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NIL UPDATE: Georgetown Announces NIL Collaborative ‘Hoyas Rising’

Typically quiet about NIL, AD Lee Reed calls the group “a long time in the making”

NCAA Basketball: Villanova at Georgetown Brad Mills-USA TODAY Sports

In an exciting development this week, the highly anticipated launch of a newly established NIL collaborative for the Georgetown Hoyas was announced. ‘Hoyas Rising’ aims to empower Georgetown student-athletes by offering them a comprehensive branding and development program to assist these athletes in capitalizing on their Name, Image, and Likeness (NIL) opportunities. Led by former MLB Executive Vice President, Business and CEO Tim Brosnan—and with vocal approval of Athletics Director Lee Reed and Head Coach Ed Cooley— is now open for donations and student-athlete sign-ups ahead of the initial Fall 2023 term.

According to the website’s FAQ, “Hoyas Rising is a stand-alone For Profit under Delaware state law. It is independent of the University. However, like the University, its mission is to serve the University and its students.”

Hoyas Rising also states that “Georgetown University and its athletic department staffers are barred from creating NIL opportunities for Georgetown University student-athletes or facilitating them. This is where Hoyas Rising will step in and do what the University or any of its affiliates are not allowed to do.”

Hoyas Rising offers fans/donors some interesting perks in exchange for one-time or monthly contributions via joining one of several membership programs.

Their mission appears to include educating student-athletes, arranging NIL deals and opportunities between businesses and student-athletes, and raising funds through donations.

In several places on the website, they refer to themselves as a “group licensing program,” which might look to secure pooled deals for all signed-up athletes as well as linking up individual businesses with individual student-athletes. According to the press release, Hoyas Rising reached an agreement with Georgetown for exclusive group licensing right sand will work in conjunction with the INFLCR Exchange. Of course, they aim to adhere to Georgetown’s NIL policies.

Along with Tim Brosnan, the Board of Directors reportedly includes Robert B. Nolan, Jr (B ‘74) and Fred Powers (B ‘87). Advisors include Betsy Comerford (B ‘80), Nate Lubick (B ‘14), Jimmy Lynn (Faculty), and Robert Stebbins (husband of Ann Beth Stebbins C ’86, L ’94). John Balkam (B ‘13) is the Director, Sales and Athlete Engagement).

GUHoyas Press Release:

Hoyas Rising – An NIL Collaborative for Georgetown Student Athletes – Launches Today

WASHINGTON – Hoyas Rising, a new NIL collaborative, providing an integrated branding and development program to help Georgetown student-athletes maximize their Name, Image and Likeness (NIL) opportunities, launched today. A broad description of the collaborative can be found at

“The introduction of Hoyas Rising is a long time in the making and I’m thankful to all those who have worked to develop this collaborative. The world of intercollegiate athletics continues to change, and it is imperative that we make NIL a larger element within the student-athlete experience. I am certain that our fans, donors, the corporate community, and supporters will engage with our student-athletes through Hoyas Rising,” said Georgetown Men’s Basketball Coach Ed Cooley.

Hoyas Rising, a Delaware non-stock corporation, was formed to support all GU student-athletes in building their personal brands, and to create partnerships that allow those same student-athletes to monetize their name, image and likeness within the rules of the NCAA and Georgetown University.

Hoyas Rising has also reached an agreement with Georgetown University for exclusive group licensing rights which will facilitate an integrated approach for donors and members of the corporate community who wish to engage with Georgetown student-athletes for their NIL. In addition, Hoyas Rising collaborative will work in conjunction with the INFLCR Exchange ( to further facilitate commercial opportunities for student-athletes and to provide them the tools to register, record and report their transactions for both tax and University compliance purposes.

“The goal is to ensure meaningful, short-term and long-term opportunities for Georgetown student-athletes,” said Francis X. Rienzo Director of Intercollegiate Athletics Lee Reed. “Having Hoyas Rising as a partner in group licensing strengthens our hand as we build out this new program. Hoyas Rising’s commitment to Georgetown University’s value and mission is consistent with our Departmental approach, which includes both servicing and putting our student-athletes first.”

“Everyone at Hoyas Rising is committed to helping all of the nearly 800 GU student-athletes realize the full potential of their brands and to build the strength of their NIL both here at Georgetown and in their years beyond their athletic careers. Our equally important task is to offer our student-athletes a transformational, as opposed to transactional, experience,” said Tim Brosnan, Chairman of Hoyas Rising. “This is also the best chance for all of our Hoya community, alumni, friends and corporate partners to have a direct and beneficial impact on our athletics programs.”

Hoyas Rising will enable fans to contribute to the NIL efforts of Hoya student-athletes in several ways, including one-time or monthly contributions by joining one of several membership programs. To find out more details about Hoyas Rising and the many opportunities it affords Hoya supporters to directly benefit Georgetown student-athletes please visit the website at

Of course, Casual Hoya’s 2021 foray will always be the groundbreaking Georgetown NIL deal.