Pitt-focused 412 Alliance launches Oakland Originals, signs seven-figure NIL deal
For more than a year, Chris Bickell formulated a plan for how he wanted 412 Alliance to operate. A well-known Panthers booster, he made a $20 million donation to Pitt‘s football program in 2021. To date, it’s the largest single gift in the athletic department’s history.
While the Pitt-driven NIL collective launched last April, he did not want the organization to rush into the NIL space. Pay-to-play deals were going to be a non-starter. Located in a major city with a rich basketball and football history, Pitt has all the makings to have a strong NIL operation.
Yet, Bickell wanted to formulate a plan he knew could work.
Multiple moves this week have made the Panthers competitive in the NIL marketplace. Partnering with the Pittsburgh-based Jaster Athletes marketing firm, 412 Alliance has created a branding arm, “Oakland Originals.” A first-of-its-kind in the space, Pitt athletes will have the opportunity to work on content creation and branding with Jordon Rooney‘s firm.
Known for his work representing Damar Hamlin, Rooney was the first brand coach in NCAA history at Duquesne. He was previously in a similar role with West Virginia‘s Country Roads Trust, too.
Now his Jaster team is working closely with Pitt athletes, with three full-time positions focused on the Panthers. And instead of just facilitating deals, Alliance 412 and Oakland Originals will create lasting brands that could be effective for athletes in their post-Pitt careers.
“We just wanted to take the first year just to establish ourselves, right?” Bickell told On3 in a phone interview. “Create a foundation where we actually understood the landscape and apply that to us. We can’t pay attention to what’s really happening in other places, because what’s great for them but it’s not the same campus. It’s not the same market as we have.
“Really just took the last year to figure it all out, and bringing in Jordan is critical. For us to really provide this service and this platform, it’s going to drive endless opportunities for these guys.”
Alliance made a very clear statement with its announcement. In a video released across social media, Pitt football and basketball legends LeSean McCoy, LeVance Fields, Tyler Palko, DeJuan Blair, Dorin Dickerson, Kenny Pickett, Hugh Green, Rickey Jackson, Nelly Cummings, Jerome Lane, Sam Clancy and Tony Dorsett were all featured. Head coaches Jeff Capel and Pat Narduzzi also played a role.
Having public support from notable alums and administration can make all the difference in receiving donations from fans. An independent LLC, Alliance 412 has a range of membership options for students and fans.
Bickell backed up his commitment to NIL at Pitt with the launch of Oakland Originals. On Thursday, he showed what other possibilities are in store for athletes. Alliance 412 signed a seven-figure, team-wide NIL deal with the 85 scholarship players on the Panthers’ football team.
The multi-millionaire made a significant contribution to the campaign, which will provide each scholarship football player with five figures income. In exchange for monthly payments, athletes will fulfill charity obligations.
“I would say that he is one of the most powerful boosters in college football but has zero ego attached to his money, and literally just cares about the betterment of Pitt athletics,” Rooney said.
Previously, just five football players had inked contracts with Alliance. That number has grown with Thursday’s announcement. But on top of the compensation they’ll receive for their charity work, athletes will now work hand-in-hand with Oakland Originals.
Along with receiving brand coaching, Alliance 412 and Oakland Originals will be committed to creating content to put out on various social media channels featuring the athletes.
“You should also get the athletes resources, you should win the resource battle,” Rooney said about the value Oakland Originals adds. “That’s how you win the recruiting advantage as well. Every athlete wants to build their brand, but they’re not getting enough brand-building resources. So what if every athlete that signs with the collective also gets the opportunity to have Jaster build out their marketing, be their marketing agency and do brand coaching for them.”
Jaster has proven to be a rising star in the marketing world. The agency currently works with numerous college athletes, including USC‘s Tahj Washington, Oklahoma‘s Dasan McCullough, Penn State‘s Dante Cephas, and Pitt’s Donovan McMillon and Derrick Davis.
Those same services will now be available to Pitt athletes. Bickell sees it as a differentiator the Panthers can capitalize on in the NIL, especially when potential prospects ask.
“Not every kid’s gonna be in the NFL; we all know that,” he said. “So use what you have to create something for yourself – self-worth – that’s what we promote. That’s how you do it. The people that take advantage of it, some could be influencers. It’s really just relationships. I’m pleasantly surprised getting to know some of these kids and what they’re looking to do in life and what they care about.
“That moves people, man. Getting your story out there is critical.”