College athletics just can’t seem to sit still these days. The Name, Image, and Likeness (NIL) era has brought a mix of fresh opportunities and, let’s be honest, a fair share of headaches.
Arkansas athletics recently watched its Arkansas Edge NIL collective close up shop. Out of that, though, something new has started to take shape.
*Choose Arkansas* is a fan-driven NIL platform. It’s led by Payton Dunn, a Razorback fan through and through.
Dunn’s goal? To create a sustainable, above-board way for athletes across Arkansas to benefit. This post takes a look at how *Choose Arkansas* got started, how it works, and where it might be headed.
Understanding the Genesis of Choose Arkansas
Back on October 6, 2025, Arkansas athletics made it official: Arkansas Edge NIL collective was done. Most folks saw it coming, honestly, since the collective had been struggling with leadership and compliance from the get-go.
The House v. NCAA settlement earlier that summer had forced a lot of schools to either shut down their collectives or pull them in-house. It was a mess, and in the middle of all that, Payton Dunn—Harding grad and Arkansas National Guard member—spotted an opening.
*Instead of just sitting around and watching stuff fall apart, if you can figure out how to fix it or just help it in any way, you’ve got to get up and do it,* Dunn said. His love for the Razorbacks and a real desire to support local athletes pushed him to try something new.
So he rolled up his sleeves and got to work on his own NIL platform.
From Pig Pen Collective to Choose Arkansas
Dunn’s first attempt was called the Pig Pen Collective. It was just for Razorback athletes at first.
But NIL rules kept changing, and he realized he needed a broader plan. On January 5, 2026, he rebranded as *Choose Arkansas*.
Now, the platform aims to help athletes from several Arkansas colleges—Harding, Arkansas-Pine Bluff, and more. Razorback athletes are still a priority, but the net’s wider now.
The Operational Model of Choose Arkansas
The House v. NCAA settlement really tightened things up. NIL payments have to be for promoting or endorsing goods or services that are sold to the public. No more vague handouts.
So, platforms like Choose Arkansas have to act more like marketing agencies. They connect athletes with businesses for real promotional work.
Here’s how it works: Choose Arkansas signs athletes to contracts. Then, they help match those athletes up with businesses for promotional gigs.
This setup keeps things compliant and gives athletes a legitimate way to earn.
Fan Involvement and Financial Model
One thing that makes Choose Arkansas stand out is how it brings fans into the mix. Fans can join by picking a school or sport—options like:
- Arkansas
- Arkansas State
- Little Rock
- Central Arkansas
- UAPB
Unlike some places with complicated membership levels and perks, Choose Arkansas keeps it simple. Fans can donate any amount they want.
In exchange, they get access to newsletters, events, and giveaways. Dunn says, *That money goes to our internal deals with the athletes. We try to keep it so 90% of that money goes to the players.*
Future Aspirations and Community Impact
Dunn wants Choose Arkansas to do more than just move money around. He imagines events all over the state, bringing athletes to meet fans in towns they’d probably never visit otherwise.
It’s a way to build real connections between athletes and the communities they represent. That kind of thing can make being a fan feel a lot more personal.
In December 2025, Arkansas rolled out its own official NIL platform with TheLinkU. The athletics department would rather fans give there, but Dunn isn’t worried about stepping on toes.
*We’re going to the small people in Arkansas, the small, medium, and large donors, but we’re not hitting the same people that the university has already been hitting up,* he said.
A Unique Value Proposition
Dunn is convinced that Choose Arkansas brings something special to the table. *I think we’re a completely different pot of money, and if we’re used correctly or engaged correctly, we would be an immense amount of an exclusive benefit that only Arkansas has,* he said.
Conclusion
The NIL world keeps shifting, and honestly, it’s a lot to keep up with. Platforms like Choose Arkansas are stepping in to help athletes find solid, rule-abiding ways to earn.
Payton Dunn’s approach leans into local support and getting the community involved. It’s not flashy, but it feels like something other states could learn from.
If you’re curious and want to dig deeper into how Choose Arkansas actually works, check out the original article on WholeHogSports: What is Choose Arkansas? Meet the Fan-Built NIL Platform Serving the State.
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