1890 Nebraska named Huskers’ official NIL collective

NU’s athletic department announced Monday the partnership with 1890 Nebraska.

A key difference for fans is that financial contributions to the NIL collective now make them eligible for Huskers Athletic Fund priority points — which can add up to benefits including priority seating, exclusive access, VIP experiences and other perks — as if they were donating to the athletic department itself. Other 1890-specific benefits can also come in exchange for contributions.

The collective is supported by the Peed family — which runs Sandhills Global — with every dollar going directly to student-athletes.

“Nebraska has always been an innovator in collegiate athletics, whether it is in strength and conditioning, nutrition, and athletics performance facilities, and NIL is the latest frontier,” Nebraska Athletic Director Troy Dannen said in a release. “This partnership with 1890 Nebraska will make it convenient for fans and donors to directly support NIL for our student-athletes and provide 1890 donors many of the same benefits and privileges that our Huskers Athletic Fund members receive for their support of Nebraska Athletics.”

Donations to 1890 are also eligible to receive tax deductibility when directed to the 1890 Foundation and priority points are declined.

The collective came online in the fall of 2022 as the 1890 Initiative and absorbed Athletic Branding & Marketing (ABM), which had been the main NU collective in the months since the onset of NIL in July 2021. Football was the initial area of focus, with expansion since to include most other sports.

“We are excited to partner with the University of Nebraska as the official NIL collective of Nebraska Athletics,” 1890 Nebraska CEO Carson Schott said in a release. “For the past couple of years, our ongoing work with the university has supported student-athletes and coaches, helping to recruit and retain top talent. This deepened commitment to a united front will enhance our efforts further and take our support to the next level.”

College athletics continues to evolve at an historically rapid pace. Among other anticipated changes soon is direct revenue sharing between players and athletic departments.