The University of Mississippi Athletics
Ole Miss Athletics Taps TheLinkU to Strengthen NIL Opportunities
2/10/2026 | Athletics
OXFORD, Miss. – Ole Miss Athletics and TheLinkU have announced a new partnership that integrates TheLinkU into the athletics department's existing name, image and likeness infrastructure, including collaborations with The Grove Collective, to increase opportunities for Rebel student-athletes.
"Ole Miss is committed to our status as an industry leader in all areas, and this partnership will equip us with advanced technology and resources that will continue to build on our success in the NIL space," said Keith Carter, Ole Miss vice chancellor for intercollegiate athletics. "By enhancing brand infrastructure, we're raising the bar for our student-athlete's opportunities while providing businesses a clear path to easily collaborate with our athletes."
Ole Miss is nationally recognized as a strong, competitive presence in the SEC, and through this partnership, TheLinkU will provide access to national and regional brand partnerships. The organization boasts its proprietary NIL technology platform that centralizes compliance, contract management and reporting, along with streamlined ways for businesses and others to engage with Rebel student-athletes. TheLinkU offers access to a growing portfolio of more than 30 national brands across industries, including technology, finance, apparel and consumer goods.
"Ole Miss embodies the very best of college athletics, driven by passion, powered by purpose and defined by a commitment to excellence," said Landon Goesling, chief revenue officer at TheLinkU. "They have already built one of the most powerful and respected brands in college sports, and TheLinkU is here to help carry that momentum forward in the NIL era. By partnering directly with Ole Miss Athletics and collaborating with The Grove Collective, we're building a simplified way for businesses and supporters to engage with student-athletes."
In addition, TheLinkU's platform provides fans multiple ways to engage with and support Ole Miss student-athletes, including membership offerings, athlete-branded merchandise and autographs, personalized video content and unique in-person experiences.
"It's imperative that we connect the passion of Rebel Nation with the marketability of our student-athletes, and TheLinkU allows us to strengthen that alignment," said Walker Jones, executive director of The Grove Collective. "This partnership provides technology that will manage relationships, measure performance and build broad-based value for our student-athletes and partners."
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.
"Ole Miss is committed to our status as an industry leader in all areas, and this partnership will equip us with advanced technology and resources that will continue to build on our success in the NIL space," said Keith Carter, Ole Miss vice chancellor for intercollegiate athletics. "By enhancing brand infrastructure, we're raising the bar for our student-athlete's opportunities while providing businesses a clear path to easily collaborate with our athletes."
Ole Miss is nationally recognized as a strong, competitive presence in the SEC, and through this partnership, TheLinkU will provide access to national and regional brand partnerships. The organization boasts its proprietary NIL technology platform that centralizes compliance, contract management and reporting, along with streamlined ways for businesses and others to engage with Rebel student-athletes. TheLinkU offers access to a growing portfolio of more than 30 national brands across industries, including technology, finance, apparel and consumer goods.
"Ole Miss embodies the very best of college athletics, driven by passion, powered by purpose and defined by a commitment to excellence," said Landon Goesling, chief revenue officer at TheLinkU. "They have already built one of the most powerful and respected brands in college sports, and TheLinkU is here to help carry that momentum forward in the NIL era. By partnering directly with Ole Miss Athletics and collaborating with The Grove Collective, we're building a simplified way for businesses and supporters to engage with student-athletes."
In addition, TheLinkU's platform provides fans multiple ways to engage with and support Ole Miss student-athletes, including membership offerings, athlete-branded merchandise and autographs, personalized video content and unique in-person experiences.
"It's imperative that we connect the passion of Rebel Nation with the marketability of our student-athletes, and TheLinkU allows us to strengthen that alignment," said Walker Jones, executive director of The Grove Collective. "This partnership provides technology that will manage relationships, measure performance and build broad-based value for our student-athletes and partners."
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.
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