Michael Astorino, a junior at Wesleyan University, is capitalizing on name, image, and likeness (NIL) opportunities to benefit his basketball team while supporting local businesses. This entrepreneurial spirit led him to propose collaboration with his favorite campus smoothie shop, The Fresh Monkee, to promote their products during the NCAA Division III tournament.

A Unique Deal for a Local Business

Astorino’s pitch was straightforward: in exchange for a temporary 50% discount on smoothies for his teammates, he would develop a marketing campaign to promote the store on social media during the opening weekend of the tournament. The arrangement benefits both parties, highlighting Astorino’s resourcefulness in integrating athlete marketing with community partnerships.

Wesleyan’s Historic Tournament Run

This season, the Wesleyan Cardinals (26-1) have achieved significant success, earning the number one seed in the NCAA tournament. They will play against Delaware Valley (15-12) this Friday evening, with the hopes of advancing to the Sweet 16 for the first time in the program’s history.

Astorino’s Journey in NIL

Despite his minimal on-court time this season, Astorino has emerged as a notable figure in the NIL landscape due to his proactive approach. He has partnered with over 15 companies and co-founded an NIL agency. Additionally, he now holds a part-time role as the head of partnerships for a plant-based protein brand, showcasing his adeptness in both marketing and personal brand management.

Coaching Perspective on Innovation

“He has an entrepreneurial and creative spirit that is in the top 1 percent of guys that I’ve coached,” said Wesleyan basketball coach Joe Reilly. “He’s in good company, but the difference with him is that he’s taken a non-traditional path, and there’s no blueprint for it. He’s creating it himself, and that within itself is impressive.”

The Road to NIL Success

Astorino’s inspiration stems from athletes like Jack Betts, who made a significant impact in the NIL space at the Division III level. Betts suggested that persistence is crucial in this competitive field. As Astorino navigated his own path, he reached out to potential brand partners through various platforms, sending 20 to 30 messages daily until he succeeded in forming partnerships.

Achievements and Future Outlook

Among his notable partnerships, the first success came from a deal with Air Relax, providing him with valuable recovery products. He further expanded his network with brands like Suja Organic and Spacemilk. Astorino estimates earning around $1,000 alongside accumulating free products, reflecting his objective to gain experience rather than simply generating income.

Entrepreneurial Initiatives and Education

In addition to his NIL activities, Astorino co-facilitates a course at Wesleyan known as “Wesleyan Shark Tank,” aimed at teaching students the skills necessary for pitching business ideas. This program underscores financial literacy and entrepreneurship, culminating in a “Shark Tank” style event where students will present their business concepts.

What Lies Ahead for Astorino

With numerous opportunities already presenting themselves, including a possible role as a production assistant for “Shark Tank” this summer, Astorino is enthusiastic about his future. He expresses a commitment to maximizing his collegiate experience, both academically and athletically, driven by his passion for entrepreneurship and marketing.