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Tanner Simkins: leading in NIL representation

The sports industry affects nearly every other industry – in fact, it’s one of the most far-reaching markets out there. Sports have an impact on us our whole lives. Kids play T-ball and little league to learn athletics and good sportsmanship; teens play sports to socialize and work out; college students play to earn scholarships and potentially invest in future careers; adults may be athletes, sports writers, sports reporters, sports agents, team owners, investors – the list is endless.

It’s no wonder that the global sports industry is exploding – in fact, it’s expected to grow at a compound annual growth rate of 41.3 percent between 2021 and 2022 and be worth over $700 billion US by 2026. Not only that, but it’s an ever-changing industry. For example, just last year, in 2021, the Supreme Court ruled that the NCAA can no longer limit education-related payments to student athletes, meaning that students can accept endorsement deals, branded promotions, local advertisement partnerships, autograph signings, and can also profit from monetizing social media posts. 

Complete SET Agency CEO and founder Tanner Simkins has opened up his agency to create an ever-expanding roster of talented student athletes who are now seeking professional representation in droves. These athletes can now receive payment for everything from royalties from sales of their jerseys, for example, to their likeness being used in popular sports video games. Simkins is ready and willing to create customized services for every single client.

“NIL gives me another avenue to deliver in, which is always good,” he says. “I have done deals with traditional sports consumer brands like clothing companies or beverage companies; but I prefer to architect more innovative deals, like with music labels and tech companies, for example. These deals generate buzz for my student athlete clients and a boost to their personal brands. So whether it’s in new frontiers like cash compensation or a more straightforward product for promo swap, our primary goal is helping the student athlete.”

Simkins has built or acquired over a dozen companies of varying status and scale through Complete SET’s venture fund. Simkins holds degrees from the University of Miami and Columbia University. He has the drive of a peak athlete and the knowledge and experience of a seasoned sports agent, making him and his agency truly the Complete SET.


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