NASHVILLE, Tenn. — Acting on its promise of assertive innovation in the new model of college athletics, Vanderbilt Athletics has launched Anchor Advantage to assume direct control of the university’s NIL efforts. Announced Thursday, the new internal organization will fully absorb and build on the strong NIL foundation created by Anchor Impact, the third-party collective that operated independently of Vanderbilt Athletics.
“By streamlining efficiency and leveraging the full weight of institutional resources, Anchor Advantage serves student-athletes, supporters and Vanderbilt alike as we build sustained excellence,” said Candice Storey Lee, vice chancellor for athletics and university affairs and athletic director. “Maximizing our NIL efforts reaffirms our commitment to attracting student-athletes eager to win championships and preparing them for success on and off the field. Anchor Advantage is one-stop excellence, connecting student-athletes with the Nashville and Vanderbilt communities deeply invested in their growth.”
Vanderbilt’s NIL program, Anchor Advantage helps student-athletes build their personal brand and connect with top companies and the community. Emphasizing leadership, opportunity, and long-term growth, Anchor Advantage facilitates brand partnerships, social media collaborations, speaking engagements, content creation, networking events, mentorships, and more, customized to fit individual interests, values, and goals.
Anchor Advantage positions Vanderbilt to capitalize on growth evident in this fall’s historic football and soccer seasons, baseball SEC Tournament championships, surging men’s and women’s basketball momentum and more.
Responds to rapidly evolving conditions. The NIL landscape has shifted at breathtaking speed since the NCAA adopted its initial interim policy in 2021. Understandably, fans may find the rapid change frustrating or even incomprehensible. By streamlining our NIL efforts, Anchor Advantage allows Vanderbilt Athletics to speak to our supporters with one voice, articulating how NIL works and how it uplifts our student-athletes as they show the country what is possible at the leading university of the 21st century.
Enhances community confidence. Over 150 years, Vanderbilt has earned a reputation for excellence, while amassing valuable business expertise and institutional knowledge. Anchor Advantage allows our supporters the comfort of engaging directly with this long-time trusted partner. Simply put, Anchor Advantage is Vanderbilt. And for Commodores.
Fuels championship mission. Our student-athletes and coaches are already competing at the highest level. We owe it to them to keep moving forward. Student-athletes crave what we have: a great education, elite athletics and a thriving city. Maximizing NIL efforts ensures coaches can leverage those core assets to recruit and retain student-athletes who fit our culture and match our ambition. Every team. Every student-athlete. All in.
In taking its place as Vanderbilt’s NIL home, Anchor Advantage builds on a strong foundation already in place. Consolidated nearly three years ago as the university’s official third-party collective, Anchor Impact passes the baton having proved instrumental in helping Vanderbilt Athletics’ ongoing ascent.
“We are grateful to Paul Grindstaff and everyone who helped Anchor Impact meet a particularly challenging moment in the evolution of college athletics,” Lee said. “Their passion helped drive us forward, and their care for Vanderbilt student-athletes made it clear that our mission to win marches in lockstep with our values and commitment to holistic growth and development for every Commodore.”
Additional information on Anchor Advantage leadership will be shared in the coming weeks.
