UScellular Expands NIL Program to 23 Student-Athletes

Wireless carrier adds Cade McNamara, Lexi Rodriguez to "Official Sponsor of Timeouts" campaign

After working with eight athletes at two universities a year ago, wireless carrier UScellular has extended their NIL roster in big way. The Chicago-based brand signed twenty three athletes - mainly in the midwest region - across multiple sports to join their "Official Sponsor of Timeouts" campaign. 

UScellular's program features the athletes sharing social media content on healthier digital habits, including taking a timeout for people and passions that are most important to them. The campaign will also include in-person appearances from each athlete.

Highlighted by such big-name athletes as Cade McNamara of Iowa football and Lexi Rodriguez of Nebraska volleyball, UScellular's updated student-athlete roster also includes:

• Evan Manivong, Illinois men's gymnastics
• Sydney Stephens, Illinois women's soccer
• Gabbie Marshall, Iowa women's basketball
• Drake Ayala, Iowa wrestling
• Omaha Biliew, Iowa State men's basketball
• Audi Crooks, Iowa State women's basketball
• Josie Bergstrom, Iowa State women's gymnastics
• Sophia Santamaria, Maine women's soccer
• Adrianna Smith, Maine women's basketball
• David Breazeale, Maine men's hockey
• Noah Carter, Missouri men's basketball
• Julia Crenshaw, Missouri softball
• Keegan O'Toole, Missouri wrestling
• Chief Borders, Nebraska football
• Taya Skelton, Nebraska women's cross country
• JJ Wetherholt, West Virginia baseball
• Zach Frazier, West Virginia football
• Kiana Lewis, West Virginia women's gymnastics
• Izzy Ashburn, Wisconsin women's volleyball
• Maema Njongmeta, Wisconsin football
• Chayla Edwards, Wisconsin women's hockey

Rodriguez - a two-time All-American - recently partnered with the likes of adidas and Panini on historic NIL deals. She and the Cornhuskers just won the Big Ten title, are the top seed in the NCAA tournament and will host will host the first and second rounds at home this weekend.

Regarding her partnership with UScellular, Rodriguez shared:

"I was truly able to show who I am on and off the court - which is special - not a lot of brands are willing to let you do. That was the biggest thing to me, to be able to show the different parts of who I am as a person."

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A post shared by Lexi Rodriguez (@lexi.rodriguez__)

But with a busy class schedule, historic regular season and now a NCAA tournament run with the Huskers, how does Rodriguez take a time out? "Being with people and putting my phone aside and trying to actually connect with my family, friends, teammates," she shared. "Trying to be more aware of where my feet are and to be with the people who I love instead of being so consumed with my phone. This partnership has made me more aware of that and made me value my interpersonal connections more than before this partnership."

"NIL partnerships provide UScellular a unique opportunity to create a program that aligns to its values and gives a platform for student-athletes to tell their individual stories," said Verchele Roberts, vice president of brand management for UScellular. "Sports are a great way to build strong connections with family, friends and community. While using technology can help us feel connected when watching a game, it shouldn't be a distraction that keeps us from enjoying the experience. As the Official Sponsor of Timeouts, we're encouraging everyone to focus on the game and life experiences with the people who matter most."