As collegiate athletics continues to evolve, so do the opportunities for student-athletes to create long-term value from their name, image and likeness (NIL). At the TCU Neeley School of Business, the core of our NIL strategy is Legacy Frogs — a student-powered venture studio where athletes build their brands while TCU students gain hands-on experience operating a real NIL agency.
Through a close partnership with TCU Athletics, Legacy Frogs moves beyond education into execution. Student-athletes receive strategic, creative and financial support to pursue NIL opportunities beyond the cap of university-funded deals, while students develop real-world skills in branding, analytics, operations and venture building. Together, they create sustainable value that extends well beyond college.
The Legacy Frog Model
Legacy Frogs operates as a student-led NIL venture studio supported by Neeley faculty and business community mentors. Cross-campus student teams work directly with student-athletes to develop, manage and grow NIL strategies aligned with each athlete’s goals and values.
The model integrates brand strategy, content development, revenue optimization and financial decision-making into a single, coordinated experience. By emphasizing both execution and long-term planning, Legacy Frogs delivers sophisticated NIL support for athletes while providing immersive, real-world learning for students.
