CHANGING TIDES: ‘Hoyas Rising’ Shutting Down as NIL Activity Moves into Georgetown

NIL payment and fundraising will move under GU Athletics control

Just when we thought we had a solid understanding of the ever-evolving Name, Image, and Likeness (NIL) landscape in college athletics, another significant shift is happening right here on the Hilltop. After serving as the official collective for your Georgetown Hoyas since its launch, Hoyas Rising will be winding down its operations, set to cease activities as of May 30, 2025. If and when a settlement in the NCAA v. House case is reached, NIL activities will be moved internally and Georgetown (and other colleges who opt-in) will likely be able to pay players directly.

This news, which began circulating recently, comes as a direct response to anticipated changes stemming from the significant House v. NCAA antitrust settlement. In accordance with an email from Lee Reed, the Francis X. Rienzo Director of Intercollegiate Athletics, Georgetown is positioning itself to navigate this new era, bringing the structure for NIL opportunities directly into the University framework.

What is/was Hoyas Rising?

Launched in May 2023, Hoyas Rising quickly became a central figure in Georgetown’s NIL efforts. It was established as a stand-alone For Profit entity under Delaware state law, explicitly independent of the University. However, its stated mission was clear: to serve the University and its students.

The primary goal of Hoyas Rising was to empower Georgetown University student-athletes and help them capitalize on their Name, Image, and Likeness (NIL), and more importantly, their brand for lifetime success. They aimed to be a foremost supporter-funded NIL facilitation platform to position Georgetown athletics and athletes across all sports for sustained success. Their mission was to enrich, enhance, and empower student-athletes to improve their lives, communities, and futures through innovative solutions.

Hoyas Rising operated with key values, emphasizing being “athlete-first” and built to last, aiming for a sustainable NIL structure across all Georgetown sports. Education was also a core value, with plans to build comprehensive educational programs to help student-athletes navigate the NIL landscape.

Importantly, Hoyas Rising stepped in to do what the University and its athletic department staffers were barred from doing: creating or facilitating NIL opportunities for student-athletes. They facilitated these opportunities by working directly with businesses interested in partnering with athletes through NIL activities, arranging deals between businesses and athletes, and providing marketing, promotional, and logistical support while ensuring compliance with NCAA and University guidelines.

Who Was Behind It?

The collective was led by individuals with deep ties to Georgetown. The Chairperson was Tim Brosnan, a Georgetown alumnus (CAS ’80) and former CEO of Major League Baseball Enterprises. Brosnan was “personally devoted countless hours of wholly volunteer time to this critical endeavor” according to Atheletics Director Lee Reed’s email.

Other key figures included Marc Sulam (MSB ‘84), Chairperson of the Advisory Committee, and John Balkam (MSB ’13), Director of Sales and Athlete Engagement. Many other Georgetown alumni, parents, and former athletes served on the Board of Directors and Advisory Committee.

What Did Hoyas Rising Accomplish?

In its relatively short operational history, Hoyas Rising built the structure to provide capital and support from loyal alumni. They engaged fans and supporters by offering exclusive access and benefits through Membership Programs and Events. Fans could also make stand-alone donations to support the collective and student-athletes.

According to a “Year in Review” document covering June-December 2023, Hoyas Rising saw approximately 230 student-athletes from 18 varsity sports sign up, including every member of the Men’s Basketball team. They were directly involved in 51 NIL transactions and arranged 46 for third parties, totaling nearly 100 transactions involving 47 different student-athletes from six different sports. Their outreach efforts included meeting with over 700 student-athletes in person or virtually and contacting over seven hundred more by email.

Beyond direct deals, Hoyas Rising amassed thousands of followers on social media platforms like X, Instagram, and TikTok. They produced a podcast called “The Hilltop Hustle” in conjunction with the Georgetown Voice, featuring GU Student Athletes. They also launched the Georgetown NIL Store, a partnership with Capstone Ink, allowing participating student-athletes to create and sell personalized merchandise using Georgetown marks and their own name/image. They even purchased rotational signage at Men’s Basketball games at Capital One Arena.

By linking sponsorships and offering financial education, Hoyas Rising helped shape Georgetown athletes in potentially life-changing ways. The organization, on X before the account went dark, described the work with athletes as the “experience of a lifetime” and conveyed that donor efforts had “forever changed the tide” of the athletics program.

Why the Change Now? The House Settlement Connection

The decision to wind down Hoyas Rising is closely tied to the anticipated resolution of the House antitrust settlement. This massive legal development in college sports is poised to usher in an era where participating colleges can directly pay athletes a share of revenue, effectively ending the traditional model of amateurism as we’ve known it. The settlement also includes a significant damages payout to former athletes.

As permitted by this settlement, Georgetown University intends to bring the structure for Name, Image, Likeness (NIL) opportunities directly into the University. This move aligns Georgetown with what they anticipate many of their peers will also do.

The plan for this transition was developed in close coordination with Hoyas Rising leadership. AD Lee Reed stated that Hoyas Rising exemplified how a collective could operate consistent with Georgetown’s mission.

What Happens Next for Georgetown NIL?

With Hoyas Rising stepping aside, Georgetown University will take direct control of NIL facilitation. This will allow the University to create direct NIL opportunities for student-athletes and develop new commercial opportunities within the University framework.

One apparent key change for supporters is that fans will now be able to make gifts to support NIL activities directly to Georgetown, and contributions will reportedly be tax-deductible—be sure to ask your tax professional first. This is a significant difference from donating to Hoyas Rising, which was definitely not tax-deductible.

The University has stated they will communicate specific information in the coming weeks about how supporters can contribute to Georgetown’s NIL efforts through this new framework. They emphasize that continued support is more critical than ever to ensure Georgetown can continue to attract top student-athletes and support our teams and coaches.

The closure of Hoyas Rising marks the end of one chapter in Georgetown’s NIL journey, a chapter filled with dedicated effort from alumni and supporters to navigate the initial phase of NIL in college sports. It exemplifies the rapidly changing landscape.

As the University takes the reins directly, it signals a new era, one where NIL is fully integrated into the athletic department’s operations and where fan support through direct university channels will play a crucial role in attracting talent and building momentum for our programs.