RENO, Nev.—Visit Reno Tahoe has partnered with Wolf Pack Sports Properties LLC (Learfield) to launch a Name, Image, and Likeness (NIL) program featuring University of Nevada athletes in destination marketing campaigns.
Under the new agreement, selected student-athletes will sign individual NIL contracts to create promotional content. Some will develop their own material, while others will collaborate with Visit Reno Tahoe’s marketing department to produce destination videos and photos.
“Visit Reno Tahoe is one of very few destination marketing organizations leaning into NIL,” said Visit Reno Tahoe president and CEO Mike Larragueta. “Many University of Nevada athletes are also visitors. They have great stories to tell about what makes Reno Tahoe an exciting place to live and visit.”
In addition to digital promotions, the partnership will include appearances by athletes at major events and potential participation in meetings and conventions hosted in the area.
Wolf Pack athletes have already participated in promotional events, including appearances by members of the softball, baseball, and men’s and women’s basketball teams at the Best in the West Nugget Rib Cook-Off in August. Two football players also contributed self-filmed social media reels highlighting their favorite Reno Tahoe activities for the “Packed Days” initiative.
“We are incredibly grateful for the opportunities Visit Reno Tahoe and Learfield have chosen to provide for Nevada student athletes,” said athletic director Stephanie Rempe. “As NIL continues to evolve, this partnership shows how our local community supports the Wolf Pack while showcasing the Reno Tahoe region.”
Wolf Pack Sports Properties manages athlete contracts and payments for the program. Visit Reno Tahoe has allocated $242,500 to the NIL initiative for the fiscal year ending June 30, 2026.
