RENO, Nev. (October 2, 2025) – Visit Reno Tahoe and Wolf Pack Sports Properties, LLC (Learfield) have established a partnership incorporating Nevada athletes into promotional destination content, via a new name, image and likeness (NIL) fund.
“Visit Reno Tahoe is one of very few destination marketing organizations leaning in to 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, and they are authentic in their experience and their pursuit of greatness. Many Nevada athletes also have substantial social media followings, which can help Visit Reno Tahoe reach new audiences, inspiring visitors of the future.”
As part of this campaign, select Nevada athletes will enter into individual contracts, some creating their own content and some working with the Visit Reno Tahoe marketing department to produce visual assets for the organization to use for promotional purposes. The first execution of this new agreement occurred at the Best in the West Nugget Rib Cook-off on August 28. Four athletes from softball, baseball and both men’s and women’s basketball teams participated in a professional marketing shoot, creating content for future promotion of the iconic special event in Downtown Sparks’ Victorian Square.
Two Nevada Football players recently produced content for the new Packed Days initiative, which is intended to capture the downtime adventures of Nevada student athletes. The concept involves athletes creating their own social reels, featuring a first-person perspective of their favorite Reno Tahoe locations to explore when they’re not practicing, playing or studying. This approach makes Reno Tahoe feel personal, accessible and fun through the voices of athletes who represent both visitors and locals.
“We are incredibly grateful for the opportunities Visit Reno Tahoe and Learfield have chosen to provide for Nevada student athletes,” said Nevada Athletic Director Stephanie Rempe. “As the landscape of college athletics and Name, Image and Likeness continue to evolve, I am thrilled to see another example of how our Reno Tahoe and Northern Nevada communities continue to step up to support the Wolf Pack. We are fortunate to live in one of the most diverse and scenic locations in the country, and look forward to Visit Reno Tahoe and our student athletes sharing their incredible stories and experiences in Nevada’s College Town!”
In addition to promotional and video-rich social media campaigns, activities will also include appearances at high-profile events, and may include entertaining current and prospective meetings, conventions and sports events clientele.
Athletes who’ve participated so far:
- Ky Woods – Nevada Football
- Charles Brown – Nevada Football
Ryan Oakes – Baseball - Elijah Price – Men’s Basketball
- Cheyenne McEvans – Women’s Basketball
- Karolyn Glover – Softball
Follow THIS LINK to get a feel for how Visit Reno Tahoe is working with Nevada student athletes. Additional video may be provided upon request.
As the liaison to Nevada student athletes, Wolf Pack Sports Properties, LLC is responsible for contacting, contracting and payment. The Visit Reno Tahoe NIL budget for the current fiscal year, ending June 30, 2026, is $242,500.