How Memphis' NIL collective, the 901 Fund, is gaining support with athletes, donors

The yells echoed inside St. Paul Baptist Church on Friday as several University of Memphis athletes were challenged to a basketball game by kids in attendance.

One boy talked trash to Jamirah Shutes, who led the Tigers’ women’s basketball team in scoring last season, but Shutes playfully crossed him over and laughed as he tried to keep up. Another kid, however, got a steal then dribbled between Shutes and football team wide receiver Javon Ivory before making a layup and getting cheers.

It was part of the fun at the most recent of Mayor Jim Strickland’s Safe Summer events happening this month. It also showed how the 901 Fund – a name, image and likeness collective started by several Memphis supporters – has helped Tigers athletes benefit from partnering with charities around the city.

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Since the fund began in March, 325 deals have been done with 103 different athletes, according to a spokesperson. Fans can also donate to the fund directly through its website. Money will go directly to the athletes in exchange for them promoting events through social media or in-person appearances.

Clay Presley, one of the fund’s co-founders, said they’ve partnered with nearly every member of the football and women’s basketball teams and is working on doing the same with men’s basketball.

“It’s taken a lot of hard work to get the message out and we’re still continuing to work on that,” Presley said. “But when given the opportunity to get in front of somebody and explain what we’re doing, the reaction has been excellent. That includes donors, the student-athletes and the partner charities.”

Several football players supported a blood donor event in June, while other athletes partnered with the National Civil Rights Museum to promote their latest exhibit highlighting the 1968 Poor People’s Campaign.

Shutes and Ivory were among the six athletes who came to St. Paul. Before the basketball game, they spoke about the importance of education. Tigers basketball forward Chandler Lawson recalled coach Penny Hardaway coming to an event when he was in elementary school, and it encouraged him to stay focused on his goals.

Shutes, who wants to work with children after her Tigers career, said The 901 Fund has been a more satisfying use of NIL because it appeals to causes she cares about.

“I like it because it’s something different,” she said. “I’m not just trying to get other people to buy somebody else’s brand. It’s fun being able to give back.”

For Ivory, he wanted kids to be inspired from being around athletes instead of just seeing them on TV. It reminded him of being young and having more than just football dreams growing up.

“It’s good to connect our sports life into being able to come into the community and just really take our minds off football,” Ivory said. “You always want to have somebody you can look up to and just take that memory home.”

Presley said there’s plans to target more charities and events through October. After Gov. Bill Lee passed a law in April allowing universities in Tennessee to have relationships with collectives, it’s been easier educating fans and charities with support from Memphis officials.

With football season approaching, Presley expects most athletes will stick to social media posts instead of in-person showings. He also thinks the fund will only gain more support as fans see and hear how much of a win-win it’s been for all parties.

“There’s still an education process going on and it helps to have someone you’re comfortable with explain some of this,” Presley said. “But we do have some really positive momentum going into the new school year right now.”

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This article originally appeared on Memphis Commercial Appeal: How Memphis' NIL collective is gaining support with athletes, donors