Drew Brees (M’01), distinguished Purdue alumnus and Super Bowl–winning quarterback, has done his fair share of commercials—from pitchman for a credit union on his alma mater’s campus to a professed breakfast fan of Quaker Oats.

Brees could not, however, capitalize on his own fame until his college playing days ended. But that’s all changed for today’s young athletes.

The name, image, and likeness (NIL) policy enacted by the NCAA two years ago now allows student-athletes to earn compensation. Something much needed by many who do not have time for part-time jobs given their practice and school schedules. And though the top 1% NIL earners are often highlighted in national media stories, most are not seeking millions of dollars.

Take Abdur-Rahmaan Yaseen (M’23). The Boilermaker wide receiver worked as an intern at the John Purdue Club this summer. “For many people, $20 for parking is not much of an expense,” he says. “But for my family with nine kids, that’s a lot of money to come down from Detroit to watch me play football. I just want to help them with those expenses.”

Along with lessening financial burdens on student-athletes and their families, Purdue leadership wants to keep all of its athletic programs competitive in an ever-evolving landscape. Tim House, executive senior associate athletics director and associate vice president for development at the Purdue for Life Foundation, speaks to that pressure to succeed.

“In my role with the John Purdue Club, I’ll admit I was nervous when thinking about the additional fundraising needs associated with NIL,” House says. “But I now realize this is a necessary effort to support if we want what’s best for Purdue. The more our teams win, the more people tune into and attend our games, and all of that leads to more positive exposure and engagement for the entire university.”

Though House adds an important caveat. “What makes Purdue Athletics unique is that our fan base believes in showing the nation you can be elite while doing things the right way,” he says. “The fact is, NIL is permissible now and everything being done at Purdue is being done aboveboard in a way that should make alumni proud.”

Enter the Boilermaker Alliance, a nonprofit organization established in May 2022 by a group of impassioned Purdue alumni who want to see greater success for Purdue athletics. They also wanted to create a smarter, more legitimate way through the new NIL backdrop. Their solution was to connect student-athletes with NIL activities that allow for a greater good, specifically benefiting nonprofits such as the Tyler Trent Foundation, Food Finders Food Bank, and St. Mary’s Early Childhood Center.

Since then, the Boilermaker Alliance took shape, launched its website, and even brought in Brees as director and chairman of an advisory board that includes several Purdue alumni athletes. A separate entity from the university, the alliance has established good working relationships with Purdue leadership across campus.

Mark Carney (HHS’81), Boilermaker Alliance chair, emphasizes the significance of adapting to the changing NIL landscape while prioritizing impactful community engagement. “NIL has become integral to athletes’ decision-making, and our approach combines the realms of sports, personal brand growth, and charitable giving,” he says.

Carney also notes that Purdue’s endorsement of the alliance underscores its commitment to this “innovative model of athlete empowerment.” To date, the initiative has effectively harnessed the power of NIL activities, enabling student-athletes to explore diverse opportunities such as autograph signings, speaking engagements, and sports camps. Through strategic partnerships with around 30 charitable organizations, the alliance creates a powerful synergy, connecting athletes’ brand potential with social causes. In the past year alone, 133 Purdue student-athletes participated in charitable NIL deals, resulting in nearly 350 impactful activities.

One charitable partner, Versiti Blood Center of Indiana, has long hosted campus blood drives. Joe McGrath, regional manager of Versiti, says back-to-back drives in October 2022 greatly benefited from both Purdue basketball teams spreading the word on social media and showing up to interact with donors.

“About 70% of the population will need a blood transfusion at some point,” McGrath says. “But only about 3% of the population donate.”

What’s more, about 25–30% of blood in hospitals comes from high school and college blood drives, McGrath says. When schools are not in session, inventory can drop quickly. Such was the case around the holidays in 2022. Early in 2023, McGrath called on the Boilermaker Alliance again.

“The Purdue football team came running,” says McGrath, noting how players from the offense, then the defense, showed up for record-setting drives in consecutive weeks.

McGrath explains that each unit of blood can be separated into three pieces—plasma, platelets, and red blood cells—effectively benefiting three different patients. “About 860 patients benefited, in part because of what the Boilermaker Alliance did,” he says. “It’s hard to put a dollar amount on one patient.”

The alliance hopes student-athletes will continue to jump at the chance to make names for themselves through good work. Indeed, Carney notes the large number of “high-character athletes at Purdue.”

Robbie Hummel (M’12), a former Purdue basketball great and advisory committee member, praises the alliance for its dual focus on personal growth and community welfare. “Empowering student-athletes to enhance their personal brands while positively impacting the community is a win-win proposition,” he says.