The 15, which derives its name from Kentucky being the 15th state in the Union, is a unique collective because it does not plan to allow boosters to directly contribute to University of Kentucky student-athletes. Instead, The 15 works with its parent company – Athlete Advantage – to allow corporations and businesses of all sizes to partner with student-athletes from UK through multi-year marketing and endorsement programs and increase their brands. Athlete Advantage is an independent company created to help players with NIL opportunities and to facilitate the NIL process. “We build personal brands that drive life-changing opportunities for our athletes,” CEO Fred Johnson said. “Through strategic marketing partnerships, the sky is the limit.” The fund has a board of directors composed of former UK athletes and has a goal of creating a marketplace to support all 29 of the Wildcats' sports programs. The group has been ultra-creative when it comes to early NIL deals, including partnering UK quarterback Will Lewis with thoroughbred stallion War of Will.