KALAMAZOO, Mich. – Western Michigan Athletics announced today a transformative collaboration with Altius Sports Partners (ASP), signaling the Broncos' intent to enhance NIL support and opportunities for its student-athletes amidst an evolving collegiate athletics landscape. Through ongoing strategic guidance from its team of industry leaders and the establishment of an in-house NIL General Manager (GM) on WMU's campus that will provide personalized education, training, and support, ASP will play a pivotal role in amplifying revenue opportunities for all Bronco student-athletes. A national search for the GM role is underway.
WMU is to be the first institution in the Mid-American Conference (MAC) to forge a strategic alliance with ASP, solidifying its commitment to the holistic development of its student-athletes and setting a precedent within the Group of Five.
"At a time when it is becoming increasingly clear that in-house administration and direction of all NIL activities is imperative to the well-being of our student-athletes, we are thrilled to be partnering with Altius Sports Partners to provide on-campus support to Bronco Student-Athletes and our important NIL entities and partners" said Dan Bartholomae, Western Michigan University's Director of Athletics. "While we look forward to welcoming a new teammate to the Bronco Family, we are also excited to acquire the depth of national resources and strategic partners that the Altius team brings with its GM program. It is time to prepare for the future and we are excited about it."
The NIL GM, recruited, trained, and supervised by ASP, will play a pivotal role in elevating WMU's NIL program by overseeing operations related to the infrastructure and ensuring adherence to regulations and policies. Collaborating closely with athletics department leadership, the GM will educate both internal and external stakeholders, thereby enhancing the overall experience for Bronco student-athletes. Through the support and training of ASP College's client services team, the GM will provide strategic guidance to expand and optimize WMU's approach to NIL with both existing and prospective partners, designing and coordinating programs to heighten awareness of NIL initiatives within the business community to cultivate opportunities and growth for Bronco student-athletes beyond their athletic pursuits.
"We are thrilled to add WMU as our inaugural MAC partner," said Andrew Donovan, President of ASP College. "Through the leadership and foresight of AD Dan Bartholomae, WMU is proactively preparing to navigate the ever-changing forces shaping the future landscape of collegiate athletics while providing unrivaled support services to its athletes. We are honored to guide and support the Broncos and look forward to bringing a dynamic GM to Kalamazoo."
The ASP GM Program, launched in July 2022, is a centralized initiative involving 18 participating institutions, including WMU. This program emphasizes customized education, strategic guidance, and execution support for NIL initiatives tailored to each institution's needs and priorities, including the integration of the GM position in-house and on-campus.
For more details on the WMU NIL GM position, visit here.
About Altius Sports Partners
Since its inception in 2020, Altius Sports Partners (ASP) has become a leading advisor to elite collegiate athletics programs. ASP provides comprehensive solutions to elevate industry standards and promote excellence through its network of more than 40 Division I athletics departments, including nearly half of the Power Five institutions. ASP College offers strategic consulting services and an on-campus GM Program, featuring education, strategic guidance, and staffing for the evolving college sports landscape, including NIL. ASP has on-campus personnel at 18 institutions, and the GM Program is considered the industry standard. Beyond NIL, ASP offers guidance on various related issues, including licensing, sponsorship, agent relations, employment, labor, collective bargaining, and Title IX. Additionally, ASP Brands facilitates collaboration between brands and athletes, executing national NIL campaigns on behalf of blue-chip brands such as Powerade and Shake Shack.
