Lindsey Jones Appointed as Stanford Athletics’ First In-House NIL General Manager

STANFORD, Calif. – Stanford University, in partnership with Altius Sports Partners (ASP), announces Lindsey Jones as the inaugural in-house General Manager for Name, Image, and Likeness (NIL). With a robust background in athlete marketing and partnership development, Jones is ideally suited to spearhead the university's NIL initiatives and enhance commercial opportunities for Cardinal student-athletes.

In her role as Stanford's NIL General Manager, Jones will focus on refining NIL strategies, educating stakeholders, fostering partnerships to help advance Stanford student-athletes' NIL interests, and expanding Stanford's reach within the dynamic Silicon Valley business community, all with the backing of ASP's leading industry experts.

"Lindsey's deep understanding of marketing dynamics and her experience as a Division I athlete provide her with the insights and essential skills needed to effectively manage our NIL program. Her leadership will be invaluable as we aim to support our student-athletes' success both competitively and personally," said Bernard Muir, Stanford's Jaquish & Kenninger Director of Athletics.

Previously, as Co-CEO and Head of Marketing at GOAL FIVE, a soccer-inspired performance apparel brand, Jones drove the brand to substantial growth, managing a diverse network of investors and spearheading significant business transformations and corporate partnerships that quintupled revenue.

"Landing this role at Stanford, where I can blend my experience as an athlete with my dedication to advancing the business aspects of sports, is both thrilling and deeply meaningful," said Jones. "I am grateful to Altius Sports Partners and the incredible leadership at Stanford Athletics for recognizing my potential to make an impact in this vital space. Together, our goal is to empower our student-athletes to excel on and off the field, enriching their personal and professional development in transformative ways."

The ASP GM Program, launched in July 2022, collaborates with 17 of ASP's more than 40 institutional partners, including Stanford University, to provide customized education and strategic support for NIL activities.

"Lindsey's innovative approach and proven leadership in enhancing brand identities and fostering educational and commercial partnerships make her an ideal choice for this critical role at Stanford, a premier destination in collegiate athletics," said Andrew Donovan, President of ASP College. "We are confident that her impact will be significant and far-reaching in helping Stanford and all Cardinal athletes navigate an evolving collegiate athletics landscape."

Jones' career is marked by her roles as Assistant Athletic Director of Development at the University of California-Berkeley and Marketing Director at the Bay Area Women's Sports Initiative, where she pioneered national community-building efforts for women in sports. She also founded Upward Roots, a nonprofit focused on youth leadership. A former professional and collegiate soccer player and coach, Jones has deep ties to the sports world. She captained the top-ranked women's soccer team at the University of Notre Dame, where she also earned a Master of Arts in Leadership & Management and dual Bachelor of Arts degrees in Psychology and Sociology.