New Notre Dame Basketball General Manager Outlines Forward-Thinking NIL Strategy to Keep Fighting Irish Competitive in Modern Recruiting Era
The landscape of college athletics has changed dramatically over the past several years, and few programs are navigating this transformation more deliberately than Notre Dame. With the arrival of the university’s new basketball general manager, the Fighting Irish have signaled a fresh era of strategic vision, one that fully embraces the realities of Name, Image, and Likeness (NIL) opportunities. In an exclusive media session this week, the new general manager laid out a comprehensive and candid vision for how Notre Dame plans to remain not only competitive but also uniquely principled in the turbulent world of modern college basketball.
Though the general manager, hired earlier this spring as part of a broader effort to modernize the program’s infrastructure, is relatively new to South Bend, they bring a wealth of experience in both the basketball and business worlds. That blend of skill sets, they believe, is essential in 2025. NIL isn’t just a recruiting tool—it’s an ecosystem, one that demands organization, foresight, and intentional alignment with an institution’s values. And at Notre Dame, values are paramount.
“We’re not just trying to throw money at players. That’s not who we are,” the GM said, choosing words carefully but confidently. “Notre Dame has always done things the right way. NIL doesn’t change that—it challenges us to find ways to support our athletes while staying true to the mission and culture of the university.”
That balance—embracing NIL without compromising identity—is central to the GM’s approach. Notre Dame, with its national brand and loyal alumni base, is uniquely positioned to offer athletes long-term value beyond the kind of transactional agreements that dominate headlines. The GM pointed to a deeper connection between former and current players, between corporate partnerships and character, and between success on the court and growth off it.
“We’re investing in our players as people,” they said. “When recruits come to campus, we’re talking to them about their future. Not just what they can make this year, but what this program, this university, and this network can do for them over a lifetime.”
To that end, the GM revealed that the program is developing a multi-pronged NIL infrastructure that includes mentorship programs, alumni-led branding workshops, local business partnerships, and access to national sponsors through university affiliations. These initiatives are housed under an expanded NIL support team working in tandem with compliance, legal, and athletic staff. It’s a holistic model meant to educate student-athletes, not just compensate them.
“You have a lot of kids right now who don’t understand taxes, contract terms, or personal branding,” the GM said. “We’re going to change that. We want every player who wears the Notre Dame jersey to feel empowered and educated. NIL is an opportunity, but only if it’s done responsibly.”
Notre Dame’s new approach comes amid growing pressure on traditional basketball powers to adapt to the recruiting and roster-building shifts NIL has created. The transfer portal is active year-round, top prospects are weighing financial packages against tradition, and mid-majors are losing talent at unprecedented rates. In this chaos, the general manager sees a chance for Notre Dame to stand out—not by matching dollar-for-dollar offers, but by offering something deeper.
“I tell recruits, ‘We’re not the loudest in the room. But we are the most consistent,’” the GM said. “When a player commits here, they’re not signing up for gimmicks. They’re entering a family, a network, a legacy. And now, through NIL, we can help turn that into tangible opportunity.”
The general manager noted that Notre Dame is also partnering with outside consultants to evaluate market rates and identify undervalued spaces in the NIL landscape. One such initiative is targeting non-traditional NIL revenue streams, such as international endorsements for players with global appeal, podcast and media development opportunities, and tech-driven fan engagement models. The GM believes the next phase of NIL growth isn’t necessarily in flashy deals, but in smart, sustainable branding.
“It’s not about paying players to show up,” they explained. “It’s about creating a platform where they can build something real, something they own and grow. That’s what gets me excited.”
Behind the scenes, coaches and support staff are being trained in NIL best practices, ensuring that Notre Dame’s locker room remains united and transparent. The GM shared that part of their job is educating not just athletes but also the people around them—coaches, parents, advisors—so that expectations remain realistic and communication clear.
“We’ve seen across the country what happens when NIL becomes a distraction or a wedge,” the GM said. “That’s not going to happen here. We’re all in this together, and we’re building a culture where every player feels valued—whether they’re a starter or the last guy off the bench.”
That emphasis on team culture is a defining pillar of the new GM’s philosophy. They are quick to point out that, while NIL is a tool, it’s not the foundation of a great program. Character, hard work, and chemistry still matter—and in many ways, matter more now than ever.
“If we’re going to compete for championships, we need guys who care about winning more than they care about what’s in their wallet,” they said. “But we also owe it to them to help them maximize their potential in every way.”
So far, early feedback from recruits and their families has been positive. Several recent commitments have cited Notre Dame’s structured approach to NIL as a key factor in their decision. The GM credits that to transparency.
“We’re not making empty promises,” they said. “We’re showing players what we can do, how we do it, and why it matters. They appreciate that.”
That authenticity extends to conversations with boosters and donors as well. The GM revealed that Notre Dame is expanding its fundraising efforts through NIL collectives that align with academic and professional development goals, rather than focusing solely on athletic performance. Contributors are being encouraged to support initiatives that provide long-term growth for athletes in areas like business mentorship, community service, and post-career preparation.
“Money is important, of course,” the GM said. “But how you use that money is what defines you. We want to build a system that not only sustains itself, but also uplifts everyone involved.”
Asked about the challenges still ahead, the GM didn’t flinch. They acknowledged that the NIL environment is constantly evolving and that no program—no matter how well prepared—can control every variable. But they believe Notre Dame’s values give it a unique advantage in the race to adapt.
“There will be players who choose another school because of a bigger check,” they said. “And that’s okay. But there will also be players who choose us because they believe in what we’re building. Those are the ones who will thrive here.”
As for the future, the general manager is focused on building out more digital infrastructure, increasing player storytelling through social media, and establishing Notre Dame as a leader in ethical, athlete-first NIL practices. They also hinted at upcoming partnerships with national brands that align with the university’s mission.
“The future is bright,” they said. “We have a chance to lead—not just win games, but change the game. And I think Notre Dame is ready for that.”
With the program already seeing the impact of the new leadership in recruiting circles, and with a fanbase eager to see on-court success translate into broader national relevance, the GM’s blueprint is quickly becoming a central storyline in the evolution of Notre Dame basketball. Time will tell if the balance between tradition and innovation can be maintained in such a volatile space, but if the early steps are any indication, the Irish are not just keeping up—they’re setting a pace others may soon have to follow.
