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Chicago White Sox expand NIL program with new roster of CHISOX Athletes for 2025

Originally posted on Athlon Sports | By Steven Corder | Last updated Apr 29, 2025 8:22 PM ET

In an era where college athletes are building their brands faster than ever, one major league baseball team is quietly becoming a power player in the NIL game — and it’s not who you’d expect.

The Chicago White Sox have officially unveiled their 2025 roster of CHISOX Athletes, doubling down on a program that’s steadily become one of the most innovative NIL partnerships in pro sports. Now entering its fourth year, the CHISOX initiative continues to connect the franchise with rising college stars across a variety of sports — from the Big Ten to the ACC and everything in between.

Building Chicago Roots with National Reach

The CHISOX Athlete program focuses on athletes with Midwest ties — but its footprint stretches nationwide. This year’s class includes Notre Dame linebacker Drayk Bowen, Michigan State guard Jeremy Fears Jr., and Miami volleyball standout Anna McClure. They join returning faces like Saint Louis forward Robbie Avila, better known by fans as “Cream Abdul-Jabbar,” who went viral after throwing out a first pitch at Guaranteed Rate Field last summer.

Avila, a South Side native, called the moment “a blessing,” saying, “Being on a professional field like that with a crowd that you sat in and watched all the time — I’m just blessed. I’m ready to have some fun.”

Beyond the Ballpark: Real Marketing Experience

The White Sox aren’t just handing out gear — they’re offering athletes real exposure. Each CHISOX Athlete receives professional photoshoots, cross-platform marketing features, and personalized apparel. First-year members also get VIP experiences at White Sox games, including ceremonial first pitches and suite access.

The team’s NIL vision goes beyond hometown pride. It’s a long-term brand play that connects rising stars with a professional organization early — and creates a pipeline of goodwill, relevance, and potential fans.

What Comes Next

With high-profile alumni like Terrence Shannon Jr. and Carnell Tate having gone through the program, the CHISOX initiative is carving out a unique identity in the NIL ecosystem. For sports fans tracking NIL trends, this is a blueprint worth watching — and possibly replicating.

This article first appeared on Athlon Sports and was syndicated with permission.

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