POTSDAM, N.Y. — Clarkson University Athletics today announced a strategic partnership with Axe Sports Group, a leading NIL agency and university consulting firm, to serve as the official third-party Name, Image & Likeness (NIL) service provider supporting the university's Men's and Women's Ice Hockey programs.

The partnership represents a deliberate and proactive move by Clarkson Athletics to strengthen its NIL infrastructure and ensure Golden Knights student-athletes have access to meaningful, structured opportunities — while remaining fully aligned with university compliance standards and NCAA guidelines. As the NIL landscape continues to evolve, Clarkson is committed to ensuring its student-athletes are equipped to compete not only on the ice, but in the marketplace.

Through Axe Sports Group's Next Play Initiative (NPI) platform, Clarkson Hockey student-athletes will gain access to a structured NIL framework connecting them with brands, businesses, and community partners. Axe Sports Group will work alongside the program to provide operational support across the full NIL process — from partnership development and deal structuring to opportunity creation and athlete education.

Clarkson Athletic Director, Laurel Kane emphasized that "partnering with Axe Sports Group allows us to build a best-in-class NIL program that reflects the standard our hockey programs have set on the ice for decades. We look forward to the opportunities this creates for our student-athletes."

"College hockey has one of the most passionate communities in sports, and Clarkson represents one of the strongest brands in the game," said Ismail Showell, Founder and CEO of Axe Sports Group. "Our goal is to help create meaningful opportunities for Clarkson's student-athletes while building a scalable system that connects athletes with brands, alumni, and businesses that want to support the program."

Under the agreement, Axe Sports Group will assist Clarkson Athletics in:

• Developing partnership opportunities with local, regional, and national brands
• Structuring and executing NIL agreements for Clarkson Hockey student-athletes
• Providing operational infrastructure to support NIL activity and program growth
• Delivering NIL education and guidance to help student-athletes understand brand partnerships, personal brand development, and best practices for navigating opportunities in the evolving NIL landscape

Clarkson's Men's and Women's Ice Hockey programs have long been among the most respected in collegiate hockey, with strong alumni support and a national reputation for competitive excellence. This partnership is designed to translate that storied legacy into new, tangible opportunities for student-athletes — helping Clarkson Hockey continue to lead both on the ice and in the evolving NIL era.

About Clarkson University Athletics Clarkson University is home to 20 varsity athletic programs competing at the NCAA Division I and Division III levels. The Golden Knights' Men's and Women's Ice Hockey teams compete in NCAA Division I as members of ECAC Hockey, with a tradition of competitive excellence and championship-level performance.

About Axe Sports Group Axe Sports Group is a leading sports marketing agency dedicated to empowering athletes and influencers through innovative brand partnerships, representing student-athletes across major collegiate conferences. Through its Next Play Initiative (NPI) platform, the company works with universities to lead NIL opportunity development, brand partnerships, and athlete development initiatives.