Garnet Trust

What Garnet Trust does

Garnet Trust, LLC is a privately held Name, Image, and Likeness (NIL) collective founded in November 2021 in Columbia, South Carolina, operating as the official NIL partner of the University of South Carolina athletics. The company connects Gamecock student-athletes with fans and businesses through a tiered membership and sponsorship platform, charging $10-$250 per month or $500-$2,500 per year for fan memberships and $500-$25,000 for business partnership packages, with at least 90% of net membership revenue directed to student-athletes after payment processing fees. Revenue is diversified across four streams: recurring fan memberships, recurring business partnerships, one-time donations (with a separate 501(c)(3) Garnet Trust Foundation enabling tax-deductible giving) and merchandise sales through a Shopify storefront.

The underlying platform is a direct-to-consumer portal hosted at garnettrust.com with Stripe handling subscriptions and donations, paired with a Shopify e-commerce store, a GamecockBusinessGuide.com business directory, and content delivery through a 1801 Media video partnership and the Gamecocks+ content bundle available to higher tiers. Distribution leverages social channels (Facebook, X, Instagram, LinkedIn), email newsletter, the "Inside The Gamecocks" weekly show, and content syndication via GamecockCentral.com. Notable commercial landmarks include a $1-1.5M NIL deal with defensive end Dylan Stewart for the 2025 season and a 2023 seven-figure matching gift campaign that could have unlocked up to $2M in contributions.

Garnet Trust employs three full-time staff supplemented by interns from the University of South Carolina's College of Hospitality, Retail, and Sport Management. The organization operates exclusively in the United States with a regional concentration in South Carolina and the broader Southeast, and it has no public app, no disclosed funding rounds, no institutional investors, and no parent company. Custom NIL activations, named programs such as the Taneyhill Fund, and ongoing athlete-specific product drops (e.g., the LaNorris Sellers Autograph Series sunglasses at $79.99) point to continued expansion of its product surface beyond the original membership-and-partnership model.

Name

Garnet Trust

Legal name

Garnet Trust, LLC

Website

https://garnettrust.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Garnet Trust is a Columbia, SC-based NIL collective and the official NIL partner of the University of South Carolina, operating tiered fan memberships and business sponsorship packages that direct at least 90% of net revenue to Gamecock student-athletes.

Ownership category

akta.pro rank

Product category

College Athletics NIL Collective

NAICS

Spectator Sports (71121)

SIC

Services-Membership Organizations (8600), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industries

NIL Representation & Compliance Services (Student-Athletes) (MPAKAMAE), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

Keywords

• NIL collective
• College athletics
• Sports marketing
• Athlete endorsements
• Fan memberships

Headquarters

HQ city

Columbia, SC

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fan Memberships: Monthly and annual subscription memberships for fans providing exclusive content, autographed items, meet-the-team events, and access to Gamecocks+ content. Tiers range from $10/month (Palmetto) to $250/month (Cockaboose), with annual options from $500 to $2,500.
2. Business Partnerships: Corporate sponsorship packages with social media promotion, event sponsorship, athlete collaborations, and advertising on GamecockBusinessGuide.com. Tiers from $500/year to enterprise custom packages at $25,000.
3. Donations: One-time donations through Stripe, with a seven-figure matching gift program securing up to $1 million in matched contributions. Tax-deductible donations processed through sister organization Garnet Trust Foundation (501(c)(3)).
4. Merchandise Sales: E-commerce sales through Shopify store featuring athlete merchandise including Limited Edition LaNorris Sellers' Autograph Series Sunglasses at $79.99.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Garnet Trust operates the official Name, Image, and Likeness (NIL) collective for University of South Carolina athletics, facilitating NIL deals between student-athletes and supporters. It runs a multi-tiered membership platform with subscriptions for individual fans ($10–$250/month or $100–$2,500/year) and corporate partners ($500–$25,000), plus a Shopify-based merchandise storefront and a sister 501(c)(3) nonprofit foundation for tax-deductible donations. At least 90% of membership revenue after credit card fees is directed to student-athletes.

Product overview

Garnet Trust is the official NIL collective for the University of South Carolina, operating a multi-tiered membership platform connecting Gamecock athletes with fans and businesses. The offering consists of fan membership tiers (Palmetto, Horseshoe, Black Magic, Next Level, Cockaboose at $10–250/month), business partnership tiers (Business Partner, Legacy Partner, Champion's Circle, Elite at $500–$25,000), and merchandise sales including limited-edition athlete items. The platform also includes the Taneyhill Fund for football-specific fundraising and the Garnet Trust Foundation 501(c)(3) for tax-deductible donations. Members receive exclusive content, autographed items, meet-the-team events, and access to Gamecocks+ video content.

Differentiator

Problem solved

Functional benefit

Brands

• Garnet Trust Foundation: A sister 501(c)(3) nonprofit organization for tax-deductible charitable donations separate from the membership-based collective.

