PULLMAN, Wash. — For more than three years, college athletes have been able to profit from their work when the NCAA approved the name, image and likeness policy.
For some athletes, the changes and opportunities can be hard to understand, that's where NIL collectives, like the Cougar Collective, step in to help.
Inside The Coug, you'll find a new kid on the block, and it's selling quickly.
"We just had to install a new tap as well because it's been so popular," said Sara Schneider, who's been working at The Coug for two months.
The Ol' Crimson Legendary Lager was launched this summer in partnership with Pike Brewing in Seattle. Ol' Crimson is not serving up memories but opportunities for student athletes like Katy Ryan.
"I think it's been a positive experience. Yeah, it's, I mean, it only benefits us." Ryan said.
She's a senior on WSU's volleyball team. A sport she's played from a young age.
"My mom played in high school, so yeah, she and I would play out in the backyard, and that's kind of how I started getting into it," Ryan said.
Ryan is among dozens of athletes with at least one Name, Image and Likeness contract with several brands. However, getting those deals is new territory for students to navigate.
"So I kind of had to figure it out on my own," Ryan said.
Passed in 2021, N-I-L rules allow athletes to earn money through brand deals or donors. But for those needing extra help finding those deals, or negotiating contracts, organizations like the Cougar Collective can help.
"It's a nonprofit board of volunteers, of passionate Cougs who came together to essentially address a need that was untended completely," said TIm Brandle, the treasurer for the Collective.
He says the organization started in 2022, as he saw students struggle to understand the changing landscape of college sports. The group helps the athletes with their N-I-L contracts and get them deals.
"These guys who came together and said, we got to do something," Brandle said. "We're so far behind."
That something came in the form of a beer. Although not the first college-branded beer, Brandle says the collective knew they could do it better than others.
"We went with pike brewing because they're a cougar owned operation, and they created this amazing product for us. So it all came from, wow, somebody else is doing it. We could do that," Brandle said.
It didn't take long to blow up online. Social media posts triggering a rush to the grocery store across Washington state.
"Demand outpaced the production, and so Cougs everywhere around the state are just dying to get their hands on it. Because not only is it supporting Cougar athletes, but it's a really, really good beer," Brandle said.
Profits from Ol' Crimson benefit the Cougar Collective and the Coug NIL community. Since the group started, they've helped more than 300 student athletes, in almost every WSU sport, including Ryan.
She has a message for her fellow athletes.
"Go, you know, put yourself out there, because people have like opportunities basically ready for you, and if you seek them out, like, with a brand that you like, or with different, you know, like companies, they're always really willing, you know, to help you out," Ryan said.
"If you want to, if you're passionate about the women's rowing team then you can put your money towards the women's rowing team, baseball, women's basketball, volleyball, anything," Brandle said.
Something Cougs everywhere can raise their glass to, keeping the tradition alive of Cougs helping Cougs.