Hartford Business Journal

HARTFORDBUSINESS.COM | DECEMBER 5, 2022 17 Championship Labs offers genuine mentorship, without the competing economic interests of an agent. The Werth Institute helps by introducing students and alumni entrepreneurs to investors, something that wasn't possible before the recent rule changes. "We definitely are able to introduce students to investors and then make sure they have the proper lawyers, make sure they have the proper accounting, those sorts of things," Noble said. "There are ways of running these businesses that are better, you know, best practices. We're able to help with that." Championship Labs is for all students, not just athletes, but the ability of athletes to use their NIL gives them an additional tool to reach a large audience. Jason Butikofer, special assis- tant to UConn's athletics director, is the liaison between the school's athletics department and Champi- onship Labs. He said combining the benefits of NIL for student-athletes with the school's entrepreneurial resources will help recruit top-tier talent. "There are a number of pieces of the puzzle, but definitely our elevation of communicating the opportunity that Championship Labs provides something that we use in the recruiting process," Butikofer said. "I think it's a differentiator for us because there are very few, if any, other institutions that are aligned in this way with their entrepreneur- ship lab on campus." UConn brand Noble said Championship Labs is working with 12 to 14 students so far, but by the end of the 2022-23 academic year, he expects that number to be between 100 and 200. Students are pursuing an array of projects. A soccer player is working to launch a series of soccer camps. Another student is starting a clothing line. Another wants to form a nonprofit organization. One of the first athletes to take advantage of NIL was women's basketball star Paige Buec- kers, who has inked endorsement deals with Gatorade and StockX. The Wall Street Journal reported she could make $1 million a year from those endorsements. Bueckers has also signed deals with Chegg and Crocs. Although she is not involved with Championship Labs — Bueckers has signed with Wasserman Media Group, the sports marketing company that represented former UConn great Sue Bird — many of her teammates are exploring opportunities through Championship Labs. The strength of Bueckers' brand could benefit other players who land sponsorships with companies that don't want to pay Bueckers' prices, Noble said. Though multimillion-dollar deals are only within reach for the most elite athletes, Tillard-Gates points out that every UConn athlete is competing at a high level and has a fan base. "Geno (Auriemma) was not happy with a 20-point lead if the team isn't playing up to the level that he knows it's capable," Tillard-Gates said. "And I think when you're in an environment like that, that very easily transfers professionally to whatever environment that you're in. Because you're used to setting high, high bars and you're used to meeting and exceeding the expectation that you've set, and regardless of industry, that is invaluable, and that's also part of what we're trying to weave in the Championship Labs." Through the program, students use professional expertise not only to make money, but to learn how to spend it wisely. Tillard-Gates, who now works as director of community affairs for Clark Construction Group, said he's seen firsthand UConn's stature in the academic and athletic worlds. When he travels around the world, and tells people he played football at UConn, they know what he means. He's even had people ask for his autograph. "The UConn brand is massive, particularly knowing that it comes from one of the smallest states in this country," Tillard-Gates said. "But everybody, everybody knows UConn." In addition to Tillard-Gates and Gay, founding members of the Championship Labs advisory board include Lorin Dixon, founder and CEO of ZaveryCakes; Amy Errett, CEO and founder of Madison Reed; Brian Krause, chief development officer for Focus Brands; Aaron Torres, Fox Sports Radio host and owner of Aaron Torres Media; and Michael Woodward, Focus Brands' senior vice president for franchise sales. Former UConn basketball player and current Utah Jazz forward Rudy Gay will be helping UConn student-athletes monetize their name, image and likeness. PHOTO | CONTRIBUTED Jason Butikofer Member FDIC westfieldbank.com Holidays bring good cheer. 'Tis the season With friends and family? That's better. This time of year is for celebrating everything that makes life worth living—including our close-knit communities and the people we care about. Being surrounded by those you can count on? There's nothing better. Happy holidays from all of us at Westfield Bank.

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