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In July, the NCAA adopted a new, sweeping rule allowing student athletes to sign endorsement deals with sponsors. Experts predicted this change would turn college sports into “the wild, wild west” as athletes and brands establish footholds in the new sponsor landscape. TiVo saw it another way. “We’ve always looked at television from a different angle,” says William Chamberlain of TiVo. “TiVo doesn’t play favorites with content, and now we’re bringing those same values to college football.”  Read on to learn how TiVo is breaking new ground by partnering with 90 athletes on the Georgia Tech Yellow Jackets—the biggest full-team NIL deal to date. Breaking New Ground in Student Sponsorships by Leveling the Playing Field TiVo has paired up with the Georgia Tech Yellow Jackets to set a new standard for how companies can engage with student athletes, just as TiVo Stream 4K has set a new standard for how…

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