Greg Harrell Named GM of Altius Sports’ On-Campus NIL Department at Cincinnati Athletics

Zach Stipe

Associate AD / Communications

CINCINNATI, Ohio – Longtime University of Cincinnati sales and marketing professional Greg Harrell has been hired by Altius Sports Partners (ASP) – the Name, Image and Likeness launch program for elite athletics departments – as the full-time, on-campus General Manager of UC Athletics’ exclusive NIL program. Harrell, who previously served in UC’s Office of Innovation, will lead the Bearcats’ NIL strategy, education, and new athlete business opportunities.

“We have a tremendous opportunity to make an impact on the Bearcats’ NIL efforts and we’re excited to have Greg join our Altius Sports Partners team,” said Brittney Whiteside, ASP VP of Collegiate Partnerships. “Greg brings to the role extensive experience in sales, marketing, and strategic partnerships and has invaluable relationships, particularly in areas of focus for the NIL operation at Cincinnati.”

In his new position, Harrell’s duties entail overseeing ongoing engagement and NIL support for all university stakeholders. Additionally, he will lead the identification, facilitation, and implementation of athlete-centered NIL deals along with marketing, personal branding, and content creation strategies to support those opportunities.

“I’m very excited to join this new endeavor with Altius Sports Partners and stay right here at the University of Cincinnati during such a transformative time in college athletics. UC is a special place with remarkable momentum. I can’t wait to work on projects every day that will enhance the student-athlete experience here in Cincinnati,” said Harrell.

Launched in July with universities adding full-time, trained ASP personnel on campus, the GM Program centralizes NIL support services as a standalone vertical within athletics departments. The program includes comprehensive education of all stakeholders, as well as a customized approach for each department in directly sourcing NIL deals based on institutional risk tolerance and applicable rules.

“We are thrilled to welcome Greg as our Altius GM and partner,” said Cincinnati Director of Athletics John Cunningham. “Greg’s vast experience in sales, marketing and revenue generation, both at UC and with professional sports, make him the perfect fit to lead Name, Image and Likeness efforts on our campus and connect student-athletes to our community and business leaders.”

In his previous role, he managed incoming partnership opportunities and developing relationships with local business and technology leaders. Harrell contributed nearly six years as senior director of ticket sales and service with FC Cincinnati of Major League Soccer. A member of the UC Sport Administration Advisory Board, Harrell also served in group ticket sales, revenue generation and job development positions at the University of Cincinnati.

As the landscape shifts to schools increasing holistic support services for athletes in identifying and sourcing NIL deals, there are numerous benefits from having personnel recruited, vetted, hired, trained, and managed by ASP on campus, in collaboration with institutional partners. ASP personnel offer the benefit of understanding the national landscape and reducing liability for school involvement as ASP can leverage its unrivaled experience in licensing, sponsorship, agents, employment, labor, collective bargaining, Title IX, and other impending issues.

Those interested in connecting with Bearcat student-athletes on NIL opportunities may complete the NIL interest form or contact


About Cincinnati Athletics

The University of Cincinnati Department of Athletics competes at the highest level of intercollegiate athletics with the vision to reach Next Level Success for all 18 varsity teams and more than 500 student-athletes. The Bearcats have a proud athletics history, winning eight national championships and 117 conference titles. The Cincinnati men’s basketball team is among the 15 winningest programs all-time, while the football team became the first American Athletic Conference program to compete in the College Football Playoff in 2021. Olympic gold medalist volleyball player Jordan Thompson, NBA Hall of Famer Oscar Robertson and Major League Baseball legend Sandy Koufax are among the several luminaries who have competed as Bearcats. UC student-athletes collectively posted a 3,369 overall GPA in the spring of 2021 with 77 percent earning spots on the Honor Roll, while six student-athletes collected CoSIDA Academic All-America accolades. Under the leadership of the Director of Athletics John Cunninghamand supported by more than 150 full-time staff members, UC Athletics’ mission is to connect our community, enhance our University and impact the lives of student-athletes as they prepare to change the world on and off the field.

About Altius Sports Partners
Altius Sports Partners (ASP) is a leading NIL launch platform and external innovation department that delivers consulting, strategic planning, compliance support and education to its clients. An official partner of premier collegiate athletic departments and sports properties, ASP provides strategic solutions on topics ranging from NIL to the shifting landscape of employment and media rights within college athletics. ASP currently represents athletics departments at Arizona, Arizona State, Auburn, Cincinnati, Clemson, Duke, Georgia, Georgetown, Indiana, Kansas, LSU, Marquette, Miami, Mississippi State, Nebraska, Northwestern, North Carolina, Oklahoma, Oklahoma State, Oregon State , Penn State, South Carolina, USC, Tennessee, Texas, Villanova, Virginia, and Wisconsin. ASP has also partnered with Women Leaders in College Sports. Providing all stakeholders – athletics departments, coaches, and college athletes – with resources they need to thrive in the new age of college athletics, ASP leverages its deep reservoir of sports business sophistication to help those impacted to prepare and excel. It has built a team of cross-disciplinary leaders to reach higher levels of education, higher access to opportunities and higher standards of excellence.
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