BERKELEY – Cal Athletics and TheLinkU are partnering to strengthen name, image and likeness opportunities for Golden Bear student-athletes. 

As part of the partnership, TheLinkU will work with Cal Athletics to create California Link to ensure a more streamlined and collaborative NIL structure. TheLinkU's platform will provide new opportunities for brands, businesses and the Cal community  to engage with its student-athletes in compliant and sustainable ways. 

"Cal Athletics is focused on building a modern NIL model that aligns with with our values and supports our competitive goals," Cal Co-Directors of Athletics Jay Larson and Jenny Simon-O'Neill said. "TheLinkU brings not only experience, but also a clear reputation for strengthening NIL operations with its technology and network of national brands eager to work with our student-athletes, while creating new opportunities." 

As one of the world's most prestigious academic institutions with a rich athletic history, Cal continues to pursue innovative approaches that enable its programs to compete at the highest level in a rapidly evolving college sports landscape. The partnership with TheLinkU reflects a commitment to modernizing student-athlete NIL operations through collaboration, transparency and data-driven decision-making.

"This partnership helps streamline our entire approach to NIL -  not just for football, but across the entire athletic department," Cal football general manager Ron Rivera said. "It will also improve alignment across our NIL efforts and position our institution and individual teams to excel for both immediate and long-term success."

Through TheLinkU's proprietary tech and platform, Cal Athletics will implement a comprehensive suite of tools, including GM modeling software, contract management, compliance tracking and financial education resources. The partnership also connects Cal student-athletes to TheLinkU's nationwide network of more than 30 corporate partners, opening new pathways for NIL brand engagement . 

"Working with Cal, our priority is to help create a clearer operational structure that makes it easier for brands and the Cal community to engage in compliant, above-the-cap NIL opportunities," said Landon Goesling, Chief Revenue Officer at TheLinkU. "Through collaboration with their leadership, we are building a dependable NIL ecosystem designed to benefit all student-athletes by driving sustainable opportunities, strengthening existing partnerships and creating new ones. This approach supports Cal's world-class standing while positioning its NIL operations for long-term success."
 
TheLinkU works with colleges and athletic programs nationwide to diversify revenue opportunities while protecting the interests of athletes, institutions and the business community. To learn more, visit www.thelinku.com.
 
About TheLinkU
Founded in 2022 by Austin Elrod, TheLinkU is a pioneering NIL platform dedicated to simplifying and enhancing opportunities for college athletes and institutions. With a focus on integrity and compliance, TheLinkU offers a comprehensive suite of services designed to empower athletes and support colleges in navigating the evolving NIL landscape. For more information, visit www.thelinku.com