College sports have changed a lot lately. The old idea of amateurism is fading fast, and now student-athletes can actually make money off their Name, Image, and Likeness (NIL).
Colorado Mesa University (CMU) in Grand Junction is right in the thick of it. Local businesses and student-athletes are teaming up, and both sides seem to be winning.
The CMU Mavericks women’s basketball team, for example, is using their big season to land some pretty impressive NIL deals. It’s not just about the money—these partnerships are really bringing people together and giving local businesses a boost.
If you want to dig deeper, the full story is here.
The Rise of NIL in Collegiate Athletics
NIL deals have flipped the script for college athletes. Now they can earn some cash by promoting local businesses and still play college ball.
Colorado made this official with Senate Bill 20-123, signed by Gov. Jared Polis on July 1, 2021. The law lets businesses pay student-athletes for using their image, which opens up new ways for the community to get involved—beyond just writing checks to the athletic department.
Colorado Mesa University Embraces NIL
At CMU, things kicked off last spring. Local entrepreneur Dave Huerkamp reached out to Olivia Reed Thyne, the Mavericks’ star player, for a TV ad for his company, ProSpace Interiors.
The partnership really clicked. Reed Thyne’s local fame helped both her and Huerkamp’s business get noticed.
Success Stories: Mavericks’ NIL Deals
After Reed Thyne’s deal, other businesses wanted in. Here are a few of the standout NIL deals with CMU women’s basketball players:
- Thomas Hunn Jewelers: Nikki Hunn, inspired by Huerkamp, signed CMU guard Tia Slade for a commercial. Even though Slade was dealing with injuries, Hunn still wanted to support her.
- Alpine Bank: They picked up Mason Rowland, who bounced back from an ACL injury and became a key player. Alpine Bank’s CFO, Mike Burns, knew Rowland personally, which made the deal even more meaningful.
- All Pets Center: Senior guard Mykaela Moore worked with this vet clinic, showing off her dog Tucker in social media posts for the business.
- ImageNet Consulting: Freshman Hallie Clark signed on with this office equipment supplier, highlighting her leadership and commitment to the team.
The Community Impact
At CMU, these NIL deals are more than just business. They’re sparking a sense of community that sometimes gets lost in college sports.
Local businesses are seeing the upside—better sales, more loyal customers, and a real connection with the university.
Building a Stronger Community
People like Huerkamp and Hunn talk about how important it is to back student-athletes. It’s not just about the money; it’s about helping young people grow into successful adults right here in Grand Junction.
These partnerships seem to lift everyone up. There’s a feeling of pride and support for CMU athletics that you can actually notice around town.
Future Prospects for NIL at CMU
With CMU gaining more attention nationally, you have to wonder—what’s next for NIL deals here?
The women’s basketball team’s success is already making other sports at the university take notice. It wouldn’t be surprising to see more athletes landing deals soon.
Expanding the NIL Footprint
There’s talk that other teams, like the Mavericks’ baseball squad, could be next in line for NIL partnerships.
CMU might even look at starting an ‘NIL collective’—basically, a group that helps funnel NIL payments directly to student-athletes. That could shake things up even more.
Conclusion
The NIL movement at Colorado Mesa University is shaking up collegiate athletics in ways nobody could have predicted a few years ago.
By teaming up with local businesses, CMU student-athletes are boosting their own profiles.
They’re also making a real impact on the community’s economic and social life—something that’s easy to overlook, but actually pretty cool.
If you’re curious about how CMU is turning a winning season into NIL opportunities, check out the full article here.
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