A Marketplace for Badger Athletes

YouDub Marketplace is helping players like Badger football’s Graham Mertz navigate the new landscape of college athletics after the NCAA adopted a policy to allow student-athletes to profit from their use of name, image, and likeness. Jeff Miller

Good news, Wisconsin sports fans: you can now book your favorite Badger.

In April, UW athletics launched the YouDub Marketplace, where businesses and Badger fans alike can pitch profitable opportunities to UW student-athletes. The online marketplace is helping players and the public navigate the new landscape of college athletics after the NCAA adopted a new policy to allow student-athletes to profit from their use of name, image, and likeness (NIL).

While companies can use the platform to arrange formal sponsorship and advertising deals, fans can pitch any concept — a social media shout-out, an autograph, a special appearance — at a starting rate of $30. The student-athlete then has seven days to review the pitch. UW athletics recently partnered with Altius Sports Partners, an NIL education firm, to provide guidance to student-athletes. The players also have access to free campus resources, including legal advice and contract review from the UW Law & Entrepreneurship Clinic and business coaching from the Wisconsin Small Business Development Center.

YouDub Marketplace visitors are greeted with a photo grid of Badger student-athletes, and clicking on each profile brings up a biography, links to social media accounts, and a list of personal interests. Quarterback Graham Mertz x’23’s profile displays his personal logo and his interest in food, gaming, and music. Volleyball star Devyn Robinson x’24’s profile notes she’s a pet owner.

The marketplace, developed by NIL technology company Opendorse, is one of the first of its kind in college athletics.

Published in the Fall 2022 issue