executive general manager, entrusted with the oversight and implementation of current and future strategic initiatives related to OU student-athlete NIL. The executive general manager will oversee the division's primary functions and support to student-athletes, including personal brand and PR strategy; athlete advocacy; education on creative content production and business development; and general NIL athlete support services.
Toby Baldwin, who was named OU's Executive Associate Athletics Director for NIL and Operational Advancement in 2022, will coordinate the division's athlete-facing education, advocacy and transactional services.
"We're incredibly fortunate we have dedicated staff in Toby Baldwin to provide personalized, individualized support for our student-athletes," said Castiglione. "His refined role within the division will put him in daily one-on-one interactions with student-athletes, empowering them to maximize their potential and guiding them in seizing opportunities that will best position them for success."
Introducing a novel approach within collegiate athletics, an Altius athlete revenue analyst will focus on analyzing and identifying how to optimize athlete revenue streams while supporting the executive general manager as a liaison to coaches and other key OU stakeholders.
OU Athletics Athlete Services Division
- A Team Approach: Departmental unit of multiple experienced professionals dedicated to supporting athletes and identifying how to diversify and optimize athlete revenue opportunities
- Specialization: Targeted roles focused on overall strategic alignment, athlete education and support, and athlete revenue optimization
- Adaptability: Designed to expand and adapt as necessary to effectively serve the evolving needs of student-athletes amidst an ever-changing collegiate sports landscape
- Combined Forces: Altius' national perspective combined with the local expertise of OU's staff provides for an informed and centralized strategy to position student-athletes for success
"OU's dedication to serving athletes in every facet of their collegiate journey is truly inspiring," said CEO and Founding Partner of Altius Sports Partners, Casey Schwab. "OU has always been highly invested in NIL support, and the ASD is the natural next step to best position OU student-athletes for success. This transcends NIL; it's about providing comprehensive and personalized support to all Sooner athletes as they pursue opportunities during their OU career and prepare for life beyond collegiate athletics. We are honored to be part of establishing this new gold standard, driven by OU's foresight and innovative spirit."
The launch of the OU Athlete Services Division represents a transformative shift in the athletics department's athlete support philosophy. The holistic approach will address current and future industry developments, while also providing a best-in-class program for student-athlete development and enhancing access to NIL resources.
Castiglione emphasized the division's adaptability. "Through this new division, we stay committed to remaining agile in the ever-evolving collegiate sports landscape," he said. "We are fully prepared to expand and adapt as necessary so we can best serve our student-athletes."
This announcement highlights OU Athletics' ongoing commitment to navigating the dynamic NIL space. In partnership with Altius since March 2022, OU incorporated the firm's NIL launch platform to develop a unique and comprehensive educational approach, empowering nearly 600 student-athletes to make informed decisions, build their personal brands and navigate the intricate pathways of success both in and out of athletics competition. Further, in December 2021, OU introduced the INFLCR OU Exchange, a student-athlete NIL business registry, that connects student-athletes with businesses, donors, alumni and others interested in engaging in NIL activities. OU's other partners for NIL include Sooner Sports Properties (LEARFIELD), Opendorse, SANIL, MidFirst Bank, JABA, NIL Network, Influxer and the OU College of Law and Price College of Business. At June's national NIL Awards, OU Athletics was a finalist for the 2023 Best Institutional NIL Program and a number of student-athletes have been recognized for their innovation and scholarship as it relates to NIL.
Click HERE for the Executive General Manager job posting and HERE for the Athlete Revenue Analyst job posting.
About the University of Oklahoma Department of Athletics:
The University of Oklahoma Department of Intercollegiate Athletics sponsors 21 varsity sports programs (nearly 600 student-athletes) that compete at the NCAA Division I level and as members of the Big 12 Conference. By developing leaders and inspiring champions, our mission is to create Sooner MAGIC; the department's core values are Masterful, Accountable, Gracious, Inclusive and Competitive. OU's athletics programs have combined for 43 all-time NCAA team championships, with 24 of those coming under 26th-year Director of Athletics Joe Castiglione and with 17 earned since the start of the 2012-13 academic year. The sport of football has produced a nation-leading 50 all-time conference championships and is tied for the all-time lead with seven Heisman Trophy winners and five No. 1 overall NFL Draft picks.
OU student-athletes have won 15 male or female Big 12 Athlete of the Year honors in the league's first 26 years, including 11 such accolades over the last 11 years. Living up to its "Inspiring Champions Today, Preparing Leaders for Tomorrow" mantra, OU Athletics also boasts a track record of excellence outside of athletics competition. Student-athletes have registered a cumulative GPA of 3.0 or higher each of the last 23 semesters, including a department-record 3.25 figure during the spring 2023 term.
About Altius Sports Partners:
Altius Sports Partners (Altius) is the leading advisor to elite collegiate athletics programs and sports properties, offering strategic planning, compliance support, and education. They provide innovative solutions for topics such as NIL and the evolving landscape of employment and media rights in college athletics. In just three years, Altius has expanded from two school partners to supporting over 30 universities, including almost half of the Power Five. They have launched groundbreaking initiatives like the on-campus NIL GM Program and Altius Sports Partners Academy, and have collaborated with Women Leaders in College Sports, the NFL, NFL Players Association, and NBC Sports Athlete Direct. Altius' goal is to empower all stakeholders with the resources needed to succeed in the new era of college athletics, leveraging their expertise to drive education, access, and excellence. Their diverse team of leaders is committed to raising the bar in the industry.
