ICYMI: Happy Valley United announces new NIL partnership

Happy Valley United, the main NIL collective of Penn State athletics, has announced a new partnership with a subset of the Planet Fitness gym franchises. The announcement is just the latest of several deals the collective has created to benefit Nittany Lion student-athletes in the last year. In the age of the transfer portal and student-athlete movements, the role of Happy Valley United and other NIL entities will become increasingly important in college athletics.

Happy Valley United inks new deal with National Fitness Partners

Last week, Penn State’s NIL collective, Happy Valley United, announced a partnership with National Fitness Partners (NFP), a subset of the Planet Fitness franchises. The move is the latest in a series of partnerships brokered by HVU in the last year.

As part of the deal, NFP will have Penn State student-athletes promote its Planet Fitness locations. The company has two Planet Fitness gyms in State College – one on S. Fraser St. and one on E. College Ave. 

“Through this partnership, Penn State student-athletes will promote Planet Fitness’ affordable and accessible fitness experience, also known as The Judgement Free Zone, through digital campaigns and in-person appearances,” Happy Valley United wrote in a statement.

NFP will also allow student-athletes to support their hometown communities. The statement adds, “Student-athletes will also support National Fitness Partners’ efforts to give back to local communities and player’s hometowns through their equipment donation program.”

The role of NIL in the new age of college athletics

In my opinion, the partnership between HVU and NFP makes a lot of sense. The gym has locations in State College and is able to use Nittany Lion student-athletes to promote their lifestyles. 

“Penn State student-athletes dedicate themselves to maintaining healthy habits and a schedule that allows them to compete at the highest level in their respective sports,” Happy Valley United GM of Development and Corporate Partnerships Jen Ferrang explained. “By partnering with National Fitness Partners, Happy Valley United will give Penn State student-athletes a platform to promote healthy habits and affect not only the Centre County area but also their own communities.”

NIL is here to stay in the landscape of college athletics. With the now frequent movement of athletes via the transfer portal, a vibrant NIL community can act as an incentive to bring high-level difference-makers to campus.

Recently, two of Penn State football’s most notable offseason transfer portal additions, Julian Fleming and Nolan Rucci, have announced partnerships with Happy Valley United.

Nittany Nation! I’m ready to get to work in Happy Valley🦁

I’m excited to work with @HappyValleyUtd to take advantage of Name, Image and Likeness opportunities. Show your support by giving now at https://t.co/cSfV4n5CWl pic.twitter.com/aEJsD76qem

— Julian Fleming (@julian_040) January 18, 2024

The HVU and NFP partnership is just the latest partnership benefiting Penn State student-athletes. If Penn State football fans want high-profile transfers, more deals like this need to happen. 

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