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UCLA NIL: Four Bruins That Know How to Leverage Name, Image, and Likeness

Breaking down some current UCLA student-athlete NIL deals

In June 2021, the NCAA granted the right of publicity to their student-athletes to leverage their name, image, and likeness (NIL) to earn money. Two years have passed since then, and we've seen NCAA athletes strike deals with all sorts of companies. Some notable ones include a former Nebraska wide receiver, Decoldest Crawford, who struck a deal with a heating and cooling company, and an Alabama cornerback, Kool-Aid McKinstry who struck a deal with the beverage brand Kool-Aid. 

So, how have some Bruins been leveraging this relatively new opportunity? takes a deep dive into how your Bruins have been leveraging their name, image, and likeness during their collegiate athletic careers. 

In an interview with FanNation's Pat Benson, current UCLA athletic Martin Jarmond spoke on UCLA's efforts to be competitive in the early days of NIL with their Westwood Ascent organization. 

"Westwood Ascent focuses on three important pillars of NIL - Education, Brand-Building and Monitoring and Disclosure. We’ve also launched Westwood Exchange, a free business registry designed for companies, donors, fans and alumni that want to connect directly with UCLA student-athletes interested in capitalizing on their NIL. In addition, we’ve grown our partnerships with the UCLA School of Law Ziffren Institute to provide a pro bono clinic and partnered with the UCLA Anderson School of Management and the Center for Media, Entertainment & Sports on a series of workshops for student-athletes highlighting areas of NIL importance, including personal finance, brand-building, business law, contracts, and ethics."

In addition to Westwood Ascent, UCLA also launched Men of Westwood, a NIL collective that focuses specifically on the men's basketball and football teams. Currently included in that collective are 66 football players, including highly-recruited freshman quarterback Dante Moore, and 12 basketball players. 

Supporters of the Bruins can pay the Men of Westwood collective $10,000 per person to play a round of golf with Los Angeles Dodgers Manager Dave Roberts, amongst other experiences for sale on their website.

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