UC, Altius Sports Announce NIL Department General Manager

CINCINNATI —UC announced a comprehensive NIL program in partnership with Altius Sports Partners this summer, and it's landed on the right person to lead the new venture. 

Altius hired the UC sales and marketing veteran Greg Harrell as the on-campus General Manager of UC Athletics’ exclusive NIL program.

Harrell will essentially spearhead how UC's major NIL ventures look moving forward by leading "identification, facilitation, and implementation of athlete-centered NIL deals along with marketing, personal branding, and content creation strategies to support those opportunities," per a release.

“I’m very excited to join this new endeavor with Altius Sports Partners and stay right here at the University of Cincinnati during such a transformative time in college athletics. UC is a special place with remarkable momentum. I can’t wait to work on projects every day that will enhance the student-athlete experience here in Cincinnati,” said Harrell in the release.

Cincinnati has gotten out in front of the NIL climate and is positioning itself in an advantageous position on that front as Big-12 life approaches the horizon.

“We are thrilled to welcome Greg as our Altius GM and partner,” said Cincinnati Director of Athletics John Cunningham. “Greg’s vast experience in sales, marketing, and revenue generation, both at UC and with professional sports, make him the perfect fit to lead Name, Image, and Likeness efforts on our campus and connect student-athletes to our community and business leaders.”

This partnership and hire should only help them create bigger and better NIL earnings for incoming athletes.

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