High School Football Star Bella Rasmussen Signs NIL Deal With KeyWise AI

Last Updated on December 19, 2022

Laguna Beach (Calif.) high school football star Bella Rasmussen is no stranger to the spotlight. In October, she made history by becoming the first female football player to score two touchdowns in a varsity football game. Her accomplishments gained media attention and her story inspired many viewers.

Rasmussen’s decision to play football was influenced by her hopes to follow her brother’s path. When there were not many options to pursue flag football, she immediately turned her attention to playing tackle football. Despite the skepticism from her parents, Rasmussen remained steadfast. She ended this past season with an impressive playoff run.

Given the platform and following she built with her story, Rasmussen started to strongly consider opportunities within name, image, and likeness. Recently, she decided to enter a long-term NIL partnership with KeyWise AI.

KeyWise AI is on a mission to take the guesswork out of mental health. Rasmussen announced the NIL partnership in a recent interview on NBC Access Hollywood’s “Access Daily” show with Mario Lopez and Kit Hoover.

Michael Ehrlich, who serves as Head of Athlete Engagement for MarketPryce assisted the Rasmussen family in identifying meaningful NIL opportunities.

“Bella and her family were not versed in all things NIL, but they had a clear vision for how they wanted to engage authentically within the space,” Ehrlich said. “After a deep dive on what is most important to their family, mental wellness and health were the obvious path to explore.”


A critical factor in the evaluation process was ensuring that Rasmussen stood clear of brands that were not authentic to her story. When KeyWise AI was looking for athletes for its first MarketPryce campaign that had a genuine investment in the mental health space, Ehrlich thought Rasmussen’s story was an exact fit for what they were looking for. 

KeyWise AI’s new app analyzes typing patterns on smartphone keyboards to help users recognize when they could use extra support. The app’s feature, Care Circles, give friends, family, coaches, and teammates access to a private group that receives alerts during such times. Ultimately the goal of this feature is to normalize the stigma around asking for help.

“We were inspired by Bella’s story and her authenticity,” KeyWise Co-Founder Raeanne Moore said. “She expressed a desire to use her platform to discuss her own mental health journey and inspire others on their personal journeys.”

As Rasmussen turns her attention to college, she intends to major in psychology. After seeing some of her family members struggle with mental health, she believed this was an important field to examine.

When we reflect on the progress around the normalization of speaking out about mental health, Bella Rasmussen will be remembered as an athlete that leveraged NIL to advance the conversation forward.


  • Darian Kelly

    Darian is a Sports Industry Management graduate of Georgetown University School of Continuing Studies. Darian hosts The Jersey Podcast and is a sports documentary fanatic who loves to talk professional and college football and basketball.

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