South Carolina is becoming the first major college athletic department to partner with a sports marketing agency to establish an in-house name, image and likeness firm, where Gamecocks athletes will have free access to deal facilitation, content generation and branding services.
The school has hired Everett Sports Management (ESM) to launch Park Ave, an exclusive initiative that will provide NIL services for Gamecocks athletes. South Carolina’s board of trustees on Tuesday afternoon approved the two-year, $2.2 million contract. Everett Sports Management, based in Greenville, SC, represents NFL players such as Jalen Hurts, Mac Jones and Jonathan Taylor, and handles NIL marketing for several college athletes, including Miami basketball players and social media stars Haley and Hanna Cavinder, Georgia quarterback Stetson Bennett and Coastal Carolina quarterback Grayson McCall.
“There have been a lot of different approaches (toward NIL), and nobody has gone this way,” South Carolina athletic director Ray Tanner told