The UNC athletic department will be forming a name, image and likeness collective encompassing all sports at the school. The collective, Old Well Management, will officially begin operations on August 1.

Because of the formation of Old Well Management, individual sports collectives such as Heels4Life (football) and the Secondary Break Club (men’s basketball) will moved under the OWM umbrella. In an email sent to members on Thursday, Heels4Life said it would be removing all accounts, subscriptions and data from its platform on July 15.

“Thank you for your gracious involvement with Heels4Life,” the email read. “It has been an honor to work on behalf of this program.”

According to the email, Old Well Management will work “in close partnership with the Athletic Department, our coaching staffs and players, local and national brands, and The Rams Club to raise money and administer benefits for its generous donors.”

Heels4Life was originally founded in February 2022 by former UNC linebacker Shakeel Rashad, less than a year after the NCAA first allowed players to receive money for usage of their name, image and likeness. Earlier in 2024, Heels4Life embarked on a “Hold the Line” campaign, which raised more than $1 million for the football program.

UNC’s move echoes a similar one at NC State earlier this year. The Wolfpack recently consolidated their NIL programs under the “One Pack” umbrella.

 

Featured image via UNC Athletic Communications/Jeffrey A. Camarati

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