Name, image, and likeness deals, or “NIL,” have allowed college athletes to profit off their fame since 2021. That’s when, in the face of mounting legal pressure, the National Collegiate Athletics Association changed its NIL regulations. This spring the University of Michigan hired the outside firm Altius Sports Partners to coordinate NIL opportunities for athletes at Michigan. Employed by Altius but stationed on campus in Ann Arbor, Terése Whitehead is the executive general manager for NIL opportunities at Michigan.