Rutgers University and 42U Announce Partnership To Boost Student-Athlete Experiences and Personal Branding
New Jersey - (January 28, 2026) Rutgers University Athletics and 42U have announced a pioneering partnership to redefine the student-athlete experience, spanning from on-field performance and personal branding success to post-playing career readiness and life after sport.
Building on an existing partnership, Rutgers student-athletes will continue to access 42U’s proprietary psychological assessment enhanced by renowned sports psychologist Dr. Nick Molinaro, personal branding workshops, life after sport support, and personalized branding kits to enhance athletic, personal, and professional growth. This collaboration with Scarlet Knights For Life™ positions Rutgers as a national leader in holistic athlete development and branding during the changing landscape of college sports.
“Scarlet Knights For Life is rooted in meeting student-athletes where they are and walking alongside them throughout their college journey.” Rutgers Senior Associate Athletic Director Carey Loch said. “Through personalized career coaching, we help them navigate personal branding opportunities, pursue meaningful internships and careers, and explore advanced degrees with clarity and confidence. Our relationship with 42U gives student-athletes the opportunity to build a customized personal brand while learning how to authentically communicate their values and strengths. We see firsthand how the confidence gained through this process becomes a true difference-maker, influencing not only their professional success but how they approach every aspect of their life.”
42U engages directly with Rutgers student-athletes through workshops and mentoring sessions, equipping them with practical tools for personal branding, building their digital presence, and creating authentic connections with audiences and partners. Student-athletes are given professional guidance on applying branding strategies not just for sponsorships, but also for career preparation, graduate school applications, and long-term leadership opportunities.
“Rutgers understands that success on the field is just one part of the journey,” 42U CEO Stephen Bienko said. “Together, we’re building the national model for athlete empowerment, a blueprint for universities nationwide.”
Rutgers becomes one of the first Power Five Four programs to fully integrate athlete branding,, life after sport and psychological performance development under one holistic model. As college sports evolves with NIL and revenue-sharing models, Rutgers continues to demonstrate forward-thinking leadership by investing in personal and professional growth programs for student-athletes and roster building while setting a new standard for conferences nationwide, fusing athlete development, and education into one comprehensive experience.
About 42U
42U, a New Jersey based company co-founded by former student-athletes Stephen Bienko and Joe Donato, partners with collegiate athletic departments to build rosters and maximize revenue sharing for athletes and programs. Through 42U’s patented psychological testing, athletic departments and student athletes receive a clear picture of the student athlete’s strengths, weaknesses, and potential for improvement on and off the field. Athletic departments and their student-athletes armed with 42U’s data help build personal brands, enhance opportunities, and develop skills that prepare them for life after sports through tailored education, development, and branding services.
About Rutgers University Athletics
The Rutgers Department of Intercollegiate Athletics (Rutgers Athletics), comprising 24 men's and women's varsity sports serving more than 730 student-athletes, is a member of the Big Ten Conference and governed by the National Collegiate Athletic Association (NCAA). Rutgers is the Birthplace of College Football, hosting the first-ever collegiate matchup on Nov. 6, 1869, a 6-4 victory over Princeton. Rutgers Athletics is uniquely positioned in the nation's largest media market with over seven million television households, along with access to Big Ten Network and its nearly 60 million homes across the U.S. and Canada. Established in 1766, Rutgers University is the State University of New Jersey and eighth-oldest higher education institution in the country. As a premier academic institution, Rutgers is a member of the prestigious Association of American Universities. Follow Rutgers Athletics on Facebook, X (formerly Twitter) and Instagram for all of the latest news and updates. Also visit ScarletKnights.com for additional information on Rutgers Athletics.
Media Contacts: 42U
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