Athlete Licensing Company

What Athlete Licensing Company does

Athlete Licensing Company (ALC) is a Nashville-based private LLC founded in 2021 to provide third-party administration (TPA) services and SaaS technology for Name, Image, and Likeness (NIL) rights management in U.S. collegiate athletics. The company operates a multi-sided platform connecting universities and athletic departments, NIL collectives, brands and donors, agents, and student-athletes, with stated coverage across Power 5 conferences including the SEC, Big Ten, ACC, Big 12, Pac-12, Big East, Mountain West, American Athletic Conference, and USA. Founded by 30-year legal and accounting veterans from the music, entertainment, and influencer industries, ALC has adapted IP rights and royalty tracking infrastructure from entertainment into a collegiate NIL workflow.

Name

Athlete Licensing Company

Legal name

Athlete Licensing Company, LLC

Website

https://athlete-licensing.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Athlete Licensing Company provides third-party administration and a SaaS platform for collegiate NIL rights management, serving universities, athletic departments, NIL collectives, brands, and student-athletes across Power 5 conferences.

Ownership category

akta.pro rank

Product category

NIL Rights Management Software

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

akta.pro primary industry

NIL Representation & Compliance Services (Student-Athletes) (MPAKAMAE)

akta.pro secondary industries

Athlete Licensing, Merchandising & IP Representation (MPAKAMAH), Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• NIL rights management
• Athlete licensing platform
• Collegiate sports compliance
• Royalty tracking software
• Third party administration

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Software Platform/SaaS Subscriptions: Licensees (collectives, brands) pay subscription fees to access GameDayNIL platform for NIL operations management including deal facilitation, payments, reporting and compliance. Universities pay for TPA services for athletic department NIL program support.
2. Transaction/Deal Fees: Pay Me Now fee for expedited payments, Deal Builder fees, Will Call fees, and transaction/processing fees associated with deal execution and payment processing.
3. Courtside Subscription Fees: Courtside community subscription fees for digital community functions (powered by Circle), with convenience fees disclosed at subscription time.
4. Third Party Administration (TPA) Services: Comprehensive NIL program management services for universities including strategic planning, IP rights administration, donor coordination, and regulatory compliance.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Athlete Licensing Company provides end-to-end NIL (Name, Image, and Likeness) rights management through its cloud-based GameDayNIL SaaS platform and the CONIC mobile app. The platform enables universities, athletic departments, NIL collectives, brands, and donors to facilitate deals, route payments, track compliance, issue consolidated 1099 tax forms, and manage donor engagement for collegiate athlete compensation. ALC operates as a Third Party Administrator providing strategic services, IP rights administration, and compliance oversight to NCAA member institutions and their affiliated collectives.

Product overview

Athlete Licensing Company (ALC) offers a unified platform-plus-services model for Name, Image, and Likeness (NIL) rights management. The core offering consists of the GameDayNIL Platform (a SaaS solution for NIL operations management) paired with the CONIC™ mobile app (an invitation-only student-athlete portal). ALC also provides Strategic NIL Services and Third Party Administration as professional service offerings. The platform is designed to connect student-athletes, universities, collectives, brands, donors, and agents through a single agnostic system for managing deals, payments, compliance, and reporting.

Differentiator

Problem solved

Functional benefit

Brands

• GameDayNIL: ALC's NIL technology platform for universities and collectives - provides deal routing, payment processing, compliance tracking, and donor database management.
• CONIC

Products and services

• GameDayNIL Platform Cloud-based SaaS platform that connects licensees, student-athletes, and athletic departments through a single funnel to manage all NIL activity. Includes donation acceptance, accounting and processing, deal routing, student-athlete application review, multi-source payments, consolidated 1099s, tax allocations, compliance proof-of-work, donor database, and transaction reporting. Sold to universities, athletic departments, and NIL collectives.
• CONIC App Invitation-only mobile application for student-athletes to accept, track, and report NIL opportunities; analyze contracts; receive payments; manage funds and tax allocations; get consolidated 1099 forms; receive deal alerts; and access Student Success Manager support. Available on iOS App Store and Google Play Store.
• Strategic NIL Services Professional services offering including legal, intellectual property rights administration, financial, operational, and athletic department administration consulting. ALC analyzes university NIL ecosystems and develops strategies for sustainable NIL program success. Sold to universities and athletic departments.
• Third Party Administration (TPA) Services NIL/IP rights third-party administration services for universities and collectives, providing compliance management, system of record capabilities, donor and collective coordination, player education, and deal analysis and negotiation support. The TPA model ensures ALC never has a conflict of interest with student-athletes.

Quantifiable outcome

• 99% student satisfaction with Student Success Manager support on CONIC app
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

14 partnerships are on record, tiered core.

