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The rise of Jalen Milroe: A new era for college athletes
In a sign of changing times for college athletes, University of Alabama football star Jalen Milroe has signed for representation with brand management firm Improbable Media. This move marks a significant shift in the landscape of college sports, where athletes are now able to capitalize on their name, image, and likeness (NIL) like never before.
The power duo behind Improbable Media
Improbable Media was co-founded by NBA star Giannis Antetokounmpo of the Milwaukee Bucks and Jay Williams, ESPN basketball analyst and entrepreneur. The firm is designed to help athletes make the most of ever-expanding options to strike brand partnerships, business, and endorsement deals. Recent changes wrought by court battles in NCAA rules governing college athletes have opened the door to players striking lucrative agreements even before turning pro.
The Supreme Court ruling that changed everything
In a landmark case that went all the way to the Supreme Court in 2021, the NCAA was forced to revise policies dictating student-athlete activities with outside entities. “For the first time, student-athletes [can] benefit financially from their name, image, and likeness without fear of NCAA penalty,” according to a summation by Lansing, Mich.-based law firm Foster Swift. The NCAA has since fine-tuned its rules around NIL deals with rulings in 2022 and in April.
Jalen Milroe: The new face of college football
Milroe is heading into his senior year as quarterback of the most renowned team in college football. The spotlight on him as QB for the Crimson Tide automatically gives him a platform in sports and media. Improbable Media aims to help Milroe and others make the most of that opportunity as well as avoid minefields.
“When I first met Jalen in Tuscaloosa there was an immediate connection and common ground,” said Williams, who is a former college basketball National Champion and All-American at Duke University. “All of us at Improbable are energized by the opportunity to closely collaborate with Jalen and so impressed with how he goes about his business.”
The journey from Katy, Texas to national stardom
Milroe, who grew up in Katy, Texas, helped lead Alabama to a 12-1 record last season during his junior year. He graduated last December with a degree in business administration. “Joining the Improbable Media family is a game changer for me,” said Milroe. “Being a college athlete in this new world of NIL brings more opportunity but also challenges, so it’s important to have the right team around me. I’m looking forward to learning, growing, and expanding my own brand with Improbable.”
The “LANK” phenomenon
Improbable aims to help Milroe and his teammate Terrion Arnold develop brand opportunities around a saying that the two shared that has since become a team rallying cry: “LANK,” which stands for “Let a Naysayer Know.” Milroe and Arnold have filed for trademark protection on the phrase. The two have also “formed a licensing agreement for merchandise with every player’s name and number to provide an opportunity to generate revenue based on their name and likeness, the original intent of NIL,” according to Improbable Media.
Beyond the field: Building a narrative
“While Jalen’s incredible athletic accomplishments are well-known, we’re equally excited about the opportunity to highlight Jalen’s narrative off the field,” said Jessica Lindell, head of brand partnerships for Improbable Media. “At Improbable we always prioritize creating authentic, engaging content. This commitment ensures partnerships that resonate with both the brand and the athlete’s vision, creating significant impact.”
Reflecting on the future
The partnership between Jalen Milroe and Improbable Media is more than just a business deal; it’s a reflection of the evolving landscape of college athletics. As more athletes begin to navigate the complexities of NIL deals, the importance of having a strong, supportive team becomes increasingly evident. This new era offers unprecedented opportunities but also presents unique challenges that require careful management and strategic planning.
the story of Jalen Milroe and his journey with Improbable Media is just beginning. It’s a narrative that promises to be filled with growth, learning, and the breaking of new ground in the world of college sports. As we watch this story unfold, it serves as a reminder of the ever-changing nature of athletics and the endless possibilities that lie ahead.
