Episode 1: Sports NILhism – The Journey Begins with Brian Mason - Director of NIL Strategy, U.W. Athletics
“CLARITY, NOT NECESSARILY STABILITY”
The debut episode of Sports NILhism kicks off with an in-depth conversation between host Matt Boatright-Simon and Brian Mason, Director of NIL Strategy at the University of Wisconsin Athletics. Together, they explore how the Name, Image, and Likeness (NIL) era is reshaping college sports, from the opportunities it creates for student-athletes to the challenges athletic programs face in navigating this new landscape.
As the premiere installment, this episode sets the tone for the journey ahead—digging into the evolving world of NIL, its cultural and financial impact, and what it means for the future of sports.
About Brian Mason
Brian Mason was named Director of Name, Image, Likeness Strategy in August 2022. A 15-year veteran of Wisconsin Athletics, he leads UW's NIL strategy and the ongoing development of the Badgers’ holistic NIL program, YouDub.
Mason manages UW’s strategic partnerships with industry leaders Opendorse and Altius Sports Partners and serves as a contact on NIL issues with key external stakeholders, including corporate partners, Badger Sports Properties and The Varsity Collective.
Coordinating with staff from the career and leadership, brand engagement and compliance units, he oversees the development and execution of NIL-related educational programming for student-athletes through the YouDub program.
Mason has played an integral role in the Badgers’ efforts in the NIL space dating to 2020. He worked as project co-lead during the development and initial rollout of YouDub, culminating in the program’s launch in June of 2021, and then served alongside senior administrators on UW Athletics’ internal NIL management team.
Mason moved to Director of NIL Strategy from a longtime role as part of the Badgers’ communications staff. He spent 12 seasons working directly with the Wisconsin football program and promoted the Badgers during a run that included three Big Ten championships, six appearances in the Big Ten Football Championship Game and six New Year's Six bowl games.
In more than a decade with the football program, Mason promoted 21 first-team All-Americans, including awards campaigns for Heisman Trophy finalists Montee Ball and Melvin Gordon. Ball, Gordon and Jonathan Taylor each won the Doak Walker Award as the nation’s top running back. Mason also helped champion the inspirational story of D’Cota Dixon, who won numerous accolades for his perseverance, character and success on and off the field, including the 2018 Jason Witten Collegiate Man of the Year Award.
Mason and the Badgers’ football communications staff were recognized for their efforts with a Super 11 Award from the Football Writers Association of America in 2018. He also was honored with the CoSIDA Achievement Award from College Sports Communicators in 2021.
In addition to football, Mason worked with the UW men’s basketball team during the Badgers’ NCAA tournament appearance in 2010 and Sweet 16 season in 2011 and later assisted in the communications efforts during the program's consecutive runs to the Final Four in 2014 and 2015.
Mason also spent five years overseeing coverage of Wisconsin’s highly-successful track and field and cross country programs, including the 2011 NCAA champion men’s cross country team, in addition to working with the swimming and diving and men’s soccer teams.
He served as the first editor of UW Athletics' weekly digital magazine, Varsity, a role he held from the publication's inception in 2010 until 2016.
Prior to joining the staff at Wisconsin in 2008, Mason spent three years in the athletics media relations office at his alma mater, the University of Northern Iowa, working primarily with the Panthers’ softball and track and field programs.
A native of Waverly, Iowa, Mason received his bachelor’s degree in communications from UNI and resides in Madison with his wife, Laura, and daughters, Emily and Elizabeth.