ANN ARBOR, Mich. — Riley Ammenhauser has become a record-breaking, triple-jumping track athlete at Michigan and something of an entrepreneur.
Leveraging her value with about 250,000 followers on social media, she has landed endorsement deals with Peloton, Gatorade and Lululemon while potentially setting herself up with a career as an influencer after hanging up her spikes.
“Coming into college, I just really didn’t know anything about NIL," said Ammenhauser, a junior from Naperville, Illinois. "I didn’t even know it was a thing, and I didn’t know that you couldn’t make money before.”
College athletes across the country have been making money — millions of it — since July 2021, when the NCAA cleared the way for them to earn money for the use of their name, image or likeness. The NIL era has upended college athletics like few things in its long history and forced conversations to the fore about everything from athlete unionization to revenue sharing.
Much of the money has flowed directly between brand and athlete, but the NCAA has encouraged schools to become more involved — even become the home base — for their athletes hoping to strike endorsement deals.
Many of those schools are not waiting:
Michigan became the 18th school to hire an NIL general manager in partnership with Altius Sports Partners, announcing Wednesday that NFL Players Association vice president Terése Whitehead will take on the role at her alma mater.
“For us, it’s the right time to bring in a company that has had three years to develop strategies, connections to NIL space, connections to collectives, understanding that model,” athletic director Warde Manuel said.
The role is not cheap: Michigan alone will give the company more than $250,000 in the first year to supervise the employee as part of a four-year deal, according to the terms in a contract obtained via a Freedom Of Information Act request.
The NCAA has been steadfast in declaring that “pay to play” deals are not allowed and for nearly three years, schools were not permitted to solicit NIL deals or advise athletes on the pros and cons of potential opportunities. At most, recruiters could note that NIL deals were available to explore from booster-backed collectives or third-party organizations, some of which have contracts with schools to connect athlete and brands.
Most of the NCAA's rules around NIL money have been challenged in court and last month Virginia Gov. Glenn Youngkin signed a measure into law that allows state colleges and universities to directly pay their athletes through NIL deals as of July 1.
Altius said it expects to continue providing NIL GMs to schools.
“We have been telling schools for almost a year that this time was coming,” said Brittney Whiteside, an Altius Sports Partners vice president and a former Virginia deputy athletic director. “We think there's great value in having an executive general manager on campus, having someone as the point person that is dialed into the landscape offering resources with a high level of expertise.”
Whitehead, the Michigan NIL GM, spent eight years at the NFLPA, where she managed a $2.75 billion portfolio as a VP in charge of consumer products and strategy.
“My entire sports marketing journey has equipped me with invaluable experience, particularly in leveraging the individual and group NIL rights of professional athletes," she said.
Stanford, Coastal Carolina and Western Michigan announced earlier this year they were hiring NIL GMs who will also be managed by Altius. Many schools have similar positions now, including Arizona State, Marquette, Notre Dame, Southern California and Cincinnati and still others have specific NIL strategists on staff.
Iowa's three-year deal with Altius allocates just less than than $570,000 over three years plus a discretionary performance-based bonus annually, according to its contract obtained by AP.
South Carolina is among the schools collaborating with Altius to have what’s called a partner services manager, allocating a little more than $80,000 for the on-campus role. Northwestern was among the first schools to hire a NIL GM, Brad Bauer, in the fall of 2022.
“Things have changed tremendously and my job is to help navigate those changes as the on-campus point of contact for anything related to NIL,” Bauer said. “NCAA guidelines have changed, state laws in Illinois have been rewritten and amended.”
The GMs are being hired as the specific role of the so-called collectives may be in flux. The emergence of collectives offering to funnel big money from boosters to athletes for endorsements or charitable work gave supporters another option — perhaps at the expense of direct school donations.
Michigan has partnered with a collective, Champions Circle, to create opportunities for athletes to make money. Before and after last month's spring game, for example, fans paid $125 per person to pose for a photo with the Wolverines' College Football Playoff national championship trophy.
Jared Wangler, co-founder of Champions Circle, said partnering with Altius is a positive move.
“I’d say that it is one of the biggest steps forward that we’ve been able to take here at the university, having a national network of GMs that we can tap into and such a great resource partner with Altius," Wangler said.
