The basics:

• Rutgers Athletics launches Athletic Excellence Fund to support student-athletes in the NIL era
• Fund allows direct financial support, now permissible under the NCAA House settlement
• Initiative complements R NIL and SAMCO to boost recruitment and brand strength
• Donors can contribute through scholarships or sport-specific funds

Rutgers Athletics has launched the Athletic Excellence Fund. The major new initiative in the Name, Image and Likeness (NIL) era will provide direct financial support to Scarlet Knight student-athletes.

The fund is now permissible under the NCAA House settlement, allowing Rutgers to offer athletes financial benefits in ways previously restricted.

Leaders say the Rutgers’ Name, Image, and Likeness (R NIL) efforts together with traditional athletic scholarships will better position the Scarlet Knights to thrive in this transformed college sports landscape.

“This is an opportunity to invest boldly in our student-athletes, to be competitive for championships on the national stage, and to set the standard of excellence that will define Rutgers Athletics,” said Rutgers Director of Athletics Keli Zinn in an Oct. 6 press release. Zinn recently took the helm as AD in August.

Key things to know about the Athletic Excellence Fund:

• Provides critical support for revenue-sharing with Rutgers student-athletes
• Will enhance the Scarlet Knights’ ability to recruit, retain and develop top-tier talent across sports
• Gifts are tax-deductible and provide Priority Points for contributors
• Will generate the resources necessary to support the infrastructure of R NIL as well as continue to build the Rutgers Athletics brand in the Big Ten and nationally

Setting up students for success

Rutgers Athletics said that alongside this Athletic Excellence Fund, it is going all-in on R NIL. The NIL agency is designed to secure high-impact partnerships and maximize opportunities for student-athletes through Scarlet Assets Management Co.

Established in 2024, SAMCO is a private, university-owned subsidiary that manages Rutgers Athletics’ corporate partnerships, multimedia and naming rights, merchandise and ticket sales. The company helps identify new revenue opportunities, provides access to gameday experiences and premium offerings, and collaborates with corporate partners to create NIL opportunities for student-athletes. It also manages university-wide sponsorship and marketing efforts.

“R NIL, together with the Athletic Excellence Fund, is the true game-changer that will set Rutgers apart,” said Zinn. “We are creating significant opportunities for our student-athletes, redefining expectations for the Scarlet Knights, and building a program that grows the Rutgers Athletics brand, setting the standard for success.”

During Homecoming Weekend (Oct. 16–19), Rutgers Athletics plans to showcase NIL initiatives. RA will offer activations and events aimed at making it central, visible and unmissable at Rutgers.

We are creating significant opportunities for our student-athletes, redefining expectations for the Scarlet Knights, and building a program that grows the Rutgers Athletics brand, setting the standard for success.
– Keli Zinn, Rutgers director of athletics

Info for donors

Rutgers stressed that, together with these initiatives, scholarships remain a vital and foundational way for donors to support student-athletes. The efforts position student-athletes for academic success and financial stability, while also contributing to a competitive edge for coaches to recruit and retain elite talent globally. Rutgers notes that donors can contribute to the general R Scholarship Fund or via the new sport-specific scholarship funds.

The combination of traditional scholarships and NIL opportunities offer student-athletes life-changing prospects.

“Competing at Rutgers is more than just playing the sport I love, it’s a life-changing opportunity,” said Rutgers senior quarterback Athan Kaliakmanis. “With scholarship support, I’m able to pursue my education while representing a program that believes in me.

“And through NIL, I’m not just building my own brand, I’m elevating Rutgers’ brand and helping shape the future for other student-athletes too. I’m proud to be a Scarlet Knight for life.”

Learn more about the Athletic Excellence Fund:

In pointing to the Athletic Excellence Fund, R NIL – SAMCO and scholarships, Zinn issued a call to Rutgers Nation for their support. She emphasized that every gift strengthens the Scarlet Knights and helps build a program that will set the new standard.

“We are seizing this moment to elevate our athletics program and define the future of competitive excellence,” said Zinn. “If you are passionate about Rutgers Athletics, this is your time to turn opportunity into a statement – that our Scarlet Knights will not just compete but will lead and win at the highest level.”

More information is available here.