California Legends and ALC Announce Partnership

Oct 18, 2023

California Legends’ Athlete Licensing Company Partnership Helps Position their
NIL Program for Growth and Sustainability

Collective Created to Support Cal Student-Athletes Recently Upgraded their NIL System to ALC’s Digital Platform

Nashville, TN, [October 18, 2023] —Athlete Licensing Company (ALC), a tech-enabled name, image and likeness (NIL)/intellectual property (IP) third party administrator announced its recent partnership with California Legends, a NIL Collective that helps Cal student-athletes maximize their NIL rights opportunities.

California Legends utilizes ALC’s agnostic digital platform to manage the complete range of NIL program tasks associated with sponsorships, endorsements and product sales, including sponsorship facilitation, payments, reporting and compliance. The platform includes a student app which allows student-athletes to accept, track, show proof of work, receive payment and report their NIL deals, as well as receive a royalty statement showing transactions and a single 1099 tax form. Additionally, the student app includes royalty-splitting to pay agents, brands and schools for their co-branded merchandise or content as well as allocate and save for taxes.

“California Legends needed a robust solution to mitigate risk and scale our program,” said Kevin Kennedy, President and Executive Director of California Legends. “Athlete Licensing Company’s platform, as well as their team’s guidance and hands-on support, has significantly enhanced our operations. We put that to the test during a recent fundraising campaign, and ALC was instrumental to the campaign’s success. We’re confident ALC is the best partner to help us become a leader in the NIL environment.”

The ALC platform and app are agnostic, in that they will work with collectives, merchandisers, marketplaces and third-parties to enhance the athlete’s funnel of opportunities while holding transaction costs down and allocating for taxes. The platform puts the athlete at the center and seamlessly connects them to universities, collectives, marketplaces, donors and brands. The team behind ALC has in-depth experience in IP rights administration, NCAA and NIL law, university fundraising, accounting, finance and technology. The company’s software suite was based on 25+ years of music-industry IP rights and royalty tracking know-how. ALC also provides a wide range of consulting services, from strategic planning to IP exploitation, litigation and protection.

“Building a successful NIL program is difficult, from the ever-changing regulations to ensuring long-term sustainability through diversified revenue streams,” said Bryan Risner, Athlete Licensing Company’s Vice President of Strategic Partnerships. “We look forward to continuing to help California Legends address these challenges and exceed their goals.”

About Athlete Licensing Company
Athlete Licensing Company (ALC) is a tech-enabled NIL rights / IP rights management company that facilitates third-party administration for student-athletes, universities, collectives, brands, marketplaces and agents. The company puts student-athletes at the center of the ecosystem by providing an app enabling them to optimize and manage their NIL and IP rights opportunities. The company also offers software-as-a-service products that allow for efficient, transparent sponsorship facilitation, payment enablement, reporting and compliance oversight. ALC boasts a wealth of experience in intellectual property management, NCAA/NIL state and school compliance, fundraising, legal, accounting and tax guidance. This expertise allows ALC to provide high-level, professional service to clients as they work to build strong, sustainable NIL programs. For more information, visit

About The California Legends Collective  
Founded by a dedicated group of UC Berkeley alumni and fans, the California Legends Collective is an independent NIL collective. The digital platform connects fans, supporters, businesses, and charitable organizations with the University of California student-athletes while empowering each athlete to monetize their name, image, and likeness. The California Legends Collective is not formally associated with or sponsored by the University of California at Berkeley. To learn more, go to

Media Contact:
Nikki Cary
Athlete Licensing Company