Texas launches new agency to boost NIL efforts

AUSTIN, Texas — As a new era of revenue sharing sweeps across the college sports landscape, the University of Texas has launched a new agency to help with name, image and likeness (NIL) deals.

On Monday, the university announced the creation of the Longhorn Sports Agency, an NIL agency created in collaboration between the school’s athletic department and Longhorn Sports Properties, which is run by college sports marketing firm Learfield.

The in-house agency will help the school facilitate NIL deals for its athletes, which comes as the university is estimated to be one of the top spenders on NIL in 2025.

“Everything we do at Texas is about setting a high standard, and NIL is no different,” UT Athletic Director Chris Del Conte said in a Monday news release. “The Longhorn Sports Agency reflects our commitment to building an industry-leading infrastructure that supports our student-athletes and strengthens the Texas brand.”

According to a news release from the university, the new agency will be led by Lucas Motta, who is the current vice president of Longhorn Sports Properties. It’s main focuses will be on building and monetizing student athlete brands, as well as on-campus NIL leadership and deal facilitation through the Compass NIL platform.

The agency will also employ various executives, including a director of NIL business development, an associate of business development and an NIL marketing partnership manager.

The full release from the school can be found here.