Morgan Stanley’s global sports and entertainment division has launched a strategic partnership with TheLinkU, a provider of name, image and likeness contract management, in order to help elite college athletes learn from and obtain access to its financial advisors.
The program will also allow athletes to access the sports and entertainment division’s financial education tools, resources and content. The goal, according to the announcement, is to help athletes access the resources and information they need to make better financial decisions.
The financial education program will be presented in various formats among TheLinkU’s partner institutions, including in-person sessions, virtual webinars and via TheLinkU’s web portal.
“College athletics has seen unprecedented change over the past few years,” said Sandra Richards, head of the global sports and entertainment division, in a statement. “The need for financial education and guidance has become increasingly critical for college athletes, parents, coaches and other stakeholders.”
Following a landmark Supreme Court ruling in 2021, the NCAA now allows student-athletes to monetize their name, image and likeness. Previously, under NCAA rules, student-athletes were prevented from earning “NIL money” because of their amateur status. Several years on, a growing number of states have now put specific NIL laws into effect, and many universities have created their own NIL policies.
“TheLinkU is committed to supporting the athletes’ journeys in the new world of college athletics,” added Austin Elrod, president and founder of TheLinkU. “[We are] committed to supporting the athletes’ journeys in the new world of college athletics.”
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