The University of North Carolina (UNC) partnered with Article 41, a firm founded by UNC alumna Vickie Segar, to transform all 850 of its student-athletes into social media influencers and help them leverage their Name, Image, and Likeness (NIL) beyond traditional revenue sports, per The New York Times.

While NIL rules have created individual success stories like gymnast Olivia Dunne and the Cavinder twins, who command six-figure payments per post, UNC’s approach aims to democratize these opportunities across all sports.

“The most entrepreneurial student who understands social media and understands how to create a social media presence can become an influencer,” Bubba Cunningham, UNC Athletic Director, said in a statement.

Article 41 takes the standard 20% commission on deals while providing athletes with a 50-page training guide. Brands including Uber, Athleta, and State Farm have already secured posts featuring student-athletes. The firm estimates that while top performers can earn considerable sums, many athletes could eventually make several thousand dollars per branded post with follower counts of 5,000-20,000.

UNC does not provide a formal contract but encourages students and coaches to work with Article 41. The company will soon present its pitch during freshman athlete orientation.

Success Metrics and Athlete Experiences

According to the NYT report, UNC basketball player Alyssa Ustby has built her following to 132,000 on TikTok and 54,000 on Instagram, commanding $10,000-$15,000 per branded post. Last year, she earned over $100,000 through brand deals.

Wrestler Jake Dailey maintains 90,000 TikTok followers and 32,000 Instagram followers, recently securing paid deals with apparel companies.

Article 41, self-funded by Segar and her husband Ben Gildin with 13 full-time employees and 24 paid interns, reports having helped launch social profiles for more than 70 students and coaches. The firm is now fielding requests from other institutions, including the University of Michigan.

Broader NIL Developments

UNC’s initiative gains additional significance amid ongoing structural changes in collegiate athletics. A recent $2.8 billion settlement provides for schools to distribute up to $20.5 million annually to athletes and establishes market verification requirements for NIL deals exceeding $600.

Some top influencer-athletes, including Dunne, have raised concerns about valuation frameworks that may underweight social media and influencer metrics in favor of traditional athletic performance metrics.