NIL collective formed
Two Siena alumni announce launch of Saints March On to compensate athletes
LOUDONVILLE — Guilderland native Valencia Fontenelleposson, who plays guard for the Siena women’s basketball team, is about to learn a new position: spokeswoman for Hannoush Jewelers.
She’ll be in commercials, do photo shoots and participate in Facebook Live sessions to promote the business.
“I’m excited,” Fontenelleposson, a sophomore, said. “To connect with my local fans and really just connect with new businesses and build my brand, I’m very excited for that.”
That kind of talk was unheard of until recently because NCAA amateurism rules prevented athletes from being paid endorsbrokered Under legal pressure two years ago, the NCAA allowed them to be compensated for their name, image and likeness. Two Siena alumni are trying to help the college keep pace.
Frank Ambrose, a 1985 graduate, and his wife Sheila and former Siena baseball player Matt Moberg, Class of 2009, announced Thursday the launch of Saints March On, an NIL collective with the mission of connecting athletes with brands, fans, businesses and nonprofits in partnership opportunities under NIL guidelines.
“I have an affinity for business and we’re both business people, too,” said Frank Ambrose, who, along with Sheila, is a semi-retired investor. “I’ve been reading about NIL for quite a while and I think both of us just looked at each other and said, ‘Hey, there’s a real opportunity in this particular area with Siena, where it is with the basketball program and the Capital District. Let’s try to do something.’”
Siena annually leads the MAAC in men’s basketball attendance and is among the top 100 programs in the country.
Fontenelle-posson’s deal was by Saints March On, which is endorsed by Siena. Before this, Siena athletes were left to strike deals on their own. Siena men’s baskeball guard Andrew Platek, also a Guilderland native, was already promoting Dunkin Donuts with social media posts and an appearance Wednesday at a local franchise.
Siena is the first Metro Atlaners.
tic Athletic Conference school to endorse an NIL collective, which have become commonplace with major conference schools. Moberg said he was convinced Siena’s teams would fall behind competitively without NIL assistance.
“I don’t think it was a concern; I think it was a guarantee,” said Moberg, general manager of Mohawk Golf Club in Schenectady.
“It’s almost like a check box coaches need while they’re out there recruiting,” Frank Ambrose said. “Kids are pretty savvy. They know what’s going on in this space. To be able to say we have that kind of program that’s affiliated with the school and it’s (NCAA) compliant, that’s got to be a positive.”
While Saints March On cannot talk to recruits, Siena’s coaches are allowed to mention the collective to prospective athletes, according to Siena athletic director John D’argenio.
Saints March On said the collective will begin with men’s and women’s basketball, the highestprofile sports, as the main focus but is intended to expand to include all of Siena’s approximately 350 athletes.
Saints March On is reaching out to fans and businesses for donations in four tiers: $50, $100, $250 and $500. Moberg said the immediate goal is to get $100,000 into the pool, but over time that could be doubled or more.
“We’d love to be able to provide everybody with some form of opportunity,” Moberg said. “We think it’s good not just for the team in general, but also for the community to see all the student athletes out there and involved. But at the same time, you get the select few that have either a large social media reach or they’re star players, whatever it may be that might get a little more attention.”
NCAA rules require athletes perform an activity to earn the NIL money. Siena athletes could be paid to sign autographs, visit local nonprofit organizations, endorse a local brand or host a youth clinic or camp.
“It’s really exciting because this should have happened 20, 30 years ago,” Platek said. “I feel athletes should, and the NCAA finally agrees, be able to profit off our name, image and likeness . ... These initiatives that are starting up, like Saints March On, are very beneficial because we’re not a high-major schools with more of the funds that these bigger schools have, but we have people who care.”