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Today’s Case

Livvy Dunne partners with Accelerator Active Energy to secure NIL Deals For LSU Gymnasts

Livvy Dunne created a passion project that is now paying dividends for her and her teammates.

Dunne’s fund, The Livvy Fund, has partnered with Accelerator Active Energy to make Accelerator the first brand to do NIL deals with athletes through the fund. As part of the partnership, eight LSU gymnastics athletes will become Accelerator ambassadors. The collective, Bayou Traditions, along with Accelerator, created criteria for the selections of the specific gymnasts.

The Livvy Fund, which launched earlier this year, connects female student athletes at LSU with top brands to secure NIL endorsement deals. Dunne launched the fund in order to leverage her business connections while educating her female peers on partnerships and personal branding.

Dunne: “I’ve been fortunate enough to have all these different opportunities with NIL and to have experience because it could be very foreign to other athletes at the start of it. So, I just wanted to help other women and give them opportunities to learn and have more NIL deals because they deserve it just as much as I do.”

Full terms of the agreements were not released but each athlete will promote the energy drink in the coming weeks.

The Verdict

• Getting better together

  • Love to see Dunne not only leveraging her own NIL for brand relationships and cash compensation, but helping fellow LSU women athletes as well.

    • Additionally, the ability (and willingness) for Dunne to use her brand partnerships to help her teammates with deals (brands said athletes might not have access to without Dunne’s help) is powerful and speaks to her good character.

• Focus on women athletes

  • With football and men’s basketball receiving the bulk of NIL deals both in quantity and compensation, it’s great to see an emphasis on helping LSU’s women athletes earn deals and build relationships with brands

  • LSU has no shortage of elite athletes with substantial NIL presence, including basketball stars Angel Reese, Flau’jae Johnson and Hailey Van Lith.

• Other athletes to follow suit?

  • It would be great to see athletes from other schools follow a similar path as Dunne - male athletes included.

    • USC quarterback Caleb Williams gifted the women’s soccer team Beats by Dre headphones earlier this month.

  • While subsequent athletes might not have the scale of brand partnerships that Dunne has, any help that athletes can provide their teammates to boost their NIL would surely be appreciated.

NIL is not 4 years - it’s 40 years

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