Eleven KU student-athletes land NIL deal with NASCAR

Eleven student-athletes representing the University of Kansas will soon have a unique NIL opportunity.

The athletes representing several sports will have their image on a NASCAR Xfinity Series race car at the Kansas Lottery 300 on September 9th. The official Kansas NIL organization, Mass St. Collective, is collaborating with JD Motorsports to sponsor the car of Brennan Poole.

Those featured include quarterback Jalon Daniels, men’s basketball center Hunter Dickinson, and women’s basketball center Taiyanna Jackson.

“Our goal at Mass St. Collective is to find new and unique instances where we can grow the brand of our KU student-athletes in new and meaningful ways through name, image and likeness.” Mass St. Collective President and former KU Senior Associate Athletic Director Dan Beckler said in a statement.

The Mass St. Collective was founded in 2021 as 6th Man Strategies and 12th Man Strategies and was rebranded in 2022 to Mass Strategies. Former KU Baseball player Matt Baty is a partner in the collective that has become one of the most innovative in the country. The collective has differentiated itself from others in the space by placing an emphasis on offering business and tax advice for athletes.

The Kansas Lottery 300 will take place on September 9th at the Kansas Speedway in Kansas City, Kansas.