Canopy Talent secures marketing deal with UC Berkeley athletic programs

Canopy Talent has signed a deal to represent UC Berkeley’s NCAA Division I women’s gymnastics and beach volleyball programs. The partnership focuses on generating commercial opportunities for student-athletes through Name, Image, and Likeness (NIL) agreements.

This move marks a shift for Canopy Talent as it expands its footprint in the college sports sector. The agency focuses on athletes competing in Olympic and emerging sports, which have traditionally seen less commercial investment than major football or basketball programs.

Since the implementation of NIL regulations, student-athletes have gained the ability to monetize their personal brands. Canopy Talent’s role will involve connecting these specific athletic departments with commercial partners to facilitate endorsement deals and revenue streams.