Products and services

• Fan Membership Program Tiered monthly and annual subscription memberships for individual Gamecock fans providing exclusive content, autographed items, meet-the-team events, Gamecocks+ access, and direct support to USC student-athletes. Tiers include Palmetto ($10/month or $100/year), Horseshoe ($25/month or $250/year), Black Magic ($50/month or $500/year), Next Level ($100/month or $1,000/year), and Cockaboose ($250/month or $2,500/year). At least 90% of revenue flows to athletes.
• Business Partnership Program Annual corporate sponsorship tiers for local, regional, and national businesses providing social media promotion, athlete endorsements, event sponsorship, Inside The Gamecocks show mentions, GamecockBusinessGuide.com directory listings, and spotlight feature articles. Tiers include Business Partner ($500/year), Legacy Partner, Champion's Circle ($1,000/year), Elite ($2,500/month or $25,000 custom). Custom NIL activations for businesses working directly with individual athletes range from $5,000 to $25,000.
• Garnet Trust Foundation Sister 501(c)(3) nonprofit organization enabling fans and supporters to make tax-deductible charitable donations to support USC student-athletes, operated separately from the commercial membership-based collective under Garnet Trust, LLC.
• Taneyhill Fund Named fundraising program honoring Steve Taneyhill's Gamecock legacy, designed to bolster the University of South Carolina football program by attracting and retaining key talent, with funds directed by Steve's family.
• Limited Edition LaNorris Sellers' Autograph Series Sunglasses Limited-edition autographed merchandise featuring South Carolina quarterback LaNorris Sellers, including premium Zeiss AVMAX lenses, Sellers' signature touch, a custom case, and a cleaning cloth, sold exclusively through the Garnet Trust Shopify store at $79.99.

Quantifiable outcome

• 90%+ of membership revenue after credit card fees goes directly to student-athletes
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Six partnerships are on record, tiered core, major and minor.

• 1801 MediacoreStrategic or Co-development Partner1801 Media is the official media partner of Garnet Trust, helping bring the stories of South Carolina's Division I student-athletes to life through high-quality video production, creative storytelling, and behind-the-scenes access. The collaboration aims to expand exposure, storytelling, and branding opportunities for student-athletes associated with the trust.
• GamecockCentral.comcoreGTM or Marketing PartnerMedia partner that publishes content about Garnet Trust and NIL opportunities, making some Garnet Trust content available to fans.
• Gamecocks+majorGTM or Marketing PartnerGarnet Trust members at the Horseshoe level ($25/month) and above receive access to Gamecocks+ content including behind-the-scenes video, exclusive interviews, and docuseries via the Gamecocks PLUS Trust Bundle.
• Palmetto AutographsminorChannel Partner/ Reseller/ DistributorLogo partner displayed on Garnet Trust website as a supporting partner.
• Billy G's Carolina BBQminorGTM or Marketing PartnerRestaurant partnered with Garnet Trust in a new partnership that channels a portion of the restaurant's sales directly to support South Carolina student-athletes, strengthening community involvement in NIL initiatives.
• Garnet Trust FoundationcoreOthersSister organization and 501(c)(3) nonprofit that accepts tax-deductible charitable donations separate from the membership for those seeking tax benefits. Donations to the foundation may qualify as tax-deductible.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Others

• INFLCR: INFLCR is a NIL technology platform providing content delivery, athlete brand-building tools, and compliance infrastructure used by universities and collectives. It is comparable as enabling technology that powers the kind of content distribution and athlete marketing workflow Garnet Trust uses with its 1801 Media and Gamecocks+ partnerships.

Direct peers

• The Foundation: The Foundation is the official NIL collective for University of Tennessee athletics, operating tiered fan memberships and business partnership packages to connect Tennessee student-athletes with supporters and brands. It is structurally and operationally the closest analog to Garnet Trust in a different SEC market.
• The Brandr Group: The Brandr Group is a group licensing and NIL collective platform that helps universities and collectives monetize athlete name, image, and likeness through group licensing arrangements. It overlaps with Garnet Trust's NIL facilitation role while adding a multi-school platform layer relevant to comparable business models.
• Mogl Collective: Mogl is an athlete marketing platform that connects brands and fans directly with college and professional athletes for NIL and endorsement deals. It is comparable to Garnet Trust's B2B business partnership and athlete activation motion, though it operates as a marketplace across many schools rather than a single-school collective.
• Crimson Collective: Crimson Collective is the University of Alabama-focused NIL collective running a membership- and partnership-driven model to fund NIL opportunities for Alabama Crimson Tide student-athletes. Like Garnet Trust, it pairs booster community fundraising with structured business sponsorship tiers for athlete activations.
• Gator Collective: Gator Collective is a University of Florida-focused NIL collective operating a comparable membership and business partnership model to facilitate NIL deals for Florida Gators student-athletes. It mirrors Garnet Trust's school-specific NIL collective structure, recurring membership tiers, and athlete pass-through economics.
• 12th Man+: 12th Man+ is the official NIL collective of Texas A&M Athletics, combining fan memberships, business partnerships, and donor programs to support Aggies student-athletes. It is comparable to Garnet Trust as a flagship SEC school collective with a tiered subscription architecture and school-affiliated positioning.

Broad incumbents

• On3: On3 is a college sports media and NIL valuation platform covering recruiting, transfer portal, and athlete NIL deal tracking across all major programs. It is comparable to Garnet Trust as a broadly operating sports media and information incumbent in the NIL ecosystem, with overlapping audience of college sports fans and businesses evaluating NIL opportunities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/TheGarnetTrust
• YouTubeyoutube.com/@1801mediaco/featured
• Facebookfacebook.com/TheGarnetTRUST
• LinkedInlinkedin.com/company/garnet-trust
• Instagraminstagram.com/thegarnettrust

Revenue estimate

Valuation estimate

Number of profiles

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 Garnet Trust