Kansas City Embraces New Era in College Sports with Partnership Announcement

Kansas City Embraces New Era in College Sports with Partnership Announcement

Kansas City, Missouri – The University of Missouri-Kansas City (UMKC) is modernizing its approach to college athletics by teaming up with Two Circles, a global sports marketing agency. This collaboration announced recently aims to enhance the university’s capabilities in managing Name, Image, and Likeness (NIL) opportunities for its student-athletes. As college sports increasingly move towards a business-oriented model, this partnership is pivotal for attracting and retaining talented athletes.

Strategic Partnership and Goals

UMKC’s athletics director, Brandon Martin, highlighted that NIL has become a significant factor in recruiting and retaining student-athletes. With Two Circles on board, the university will gain access to essential data and expert insights into the NIL market. The decision to collaborate with Two Circles was made as part of a broader effort to advance UMKC’s athletic program and brand.

“We are entering a new paradigm in college athletics,” Martin stated. “It’s imperative to stay competitive and ensure our student-athletes benefit from their presence here.”

Dual Focus on Athletes and Alumni

According to Nick Garner, executive vice president at Two Circles, the initiative will not only assess the market value of UMKC athletes but also help them understand how to maximize their NIL opportunities. Furthermore, the agency will work on enhancing the connections between UMKC and its alumni, many of whom are influential figures in Kansas City’s business community.

With around 60% of UMKC alumni residing in Kansas City, fostering these relationships is seen as a crucial strategy to support NIL deals. “If we don’t engage in this space, we’re at risk of falling behind our competitors,” Martin emphasized.

The Bigger Picture: Elevating UMKC Athletics

The collaboration with Two Circles also ties into a larger initiative to elevate UMKC’s athletic profile. As part of this modernization effort, the university recently updated its Roos logo to portray a stronger, more dynamic image. This is part of UMKC’s mission to enhance engagement among fans, increase sponsorship opportunities, and create a better experience for supporters of the athletic programs.

The increased interest in NIL opportunities is part of a significant shift in college athletics, where student-athletes now have the chance to benefit financially from their personal brands. The partnership with Two Circles equips UMKC with the tools needed to keep pace with evolving trends in the athletic landscape.

Conclusion: A Necessary Shift

In a climate where college sports are becoming distinctly business-oriented, UMKC’s partnership with Two Circles is a strategically important move. As Martin pointed out, embracing this new approach is essential for both current and future student-athletes. The collaboration is anticipated to not only help UMKC’s athletes capitalize on their NIL opportunities but also bolster a supportive network within the local community. This modern outlook marks a significant step for UMKC as they strive to compete with other institutions at the regional and national levels.