Greg Dooley, a lecturer at Michigan who created a NIL course a year ago, said he understands why Michigan chose to partner with Altius while other schools are opting to fill the GM role internally.
“Michigan’s athletic department makes a lot of money, but it’s not run like a business,” Dooley said. “I think Michigan’s motivation is to have someone from the outside who can adjust as the ground shifts in this space. For other schools who are keeping it in house, they’re probably doing it because they want more control.”
Earlier in her time at Michigan, Ammenhauser turned to a marketing agent to help her strike NIL deals. Now she can compare offers across other schools affiliated with Altius Sports Partners.
“Having people help with NIL would be pretty awesome, for especially the people who aren’t really involved in the space,” Ammenhauser said before a training session ahead of the Big Ten track and field championships. “Especially people who are in non-revenue sports, they don’t know if they can get involved in NIL, or they don’t know what to do for NIL.”
San Diego Padres' Manny Machado falls after stopping a base hit by Arizona Diamondbacks' Lourdes Gurriel Jr. during the sixth inning of a baseball game, Saturday, May 4, 2024, in Phoenix. (AP Photo/Matt York)
Brian Hernandez Jr. rides Mystik Dan across the finish line to win the 150th running of the Kentucky Derby horse race at Churchill Downs Saturday, May 4, 2024, in Louisville, Ky. (AP Photo/Jeff Roberson)
Delhi Capitals' captain Rishabh Pant's plays a shot during the Indian Premier League cricket match between Delhi Capitals and Kolkata Knight Riders in Kolkata, India, Monday, April 29, 2024. (AP Photo/Bikas Das)
Jiri Lehecka, of Czech Republic, returns the ball to Rafael Nadal of Spain, during the Mutua Madrid Open tennis tournament in Madrid, Tuesday, April 30, 2024. (AP Photo/Manu Fernandez)
Chicago White Sox's Martín Maldonado is tagged out a home by Minnesota Twins catcher Ryan Jeffers during the third inning of a baseball game Tuesday, April 30, 2024, in Chicago. (AP Photo/Erin Hooley)
New York Mets' DJ Stewart runs to home plate after hitting a three-run home run during the sixth inning of a baseball game against the Chicago Cubs, Tuesday, April 30, 2024, in New York. (AP Photo/Julia Nikhinson)
Fans carry a poster of Chennai Super Kings' MS Dhoni and take pictures through a fence as they wait for the Indian Premier League cricket match between Chennai Super Kings and Punjab Kings to begin in Chennai, India, Wednesday, May 1, 2024. (AP Photo/R. Parthibhan)
Dortmund supporters wave flags after the Champions League semifinal first leg soccer match between Borussia Dortmund and Paris Saint-Germain at the Signal-Iduna Park stadium in Dortmund, Germany, Wednesday, May 1, 2024. (AP Photo/Matthias Schrader)
Roma's Rick Karsdorp, left, is challenged by Leverkusen's Jeremie Frimpong during the Europa League semifinal first leg soccer match between Roma and Bayer Leverkusen at Rome's Olympic Stadium in Rome, Italy, Thursday, May 2, 2024. (AP Photo/Andrew Medichini)
A race fan holds a drink as he walks on the grounds of Churchill Downs before the 150th running of the Kentucky Oaks horse race Friday, May 3, 2024, in Louisville, Ky. (AP Photo/Charlie Riedel)
An artist performs a horse riding skill in the "Historic ode to the horses", a traditional horse riding show at the Inner Mongolia Ethnic Minorities Cultural Sports Center during a five-day holiday for international labor day in Hohhot, north China's Inner Mongolia Autonomous Region, Friday, May 3, 2024. (AP Photo/Andy Wong)
Poland's Iga Swiatek celebrates after winning the women's final match against Aryna Sabalenka of Belarus, at the Mutua Madrid Open tennis tournament in Madrid, Spain, Saturday, May 4, 2024. (AP Photo/Bernat Armangue)
