Inside Rice University’s Revolutionary NIL Strategy

From the Podium to the Boardroom: Rice’s Olympic-Level NIL Playbook

When Rice University tapped an Olympic medalist and powerhouse attorney to lead its Name, Image and Likeness (NIL) efforts, it didn’t just make a hire, it made a statement.

As the House v. NCAA settlement redefines college athletics, Rice is stepping confidently into uncharted territory. The American Athletic Conference school, though outside the Power 4, has opted into the NCAA’s new revenue-sharing model. This means Rice will invest a minimum of $10 million over three years into its athletes, ushering in a new era of compensation, competition, and credibility.

At the heart of it all? Tasha Moser.

Moser, Rice’s new Associate Athletic Director of NIL and General Manager, isn’t your typical administrator. She’s a former U.S. Olympic gymnast and NCAA champion. She’s also a seasoned attorney who has built a legal practice around NIL strategy and athlete advocacy. Moser helped launch “WeAreNIL” at Munck, Wilson Mandala LLP, offering education and guidance to student-athletes, collectives, and brands. And now, she’s bringing that same expertise, and empathy to Rice.

“It was essential that we find a leader with both experience and passion to guide our NIL efforts,” said Rice Athletic Director Tommy McClelland. “Tasha’s journey, from excelling as a world-class gymnast to becoming a highly successful attorney, perfectly positions her for this moment.”

Innovation Meets Integrity

Rice isn’t throwing money at the problem. It’s crafting an NIL system built on education, transparency, and long-term support. Moser’s role isn’t just to sign deals. She’ll help manage revenue-sharing logistics, guide athletes through contract language, assist coaches with roster strategy, and serve as the bridge between student-athletes and third-party partners.

Her background offers another layer of credibility. As a survivor advocate who testified before Congress on athlete safety and a current board member for USA Gymnastics, Moser brings moral clarity to a space often criticized for blurred lines and missed opportunities.

“Rice has long been a national leader in academic excellence, and now it is leading the way in NIL innovation,” Moser said.