Former Cal and NFL running back Marshawn Lynch is an integral part of the California Legends Collective’s Tuesday announcement that CAlegends.com has launched as an NIL platform that allows athletes to Cal to obtain name, image and likeness revenue opportunities.
This platform, created in partnership with Beastmode Marketing, will allow Cal fans, alumni, supporters and brands to access the site, loaded exclusively with Cal athletes, and book players and teams for various services. This online platform allows the California Legends Collective to manage all aspects of their collective needs in one place.
NIL has become an important part of a college’s appeal to prospective athletes. Cal football coach Justin Wilcox notes in the video above this story that NIL is part of the discussion with every rookie.
“We’re talking about it, absolutely,” Wilcox said recently. “It’s part of every conversation you have, it’s NIL. For some guys it’s a bigger part of the conversation, for some it’s smaller, but everyone, it’s part of it.
By partnering with Beastmode Marketing, the California Legends Collective engaged with Lynch, a former Cal and NFL running back turned entrepreneur.
“I’m always open to finding ways to help current and future Bears,” Lynch said in a statement provided by Cal, “and this is a really special opportunity that I had to push the game on. This partnership is going to be great fun, and it’s not just about NIL money, our goal is also education and sharing our experiences to help Cal athletes build financial literacy, stay healthy, build their brand, be a pro and stay in touch with your community.
Lynch isn’t the only former Cal great involved with the California Legends Collective. Founding members of the collective’s advisory board include NFL star DeSean Jackson, women’s basketball star Layshia Clarendon and former Cal softball star Val Arioto.
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The On3.com website provides a report on the functioning of the NIL collectives. The site also ranked the 10 most ambitious NIL collectives. Two of the top six are Pac-12s.
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“We’ve worked hard to create something we could all be proud of,” California Legends Collective President, Founding Sponsor and Co-Executive Director Kevin Kennedy said in a statement provided by Cal. “It was important to us that this be done the Cal way – in full compliance with NCAA regulations and allowing all of our student-athletes to take full advantage of the vast opportunities presented by attending the No. No. 1 in the world. We decided the best university in the world deserved the best Collective, and that’s what we created.
“Having that kind of exclusive connection with a Cal legend and one who currently runs a major sports and lifestyle brand, and a marketing company is incredible and something no other school will be able to replicate. And the role Marshawn’s industry leadership in ensuring athletes make smart investment decisions and maximize their personal brands makes him an ideal person to lead our efforts.We are very grateful to have him as a partner.
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Using CAlegends.com, fans can purchase California Legends Collective merchandise, book a live chat or video shoutout with a student-athlete, subscribe to support various teams, or make financial contributions. The site also makes it easy for businesses and charities that want to hire a Cal student-athlete or marketing campaigns or promote an event to do so now.
“We wanted to create maximum flexibility for our student-athletes and our fans,” Kennedy said. “Fans can go to CAlegends.com and choose the Cal team, position group or individual player they wish to financially support. at varying dollar levels and receiving unique perks based on subscription amount. Do you want to watch a Cal football game with Marshawn Lynch? Well, we can do that for you. Fans don’t have to simply log in and select how they wish to participate.”
Stephanie Rivera, wife of former Cal All-American linebacker and current Washington Commanders head coach Ron Rivera, is co-executive director and one of the founding sponsors of The Collective.
“My husband Ron and I were both student-athletes at Cal,” she said in a statement provided by Cal, “so we know what a platform like this will mean for students. Being a student-athlete at a school like Cal is itself a full-time job.These students don’t have time for part-time jobs, and with the new NIL regulations, they can now take full advantage of their association with Cal. It was essential for our collective to allow all Cal student-athletes, regardless of their sport, to have these opportunities. At Cal, inclusivity and diversity are part of our core values, and we wanted that our collective reflects this.
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Founded by a group of Cal alumni and fans, the California Legends Collective is an independent NIL collective. The CAlegends.com digital platform connects fans, supporters, businesses and charities to University of California athletes while allowing each athlete to monetize their name, image and likeness. We are not officially associated with or sponsored by the University of California at Berkeley. To learn more, visit CAlegends.com.
Beastmode Marketing, based in Oakland, Calif., is a marketing management agency founded by Marshawn Lynch, Bryon Sheng and Kevin Parker. Beast Mode Marketing currently represents the marketing efforts of current NFL players Lynch, Josh Johnson, Marcus Peters and Najee Harris. Beast Mode is rooted in building brands through authenticity and creativity under the guidance of its athletes. For more information, please visit BeastModeMktg.com or follow us on Instagram and Twitter at @BeastModeMktg.
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Marshawn Lynch cover photo by Kirby Lynch, USA TODAY Sports
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