Bill Carter,
Senior Contributor

In July 2021, when the NCAA allowed collegiate student-athletes to capitalize on their name, likeness, and image (NIL), Bill Carter leveraged his two decades in athlete marketing to specialize in the new category and has become the leading American voice on the subject.

His consultancy, Student-Athlete Insights, has become the auricle for stakeholders in collegiate athletics. Bill conducts the largest ongoing survey of student-athletes. Every month, he gathers data from a community of 5,000 student-athletes in 24 sports in NCAA Divisions I, II, III, the NAIA, and prospective student-athletes.

He uses the data and his experience to help brands and sports organizations navigate the changing NIL landscape. In addition, Carter has developed and published a series of online, on-demand NIL courses for parents, student-athletes, and other cohorts.

Previously, as co-founder of sports marketing agency leader FUSE, Bill Carter spent 22 years in the high-octane world of sports celebrity marketing. He advised companies such as Pepsi, Gatorade, TikTok, Amazon, and Nike on their brands and sponsorships of some of the biggest athletes in the world, including Michael Jordan, Dale Earnhardt Jr., and Shaun White.

Carter's NIL in College Sports course at the University of Vermont's Grossman School of Business is widely considered among the leading courses in this new and important subject. In addition, he serves as an Advisory Board member at The Shirley Povich Center for Sports Journalism at the Phillip Merrill College of Journalism University of Maryland.

Throughout his career, Bill Carter has been the recipient of many professional recognitions including: Event Marketer IT List / Fast Company’s Fast 50 for “impact on popular culture” / Field Marketing and Brand Experience International Awards Gold Winner / Juror, Clio Sports Awards / Sports Business Journal Forty Under 40 Recipient / Sports Business Journal Top 20 Agency / Sports Business Journal’s Most Influential Lists: 20 Most Influential / Sports Emmy Award