It’s not what’s on the front of the jersey; it’s what’s on the back. Yeah, you read that right. What you’ve been taught is wrong. We can no longer neglect the student athlete for the sake of the team. It’s as much our job to put these young men and women into successful scenarios post graduation, as it is to win a national championship. But, WHAT IF you could do both and do so in such a way that improved your recruiting? Isn’t that the goal? Your priority? Recruiting is the lifeblood of a program. You can’t tell me, all things being equal, that an athlete would turn down a program that promises to help him or her build a personal brand using the University’s resources and inherent brand equity. Partly because it would be the exception, not the rule. Very few programs are thinking in these terms, which makes it a massive recruiting differentiator. WHAT IF your program hired experts to teach your athletes how to build a personal brand? WHAT IF your program encouraged it?