Promising recruits like Jake West are utilizing NIL deals to secure lucrative partnerships before completing high school. West, a commitment to the Northwestern Wildcats, has successfully leveraged his significant social media presence, boasting 250,000 Instagram followers and 1.5 million on TikTok, to forge an NIL partnership with the platform Passes. This partnership will allow him to share exclusive basketball content and personal experiences with fans, illustrating how young athletes can capitalize on their burgeoning personal brands and rights to publicity in modern sports.
Jake embodies what it means to be an athlete-creator, and he's just getting started. Beyond his talent on the basketball court, he has built a loyal following online who want to follow him in his next chapter.
The savvy high school recruit is capitalizing on his right to publicity at a young age and is smart to continue that with a platform that can further his reach.
West will take his fans through his first collegiate season at Northwestern through a series of day-in-the-life videos on Passes.
Passes founder and CEO Lucy Guo spoke in a press release about the company's selection of West and his strong fit for their platform and vision.
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