Nearly 21 months into the NIL era, collectives have come to define the space. There’s just one problem: Nobody appears to have a clear-cut definition of what they are.

Most are booster-led, but each group’s daily activities look widely different. Some facilitate brand deals; others cut checks in return for a social media post. Another crop has registered with the IRS as a 501(c)(3) organization, accepting tax-deductible donations while creating partnerships with charities. And some seemingly are focused on helping recruiting efforts and roster retention.

To help us get a better understanding, On3 is turning to collective leaders across the country to have them explain – in their own words – how they view NIL, what accomplishments they’re most proud of, whether they have a good handle on the market rate for student-athletes, how they’re supporting women’s sports and the potential pitfalls for collectives on the horizon.

On3 continues the series with a visit with Chris Vurnakes, general manager of Pack of Wolves, an NC State-focused collective. Vurnakes also is an employee of Blueprint Sports, one of the top collective operators in the country.

Q. What’s been the most rewarding part of working with Pack of Wolves?

Vurnakes: As a graduate of NC State, the most rewarding part of our work at Pack of Wolves is the connection we make with our student-athletes and our community. Our student-athletes commit to engagements with local non-profit organizations, like the Boys and Girls Club, Food Bank, Habitat for Humanity and others as part of their NIL activities for Pack of Wolves.

What does NIL look like during the 2023-24 school year for Pack of Wolves?

Vurnakes: As we continue to grow as a collective, we would like to continue to add more NC State student-athletes from across campus to our collective. To sustain that growth, we need to identify more sustainable and recurring revenue opportunities and willing partners.

What do you see as the biggest challenges with collectives across the country over the next six months?

Vurnakes: The biggest challenges for collectives will be overcoming the cynical perceptions of potential supporters due to the traction of negative headlines on NIL. Questionable activities by some NIL representatives across the country, unfortunately, have overwhelmed the conversation. An overwhelming majority of those involved – like Pack of Wolves – are simply working hard to provide legal and compliant NIL opportunities to student-athletes to help make ends meet.

What is your relationship like with NC State? Has the school supported your efforts to raise money from donors?

Vurnakes: I’m proud to say our athletic department has actively supported Pack of Wolves, within the framework of the rules and guidance of the NCAA. We meet regularly with athletics, compliance, student-athlete leadership and engagement and other departments on campus. Coach (Dave) Doeren and Coach (Kevin) Keatts have both completed endorsement videos on our behalf. And athletic director Boo Corrigan is an advocate of our work as well.

Which sport at NC State have you had the most success in facilitating deals with and why?

Vurnakes: Currently, we have had the most success facilitating NIL opportunities for our men’s basketball and football programs. These programs are full of personable student-athletes with growing personal brands. They have all quickly become fan favorites among Wolfpack Nation.

How have local businesses in your community supported NIL?

Vurnakes: From the start of Pack of Wolves, we’ve had local businesses with NC State connections immediately become involved to offer NIL opportunities to partner with our student-athletes. As the NIL landscape has continued to change, we have adapted to continue to offer meaningful and relevant opportunities to our student-athletes through sponsorships and endorsement opportunities with local organizations.

What has Pack of Wolves done to support female student-athletes?

Vurnakes: We currently have agreements with members of the women’s basketball team and women’s soccer team. We recognize the need for more comprehensive and inclusive opportunities in the NIL space, and this will be a goal for us as we continue to grow as a collective.

What has been your experience dealing with athletes’ agents: good, bad or a mix of both?

Vurnakes: My limited experience with agents has been mostly positive, with some mixed success. Most important to me is that our student-athletes have good mentors, providing proper guidance and direction in their NIL agreements.

Do you feel like you have a good handle on the market rate for football and basketball players?

Vurnakes: I’m fortunate to work for a company (Blueprint Sports) that manages collectives all over the country. This scale helps us create appropriate ranges for fair market value for various student-athletes based on the comparable NIL deals at similar schools.

What is your approach with players who have signed letters of intent with your school but haven’t arrived on campus yet?

Vurnakes: In accordance with my interpretation of the NCAA guidelines, and at the request of NC State athletics, we do not communicate with student-athletes until they are officially enrolled at NC State University.