Cincinnati Athletics: John Cunningham explains NIL process in press conference

"“I thought for a while that student athletes should have the opportunity to profit off of their name, image and likeness. They bring a lot to our university,” athletic director John Cunningham explained in a press conference per Cincinnati Athletics. “So there’s a path that works and I think we saw that this year for us.”"

Cincinnati Athletics: John Cunningham explains NIL process in press conference

Since student athletes became able to profit from their NIL last summer, the Bearcats have partnered with multiple marketing organizations including Brandr Group, Empower, Opendorse Ready, Skyline Chili and more to create opportunities for student athletes and educate them on the ever-changing NIL process.

Brandr Group is a Florida-based brand management, marketing and licensing firm that announced an arrangement with the Bearcats last February to facilitate group licensing opportunities for players and produce official merchandise with team logos and trademarks. For the first time ever, student athletes can profit from those sales.

"“We had over 200 deals that combined more than $1 million worth. We had great partnerships with local businesses. Desmond Ridder was able to take advantage of it and deservingly so,” Cunningham later said in the press conference. “You look at the Skyline Chili thing we do with our office and that’s exactly the way this is supposed to work.”"

In early November, Skyline Chili teamed up with the Bearcats football program to recognize and support the offensive line every week. Several other student athletes signed deals last season including Ridder collaborating with Candy Digital and VaynerSports, Malik Vann working with 513 Shirts, and Hannah Bolinger partnering with Barstool Sports.