The Grove Collective – founded in early 2022 to support Ole Miss student-athletes through NIL opportunities – announced a relaunch in September 2022 that included new leadership, full-time staffing and more resources, as well as extensive programming opportunities for all Rebel student-athletes. Since the rebranding, The Grove has been one of the most aggressive collectives in the country, striking ambassador deals with double-digit players in football, basketball and helping facilitate teamwide deals with the women’s basketball program. Some of the deals included highly coveted players Ole Miss landed in the Transfer Portal. The Grove Collective is a for-profit LLC that was originally founded by Jackson-area businessmen David Nutt, Crymes Pittman, William Liston, Matt McDonald, Lawrence Deas and Paul Hurst. After the relaunch, the collective was put into the hands of former Ole Miss player and former agent Walker Jones. He helped The Grove pivot to a subscription model that allows for a more sustainable revenue model. Jones says the sustainable income will allow for The Grove to better serve the more than 400 student-athletes at Ole Miss.