Australian players celebrate after defeating France during the women's HSBC World Rugby Sevens Series 2024 cup semi finals between Australia and France in Singapore, on Sunday, May 5, 2024. (AP Photo/Suhaimi Abdullah)
McLaren driver Lando Norris, of Britain, is lifted after winning the Miami Formula One Grand Prix auto race Sunday, May 5, 2024, in Miami Gardens, Fla. (AP Photo/Rebecca Blackwell)
Andrey Rublev, of Russia, reacts during a final match against Felix Auger-Aliassime, of Canada, at the Madrid Open tennis tournament in Madrid, Spain, Sunday, May 5, 2024. (AP Photo/Manu Fernandez)
China's He Ji Ting runs to hug his coaches as Ren Xiang Yu celebrates on the court after defeating Indonesia's Muhammad Shohibul Fikri and Bagas Maulana to lead Team China to a 3-1 win over Team Indonesia in the final of the Thomas Cup held in Chengdu in southwestern China's Sichuan Province, Sunday, May 5, 2024. (AP Photo/Ng Han Guan)
Kentucky Derby entrant Grand Mo The First gets a bath after a workout at Churchill Downs Thursday, May 2, 2024, in Louisville, Ky. The 150th running of the Kentucky Derby is scheduled for Saturday, May 4. (AP Photo/Charlie Riedel)
New York Knicks' OG Anunoby (8) dunks past Philadelphia 76ers' Joel Embiid, left, during the second half of Game 6 in an NBA basketball first-round playoff series, Thursday, May 2, 2024, in Philadelphia. (AP Photo/Matt Slocum)
Los Angeles Dodgers' Teoscar Hernández (37) celebrates with Mookie Betts (50) after hitting a home run during the fourth inning of a baseball game against the Atlanta Braves in Los Angeles, Friday, May 3, 2024. (AP Photo/Ashley Landis)
Poland's Iga Swiatek holds the trophy after winning the women's final match against Aryna Sabalenka of Belarus, at the Mutua Madrid Open tennis tournament in Madrid, Spain, Saturday, May 4, 2024. (AP Photo/Bernat Armangue)
AP Sports Week in Pictures: Acrobatic Machado, Mystic Dan wins by a nose at Derby
Associated Press photographers were there for San Diego Padres’ Manny Machado’s acrobatic play in the infield against the Arizona Diamondbacks. Mystik Dan won by a nose in a photo-finish of the 150th running of the Kentucky Derby with jockey Brian Hernandez Jr. aboard at Churchill Downs.
San Diego Padres' Manny Machado falls after stopping a base hit by Arizona Diamondbacks' Lourdes Gurriel Jr. during the sixth inning of a baseball game, Saturday, May 4, 2024, in Phoenix. (AP Photo/Matt York)
Matt York
Brian Hernandez Jr. rides Mystik Dan across the finish line to win the 150th running of the Kentucky Derby horse race at Churchill Downs Saturday, May 4, 2024, in Louisville, Ky. (AP Photo/Jeff Roberson)
Jeff Roberson
Delhi Capitals' captain Rishabh Pant's plays a shot during the Indian Premier League cricket match between Delhi Capitals and Kolkata Knight Riders in Kolkata, India, Monday, April 29, 2024. (AP Photo/Bikas Das)
Bikas Das
Jiri Lehecka, of Czech Republic, returns the ball to Rafael Nadal of Spain, during the Mutua Madrid Open tennis tournament in Madrid, Tuesday, April 30, 2024. (AP Photo/Manu Fernandez)
Manu Fernandez
Chicago White Sox's Martín Maldonado is tagged out a home by Minnesota Twins catcher Ryan Jeffers during the third inning of a baseball game Tuesday, April 30, 2024, in Chicago. (AP Photo/Erin Hooley)
Erin Hooley
New York Mets' DJ Stewart runs to home plate after hitting a three-run home run during the sixth inning of a baseball game against the Chicago Cubs, Tuesday, April 30, 2024, in New York. (AP Photo/Julia Nikhinson)
Julia Nikhinson
Fans carry a poster of Chennai Super Kings' MS Dhoni and take pictures through a fence as they wait for the Indian Premier League cricket match between Chennai Super Kings and Punjab Kings to begin in Chennai, India, Wednesday, May 1, 2024. (AP Photo/R. Parthibhan)
R. Parthibhan
