\u201cIt\u2019s based on follower count, what school are you at? How many likes? Are you one of the best players on the team?\u201d said Will Sturner, a business management senior and the president of Legacy Frogs. \u201cThere are so many factors that go into it, but social media outreach is definitely going to be over 50% of that equation.\u201d<\/p>\n
In the world of NIL deals, social media marketing accounts for a huge chunk of the money. With the influencer economy, the more social media presence you have, the better the deals.<\/p>\n
Sturner started brainstorming about creating the group in September last year. He reached out to the university\u2019s Institute for Entrepreneurship and Innovation, and Legacy Frogs soon became a part of that machine. It\u2019s a venture studio run by students for student-athletes. Players can stop by for help with their social media content or securing brand deals.\u00a0<\/p>\n
In some ways, the student group is swimming in a pool of big money with NIL collectives, but they\u2019ve established their strokes. They\u2019re not getting a cut \u2014 in fact they\u2019re not making any money \u2014 but they\u2019re gaining business and marketing skills as they help out student-athletes.<\/p>\n
\u201cWe found our niche, and our niche is not those big market brand deals,\u201d said Philip Rosenfeld Jr., the group\u2019s executive vice president and a senior majoring in finance. \u201cEveryone wants that $10,000 or $20,000 brand deal. But the local market with $100, $200 and $300 brand deals is so rich, and there\u2019s so much to be had there.\u201d<\/p>\n
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TCU basketball player Micah Robinson, right, triathlete Maddie Perkins and Philip Rosenfeld Jr., Legacy Frogs executive vice president, pose together on July 1, 2025, in the Amon G. Carter Stadium in Fort Worth. (Mary Abby Goss | Fort Worth Report)<\/p>\n
The group connects players to businesses that match their personality and lifestyle. Through the group, Perkins was able to secure deals with nutrition and wellness brand Just Ingredients and energy drink Gorgie.\u00a0<\/p>\n
Riley Richards, Legacy Frog\u2019s vice president of brand development, asks athletes about the brands they like, their hobbies and interests.<\/p>\n
\u201cMost of what I do for sourcing brand deals comes from the athletes own personality and interests,\u201d said Richards, a senior double majoring in entrepreneurship and management. \u201cIn the NIL space, the best way to gain traction and have a successful partnership is through authenticity.\u201d<\/p>\n
In the past few months, the group has focused on national businesses. In the coming months, Legacy Frogs will reach out to brands with Fort Worth locations such as Toppers, Smoothie King, Fuzzy\u2019s Taco Shop and locally owned boutiques and stores.<\/p>\n
One of the group\u2019s first recruits was TCU basketball player Micah Robinson.\u00a0<\/p>\n
\u201cIf I could get Micah, I knew I would be able to have some proof of concept, as well as have a face for us,\u201d said Sturner, who is also the head manager for the men\u2019s basketball team.<\/p>\n
Robinson, who was a freshman at the time, said the group has really helped transform his social media presence.\u00a0<\/p>\n
\u201cI\u2019ll post pictures from my games and that\u2019s it,\u201d said Robinson, who is a sophomore majoring in communications. \u201cBut they\u2019ve really helped me get my personality out there because I feel like I\u2019ve just never really expressed myself on social media.\u201d<\/p>\n
Through Legacy Frogs, he\u2019s been able to secure deals with Incrediwear, an athletic recovery clothing brand, and Kane, a recovery footwear brand.<\/p>\n
Sturner called the group\u2019s first months the pilot phase. The team has grown from three to 10 students.<\/p>\n
\u201cWe have some proof of concept,\u201d Sturner said. \u201cWe\u2019re ready to take on new athletes and are ready to see this grow.\u201d<\/p>\n
Legacy Frogs, he said, is ready for the new era of revenue sharing.<\/p>\n
Shomial Ahmad is a higher education reporter for the Fort Worth Report, in partnership with Open Campus<\/a>. Contact her at shomial.ahmad@fortworthreport.org<\/a>.<\/p>\n The Report\u2019s higher education coverage is supported in part by major higher education institutions in Tarrant County, including Tarleton State University, Tarrant County College, Texas A&M-Fort Worth, Texas Christian University, Texas Wesleyan University, the University of Texas at Arlington and UNT Health Science Center.<\/p>\n At the Fort Worth Report, news decisions are made independently of our board members and financial supporters. Read more about our editorial independence policy here<\/a>.<\/p>\n \n\tRelated\n<\/p>\n Fort Worth Report is certified by the Journalism Trust Initiative<\/a> for adhering to standards for ethical journalism.<\/p>\n Republish This Story<\/p>\n
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