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Louisville's 502 Circle NIL collectives raises $28K during basketball game

Nakos updated headshotby:Pete Nakos02/18/24


Louisville is back to leveraging major moments to raise NIL dollars.

With the Cardinals set for a top-20 matchup on Sunday against Virginia Tech, the Louisville-driven 502 Circle NIL collective announced plans for a “Flash Give” this past week. The unique way to raise dollars was used this past fall when Louisville football knocked off Notre Dame, resulting in more than $50,000 raised.

With flyers spread throughout KFC Yum! Center on Sunday, 502 Circle raised $28,472 during halftime against the Hokies. While so much focus is on the role NIL can play in retaining and attracting talent in college football, the same goes for men’s and women’s basketball. Fans were prompted to donate through in-venue QR codes and signage.

Former Louisville player Mykasa Robinson appeared on the video board, urging fans to donate. The Cardinals fell Sunday to No. 12 Virginia Tech 86-70. Louisville is ranked No. 18 in the country and 21-6 on the season with 10-4 mark in the ACC.

Dan Furman, the president of the Louisville collective, was honest that this was a week-long effort, not something that just came together in a few moments during the game. The collective had been in touch with some major donors who committed to make substantial donations.

Along with promotion on social media and in radio spots throughout the week, 502 Circle benefited from its relationship with the Louisville athletic department. The entire campaign was able to happen thanks to the collective’s partnership agreement with Learfield’s Louisville Sports Properties, which allows for in-venue advertisement and sponsorship. Louisville also sent out a press release this past week about the Flash Give, providing links to QR codes and information on the goal behind the campaign.

Across the country, more and more collectives are entering partnerships with their athletic departments. Many are flashing their logos on videoboards during sporting events, drawing attention to their brand.

“It takes a village to make NIL successful at a Power 5 program,” Furman previously told On3.