Cal Creates New Associate Athletics Director Position for Name, Image and Likeness

Cal Bears Make Bold Move with New Associate Athletics Director for NIL

In a bold move that speaks volumes about the changing landscape of college athletics, the University of California, Berkeley announced the creation of a new position: Associate Athletics Director for Name, Image and Likeness (NIL). Justin DiTolla, with nearly 15 years of experience in intercollegiate athletics, has been named to fill this pivotal role.

The decision to establish this position underscores the growing importance of NIL in college sports. Head football coach Justin Wilcox has emphasized the critical nature of NIL, stating that it is the number one factor in determining the success and longevity of a college football program.

NIL has become a game-changer in recruiting, with schools now able to offer financial incentives to attract top talent. As the landscape of college athletics continues to evolve, the focus on NIL is only expected to increase.

Cal Director of Athletics Jim Knowlton highlighted the significance of a successful NIL program, stating that it is paramount in today’s intercollegiate athletics climate. With DiTolla’s background in compliance and student services, he is well-equipped to lead Cal’s efforts in navigating the complex world of NIL.

As players in revenue-generating sports move closer to earning salaries, colleges will face decisions about their financial commitment to athletics. The appointment of DiTolla as Associate AD for NIL signals Cal’s proactive approach to supporting their athletes in this new era.

DiTolla’s role will involve managing all aspects of NIL, from consulting with athletes to working with campus partners and developing resources for athletes. His appointment marks a significant step in enhancing the student-athlete experience at Cal.

With the future of college athletics pointing towards increased focus on NIL, Cal’s decision to create this new position sets a precedent for other schools to follow. As the NIL landscape continues to evolve, DiTolla’s leadership will be crucial in ensuring that Cal athletes are well-positioned to capitalize on this new opportunity.