In the most recent NIL shakeup, NBA star Trae Young joins the Oklahoma Sooners as assistant general manager.

The Name, Image, and Likeness (NIL) era in college sports has caused major shifts in how athletes interact with universities, how schools build their programs, and how athletes leverage their personal brands. In a revolutionary move, the Oklahoma Sooners basketball program made waves in the most recent NIL shakeup with the announcement that NBA star Trae Young has joined as the assistant general manager. This development represents a new era of collaboration between college programs and professional athletes, blurring the lines between NCAA basketball and the NBA. With Young’s arrival, the Sooners are not only getting a proven talent on the court but also gaining an influential figure who can significantly impact the program’s recruitment, branding, and success.

This partnership between Trae Young and Oklahoma’s basketball program is more than just a strategic move — it’s a response to the evolving landscape of college athletics. As NIL rights continue to evolve and players gain more power in their personal and professional lives, the involvement of such high-profile athletes in the management and development of college programs is bound to set new precedents. Young’s presence in this role will have far-reaching implications on recruiting, the Sooners’ basketball culture, and the broader landscape of collegiate sports.

The Changing Landscape of NIL and College Basketball

The introduction of NIL rights has marked a dramatic shift in how athletes can engage with their personal brands and monetize their name, image, and likeness. Prior to 2021, NCAA athletes were prohibited from receiving any direct compensation for their personal brand or endorsements. However, the NCAA’s decision to allow athletes to profit from their NIL has transformed the collegiate sports ecosystem, creating a competitive and rapidly evolving environment where athletes can engage with companies, brands, and teams in a way that was previously unthinkable.

NIL has led to an influx of talent and financial investment into college programs, with high school and college players now able to sign endorsement deals, profit from social media, and collaborate with businesses. The impact of this rule change has not been felt equally across all sports, but it has made a significant difference in basketball, where top recruits are now considering more than just school loyalty and coaching staff when making decisions about their futures. NIL opportunities, paired with the right leadership and exposure, have become key factors for elite athletes.

The NCAA and schools have found themselves adapting to a new era where the best players are not only seeking top-tier facilities, coaching, and competition but also opportunities to build their personal brands and secure financial compensation. In this new world, major universities are looking for innovative ways to attract talent while also ensuring that they can provide value for players both on and off the court.

Trae Young’s Impact on College Basketball

Trae Young, the dynamic guard for the Atlanta Hawks, has been one of the most exciting players in the NBA since entering the league in 2018. Young’s electrifying playmaking, deep shooting range, and clutch performances have earned him a massive following both in Atlanta and nationally. However, Young’s influence extends beyond the NBA — he’s deeply connected to the University of Oklahoma, where he played college basketball before making his jump to the NBA.

During his one season at Oklahoma in 2017-18, Young became an instant sensation. He led the nation in both scoring and assists, earning numerous accolades, including being named a consensus All-American and Big 12 Player of the Year. His time at Oklahoma was short but transformative for the program, and his presence in the Sooners’ basketball history has solidified his legacy as one of the most exciting talents to ever play for the team.

Young’s commitment to Oklahoma has never waned, despite his success in the NBA. His relationship with the university has remained strong, and he has consistently returned to his alma mater to support the program. His decision to join the Sooners as an assistant general manager is the next logical step in his involvement with the program — a move that could significantly impact Oklahoma’s future both on and off the court.

What Does Trae Young’s Role as Assistant General Manager Entail?

The role of assistant general manager for a college basketball program is a new and innovative one, and it’s clear that the Sooners are positioning themselves as a frontrunner in utilizing NIL to its fullest potential. Young’s title may sound unconventional for a college program, but it speaks to the changing dynamics of how college programs are structured and how they are engaging with professional athletes and their personal brands.

As assistant general manager, Trae Young will have a multifaceted role that goes beyond simply offering his expertise on the game of basketball. Young’s deep connections with the NBA, his knowledge of the business side of basketball, and his understanding of how to market oneself as a brand make him uniquely qualified to impact the Sooners program.

Recruitment and Player Development

One of the main ways that Young will influence the Oklahoma basketball program is through recruitment. The NIL era has created a new layer to recruiting, where top players are not just choosing schools based on basketball programs or coaching staffs but also on the opportunities for brand-building and financial success. By bringing in someone as high-profile as Trae Young, the Sooners instantly become more attractive to elite prospects who want to play for a team with direct connections to the NBA.

Young’s role will also likely involve offering guidance to players on how to leverage their personal brands effectively. As a player who has built his own brand both on and off the court, Young will be able to share invaluable insights on how to navigate the world of NIL deals, sponsorships, and public relations. His experience as an NBA star who transitioned from college basketball to the pros can provide Oklahoma’s players with a roadmap for what to expect and how to maximize their potential in both college and professional basketball.

In addition to recruiting, Young’s presence on staff will undoubtedly help with player development, both in terms of basketball IQ and personal growth. His NBA experience allows him to mentor players who aspire to make the jump to the professional level, helping them prepare for the rigors of the league and the demands of a professional career.

Leveraging Trae Young’s Brand and Connections

In addition to his on-the-court knowledge, Young’s extensive network within the NBA and the broader basketball world will be a tremendous asset to the Sooners. He will be able to use his connections to bring in top-level talent and potentially secure sponsorships and partnerships that benefit both the players and the program.

Young’s own personal brand has skyrocketed in the NBA, and he has already established himself as a social media influencer, with millions of followers across various platforms. His ability to navigate the digital and business worlds makes him an invaluable resource in the NIL era. By aligning with Young, Oklahoma has tapped into a goldmine of marketing potential, both for the school and for individual players. Young can serve as a mentor to the Sooners’ players on how to build their own brands, increase their social media following, and attract lucrative NIL opportunities.

Team Culture and Legacy

One of the more intangible aspects of Young’s role as assistant general manager will be his influence on the culture of the Oklahoma basketball program. Young’s legacy as a player who helped put the Sooners back on the map and made them a national powerhouse is something that cannot be overstated. His return to the program as a mentor and influencer will undoubtedly inspire current and future players, giving them a living example of what is possible when they work hard and take advantage of their opportunities.

Young’s involvement also brings a level of legitimacy to the program. As a player who excelled in both college and the NBA, his presence sends a clear message to recruits: Oklahoma is a place where they can grow, develop, and eventually reach the highest levels of basketball. His influence will help create a culture of excellence that emphasizes both skill development and personal growth, making the program a destination for elite talent.

The Future of College Sports in the NIL Era

The partnership between Trae Young and the Oklahoma Sooners could be just the beginning of a broader trend in college sports. As NIL opportunities continue to evolve, it’s likely that other schools will look to replicate Oklahoma’s model by bringing in high-profile professional athletes to assist in the management and development of their programs. By creating roles that blur the lines between professional basketball and college athletics, universities can offer athletes unique opportunities to build their brands and make valuable connections that extend beyond their college years.

This new model reflects the growing importance of NIL in college sports and how it is reshaping the relationship between players, schools, and the business of basketball. The Oklahoma Sooners are at the forefront of this revolution, and with Trae Young’s involvement, the program is poised to thrive in the new NIL landscape.