New Mexico tribal-owned business partners with Native American athletes in groundbreaking NIL deal

Originally posted on The NIL Deal | By Seamus McAvoy | Last updated 2/20/23

The first NIL deal between a tribal-owned company and Native American student-athletes has been announced in Albuquerque.

Tamaya Ventures, a Section 17 chartered corporation wholly owned by the Pueblo of Santa Ana, is partnering with three Native American student-athletes at the University of New Mexico to launch a custom, co-branded line of merchandise, the university announced.

“We are thrilled to be at the forefront of this new and exciting partnership and support of our local Division I Native American student-athletes,” Richard Luarkie, CEO of Tamaya Ventures, said in a statement.

“Our goal is to not only support the athletes, but to also showcase the talent and ingenuity of our young people, our Santa Ana Tribal businesses, and illuminate the vision of our tribal leadership,” Luarkie said.

The athletes are Ali Upshaw (Navajo) with cross country, and Natalia Chavez (Cochiti/Laguna) and Jaelyn Bates (San Felipe Pueblo/Sioux/Navajo), both with women’s basketball.

Amazing partnership to help more student-athletes! Plenty of limited edition, limited time turquoise gear!!!!https://t.co/WEWeqX4GWB #GoLobos pic.twitter.com/otTAWFST0R
— New Mexico Lobos (@UNMLOBOS) February 17, 2023

Tamaya Ventures, named for the tribe’s native name, is the primary investment and development arm of the Pueblo of Santa Ana and is located about 20 miles north of central Albuquerque, home to the University of New Mexico.

“[Tamaya Ventures] understands the significance of the new landscape we face in college athletics and embraced the opportunity to do something that hasn’t been done before,” David Williams, University of New Mexico Deputy Athletic Director, said in a statement. “It’s a testament to the vision and pride of our Native American community in New Mexico.”

The partnership between Tamaya Ventures and the University of New Mexico will formally launch Feb. 25 as the Lobos men’s basketball team battles San Diego State, where fans will have the chance to purchase the co-branded merchandise.

Luarkie, who joined Tamaya Ventures in 2019, isn’t short on big ideas. He helped orchestrate an agreement with Tesla to open a 35,000-square-foot sales, service, and delivery center on tribal land.

It’s a potential boon for residents in and around Albuquerque. Pueblos, as sovereign nations, aren’t subject to the New Mexico state law prohibiting direct-to-consumer car sales. The only other Tesla center in New Mexico is in Nambé Pueblo, closer to Sante Fe.

“In the context of tribes, we sit and wait for the world to come to us,” Luarkie told Albuquerque Business First in October. “We’re at a point now where we need to take the tribe to the world.”

Sale of the NIL merchandise, which is available online, will continue through March 1.

This article first appeared on The NIL Deal and was syndicated with permission.

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