Stephanie Garcia, a former pro track athlete and Division I runner at the University of Virginia
Stephanie Garcia, a former pro track athlete and Division I runner at the University of Virginia, will teach a new course, Athletes as Brands, at VCU in the spring. (Courtesy photo)

Dec. 15, 2021

New undergraduate course will focus on NCAA name, image and likeness policy

Led by the Brandcenter and taught by former track star Stephanie Garcia, the Athletes as Brands course will discuss personal branding and business, guided by the new rule.

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By Sarah Murphy
VCU Brandcenter

The Brandcenter at Virginia Commonwealth University will offer a new undergraduate business course in spring 2022 inspired by the 2021 NCAA name, image and likeness policy.

The 16-week course, Athletes as Brands (BUSN 491), is among the first of its kind nationwide. It aims to educate students on NIL rights and provide them with a foundation in brand strategy as it relates to the development and management of personal brands.

“All collegiate athletic programs are in the process of analyzing the impact of the new NIL rights for college athletes,” said Vann Graves, Ed.D., executive director of the Brandcenter. “This course will give students a chance to learn about the new NIL rule and see what kinds of opportunities are open to student-athletes.”

“Our student-athletes have a new opportunity to maximize their brand and monetize it,” said Ed McLaughlin, vice president and director of athletics at VCU. “This exciting academic partnership with the Brandcenter provides us another important avenue to support our student-athletes as everyone navigates the new NIL landscape.”

The course instructor is Stephanie Garcia, a former Division I cross-country and track and field athlete at the University of Virginia. After a successful career at U.Va. and 10 years as a professional track athlete sponsored by New Balance, Garcia transitioned to work in content strategy and college athletic administration.

“Stephanie [Garcia] is the ideal instructor and mentor for our students,” Graves said. “As an athlete, active social media influencer and athletic administration professional, Stephanie has the relevant experience and connections to help guide students through this uncharted territory.”

The course, which will be conducted virtually with a few opportunities for on-campus sessions, will feature guest speakers from the cross section of brands and athletics, including TikTok, the Steph Curry brand/Under Armour, ESPN, the NBA and more.