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Everett Sports Marketing Joins South Carolina to Form In-House NIL Agency

Newly created Park Ave agency will provide non-exclusive and free NIL services to Gamecock student-athletes

South Carolina Gamecocks bench puts up three fingers during the Women's Final Four Championship game between the Connecticut Huskies and the South Carolina Gamecocks (Photo by Bailey Hillesheim/Icon Sportswire)

South Carolina student-athletes will be getting a boost in their NIL efforts thanks to a new partnership between Gamecock athletics and Everett Sports Marketing that will create an NIL agency within the athletic department called Park Ave, South Carolina announced on Tuesday.

Everett Sports Marketing represents NFL stars Mac Jones, Jonathan Taylor and Nick Chubb and works on the collegiate level with individual student-athletes such as the Cavinder twins and Georgia stars Stetson Bennett and Brock Bowers, but this new agency will be the first of its kind in the college athletics and extend across South Carolina athletics.

“We are excited to bring these opportunities to our student-athletes,” South Carolina athletic director Ray Tanner said in a statement.  “ESM is a leader in the field of sports marketing and has a tremendous track record in representing athletes in brand development.  I appreciate our staff and donors who helped us put this arrangement together.  I am confident it will be a tremendous Name Image and Likeness resource for our student-athletes.”

In South Carolina’s statement, the department highlights ESM’s proven track record with data and analytics, representation and negotiation and content development as valuable resources for its student athletes. These services will be available to student-athletes at no extra cost and are non-exclusive within the NIL sphere.

ESM president Dan Everett believes that the partnership will have a profound impact on South Carolina athletics and college sports as a whole.

“Our teams at ESM and Park Ave are most well-versed NIL agents and talent in the sports marketplace,” Dan Everett said in a statement. “It is inspiring to see what U of SC is willing to invest in positioning their athletes to be able to maximize NIL at unprecedented levels. U of SC will become the leader for NIL in the collegiate space.”

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