The student manager for McNeese State University’s men’s basketball team, is making headlines as the first known college sports manager to sign NIL endorsement deals. His rise reflects how NIL rules are reshaping the collegiate athletics landscape.

Amir Khan breaks new ground with endorsement deals in college athletics: the student manager for McNeese State University’s men’s basketball team, is making headlines as the first known college sports manager to sign Name, Image, and Likeness (NIL) endorsement deals. His rise reflects how NIL rules are reshaping the collegiate athletics landscape, creating space for behind-the-scenes contributors to gain commercial recognition.

From Game Prep to Viral Fame

Khan's popularity surged after a video of his pregame routine went viral on 22 February 2025. In the clip, he walks onto the court with a boombox slung around his neck, rapping along to Lud Foe’s “In & Out” ahead of McNeese’s matchup with Texas A&M-Corpus Christi. The footage was widely shared, drawing over 261,000 views on X (formerly Twitter) and finding further traction on TikTok.

Khan, who never expected the attention, said: “It’s funny because I used to joke around with the staff about ‘Where’s my NIL at?’ I was joking. For it to come to fruition, I still haven’t processed it”

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NIL Deals Mark a First for Student Managers

Following the viral moment, Khan attracted multiple NIL partnerships, becoming the first college sports manager to do so. His deals include Buffalo Wild Wings, TickPick, Insomnia Cookies, TurboTax, and Topps. He also signed with Rock ‘Em Socks, who released socks and t-shirts featuring his face. These deals show how non-athlete roles in college sports are now being acknowledged commercially.

Reed Vial, McNeese’s staff member, shared that he received 135 calls from businesses in just two days following Khan’s viral moment. The enthusiasm highlighted how brands are increasingly keen to tap into unique and relatable sports figures beyond star athletes.

 

Influence During McNeese’s NCAA Tournament Run

Khan’s impact was also felt during McNeese State’s appearance in the NCAA Tournament. His high-energy entrance and growing popularity became part of the team’s identity. Players and cheerleaders wore socks with his face printed on them. The team secured a major victory against Clemson, marking McNeese’s first NCAA Tournament win. 
Although they were later defeated by Purdue, the team’s performance, and Khan’s unexpected rise, drew significant national attention.

 

Continuing the Journey in College Basketball

Currently completing his degree in sports management, Khan is preparing to take his talents to North Carolina State University. He plans to join head coach Will Wade there as a graduate assistant, continuing his involvement in college basketball from the sidelines.

Khan’s story marks a significant milestone in NIL evolution and highlights how every team role, from players to managers, has the potential to shape culture, generate influence, and attract commercial opportunities.

About Amir Khan

Amir Khan is a senior student at McNeese State University, pursuing a degree in sports management. He serves as the student manager for the university’s men’s basketball team, where he has earned recognition not only for his logistical support role but also for his infectious energy and commitment to the team. His viral moment in February 2025 propelled him to national attention, and he has since become a symbol of how support staff can play impactful roles in sports culture and fan engagement.

About Endorsement Deals in College Basketball

Since the introduction of NIL legislation in 2021, college athletes have been able to monetise their personal brands through endorsement deals, social media promotions, and merchandise partnerships. These agreements allow student-athletes, and now, in Khan’s case, team personnel, to profit from their name, image, and likeness without compromising NCAA eligibility. Brands typically seek partnerships that resonate with fans and reflect authenticity, leading to a growing number of unconventional figures in the spotlight. Khan’s NIL success signals an expansion of this market to include individuals whose influence stems from unique engagement, personality, and cultural impact rather than just on-court performance.