NIL Edge - 020 - Heather Leiferman - Great Clips

What does an NIL strategy look like when Olympic sports are part of the plan? Jack Liechtung, co-founder and CEO of Canopy, joins NIL Edge to discuss how female athletes can build brands around their interests, personalities and lives beyond competition.We explore what brands should consider beyond follower count, how team NIL deals can connect sponsors with campus communities, and how athletic departments can support opportunities in sports beyond football and basketball. Jack also explains how Canopy coordinates with multimedia rights partners and helps athletes build a brand that can outlast their college careers.NIL Edge is produced by HPL Digital Sport in partnership with NILNewsstand

Grayson Wagner, senior director of NIL and revenue share operations at Colorado State, joins Sterling Randle to discuss how the Rams help athletes build content portfolios, pursue brand partnerships and understand the difference between NIL and revenue sharing.Grayson shares how a freshman basketball player’s content attracted a bank partnership, what Colorado State’s work with Facebook and Vuori looked like and why local businesses value athletes with Colorado roots. He also explains how he sets expectations with athletes and families, builds individual development plans and evaluates success through athlete retention and returning brand partners.NIL Edge is a podcast from HPL Digital Sport, produced in partnership with NILNewsstand. Subscribe on YouTube, Spotify and Apple Podcasts for more conversations about the business of college sports.

What makes an NIL partnership work for both the athlete andthe brand?Diadora’s U.S. chief marketing officer, Ryan Eckel, joinsSterling Randle to share how the company selects and supports its athletes.From Marco Langon’s initial pitch to the brand’s relationship with Simeon Birnbaum, Ryan explains why shared values, access to company resources and planning beyond college matter.The conversation also covers how athletes can build aconnection with fans alongside their school’s apparel agreement, what Diadora looks at when evaluating partnerships and how Ryan’s experience as a parentshapes its social media expectations.NIL Edge is produced by HPL Digital Sport in partnershipwith NIL Newsstand. Follow the show for more conversations about the businessof NIL.

Brenden Hill, assistant athletic director of student-athlete development and NIL at San Diego State, joins Sterling Randle to discuss how the Aztecs are creating opportunities for athletes in an increasingly complex college sports landscape.Hill explains why San Diego State treats NIL as its own sport, how storytelling has generated new business opportunities and why athletes must be patient when building their brands. He also breaks down the difference between “true NIL” and revenue sharing, the challenges facing international student-athletes, San Diego State’s move to the Pac-12 and his concerns about the escalating cost of college athletics.NIL Edge is produced by Digital Sport by Hot Paper Lantern in partnership with NILNewsstand.

The biggest NIL deals may dominate the headlines, but they do not reflect the experience of most college athletes.Allison Iverson, campaign manager at Postgame, joins Sterling Randle to discuss what brands still misunderstand about NIL and how companies can build more effective athlete marketing campaigns.Drawing on her experience working at Utah State, Boise State, the University of South Florida and Postgame, Allison explains how brands should establish their goals, select the right athletes and create content that feels natural. She also discusses the realities of athlete compensation, the impact of revenue sharing, common communication breakdowns and the importance of understanding the demands on a student-athlete’s schedule.NIL Edge is produced by Digital Sport by Hot Paper Lantern in partnership with NILNewsstand.

Some of the most natural NIL opportunities may already exist on campus.Matthew Stern, Vice Chancellor for Business Services at the University of Pittsburgh, and John Longo, Vice President of Operations for Pitt Eats, powered by Chartwells Higher Education, join Sterling Randle to explain how Pitt integrated student-athletes into its campus dining program.They discuss how athletes helped create meals and content, the departments involved in bringing the idea to life, how Pitt and Chartwells evaluate its performance and what other schools and campus vendors can learn from the partnership.

What does it take for a growing brand to turn athlete partnerships into content that actually performs?On this episode of NIL Edge, Sterling Randle sits down with Lauren Campbell, chief marketing officer and partner at Firefly Recovery, to discuss how the company built its NIL strategy around useful products, creative content and genuine athlete relationships.Lauren shares why Firefly evaluates engagement and storytelling before follower count, what immediately stands out when an athlete approaches the company and why the best branded content begins with a real experience rather than a staged product post.The conversation also explores:• Why niche-sport athletes can provide brands with more relevant audiences• What authenticity actually looks like in athlete content• How an AthleteCon video reached 100,000 views within hours• Why athletes should approach brands they already use and love• How smaller partnerships can prepare athletes for major opportunities• Where Lauren believes NIL could evolve nextNIL Edge is presented by HPL Digital Sport in partnership with NILNewsstand.Subscribe for more conversations with the athletes, brands and college athletics leaders shaping the future of NIL.

Grant House’s name will forever be connected to one of the most consequential changes in college sports.  The professional swimmer and former Arizona State athlete joins Sterling Randle to discuss his journey from representing fellow student-athletes on campus to becoming the named plaintiff in House v. NCAA. Grant shares how the case unfolded, the personal toll of becoming the face of the lawsuit and why he would make the same decision again.   They discuss what critics misunderstand about athlete compensation, why NIL can be a form of career development and what Grant hopes people remember about the purpose behind the House settlement.   The conversation also explores: • Why NIL is about more than money • What fans misunderstand about athlete compensation • How NIL can prepare athletes for life after sports • Why Grant would pursue the case all over again • How the experience changed his understanding of leadership • What he hopes the House settlement represents decades from now  NIL Edge is presented by HPL Digital Sport in partnership with NIL Newsstand. Subscribe for more conversations with the athletes, brands and college athletics leaders shaping the future of NIL.  

What does it take for a national consumer brand to build successful NIL partnerships? On this episode of The NIL Edge, Sterling Randle sits down with Heather Leiferman, Director of Communications at Great Clips, to discuss how one of the country's largest retail brands has approached NIL since entering the space in 2021. Heather shares how Great Clips evolved from treating student-athletes like traditional influencers to building fully integrated, story-driven campaigns centered on authenticity and long-term brand value. She also explains what brands often misunderstand about NIL, why authentic partnerships consistently outperform transactional deals, and what separates the student-athletes who earn opportunities from those who don't. The conversation also explores how Great Clips evaluates athletes, balances NIL alongside influencers and content creators, measures campaign success, and where Heather believes brand partnerships in college athletics are headed next. 

What does the future of college athletics look like now that the House settlement is here?In this special AthleteCon edition of NIL Edge, we sat down Will Hall, partner at Jones Walker; Joey Blake, litigation associate at Spencer Fane and a member of the legal team involved in the House settlement; and Steve Simmons, co-founder of NILENT.Hall shares how schools are navigating revenue sharing, athlete contracts and the growing legal and operational complexities that come with a new era of athlete compensation. Blake provides a rare behind-the-scenes look at the House settlement, what it means for athletic departments and student-athletes, and the legal questions that still need answers. Simmons discusses the challenges athletes face beyond compensation, including financial literacy, mental health, personal branding and preparing for life after sports.In this episode, we discuss:• The biggest takeaways from AthleteCon• How schools are preparing for the post-House settlement era• Revenue sharing and the rise of athlete contracts• The legal issues that could shape the next chapter of college sports• Why athlete education is becoming a bigger priority• Mental health, financial literacy and career development• What athletic directors are focused on as the industry continues to evolveA special thank you to Sam Green and the AthleteCon team for welcoming NIL Edge to Las Vegas and giving us the opportunity to have these conversations in person with some of the brightest minds in college athletics.