The 1890 Initiative - Nebraska Cornhuskers Collective

The 1890 Initiative launched in October 2022 is an ambitious Nebraska-focused collective that could shake up the already crowded Cornhusker NIL space. Former Husker great Matt Davison partnered with Nebraska businessman Tom Peed and Shawn Peed to form The 1890 Initiative. As part of the launch, the group is taking over Athlete Branding & Marketing, as ABM intends on ceasing operations at the end of 2022. ABM was the first local collective to offer NIL opportunities to Husker athletes, and it has represented dozens of football and volleyball players since August 2021. The Peeds say they will provide a “generous annual contribution to 1890, allowing for 100% of all additional contributions to go directly to Nebraska student-athletes.” Nebraska played its first football game against the Omaha YMCA in November of 1890, and the collective’s name is a throwback to that game. The collective, while not officially linked to the university, does appear to have the support from the athletic department. “This collective will give our young men and women another opportunity in the NIL world,” Husker athletic director Trev Alberts said.