FAYETTEVILLE — The University of Arkansas athletic department’s evolving investment in the name, image and likeness realm is expanding on the cusp of the new year.
The Razorbacks announced Tuesday a new partnership with TheLinkU, which the department hopes will facilitate and streamline operations in the NIL space beyond the school’s revenue-sharing commitment with its roster of athletes.
The announcement came about 2 1/2 months after Arkansas ended its relationship with Blueprint Sports. That move was an outgrowth from the House v. NCAA settlement that allowed participating schools to dole out about $21.5 million per year to athletes through revenue sharing. Arkansas assumed all NIL agreements July 1 following the settlement.
According to a UA release on the partnership with TheLinkU, the agreement “will power the NIL efforts of the Arkansas Front Office to generate legitimate above-the-cap revenue for Arkansas athletes.”
The UA also announced in a release that TheLinkU platform will provide “immediate opportunities for local businesses, brands and donors to engage Arkansas Athletics to partner with athletes” in multiple ways.
“Our partnership with TheLinkU makes us better in a number of ways very quickly,” UA Athletic Director Hunter Yurachek said in a statement. “This helps our student-athletes with legitimate NIL opportunities — both locally and nationally — while also giving our fans and donors the opportunity to easily support our teams or specific athletes.”
TheLinkU was started in 2022 by a group including former University of Houston quarterback Austin Elrod, who is the company’s chief executive officer.
According to the UA release, TheLinkU provides a portfolio of more than 30 national brands and businesses in the realm of technology, finance, apparel and consumer goods.
The outfit also is expected to “simplify the process of working with athletes to promote their businesses,” according to the release.
“We are incredibly excited to partner with Arkansas Athletics to build upon the momentum surrounding Razorback student-athletes,” Elrod said in a statement. “Arkansas possesses all the necessary elements to be elite in the NIL era: a passionate fan base, a powerful statewide brand and a connection to some of the world’s most successful businesses.
“Our NIL Ecosystem, led by our national partnership network, brings significant revenue opportunities that benefit student-athletes while providing alumni, fans and business leaders with meaningful ways to participate in the success of the program. Throughout this partnership, we will bring a relentless work ethic that focuses on adding real value to the Razorback network and community.”




Jomboy Meida founder Jimmy O’Brien (left) and partner Jake Storiale (right) have added MLB as a minority investor in their digital outlet. Courtesy of Jomboy Media MLB has become a minority investor in digital outlet Jomboy Media as part of a strategic partnership deal. Key deal points include the integration of Jomboy Media’s expertise across MLB’s digital channels, the creation of activations around MLB tentpole events (All-Star Game, Home Run Derby), and the growth of Jomboy Media’s cache of intellectual property. Jomboy Media will also have access to MLB and Club IP, which will be integrated across new apparel and home goods, and sold through the outlet’s direct-to-consumer retail site and other distribution channels. “It’s been years in the making, and it just felt like the right time. We’ve been talking about this since last July,” Jomboy Media CEO Courtney Hirsch said. “Nothing’s changing from a content or creative perspective, which is really important for us. They’re really going to let us continue to do our thing and provide more access to IP and events and support in the sponsorship front. It all kind of makes sense right now.” Read More >>>





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