• Loading stock data...
Friday, June 27, 2025

Geo Baker Isn’t Finished Helping NCAA Athletes Cash In

  • The former Rutgers basketball player, who spearheaded a major NIL advocacy movement in 2021, spoke with Front Office Sports at the first NIL Summit.
  • While his playing days are over, he’s not done pushing for athletes to cash in.
Rick Osentoski-USA TODAY Sports

ATLANTA — At the beginning of the 2021 NCAA Division I men’s basketball tournament, Rutgers guard Geo Baker was focused on more than just preparing to play. 

Baker, along with Michigan’s Isaiah Livers and Iowa’s Jordan Bohannon, launched a historic protest against the NCAA’s refusal to allow athletes the right to profit off their name, image, and likeness. The social media movement, called #NotNCAAProperty, was organized by the National College Players Association — and dozens of athletes participated.

About four months after Baker launched the #NotNCAAProperty protest, the NCAA finally changed NIL rules. Since then, an entire industry has developed that some estimate could top $1 billion. 

This week, Baker was sitting on the third floor of the College Football Hall of Fame in Atlanta at the first ever NIL Summit. 

“It’s just crazy to think back,” Baker told Front Office Sports. “Not too long ago, we were just fighting for this to be a reality. And I think it shows how much potential there is in this space.”

Since July 1, Baker has done a range of deals, from a partnership with a local coffee shop called LeGrand Coffee — founded by former Rutgers football player Eric LeGrand — to a promotion of a law review article on Twitter.

Even with thousands of followers, Baker didn’t think he had the clout to land national brands — and that was perfectly okay with him. Baker’s approach, he said, was to try to build “long-term relationships” with local companies in the Rutgers community. 

After completing his final year at Rutgers, Baker is finished with basketball — but he’s not finished helping the next generation of players cash in.

“I kind of felt a sense of responsibility [to other athletes] after being at the forefront,” Baker said of the months leading up to July 1 — a mentality that has continued. He’s spent a significant amount of time helping other athletes who have reached out to him, giving advice or suggesting easy deals, like Cameo.

He set out to position himself — and other athletes — for future success. 

Perhaps his biggest NIL project was the one that continued his advocacy. 

With LeGrand and others, he co-founded the Knight Society, a company aimed at helping Rutgers athletes make money through both Web3 and in-person events.

Now, he says running the program is close to a full-time job, one he’s doing along with giving some basketball lessons, of course.

On the final morning of the NIL Summit, Baker spoke on a panel about athlete empowerment. He had told FOS earlier that athletes all over the Summit were making connections with each other. He encouraged them to stay in touch — particularly if they want to keep pushing for other changes.

To the room of bleary-eyed but invigorated athletes from around the country, he said: “We truly have power.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mar 23, 2025; Raleigh, NC, USA; Baylor Bears guard Jeremy Roach (3) reacts after a play during the first half against the Duke Blue Devils in the second round of the NCAA Tournament at Lenovo Center.

Power Four Put Finishing Touches on How Revenue Sharing Era Will Work

The agreement stipulates that schools can’t sue to challenge any terms of the settlement.

Ace Bailey’s Strategy May Have Cost Him $9M—and Preferred Team

Bailey reportedly wanted to go to the Wizards, Pelicans, or Nets.
Dec 31, 2024; Orlando, FL, USA; South Carolina Gamecocks quarterback LaNorris Sellers (16) before the play call against the Illinois Fighting Illini in the fourth quarter at Camping World Stadium.

College QBs Are the Newest VC Investors

Three Division I quarterbacks are investing in a venture fund.
Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.

Featured Today

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.
Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field
June 21, 2025

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.
June 15, 2025

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.

Pac-12 Rebuild Nears Completion With 2026 Texas State Addition

The Sun Belt school is likely joining the Pac-12 in 2026.
Jun 7, 2025; Chapel Hill, NC, USA; North Carolina infielder Jackson Van De Brake (6) and outfielder Carter French (18) celebrate an out during the first inning of the Super Regionals game against Arizona in Chapel Hill, North Carolina.
June 25, 2025

Most Power Conference Sports Won’t See Revenue-Sharing Dollars

But there is a silver lining for Olympic sports: more scholarships.
Sep 16, 2023; Stanford, California, USA; Sacramento State Hornets running back Elijah Tau-Tolliver (25) celebrates after a touchdown during the fourth quarter against the Stanford Cardinal at Stanford Stadium.
June 25, 2025

Sacramento State ‘Full Steam Ahead’ for FBS Despite Not Receiving NCAA Waiver

The Hornets launched a public campaign to join the FBS last fall.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
June 23, 2025

Colleges Are Raising Student Fees to Pay for Athlete Revenue-Sharing

Schools are preparing to pay student athletes up to $20.5 million annually.
Dec 27, 2024; San Diego, CA, USA; The Washington State Cougars ban perform during the second half at the Holiday Bowl at Snapdragon Stadium. Mandatory Credit:
June 23, 2025

Pac-12 Announces CBS As ‘Anchor’ in New Media-Rights Deal

The league may announce expansion before finalizing the rest of the package.
Wisconsin cornerback Xavier Lucas (6) is shown during the first quarter of their game against South Dakota Saturday, September 7 , 2024 at Camp Randall Stadium in Madison, Wisconsin.
June 20, 2025

Wisconsin Sues Miami for ‘Tampering’ With Football Transfer

Xavier Lucas signed NIL deals in Madison before transferring to Miami.
June 19, 2025

Omaha Delivers Again: LSU, Coastal Carolina Set for CWS Showdown

LSU and Coastal Carolina begin their three-game series Saturday.