Priority will be the official name, image and likeness (NIL) orchestration partner of Rally, which serves Notre Dame’s student-athletes in the NIL space, per the release.
“As NIL programs expand, the infrastructure supporting them needs to keep pace,” Priority Commerce CEO Tom Priore said in the release. “Our partnership provides Rally a more efficient way to manage its program and focus on creating opportunities for Notre Dame student-athletes.”
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As part of the partnership, Rally will use GameTime, Priority Commerce’s NIL management platform, to administer payments for NIL agreements for Notre Dame student-athletes, according to the release.
The platform, designed especially for college sports programs, includes banking and treasury services, payments, contract management, escrow and compliance reporting, as well as a dedicated Passport account linked to a Visa debit card for student-athletes, along with an automated reserve for estimated taxes on NIL income, the release said.
“GameTime stood out for its breadth of functionality and modern approach,” Rally Executive Director Kayla Rogers said in the release. “Bringing contracts, payments and reporting into one connected system will simplify the process for our team and the student-athletes we serve.”
Rules covering NIL agreements are part of a piece of legislation now being debated in Congress. The Protect College Sports Act would give the NCAA an antitrust exemption allowing it to enforce a cap on payments to athletes.
Priority’s partnership with Rally is the latest in a series of sports-related collaborations for the company, which teamed with the NFL’s Tampa Bay Buccaneers in August to provide a new ticketing payment process for the team. That followed a similar partnership with the Pittsburgh Steelers, announced in July.
Also in August, Priority announced it was preparing to acquire government and utility payment processing company IntelliPay, a deal that allows it to extend its enterprise payments business into the public sector.
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