• Loading stock data...
Friday, July 19, 2024
Join us this September for Tuned In Request to Attend

The 1st Ever ‘GM’ of Duke Men’s Basketball

  • Rachel Baker, a former NIke and NBA executive, was hired to help athletes with NIL.
  • Duke is one of several schools to invest in in-house NIL resources.
Duke Men’s Basketball

Just three months after Coach K’s retirement, Duke men’s basketball coach Jon Scheyer has landed a major recruit — off the court. 

Former Nike and NBA executive Rachel Baker was hired full-time as the men’s basketball “general manager” — a completely new position under the Blue Devils’ umbrella. Helping athletes with their name, image, and likeness endeavors will be at the top of her to-do list.

Baker is the latest in a robust arsenal of resources the Duke men’s team has built to help athletes with storytelling, social media, brand-building — and by proxy, NIL. The Blue Devils have an entire creative team dedicated to social content — that one of their partners previously described as a full-on “media company.” 

Creative director Dave Bradley previously told FOS that “positioning our athletes well, helping them tell their story… that’s always been important.” But the NIL era has made it even more vital.

The team has also worked with companies INFLCR and Altius Sports Partners to provide additional NIL-specific resources to athletes. 

Duke is one of several schools to invest in in-house NIL resources, in addition to consulting companies. The first school to do so was Duquesne University, which hired personal brand expert Jordon Rooney in the summer of 2021 to work with basketball players.

Now, schools nationwide like Ohio State are exploring how athletic department officials can help with NIL — whether that be brand-building education or arranging deals themselves.

Copy Link
Link Copied
Link Copied

What to Read

A ‘Seismic Shift’ for Women’s Sports: WNBA Lands $2.2 Billion Rights Deal

ESPN, Amazon, and NBC will pay the WNBA $200 million annually.
Jul 4, 2024; Bronx, New York, USA; New York Yankees right fielder Juan Soto (22) reacts after hitting a two run home run in the seventh inning against the Cincinnati Reds at Yankee Stadium.

The $500 Million Juan Soto Question Lingers at MLB’s All-Star Game

Yankees superstar could attract second-largest player contract in U.S. team sports history.
podcast thumbnail mobile
Front Office Sports Today

‘EA Sports College Football 25’: It’s More Than a Game


Featured Today

Jan 7, 2024; Nashville, Tennessee, USA; Jacksonville Jaguars wide receiver Calvin Ridley (0) reacts after scoring a touchdown against the Tennessee Titans during the first half at Nissan Stadium.
July 14, 2024

Without Hard-Line Bans, Pro Athletes and Personnel Will Keep Betting on Sports

Penalties often aren’t stringent or consistent enough to deter banned behavior.
Oct 2, 2021; Miami Gardens, FL, USA; NFL commissioner Roger Goddell speaks during the Don Shula Celebration of Life at Hard Rock Stadium.
July 13, 2024

The NFL Is Confident It Can Overturn the Sunday Ticket Verdict

The league may have good reason to believe it can win.
July 8, 2024

NFLPA Report Cards Have Become the ‘Talk of the Locker Room’ Across..

NFLPA report cards have become the ‘talk of the locker room.’

Pac-12 Media Days Evolve Into a Cocktail Party at the Bellagio

The two-team ‘zombie conference’ is still hosting a football media day.
July 9, 2024

Arch Manning Will Be in EA’s ‘College Football 25’ After All

The NCAA’s most famous backup had previously opted out.
July 9, 2024

Big 12’s New Era Kicks Off: Expansion, Private Equity, and Global Ambitions

The new 16-team conference is holding media days in Las Vegas.

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
July 8, 2024

Dan Hurley Finally Has New UConn Deal After Dramatic Offseason

Hurley is now the second-highest-paid coach in college basketball. 
July 7, 2024

The New College Sports Insiders Are Graphic Designers

Joe Tipton and Hayes Fawcett have become premier news-breakers on social media.
July 2, 2024

Navigating College Football’s 2024 Realignment Landscape: What’s Next?

Conferences are officially adding schools this summer.
April 13, 2024; Columbus, Ohio, USA; Ohio State Buckeyes wide receiver Emeka Egbuka (2) catches a pass for the scarlet team while defended by cornerback Jordan Hancock (7) of the grey team during the first half of the LifeSports Spring Game at Ohio Stadium on Saturday.
July 1, 2024

As NIL Turns Three, Collectives and Football Still Control the Industry

Collectives dominate NIL, and football makes up most of collective budgets.