Name. Image. Likeness.


Lance Up Collective was formed to provide innovative ways for California Baptist University student-athletes to develop into community leaders in service and become purpose driven champions, while honoring Christ through excellence in Athletics. The supporters of Lance Up Collective know that CBU student-athletes are destined to do amazing things, and are committed to working tirelessly to ensure that current and future Lancers have the opportunity to leverage the power of their name, image and likeness in Riverside and after as they serve the world.



Fans of California Baptist University now have the opportunity to support CBU student-athletes directly by joining Lance Up Collective.

Want to support Yellow Jackets working with Atlanta charities? Jackets for Atlanthropy partners with local charities to provide NIL opportunities for student-athletes. Explore options to contribute, including a givebacks program that donates a portion of eligible online purchases at no cost to the consumer.


Between 85 – 90%. Lance Up Collective keeps its overhead costs as low as possible, but must cover expenses related to IT, legal, marketing materials, content creation, student-athlete education, fan engagement experiences, and bookkeeping.

Yes, Lance Up Collective members can designate what sport and their respective student-athletes contributions will be earmarked for. Members can also contact us directly to set up activations with their favorite student-athlete(s).

Individuals and businesses interested in giving larger contributions to Lance Up Collective can contact us directly at elle@studentathletenil.comContributions can be specified for specific sports, programs and activations.

No, contracts vary based on the specific athlete and the requirements of the contributor and/or activation. Each deal is individually negotiated and agreed upon by the student-athletes. That being said, Lance Up Collective seeks to provide equal opportunities for both male and female student-athletes.

No, contracts are not exclusive. We want all CBU student-athletes to thrive under NIL and take advantage of every opportunity that comes their way.

Lance Up Collective offers CBU student-athletes near limitless opportunities to engage in NIL activations, including: autograph signings, social media promotions, camps and clinics, charity events, special appearances, commercials, NFTs, and many more! 

Yes – businesses and individuals can request specific NIL deals with athletes. Contact us at to get started.

Contracts are limited in time and scope to provide protection for contributor funds in situations when student-athlete transfers.

No, the collective is not affiliated with the California Baptist University in any way. It is a third party created to work with CBU student-athletes.

Student-athletes cannot enter into deals that promote alcohol, drugs, pharmaceuticals, political advertising, pornography, gambling or betting, or other opportunities that go against California Baptist University values. Additionally, there must be quid-pro-quo between the athlete and an individual or business. Lance Up Collective seeks to create a wide range of NIL opportunities for student-athletes that help them grow as young men and women, while also giving supporters an opportunity to interact with student-athletes in unique ways.

Lance Up Collective is not a 501c3 tax exempt entity. As such, contributions to Lance Up Collective are not tax deductible as a charitable donation.

A business may direct that payments for the NIL activations by the student athletes be used to promote the business and/or market the business’ products and services. To learn more, contact us at

Under these circumstances a business may be able to deduct these payments and/or payments for a membership to Lance Up Collective as a business expense. Of course, a business seeking a tax deduction for such payments should consult with it’s tax advisor prior to taking any such deduction.

Nothing in this communication is intended to constitute legal or tax advice