Little Rock marketing executive tapped to lead Razorbacks NIL collective

The University of Arkansas has hired Little Rock marketing executive Chris Bauer as the first executive director of Arkansas Edge, the name, image and likeness (NIL) collective for Razorback athletes. The UA athletics department shared the details Thursday (Jan. 11) in a news release.

“As a native Arkansan and an alum of the University of Arkansas, Chris fully understands the passion of our state for the Razorbacks,” UA athletics director Hunter Yurachek said in the release. “His knowledge of our fanbase and state, paired with his professional background, make him the ideal choice to lead Arkansas Edge. We are thrilled to welcome him back to The Hill and excited for the impact he and his team will have on our student-athletes and our success overall.”

Since the implementation of the new NCAA NIL guidelines on July 1, 2021, there has been a surge in the establishment of NIL collectives, especially within Power 5 schools. The collectives provide a way for boosters and fans to engage with athletes through NIL deals, pooling financial resources and creating user-friendly marketplaces.

Typically initiated by influential alumni and boosters, collectives facilitate connections between supporters and athletes in the evolving landscape of NIL opportunities.

The UA news release Thursday did not disclose specific membership or fundraising data since Arkansas Edge was announced in late November.

The UA is partnering with BluePrint Sports for the Arkansas Edge platform. The company’s national portfolio of collectives supports several NIL programs, including Penn State University, University of Kansas, University of Maryland, Boston College, NC State University, Kansas State University, Villanova University, Stanford University, Gonzaga University, University of Arizona, University of Tennessee, University of Nevada Las Vegas, University of Nevada and more.

Bauer is a Hot Springs native and graduated from the UA in 2003 with a marketing degree. He began his career as a student working in a marketing role in the athletics department and was a Razorback Band member.

“I know how passionate this state, our fans, and our alumni are about the success of our Razorbacks,” he said. “Everyone can now have a direct impact on our success. Because of this passion, Arkansas Edge has the opportunity to be one of the strongest NIL Collectives in the country.”

Bauer has a diverse background that includes experience in fundraising and event management at Duke University’s athletic department. After that, he obtained a master’s degree in business administration and a master’s degree in marketing at Clemson University.

With over 12 years of experience in marketing strategy and client engagement at Acxiom in Little Rock, Bauer recently held the position of vice president of marketing at Kinesso and Matterkind, global advertising agencies under Interpublic Group. In this role, he concentrated on B2B growth marketing, sales and product launch strategies.

In December, Arkansas Edge announced former UA gymnast Sydney Lemmerhirt as director of operations.