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CU Athletics unveils The Arch NIL program for businesses
ColoradoBiz Staff //July 25, 2025//
BOULDER, Colo. — The University of Colorado Athletic Department has introduced “The Arch,” a new Name, Image and Likeness initiative aimed at connecting CU student-athletes with local businesses.
In Brief:
- CU launches The Arch to connect athletes with businesses
- Program offers two membership levels for participants
- Members gain access to student-athletes and CU perks
- “Buffs Bargains” promotes partners to Buff Club donors
The program allows businesses of any size to participate through two membership levels. Members will gain the opportunity to use Colorado student-athletes in marketing efforts and tap into the visibility of CU Athletics to boost their brand. Participants will also receive exclusive access to programs and facilities.
“Now more than ever thanks to NIL, our student-athletes have an incredible ability to bring their formidable power to enhance businesses,” said Athletic Director Rick George. “With The Arch, we are connecting area businesses of any size to our student-athletes while giving businesses the ability to leverage the national attention that comes with being a partner of CU Athletics.”
Participating companies will also be featured in a new “Buffs Bargains” initiative, which offers promotional access to Buff Club donors. To support the expansion of its NIL programs, CU Athletics has added two new staff members through Buffalo Sports Properties.
Businesses interested in joining the program can submit an interest form. More information is available on The Arch landing page.