• California LegendscoreChannel Partner/ Reseller/ Distributor · 18 October 2023NIL collective for UC Berkeley (Cal) student-athletes. Utilizes ALC's agnostic digital platform to manage complete range of NIL program tasks including sponsorship facilitation, payments, reporting and compliance.
• The 15 ClubcoreChannel Partner/ Reseller/ Distributor · 3 October 2023NIL collective for University of Kentucky student-athletes. Integrates ALC's digital platform to automate payments from collective for NIL rights and transactions through the ALC student app.
• The Bubba ClubcoreChannel Partner/ Reseller/ Distributor · 26 September 2023NIL collective supporting Texas Tech student-athletes, initially focusing on offensive/defensive linemen, tight ends and full backs. Uses ALC's digital platform to manage complete range of NIL program tasks.
• Athlete AdvantagecoreStrategic or Co-development Partner · 29 August 2023Nation's leading NIL agency and collective management company. Athlete Advantage integrates ALC's tech platform to manage its growing roster of high-profile NIL collectives and student-athletes nationwide.
• Financial FinessecoreStrategic or Co-development Partner · 24 May 2023Financial Finesse is the leading independent provider of unbiased financial wellness coaching. Partnership brings financial coaching to student-athletes using ALC's GameDayNIL platform, including unlimited access to CFP professionals and NIL Long Game certification program.
• Golden TouchcoreStrategic or Co-development Partner · 17 May 2023Golden Touch is a NIL marketplace/collective for University of Notre Dame, St. Mary's College and Holy Cross College student-athletes. They utilize ALC's GameDayNIL platform to manage sponsorships, endorsements, product sales, deal facilitation, payments, reporting and compliance.
• DwollacoreTechnology or IntegrationDwolla provides electronic payments and digital wallet functionality for the ALC platform. Handles payment processing and fund transfers for NIL transactions.
• PlaidcoreTechnology or IntegrationPlaid provides authentication of banking information for the ALC platform, enabling secure bank account linking for payment processing.
• Freddie Scott II (Advisory Board)coreStrategic or Co-development PartnerFormer Penn State and NFL wide receiver, NFL Transition Coach, joins ALC Advisory Board. Brings unique perspective as former athlete and parent of collegiate athlete to help expand service offerings.
• Phil Fulmer (Advisory Board)coreStrategic or Co-development PartnerCollege Football Hall of Fame Coach and former University of Tennessee Athletic Director serves on ALC Advisory Board.
• John Barker (Advisory Board)coreStrategic or Co-development PartnerFounder, President & CEO of ClearBox Rights, LLC serves on ALC Advisory Board.
• Ben McDonald (Advisory Board)coreStrategic or Co-development PartnerFormer Major League Baseball Player and ESPN/Baltimore Orioles Broadcaster serves on ALC Advisory Board.
• Drew Maddux (Advisory Board)coreStrategic or Co-development PartnerFormer Vanderbilt Basketball Player, High School Coach & Athletic Director, and Sports Media Analyst serves on ALC Advisory Board.
• Peri Widener (Advisory Board)coreStrategic or Co-development PartnerFormer VP & GM of Boeing Global Services serves on ALC Advisory Board.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Opendorse: The largest dedicated Name, Image, and Likeness marketplace connecting college athletes with brand endorsement opportunities; explicitly cited in ALC's own privacy policy as an adjacent NIL platform. Both compete for university athletic department and collective contracts offering deal facilitation, payment processing, and compliance tools.
• INFLCR: Athlete brand-building and NIL compliance platform (acquired by Teamworks in 2022) that helps athletic departments and collectives manage NIL deals and athlete social content. Directly comparable to ALC's GameDayNIL platform, and explicitly referenced alongside Opendorse in ALC's privacy disclosures.
• MOGL: NIL marketplace connecting college athletes with local businesses and brands for paid endorsements and appearances. Targets the same collective, brand, and athlete user base as ALC with overlapping NIL deal facilitation and reporting functionality.
• Iconic: Athlete marketing and NIL platform that enables athletes, brands, and collectives to run endorsement campaigns and track performance. Competes with ALC for the same NCAA athletic department and collective customers with overlapping deal-management functionality.
• Players Builder: NIL collective management software that helps collectives and athletes manage sponsorship deals, contracts, and payments. Directly comparable to ALC's collective-facing GameDayNIL modules and to its CONIC mobile app for athletes.

Emerging players

• Groupmatics: Group-based platform supporting NIL collective administration and fan-driven athlete support with overlapping deal-routing and payment features. An emerging lighter-weight alternative to ALC's GameDayNIL for collectives seeking simpler administration.
• Dreamfield: Emerging NIL marketplace platform focused on facilitating deals between athletes and brands. Functions in the same athlete-brand-collective triangle as ALC, though with a smaller customer footprint and less depth on compliance and TPA capabilities.

Broad incumbents

• Teamworks: Operating system for elite sports organizations; acquired INFLCR in 2022, providing a broad stack across team operations, athlete development, and NIL. Competes with ALC's TPA proposition as a well-capitalized incumbent that can bundle NIL capabilities with adjacent athletic-department software.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ALCNILCompany
• LinkedInlinkedin.com/company/athlete-licensing
• Instagraminstagram.com/athletelicensing/?igshid=YmMyMTA2M2Y%3D
• Facebookfacebook.com/AthleteLicensingCompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Athlete Licensing Company