Redefining NIL
In the era of name, image, and likeness (NIL), college student-athletes like Grace Stephens are navigating a transformed landscape with new avenues to profit from their athletic skills and personal brands.
A senior pole vaulter and statistics student, Stephens’ NIL pursuits perfectly connect with her academic studies, allowing her to apply classroom knowledge to real-world negotiations while forging partnerships with high-profile brands, including heavyweights like World Wrestling Entertainment (WWE), Stanley, Alani Nu, and Urban Decay.
“When it comes to NIL, the statistics part really helps with a lot with the unknown territory. I understand the terminology because of my classes, when I’m looking through contracts or negotiating deals, I remember certain things from class. You don’t realize how much of what you are learning will apply to your future. Academically, Monmouth has helped me so much,” Stephens said.
In theory, NIL was meant to even the playing field among college athletes but for student-athletes competing at mid-major institutions, there are many challenges compared to their Power Four counterparts.
But Stephens refused to be left out of the conversation. She recognized her potential and created an online presence as an athlete and an elite marketer; garnering a following of over 60,000 on Instagram and over 18,000 on TikTok—and sees a steady rise in her platform each day.
Her innovative approach to maximizing NIL opportunities earned her a Breakthrough Athlete of the Year nomination at a recent NIL Summit, and places her 11th among the highest-earning NCAA female track and field athlete based on potential annual NIL value and influence as an individual, according to ON3. She is one of two non-Power Four student-athlete among the top 15 and even ranked as high as fourth.
“A lot of smaller schools don’t get the same opportunities. [But, Monmouth] gives so many opportunities to expand and grow … There are NIL forums and a compliance meeting at the beginning of every year with a whole section dedicated to NIL. Since I started, they’ve given so many great opportunities to learn more about the space.”
Stephens has single-handidly redefined how this new NIL era can empower mid-major college athletes. And her dedication is showcased through her participation with WWE’s Next In Line program—a unique collaboration with the wrestling powerhouse that prepares student-athletes for the life in the ring and the real world.
Her Next In Line work helped land an internship with the wrestling giant’s talent and developmental team, where Stephens recruited the rising fifth Next In Line class, as well as recruiting for tryouts and workouts. The hands-on experience also introduced her to a new potential career path—sports analytics.
“Having the ability to put WWE on my resume, saying I am working with a reputable company like [WWE] … bigger companies are more likely to consider working with you … Having this company under your name makes a big difference. It opened me to a lot more and I think it’s from being connected to WWE backing me. It’s opened so many opportunities,” Stephens said.
As a member of the fourth Next In Line class, Stephens joined the ranks of national collegiate champions, high-earning influencers, and up-and-coming WWE developmental brand NXT stars, including NIL trailblazers Haley and Hanna Cavinder; All-American and NCAA gymnastics champion Derrian Gobourne (Chantel Monroe); three-time SEC shot put champion Isaac Odugbesan (Oba Femi); and Division I defensive lineman Joe Spivak (Tank Ledger). Odugbesan and Spivak recently won the NXT Championship and NXT Tag Team Championship, respectively.
Stephens could have pursued a potential wrestling career as well but chose to take advantage of the business side of the WWE partnership, gaining experience in brand building, media training, communication, live event promotion, creative writing, and community relations.
In her final year at Monmouth, Stephens continues to expand her brand deal portfolio working with trading card brands Upper Deck and Leaf, premier skincare brand Paula’s Choice, and phone and electronic accessory company Casetify.
“It was hard at first, because there’s so many of us on the [track] team, that I think most companies see us collectively as one person. What helped me to stand out was being able to talk to companies and people in person to show my personality … I’m able to prove myself to be worthy to work with them,” Stephens said.