Mass St. Collective - Kansas Jayhawks Collective

Originally founded in 2021 as 6th Man Strategies and 12th Man Strategies, KU boosters rebranded the collective as Mass Strategies in July 2022. The collective is still widely known as Mass St. Collective, though. Regardless of its name, the University of Kansas-based collective quickly became one of the most creative in the space with its focus on personal branding, sales, resources, PR, tax strategy, legal and business advising. Mass Strategies also has a partnership with Opendorse. The partnership also runs in conjunction with Kansas’ on-campus Jayhawks Ascend program, which is a support and guidance arm of KU athletics in the same areas and others as well. “The strength of the Jayhawk brand is one of the most recognizable marks in the entire world," said Matt Baty, a former Kansas baseball player and Kansas Athletics employee who is now a partner in Mass Strategies. “For the first time, by partnering with an officially licensed merchandise provider, we can unite the two brands officially and athletes can be compensated for it.” While they are heavily involved in the management and representation for all things NIL, Mass Stratgies also tries to connect fans with athletes with an exchange of unique access to Kansas players for fundraising and donations. The group also helped launch the nonprofit KU collective Reaching Champions Joining Hearts – which goes by the KU moniker RCJH.