LAWRENCE, Kan. - Kansas Athletics, alongside Walz Tetrick Advertising, introduced FLIGHT on Wednesday, an innovative new partnership that will transform the way Kansas student-athletes navigate and manage their brands in the new era of college athletics.
The Kansas athletic department will work with Walz Tetrick, a full-service marketing and advertising agency out of Kansas City, to build powerful personal brands for student-athletes and connect them to corporate partners for opportunities to enhance the use of their name, image and likeness. FLIGHT replaces the department’s former NIL endeavor, Jayhawks Ascend.
FLIGHT is reflective of the changing landscape in college athletics with student-athletes slated to receive revenues directly from athletic departments beginning in July. It will play a prominent role in connecting Jayhawks with commercial endorsement opportunities while working in partnership with Kansas’ current multimedia rights partner, Learfield.
“This is a landmark day for Kansas Athletics,” Director of Athletics Travis Goff said. “We are excited to forge this elite partnership and provide our student-athletes with best-in-class services as they build their personal brands. Walz Tetrick is not only an industry leader with a history of success, but also a company led by passionate Jayhawks, who are committed to making a lasting impact on our programs and Jayhawk student-athletes.”
The unprecedented partnership between Kansas Athletics, Walz Tetrick and Learfield is a response to the evolving college athletics landscape where previously NIL funds were distributed to student-athletes through Mass Street Collective. In this next chapter, Kansas Athletics will enhance an already successful platform that was a finalist in 2023 for Best Institutional Program at the NIL Awards and saw quarterback Jalon Daniels earn NIL Scholar Athlete of the Year.
With the anticipation of the House Case settlement, which will allow athletic departments to compensate student athletes directly starting July 1, it also outlines new parameters related to corporate endorsements and fair market value. Walz Tetrick is uniquely positioned to connect Jayhawk student-athletes with powerful brand partners.
“We are thankful for Mass Street Collective’s impact on our student-athletes and our programs throughout the first chapter of Name, Image and Likeness,” Goff said. “Looking ahead, it is imperative that we continue to adapt with the ever-evolving landscape of college athletics, and the launch of FLIGHT ensures a progressive path forward.”
Kansas Athletics partnered with Walz Tetrick for several key reasons, including its position as one of the largest media buyers in the Midwest, its strong social media presence and brand power, and KU alumni ownership. Walz Tetrick, the 2024 Kansas City Small Business of the Year, also boasts a proven sports marketing team skilled in activating major brands through influencers and brand ambassadors, alongside a global award-winning creative team recognized for their work with the Kansas City Royals.
“As a proud group of KU Alumni, we’re so excited to join the University on their next journey with student-athletes,” Walz Tetrick President and CEO Charlie Tetrick said. “Developing and managing these powerful student-athlete brands will be a key component to success, both on and off the playing field.”
To learn more about corporate endorsement opportunities, visit kuathletics.com/flight.
WHAT THEY’RE SAYING:
“It’s a new day in college athletics, and I’m excited to see our department evolve and look for the best way to service our student-athletes. I think this new partnership is a great step in ensuring that our department stays current and creates an environment that the very best want to join.” – Bill Self, Kansas Men’s Basketball Head Coach
“We want the experience to be the best it can be at Kansas, and this partnership helps us achieve that. This will help our student-athletes succeed in their NIL endeavors and learn important financial information that will help them moving forward.” – Lance Leipold, Kansas Football Head Coach
“Working with a professional agency like Walz Tetrick will elevate our program and increase the exposure our student-athletes will receive. This partnership will provide unique opportunities, especially for our more accomplished players. I’m looking forward to seeing this implemented and benefiting Kansas Women’s Basketball.” – Brandon Schneider, Kansas Women’s Basketball Head Coach
“As a trusted partner of Kansas Athletics, we’re excited to continue delivering unique commercial NIL opportunities to Kansas athletes. FLIGHT represents an exciting next phase of this evolving space and we’re confident current and future corporate brand partners of Kansas Athletics will recognize the positive impact Kansas athletes have in their brand messaging.” – Marc Tuttle, Vice President and General Manager, Learfield/Jayhawk Sports Properties
About Walz Tetrick Advertising
Walz Tetrick is a full-service advertising agency in the metro area of Kansas City. Founded in 1967, Walz Tetrick is one of the largest integrated media buyers in the Midwest, and serves clients nationwide in sports, healthcare, multi-unit restaurant and retail, higher education, B2B and entertainment verticals. The Greater Kansas City Chamber of Commerce named Walz Tetrick a Top 10 Small Business in 2024. Owner and CEO Charlie Tetrick values his talented staff of 125 and creates a uniquely positive and supportive office culture. Learn more at wtads.com.
About Kansas Athletics
Kansas Athletics is a not-for-profit corporation, which was organized in 1925 to foster development of intercollegiate athletics in conjunction with the educational activities of the University of Kansas. Kansas Athletics operates the varsity intercollegiate athletic programs (18 men's and women's intercollegiate teams) of the University of Kansas in facilities owned by the State of Kansas. A major comprehensive research and teaching university with an enrollment of approximately 27,000, the University provides outstanding excellence in education and research. Kansas Athletics is an Equal Opportunity Employer.
About Learfield