Livvy Dunne Signs Multi-Million Dollar NIL Partnership With Passes

Last Updated on May 10, 2024

LSU gymnast Livvy Dunne is announcing a multi-million dollar name, image and likeness partnership with Passes, a platform that allows creators to create revenue streams by offering fans access to exclusive content and experiences.

“Passes allows me to monetize my creativity and expertise in ways that were previously unavailable to college athletes, which is why I’m so excited to be partnering with them,” said Dunne.

“By offering exclusive content and experiences, I can turn my passion for gymnastics as a college athlete and content creation into a sustainable career path, and build deeper connections with my fans and supporters. I love how Passes is so user-friendly too. It’s intuitive and easy to navigate, making it simple for creators to set up their accounts, create content, and engage with their audience without any technical barriers.” 

This is the first NIL deal for Passes as it looks to attract other college athletes who want to create a regular income stream that doesn’t require constantly signing new brand deals.

“This partnership showcases a new focus area for Passes, as we are committed to supporting college athletes and providing them with additional income opportunities through our content creator platform. With NIL, college athletes can now become entrepreneurs through our platform. Their brand is the company, and Passes is a way for fans to stay more connected to the athletes they follow and look up to,” said Passes CEO Lucy Guo.

Asked why they chose Dunne as their first college athlete partner, Guo said it was important for the brand to choose a strong female.

“College athletes have some of the most engaged superfans. Livvy is a powerful example of female entrepreneurship in the evolving NIL landscape and this partnership aims to help close the wage gap for female athletes while empowering them to build their own brands.”

Dunne plans to give fans a behind-the-scenes look at life as a Division I athlete, including livestreams of her training routines, 1:1 calls with fans for Q&A sessions, tips and more.

“I’m excited to have the opportunity to connect with my fans and show them parts of my life they haven’t seen on other social media platforms. I can’t wait to share behind-the-scenes livestreams and an inside look into my life as a collegiate gymnast. I hope that this empowers other female and NIL athletes to become Passes creators so they can continue to connect with their fans and be entrepreneurial as athletes.”

Asked for her advice to other college athletes on making time to create consistent content for fans on a platform like this, Dunne said it’s easiest to let fans in on your day-to-day.

“I would say the best way to carve out time and be active on something like Passes would be to create content that fits authentically within your day-to-day activities and interests, as this will help you connect with your fans, and won’t take extra time out of your day. For me, it’s showing a glimpse into my life as a D1 athlete such as my training routines, day to day workouts, or showing a behind the scenes look at my red-carpet outfit before an event. But if an athlete also likes to play an instrument or has a hidden talent, Passes is a great way to share those interests and talents in an organic way and continue to build their personal brand.”

Passes provides creators with data-driven insights that will also enable them to identify the content that most resonates with their fans so they can be more efficient and more effective. That data is also going to help Passes measure the success of their campaign with Dunne.

“We think that this will help Livvy create engaging content that resonates with her fans, ultimately building awareness for Passes as a platform that is committed to helping creators scale their businesses and diversify their revenue streams.”

Passes says it has several features that differentiate it from other options for college athletes. There are stringent community and content guidelines that prohibit any explicit adult content, nudity, or pornography, and as well any content that is hateful, fraudulent, defamatory, illegal, discriminatory, menacing, or promotes violence or other illicit activity. 

Additionally, Passes is trying to put as much of the money earned in athlete’s pockets as possible. The base package is 10%, plus $0.30/transaction, allowing creators to keep close to 90%. Revenue is also available for instant payouts.

This piece originally appeared on Forbes.

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