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07/28/22 - CB Arquon Bush, rSr/2023, Cincinnati

The University of Cincinnati is trying to be a major player in the name, image and likeness space. Cincinnati is one of six universities that are partnering with Altius Sports Partners, a name, image and likeness licensing advisory firm that will place what UC and the firm are calling a "general manager" on campus to help generate NIL opportunities for student-athletes, UC announced Monday. UC AD John Cunningham has a plan to compete against big-money schools. Will it work? The Altius representative will work with UC's Impact program to create a name, image and likeness vertical that will support athletes for all 18 sports in collaboration with UC Director of Name, Image and Likeness John Peterson. UC hired Peterson, a former Ohio State tight end and longtime assistant coach, to spearhead efforts and opportunities for Cincinnati's football players. "I'm thrilled to join the University of Cincinnati," Peterson said. "College athletics is going through a generational change. UC is building the foundation to support and educate the current and future Bearcats."

Peterson will lead name, image and likeness programming and serve as football's liaison and coordinator for NIL activities. Both Cincinnati head coach Luke Fickell and Peterson were members of the Ohio State coaching staff from 2004-11. Altius advises 30 schools, including nearly half of the Power Five. The firm started introducing its general manager program earlier this summer and will launch it with Cincinnati, Louisiana State, Northwestern, Oklahoma State, South Carolina and Virginia. Each of the six schools is expected to open the football season with an Altius general manager to serve as a name, image and likeness ambassador on campus while also using Altius's reach to connect athletes with brands and facilitate deals. - Cincinnati Enquirer

rSr/2023