Beyond Endorsements: ASU & GoDaddy Empower Student-Athletes to Build Businesses

Tempe, AZ – In an era where college athletes are increasingly capitalizing on their Name, Image, and Likeness (NIL), Arizona State University (ASU) and GoDaddy are taking a different approach. Rather than solely focusing on endorsement deals, the two are collaborating to provide student-athletes with the skills, tools, and mentorship needed to launch and grow their own businesses. This innovative partnership, spearheaded by the ASU Student-Athlete Venture Studio and fueled by GoDaddy’s Empower program, is redefining what it means to support the next generation of athletes – preparing them for success both on and off the field.

Launched in January 2025, the ASU Student-Athlete Venture Studio aims to address a critical gap in the NIL landscape. While many athletes secure endorsement deals, few receive comprehensive training in entrepreneurship, digital marketing, or business management. “We realized that athletes needed more than just a paycheck,” explained a source close to the program. “They needed the tools and knowledge to build sustainable income streams and control their own brands.”

This is where GoDaddy’s Empower program comes in. Providing over $1 million in combined cash and in-kind support, GoDaddy is equipping ASU athletes with access to its AI-powered website builder, GoDaddy Airo, as well as workshops, mentorship, and a collaborative workspace at Mountain America Stadium. The goal is to empower athletes to create a strong online presence, build their brands, and generate revenue through e-commerce, content creation, and other entrepreneurial ventures.

Beyond the Check: A Holistic Approach to NIL

The partnership aligns with a broader shift in the NIL landscape. While initial excitement centered around lucrative endorsement deals, a growing recognition is emerging that a holistic approach is needed. Many brands are now viewing NIL as an opportunity to create lasting relationships with athletes and support their long-term development.

“We’re seeing a lot of brands realizing that simply writing a check isn’t enough,” said an industry analyst familiar with the evolving NIL market. “They want to invest in athletes’ futures and help them build sustainable careers.”

ASU’s Venture Studio takes this approach one step further by providing a structured program designed to nurture entrepreneurial skills. Athletes can participate in workshops covering topics such as business planning, digital marketing, social media strategy, and financial literacy. They also have access to one-on-one mentorship from experienced entrepreneurs and industry experts. A source involved in the studio highlighted that the curriculum isn’t “one size fits all,” but tailored to athletes’ individual interests and goals.

A Unique Model in a Crowded Market

While numerous brands are actively engaging in the NIL space – Nike, Adidas, Gatorade, and Boost Mobile among them – ASU and GoDaddy’s initiative stands out due to its emphasis on entrepreneurial development. Many companies focus solely on endorsement deals, but this partnership aims to equip athletes with skills that extend far beyond their athletic careers.

The market is saturated with NIL marketplaces and agencies connecting athletes with brands, but very few provide the comprehensive training and mentorship offered by ASU’s Venture Studio. “The goal isn’t just to get athletes a deal,” said a program administrator. “It’s to help them build a business that will thrive long after their playing days are over.”

Challenges and Opportunities Ahead

Despite the promising start, the partnership faces several challenges. Navigating the complex and ever-changing landscape of NIL regulations requires ongoing diligence. Ensuring that athletes can balance their academic and athletic commitments with entrepreneurial pursuits requires careful planning and support.

One significant hurdle is maintaining compliance with NCAA rules and state laws regarding NIL activities. Another is addressing potential conflicts of interest, such as athletes endorsing products that compete with university sponsors. “It’s a delicate balancing act,” noted a legal expert specializing in NIL regulations. “We have to ensure that athletes are compliant with all applicable rules while also allowing them to pursue legitimate business opportunities.”

Despite these challenges, the opportunities are immense. By empowering student-athletes to become entrepreneurs, ASU and GoDaddy are not only helping them secure their financial futures but also fostering innovation and economic growth. The success of this partnership could serve as a model for other universities and brands seeking to redefine the role of NIL in college athletics.

The program is already showing initial success with several athletes launching their own ventures. One athlete, a swimmer, has launched an online store selling custom-designed apparel. Another, a football player, is offering private coaching sessions. These early wins demonstrate the potential for ASU and GoDaddy’s partnership to make a meaningful impact on the lives of student-athletes and the broader community.

“We’re excited about the possibilities,” said a representative from GoDaddy. “We believe that by empowering student-athletes to become entrepreneurs, we can help them achieve their full potential both on and off the field.”

Looking Ahead

The future of NIL is undoubtedly bright, and the partnership between ASU and GoDaddy is poised to play a leading role in shaping its evolution. By prioritizing entrepreneurial development and providing student-athletes with the tools and resources they need to succeed, the two are not only transforming the NIL landscape but also setting a new standard for college athletics. The program represents a shift from simply capitalizing on an athlete's name and likeness to investing in their future and empowering them to build a sustainable career beyond the playing field.