NIL Edge Interview: Brian Mason - Wisconsin - Director of NIL Strategy
A partnership between NILNewsstand & Digital Sport by Hot Paper Lantern
NIL Edge is a new interview series from NILNewsstand and Digital Sport by Hot Paper Lantern that spotlights the professionals shaping the future of college sports. From NIL directors to athletic directors, brand executives, and policy shapers, these conversations provide exclusive insights into how the industry is evolving in the NIL and revenue-sharing era.
Featured Interview:
Wisconsin has developed one of the most aligned and forward-thinking NIL operations in college athletics—and Director of NIL Strategy Brian Mason takes us inside the model. From reimagining athlete education to building true cross-department collaboration to launching brand partnerships that deliver real, measurable ROI, Brian explains how the Badgers built an NIL ecosystem that’s winning on every front.
If you work in an athletic department, operate on the brand side, or simply want to understand where NIL is actually heading, this episode delivers transparency and actionable insight straight from inside one of the most aligned departments in college sports.
This is one of the most detailed, practical NIL conversations you’ll find anywhere.
Three High-Level Takeaways Viewers Will Learn
1. How Wisconsin Built an 8-Person NIL Team—and Why Alignment Is Their Secret Weapon
Brian breaks down the internal structure across athletics and Learfield, explaining exactly how the Badgers eliminated the “competition” between departments, donors, collectives, and sponsors to create one unified NIL operation driving record revenue.
2. What “Meeting Athletes Where They Are” Looks Like in Practice
From onboarding and education to customized brand-building workshops and a powerful athlete-interest database, viewers will see how Wisconsin prepares athletes for both passive and proactive NIL opportunities—resulting in deals across every sport, not just football and basketball.
3. How Wisconsin Turns Small Ideas Into Scalable NIL Campaigns
You’ll hear real examples—including student housing, Exact Sciences’ micro-internship program, Travel Wisconsin, and major volleyball and hockey activations—that show how one-off ideas became long-term multi-athlete partnerships with measurable ROI for brands and athletes.
Interested in being our next Guest? Let us know at info@nilnewsstand.com