Lone Star NIL launches as state-wide NIL program for Texas-based athletes

On most college campuses, NIL collectives have become leaders in creating financial activity for athletes over the last two years. For all the attention brand deals have received in the name, image and likeness era, so many dollars spent have been funneled through the donor-led collectives.

Athletes across the state of Texas will now have a new program working to secure NIL opportunities on their behalf. The Lone Star NIL program is the first entity to focus on endorsement deals in college athletics at a state level. Run by former Southland Conference commissioner Tom Burnett and his athletics consulting agency Southwest Sports Partners, the hope is to drive enrollment and retention at Texas universities.

Once enrolled, regardless of in-state school choice, Texas-based athletes will be eligible to register for the Lone Star NIL program. Operating separately from institutions, the entity can focus on “developing direct relationships between student-athletes and Texas-based companies and charitable organizations.”

Another goal will be to populate the future Texas workforce, according to the program.

“While name, image and likeness opportunities have increased across the college sports landscape, most Texas student-athletes remain underserved by limited NIL options,” Burnett said in a statement. “We know many local students and parents want a better understanding of NIL, and at the same time, it’s clear that Texas businesses of all sizes could potentially benefit from getting more actively engaged in this exciting space.

“So, that’s where Lone Star NIL comes in – providing a distinctive, first-of-its-kind program with extensive NIL opportunities, vital educational efforts, and meaningful corporate and community engagement, all of which will lead to rewarding NIL outcomes across the state.”

Expansive Texas NIL collective landscape

Texas arguably has one of the most expansive and striking groups of NIL collectives in the country. There are more than a dozen active NIL collectives in the Lone Star State, headlined by the Texas One Fund at Texas and The 12th Man+ Fund at Texas A&M. Yet, there are a handful of other wildly successful collectives in Texas, including Houston’s LinkingCoogs, TCU’s The Flying T Club, SMU’s Pony Sports DTX and Boulevard Collective and Texas Tech’s Dark Horse Collaborative and The Matador Club. There are even multiple collectives at UTSA, such as Runners Rising and 210 Inspired.

How Lone Star NIL could play a meaningful role is unknown. Along with its formation, the entity announced it was “pursuing business, education and technology partnerships” ahead of the 2023 academic year.

Collectives have become crucial ways for schools to keep talent on rosters and attract talented recruits. Lone Star NIL believes it can create meaningful dollars through social media activations, personal appearances, athletic camps and autograph sessions at a local and statewide level. The website currently does not accept donations, however, athletes can participate in community service through the venture.

More power could soon be given to schools and collectives in the state of Texas. House Bill 2804 has been sent to Gov. Greg Abbott‘s desk. The legislation would provide cover for state schools from being punished by the NCAA for any NIL-related violations, including any committed by collectives that have been set up to support student-athletes through deal facilitation.

This includes Texas A&M. The Aggies received a lot of attention after the 12th Man+ Fund launched at Texas A&M in February. The bill allows for the ability for third-party 501(c)(3) organizations, independent of athletic departments, to provide NIL compensation to athletes and provide priority status or other perks to donors. A&M and Arkansas are believed to be the first schools whose booster organization also is directly fundraising for NIL opportunities for student-athletes.