Altius Sports

Arizona State Athletics Welcomes Rachael Bacchus as On-Campus GM for Altius and NIL Programming

TEMPE, Ariz. (May 8, 2023) – Altius Sports Partners (ASP) has announced that esteemed name, image and likeness expert Rachael Bacchus, has been appointed as Arizona State University Athletics’ first full-time, on-campus General Manager of NIL program. As the ASP GM program centralizes NIL support services as a standalone vertical within athletics departments, Bacchus will lead ASU’s NIL efforts, overseeing programming and day-to-day operations that will help student-athletes, coaches, staff, and partners maximize NIL opportunities. She will also implement athlete-focused NIL education on marketing, personal branding, and content creation strategies to elevate the Sun Devils’ NIL program.

“We are thrilled to have Rachael as the first full-time, on-campus GM of ASU’s name, image and likeness program. With her extensive experience in overseeing NIL initiatives and collective programming, she is well-positioned to help navigate NIL opportunities for Sun Devil student-athletes, coaches, and staff,” said Brittney Whiteside, ASP VP of Collegiate Partnerships.

The ASP GM Program, which commenced in July 2022, aims to centralize NIL support services within athletics departments, creating a distinct and independent vertical. With customized education for each department, ASP personnel are equipped with a wealth of knowledge on national issues such as licensing, sponsorship, agents, employment, labor, collective bargaining, Title IX, and other impending concerns. Eleven schools are currently participating in the program, with full-time trained ASP personnel stationed on campus to assist athletes in maximizing their opportunities.

Bacchus brings a wealth of experience to her new role, having spent three years overseeing NIL initiatives and collective programming for a nationwide NIL collective at Thomas Mitchell & Associates. During this time, she worked with student-athletes from various universities, including Michigan State University, Nova Southeastern University, Florida International University, Grand Valley State University, and California State University. She has also worked closely with athletic departments, coaches, and international student services, developing specialized education programming and monitoring practices to ensure adherence to federal and varying state laws, as well as NCAA and university policies. In addition to her role at the collective, Bacchus has over a decade of experience in higher education through previous roles at the University of Central Florida and as an adjunct professor in Sports Leadership at Northeastern University. She graduated from UCF with an undergraduate degree in Legal Studies and Pre-Law and received her Juris Doctor from the University of Miami.

“I am honored to join Arizona State’s athletics department as the on-campus GM for their NIL program. I look forward to this dynamic collaboration leading the implementation of innovative and trailblazing athlete-focused NIL education and supporting ASU athletes, coaches, staff and partners in maximizing their opportunities for long-term success,” commented Bacchus.

ASP is a trusted advisor to top-tier collegiate athletic programs and sports properties and partnered with ASU in 2022 to develop the school’s NIL program, offering guidance on policy and initiatives as well as customized educational support.

“We are excited to welcome Rachael to our team and look forward to working with her to take our NIL program to the next level. Her expertise and leadership will be invaluable as we steer the changing landscape of college athletics,” said Ray Anderson, Vice President of Arizona State University Athletics.

ASP prioritizes the development of student-athlete NIL and collaborates with institutional partners and university supporters. As the GM Program expands, ASP will continue to provide advisory support to all school partners, along with innovative and strategic guidance on policies and initiatives, as well as customized educational assistance.

Those interested in connecting with Sun Devil student-athletes on NIL opportunities may contact


About Sun Devil Athletics:

For more than a century, Sun Devil Athletics has achieved legendary success on and off the field. With 26 intercollegiate varsity sports and more than 650 student-athletes representing Arizona State University, Sun Devil Athletics today is a force that brings even greater attention to the country’s most innovative university (U.S. News & World Report, 2016, 2017, 2018, 2019, 2020, 2021, 2022, 2023), while also engaging the regional community through thousands of volunteer service hours. Seeking the highest-possible bar of excellence, Sun Devil Athletics shapes student-athletes who are successful academically and athletically, and who are prepared for success following graduation. Championship performance, integrity, graduation and tradition are hallmarks of the Sun Devil Way. 

About Altius Sports Partners

ASP is a leading advisor to college athletic programs and sports properties, providing strategic planning, compliance support, and education to its clients. They offer innovative solutions to a range of topics such as NIL and the ever-changing landscape of employment and media rights within college athletics. From its humble beginnings with just two school partners (LSU and Texas), ASP has grown to support 32 universities, including almost half of the Power Five, in just three years. In addition to launching a groundbreaking on-campus NIL GM Program and ASP Academy, the company has collaborated with Women Leaders in College Sports, the NFL, and the NFL Players Association. ASP’s mission is to provide all stakeholders with the necessary resources to thrive in the new era of college athletics by leveraging their extensive sports business expertise to help those impacted prepare and excel. They have built a diverse team of cross-disciplinary leaders who are committed to delivering higher levels of education, greater access to opportunities, and higher standards of excellence.

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