One of the first DMOs to launch a Name, Image, and Likeness partnership, Visit Reno Tahoe is seeing momentum through authentic, first-time perspectives

RENO, Nev. (May 19, 2026) – When Name, Image, and Likeness (NIL) opportunities began reshaping college athletics, Visit Reno Tahoe saw something more than a marketing trend. It saw a new way to tell a destination story.

As one of the first destination marketing organizations in the country to establish an NIL partnership, Visit Reno Tahoe is now building on that early investment with measurable momentum by bringing a new, more authentic voice to how travelers experience and discover Reno Tahoe.

Launched in late 2025 in partnership with Wolf Pack Sports Properties, LLC (Learfield), Visit Reno Tahoe’s initiative connects University of Nevada, Reno student athletes, including band and cheer, with the destination, not as spokespeople, but as real-time explorers.

Many of them are experiencing Reno Tahoe for the first time.

For Sean Yamaguchi, that fresh perspective came as a surprise. Though he had visited Northern Nevada as a child, it wasn’t until returning as a student-athlete that he began to fully explore it. He discovered the energy of Reno’s Riverwalk District for the first time, spending time fishing along the Truckee River, and even stepping inside the iconic National Bowling Stadium.

“That’s what makes this partnership different,” said Mike Larragueta, President & CEO of Visit Reno Tahoe. “These student athletes are experiencing Reno Tahoe in real time, often for the first time, and sharing that perspective with their audiences. That authenticity is powerful. It’s what a destination with no limits looks like in action.”

Through original video, social content, and in-person activations, student athletes are offering a window into the destination that feels immediate, personal, and unfiltered by aligning with a new generation of travelers who value discovery through lived experience over traditional promotion.

The impact extends beyond tourism.

By showcasing the experiences available in Northern Nevada, the partnership also reinforces the strength and appeal of the University of Nevada, Reno, highlighting it as a place where students, athletes, and creators can thrive both on and off the field.

That connection between student athletes and community comes to life through experiences like the No Limits Training Camp during , where Visit Reno Tahoe extends its NIL partnership beyond storytelling and into direct engagement.

The No Limits Training Camp highlights how collaboration between a long-standing community partner like Jam On It expands opportunities for both youth and student athletes but supports driving exposure and awareness for teams traveling to the region.

At the Reno-Sparks Convention Center, youth athletes will have the opportunity to train alongside University of Nevada, Reno men’s and women’s basketball players. But the experience goes beyond time on the court.

By connecting current student athletes with aspiring ones, the initiative reflects the broader purpose of NIL, which is empowering athletes not only to compete, but to build their voice, their platform, and their future.

Since launching, Visit Reno Tahoe and Wolf Pack Sports Properties have executed 11 integrated campaigns spanning signature events, outdoor recreation, arts and culture, and youth engagement, showing the versatility of NIL as both a storytelling platform and a community connector.

As destinations across the country begin to explore NIL opportunities, Visit Reno Tahoe’s early adoption is proving that the model can go beyond visibility and is offering a new lens for how places are experienced, shared, and remembered.

To learn more about what Visit Reno Tahoe has to offer, please visit https://www.visitrenotahoe.com/.