When Patrick Kraft was named the athletic director at Penn State just about a year ago, he inherited one of the nation’s largest and most accomplished collection of teams, led by a football program that has gone a few more years without a natty than most fans would like but still boasts a reputation few can match and backed by one of the officially largest and unofficially most fervent alumni bases in the world. It was an enviable gig, as far as AD gigs go.
Fast forward 12 months and Kraft and his team are trying to crack the same puzzle that is stumping many of his counterparts around the country: How do you leverage passionate fans who are ready to write checks to build an NIL surplus that directly allows you to assemble the teams they root for? And, in Penn State’s case in particular, how do you manage that without tripping the political land mines that are unique to (Usually) Happy Valley?
Look around the Nittany Lions and you can see examples of the public face of NIL everywhere: Nick Singleton’s deal with West Shore Homes. Drew Allar, Kalen King, Olu Fashanu and Abdul Carter driving Teslas. Students eating Roman Bravo Young pizzas. Name, image and likeness helping various brands and putting extra cash in the pockets of the student athletes. Smiles, handshakes, American capitalism at work.
