Pitt Athletics Takes Over NIL Collective Responsibilities

PITTSBURGH — The Pitt Panthers will make a big change in how they support their student-athletes financially going forward.

Pitt athletics announced in a press release on Sept. 9 that it will take over Alliance 412 , the University's Name, Image and Likeness (NIL) collective, which will cease operations at the end of the month on Sept. 30.

"This transition reflects Pitt Athletics' forward-thinking approach, recognizing what will be required to fuel competitive success," the release said. "Consolidating efforts directly within the athletics department will allow Panther student-athletes to leverage a comprehensive ecosystem of tools to drive valid business purpose NIL deals."

The release also called this acquisition "a bold step forward in shaping the future of NIL at the University of Pittsburgh today" and that this will bring "unifying support for Panther student-athletes into one streamlined and powerful platform."

"Alliance 412 has been instrumental in helping Pitt navigate the early years of NIL, and we are incredibly grateful for the vision of Chris Bickell and the countless supporters who stood behind it," Director of Athletics Allen Greene said in the release. "Now, as the industry evolves, Pitt must be aggressive and intentional in resourcing our student-athletes and coaches. Now that there are clearer guidelines from the College Sports Commission, bringing NIL strategy under our roof positions us to attack this new era head-on and deliver championship results." 

Alliance 412 was founded in 2021 by Pitt alumnus, donor and CEO of Well Hive, Chris Bickell, who made a $20 million donation. The release added that Alliance 412 has created a foundation for Pitt's NIL success and "That foundation will now be built upon and expanded as Pitt Athletics centralizes strategy, resources and business partnerships to maximize the post-House Settlement landscape."