NCAA Softball News

MarketPryce, Arizona launch partnership with surprise NIL deals

MarketPryce, Arizona launch partnership with surprise NIL deals


MarketPryce and the University of Arizona today announced an exclusive NIL partnership supporting the Wildcat Women’s Basketball and Softball teams in addition to student-athletes across Women’s Soccer, Gymnastics, Golf, Tennis and Track & Field.

MarketPryce launched the partnership – the company’s first with an athletic department – through surprise team-wide deals for Softball and Women’s Basketball. Respective team leaders Allie Skaggs and Jade Loville shocked their teammates when they uncovered coolers full of G.O.A.T. Fuel, a sports energy drink created by NFL Hall of Famer Jerry Rice and his family.

“The team’s reaction to the surprise was priceless and we’re all so fired up to start working with MarketPryce,” said Skaggs, who led the Pac-12 in home runs last year. “NIL is a huge opportunity for us, so it’s exciting to have a brand like G.O.A.T. Fuel give us our first team deal and help everyone on the squad – especially our younger players – get started in the space.”

More than 30 women across seven teams received free product and paid deals from G.O.A.T. Fuel. Arizona and MarketPryce will continue to bring authentic brand partnerships and support equitable NIL opportunities for Wildcat women.

“This feels like a long time coming for us,”  Loville, the Wildcats’ second leading scorer, said. “We’ve been wanting to engage in NIL but weren’t sure how to get started. It’s incredible to see Coach Adia and the entire athletic department invest in our womens’ programs. We’re excited to get to work!”

In addition to connections with national and regional brands, Arizona student-athletes will have access to MarketPryce+, an educational platform featuring NIL best practices on creating authentic and engaging social media content, writing strong brand pitches, building their personal narratives and maximizing value for themselves.

“We saw an opportunity with Arizona to take an innovative approach to NIL education,” MarketPryce CEO and Co-Founder Jason Bergman said. “We don’t show powerpoints or presentations, we meet athletes where they are and help them learn tangible skills they can use to maximize brand partnerships and build their personal brands.”

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