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Breaking down WWE's NIL (Next In Line) Program

And why more pro sports teams should provide similar programs for student-athletes

Earlier this month, WWE revealed its fifth class of its Next In Line (NIL) program, with 12 former college athletes making the jump to the ring with the hope of one day being on the company's roster.

Established in 2021, WWE introduced the NIL program as a way to identify future stars and prepare them for a career in wrestling. WWE sought college athletes through NIL deals.

The program has translated to some success in the ring, including NXT Champion Oba Femi (former Alabama track and field star Isaac Odugbesan) and NXT Tag Team Champion Tank Ledger (former Northwestern football player Joseph Spivak).

(NXT is WWE’s development wrestling promotion.)

The Rundown

• Good way to build a future pipeline of stars

  • Leveraging current college student-athletes to continue their athletic careers via pro wrestling is smart.

  • By signing student-athletes right out of college, this is a solid career path for them that can lead to big opportunities as a WWE superstar.

• Strong WWE brand to build athlete NIL

  • The WWE’s brand is extremely strong globally - not just in the U.S.

  • The organization provides them with resources and opportunities to develop their brand, skills and NIL while still in college and can transition to their pro wrestling careers. This includes (but not limited to): Access to the WWE Performance Center in Orlando, media training, brand building via digital/social media and in-person, connections to fellow WWE wrestlers to help hone their craft, and community relations support.

More pro teams should offer similar programs

In terms of career development via the front office for student-athletes, I expect more pro teams to build out related offerings in the near future.

The Chicago White Sox recently announced their latest ChiSox student-athlete class that provides a platform outside of their respective sports to receive big-league mentorship, explore industry opportunities and increase exposure for their personal and professional endeavors.

Additionally, the Atlanta Braves and Sporting KC (MLS) partnered with college athletes for NIL initiatives in past years.

These programs provide student-athletes an opportunity to learn workforce skills, networking opportunities, and internships and/or jobs post-graduation.

As a colleague of mine one said: The best NIL opportunity a student-athlete can earn is a job after graduating college.

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^{I discuss insights and news related to NIL and personal branding for athletes every Wednesday at 12p ET/9a PT.}

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