Player empowerment has brought both opportunity and uncertainty to programs across the country, and Washington State knows this better than anyone. Under new leadership, WSU is making a deliberate push to stay competitive in the NIL landscape and position itself at the forefront of the Pac-12.
But NIL is still new territory for many fans and donors. It can feel complex, even overwhelming, especially when trying to figure out the best way to get involved. That’s why I wanted to talk to someone who
understands it inside and out, someone who can help Cougs navigate this space in a way that aligns with their interests and impact goals.
That someone is Nick Garner, now Director of Playfly and Playfly Max at Washington State. As part of Playfly Sports, WSU’s new multimedia rights partner replacing Learfield, Nick brings firsthand experience from the early days of NIL in Pullman, where he worked closely with student-athletes during a pivotal transition period. His background made him a natural fit when Playfly entered the WSU space.
The reality is, NIL offers more avenues than ever for fans and businesses to support student-athletes, but that variety can also create confusion. Where should you give? What actually makes an impact? And for some, what kind of return can you expect?
Nick broke it down into three primary ways to support WSU athletics through NIL, each offering its own unique benefits depending on your goals:
The Cougar Athletic Fund (CAF)
The Cougar Athletic Fund remains the longest-standing and most traditional fundraising arm of WSU Athletics. While it predates NIL, it still plays a critical role in today’s ecosystem.
Donors can contribute directly to specific programs through various “excellence funds.” From there, coaches have discretion in how the funds are allocated, whether that’s scholarships, program needs, or even NIL-related opportunities.
For those looking to make larger contributions, CAF offers structure, stability, and the added benefit of tax-deductible donations. It’s a strong option for donors who trust programs to deploy resources where they’re needed most.
The Cougar Collective
For many fans, the Collective is the easiest and most accessible entry point into NIL.
Programs like the “1890 Club” allow supporters to make a meaningful impact through smaller, recurring contributions. Donors can also make one-time gifts and, in some cases, direct where those funds go.
But the value here goes beyond financial return. It’s about connection. The Collective creates opportunities for fans to engage with student-athletes through events, meet and greets, and community initiatives across the state. It’s a way to be part of something bigger while directly supporting Cougar athletes.
I want to acknowledge fans’ concerns about player movement, and those concerns are valid. But being a part of the collective isn’t just about roster construction. It’s about being a part of an alumni network, building connections, and trying to build something for WSU. As an alum returning for one of the first times, I attended a CC event prior to a WSU baseball game. I was able to mingle with Jack Thompson, make connections with the alumni network, and meet Coach Moore.
You aren’t just paying for a roster, you are a part of something, and I think that is important to distinguish.
And for people concerned about roster retention, I would just point to this year’s football team and tell you: the collective is doing its job, and it’s stronger than ever.
Playfly Max
This is where the business side of NIL really comes into play.
Through Playfly Max, businesses can partner directly with student-athletes on marketing and branding deals. Whether you’re a local business owner or part of a larger organization, these partnerships are designed to create real, measurable value, both for the athlete and the brand.
If you’re interested in leveraging NIL as a marketing tool, connecting with Nick and the Playfly team is the best place to start. They can help tailor partnerships that align with your business goals while supporting WSU athletes in a meaningful way.
At its core, NIL isn’t just about writing a check. It’s about choosing how you want to make an impact. Whether that’s through traditional giving, community-driven support, or business partnerships, there’s a path for every type of Cougar supporter.
Beyond the mechanics of NIL, our conversation also touched on the bigger picture.
What the new leadership and team are doing at Washington State is highly encouraging, as they push boundaries set by previous administrations at WSU. Nick and I discussed the opportunity that exists among businesses across the state of Washington, not just in Pullman. Washington State is prioritizing outreach to where its alumni primarily are: Spokane, Tri-Cities, Seattle, and even Portland. This shift in attitude, and the acknowledgment of this reality, comes as a really welcome sign.
I continue to believe in the future of WSU, and this conversation only bolstered my enthusiasm.
Reason for optimism:
We have the right people in charge.
For too long, WSU has been behind the eight ball when it comes to innovation and modernism in college athletics. That is no longer the case. From top to bottom, President Cantwell and Jon Haarlow, to people like Nick who are working behind the scenes, we have people who understand the modern landscape. The days of Kirk Schulz and Pat Chun are long gone, and we have leadership that is driving us forward.
There is so much untapped potential.
In business, when entering a new market, you have to identify how much opportunity there is to sell your product there. Can you be profitable there? Will people buy your product? WSU isn’t entering a new market, but it feels like it. For too long, Washington State has counted on the die-hard fans and goodwill of alumni to want to give back. That world no longer exists, and we’ve seen diminished support. But now, there is untapped potential across the state. Coug businesses and alumni everywhere are dying to be involved, and they are finally being engaged. Washington State has such a large opportunity for growth, and it’s been right in front of its eyes this whole time.
Success on the field
Look, ultimately, on-field success drives fundraising, donations, admissions, and more. WSU has a real chance to build some serious momentum this fall. They have three early opportunities to prove themselves against Power competition, UW, K-State, and Arizona. Any of those wins would certainly build excitement. But even if they fall short, they still have a conference to play for in a revamped Martin Stadium. New turf, new video board, new lights. If WSU can get anything rolling, with their new leadership firmly in place, expect the growth to be exponential.
There are exciting things happening in Pullman, and I can’t wait to be back there this fall. But don’t make any mistake, this is a very serious moment for the history of WSU. These next five years are crucial for WSU to prove their value to the powers that be, the value we all know they have. Their untapped potential must be realized if we want Washington State to exist in the same way we know it now. If you can, be a part of it. There are so many different avenues for people to support, and if you give monetarily, come out to a game. There will be opportunities to see the Cougs all over the west coast, and no better place than right at home in Pullman.
I hope this article and my interview with Nick can help clear things up for the people on the fence about NIL, or just had questions about the inner workings of a very new world.