Dortmund supporters wave flags after the Champions League semifinal first leg soccer match between Borussia Dortmund and Paris Saint-Germain at the Signal-Iduna Park stadium in Dortmund, Germany, Wednesday, May 1, 2024. (AP Photo/Matthias Schrader)
Matthias Schrader
Roma's Rick Karsdorp, left, is challenged by Leverkusen's Jeremie Frimpong during the Europa League semifinal first leg soccer match between Roma and Bayer Leverkusen at Rome's Olympic Stadium in Rome, Italy, Thursday, May 2, 2024. (AP Photo/Andrew Medichini)
Andrew Medichini
A race fan holds a drink as he walks on the grounds of Churchill Downs before the 150th running of the Kentucky Oaks horse race Friday, May 3, 2024, in Louisville, Ky. (AP Photo/Charlie Riedel)
Charlie Riedel
An artist performs a horse riding skill in the "Historic ode to the horses", a traditional horse riding show at the Inner Mongolia Ethnic Minorities Cultural Sports Center during a five-day holiday for international labor day in Hohhot, north China's Inner Mongolia Autonomous Region, Friday, May 3, 2024. (AP Photo/Andy Wong)
Andy Wong
Poland's Iga Swiatek celebrates after winning the women's final match against Aryna Sabalenka of Belarus, at the Mutua Madrid Open tennis tournament in Madrid, Spain, Saturday, May 4, 2024. (AP Photo/Bernat Armangue)
Bernat Armangue
Jaime Munguia lands a left to Canelo Alvarez in a super middleweight title fight Saturday, May 4, 2024, in Las Vegas. (AP Photo/John Locher)
John Locher
Australian players celebrate after defeating France during the women's HSBC World Rugby Sevens Series 2024 cup semi finals between Australia and France in Singapore, on Sunday, May 5, 2024. (AP Photo/Suhaimi Abdullah)
Suhaimi Abdullah
McLaren driver Lando Norris, of Britain, is lifted after winning the Miami Formula One Grand Prix auto race Sunday, May 5, 2024, in Miami Gardens, Fla. (AP Photo/Rebecca Blackwell)
Rebecca Blackwell
Andrey Rublev, of Russia, reacts during a final match against Felix Auger-Aliassime, of Canada, at the Madrid Open tennis tournament in Madrid, Spain, Sunday, May 5, 2024. (AP Photo/Manu Fernandez)
Manu Fernandez
China's He Ji Ting runs to hug his coaches as Ren Xiang Yu celebrates on the court after defeating Indonesia's Muhammad Shohibul Fikri and Bagas Maulana to lead Team China to a 3-1 win over Team Indonesia in the final of the Thomas Cup held in Chengdu in southwestern China's Sichuan Province, Sunday, May 5, 2024. (AP Photo/Ng Han Guan)
Ng Han Guan
Kentucky Derby entrant Grand Mo The First gets a bath after a workout at Churchill Downs Thursday, May 2, 2024, in Louisville, Ky. The 150th running of the Kentucky Derby is scheduled for Saturday, May 4. (AP Photo/Charlie Riedel)
Charlie Riedel
New York Knicks' OG Anunoby (8) dunks past Philadelphia 76ers' Joel Embiid, left, during the second half of Game 6 in an NBA basketball first-round playoff series, Thursday, May 2, 2024, in Philadelphia. (AP Photo/Matt Slocum)
Matt Slocum
Los Angeles Dodgers' Teoscar Hernández (37) celebrates with Mookie Betts (50) after hitting a home run during the fourth inning of a baseball game against the Atlanta Braves in Los Angeles, Friday, May 3, 2024. (AP Photo/Ashley Landis)
Ashley Landis
Poland's Iga Swiatek holds the trophy after winning the women's final match against Aryna Sabalenka of Belarus, at the Mutua Madrid Open tennis tournament in Madrid, Spain, Saturday, May 4, 2024. (AP Photo/Bernat Armangue)
Michigan junior Riley Ammenhauser shows a Peloton logo on her shirt. Ammenhauser has become a record-breaking, triple-jumping track athlete and something of an entrepreneur. Leveraging her value with about 250,000 followers on social media, she has landed endorsement deals with Peloton, Gatorade and Lululemon while potentially setting herself up with a career as an influencer after hanging up her spikes.