Student Athletes Leverage NIL for a Cause: Northwestern Mutual’s FCS Challenge Expands to South Dakota
Northwestern Mutual’s innovative approach to Name, Image, and Likeness (NIL) deals has once again taken center stage, this time focusing on a statewide competition within South Dakota. The company’s third season of the FCS Challenge, which utilizes NIL agreements to fundraise for Alex’s Lemonade Stand Foundation, concluded with a record-breaking year, generating over $135,000. This impressive haul brings the total raised across the three seasons to approximately $266,000, showcasing a significant and growing commitment to philanthropic endeavors by student-athletes.
Building on this success, Northwestern Mutual has now launched a specialized competition exclusively for colleges within South Dakota. This initiative aims to further amplify the impact of student-athlete involvement and foster a spirit of giving within the state.
Aidan Bouman and the Reign of the Lemon Trophy
For the second time in three years, University of South Dakota (USD) quarterback Aidan Bouman has emerged as the top fundraiser, earning him the coveted Lemon Trophy. Bouman’s dedication to the cause has been instrumental, and he played a pivotal role in the inception of the FCS Challenge. Despite his busy schedule training for a potential NFL career, Bouman has yet to claim his prize.
Kristin Hoefert, Chief Talent Officer at Northwestern Mutual, expressed her admiration for the student-athletes’ commitment. “The athletes have gone above and beyond over and over,” Hoefert stated. “Aidan put on events by himself. He got his entire team to do the Lemon Top Challenge. Watching the student-athletes lead it and get their teams to lead it, it’s a phenomenal experience to be a part of.” This sentiment highlights the profound impact of student leadership in driving philanthropic initiatives.
South Dakota Takes the Lead
The enthusiasm for the FCS Challenge is particularly evident in South Dakota. The state’s two Football Championship Subdivision (FCS) schools alone raised over $75,000 this year, a figure that surpasses the combined total of all other participating schools. Recognizing this strong regional engagement, Northwestern Mutual decided to host a South Dakota-specific challenge.
“We thought this would be an incredible opportunity to mentor even more young philanthropic leaders as well as to utilize their platforms to be able to spread the message,” Hoefert explained. The overwhelming response from coaches, players, and parents eager for the competition to come to their schools underscored the demand for such an initiative. The current South Dakota competition features six universities, twelve athletes, and a shared goal: to raise the most funds for the Alex’s Lemonade Stand Foundation.
Meet the South Dakota Champions
The roster of Northwestern Mutual ALSF team captains includes a diverse group of athletes from various sports:
- Augustana University:
- Landon Fandel (Hockey)
- Isabella Sanneh (Basketball)
- Black Hills State University:
- Cam Lowe (Basketball)
- Sawyer Stoebner (Basketball)
- Northern State University:
- James Glenn (Basketball)
- Izzy Moore (Basketball)
- South Dakota State University:
- Joe Sayler (Basketball)
- Reese Jansa (Golf)
- University of Sioux Falls:
- Jacoby Mehrman (Basketball)
- Gracie Traphagen (Basketball)
- University of South Dakota:
- Isaac Bruns (Basketball)
- Josie Hill (Basketball)
NIL: A Platform for Good
The concept of using NIL deals for fundraising, rather than solely for personal gain, is a unique proposition. However, the athletes involved have readily embraced the opportunity, driven by a strong desire to leverage their platforms for positive impact.
“I think it’s really special because NIL gives us athletes the ability to do more than just play our sport,” shared USD Senior Josie Hill. “It means a lot to me to just be able to even make a small impact on someone’s life and stuff.”
Gracie Traphagen, a junior at the University of Sioux Falls, echoed this sentiment: “I think it’s really cool that our platform can spread [awareness] to so many different people and benefit more than just a sport. It benefits someone’s life, which is much bigger than even this challenge. Trying to save an innocent child’s life so someday they can be in our shoes and play a sport like we are.”
The Competitive Spirit with a Shared Purpose
While the athletes are inherently competitive, driven by the desire to excel in their respective sports, this competition adds another layer to their drive. The goal is not only to win but to do so for a cause that resonates deeply.
“If we can get the Augie and USF fanbases battling or the USD and SDSU fanbases battling, I think the donations can really go through the roof,” commented USF sophomore Jacoby Mehrman. “At the end of the day, if we can make that happen, everybody’s a winner, but yeah, we do want to win and represent our school.”
Traphagen added, “In the grand scheme of things, I would like the bragging rights of winning, but we’re kind of all in this together. We want to win, but we also want to win the game of life.” This perspective highlights the profound understanding that while individual victory is desirable, the collective effort to combat childhood cancer is the ultimate triumph.
Personal Connections to the Cause
Cancer has profoundly impacted the lives of many, and each athlete participating in the competition has a personal connection to the disease, whether through family members or friends. These personal stories fuel their motivation and deepen their commitment to Alex’s Lemonade Stand Foundation.
Josie Hill shared her experience: “During high school, my grandma was diagnosed with cancer. Luckily, I had a good community around me. Just seeing everyone come together and help raise money for my grandma, it meant a lot to me, so I want to try to help someone as well. Even if I could help just a little bit, it would mean a lot to me.”
Jacoby Mehrman’s motivation stems from his uncle’s battle: “My uncle Matt battled cancer for a few years and that definitely played a role in me getting involved with this. I’ve seen how [cancer] affects families and if I can even play a small role in helping families out or eventually finding a cure, then that’s something I definitely want to be a part of.”
Gracie Traphagen’s story is particularly poignant: “When I was actually in middle school, my best friend had gotten diagnosed with childhood cancer. A year later, she had passed away, so it kind of hit home. It’s just a way that I’d like to give back. I kind of felt hopeless when I was a kid. It was kind of confusing when I found out she had cancer. I was lost. [This competition] gives me a way to be used for something for these kinds that don’t deserve this childhood cancer and a way to help.”
The Final Push and How to Get Involved
The South Dakota Champions competition is set to conclude on May 16th. Each participating school is striving to top the leaderboard, not only in total dollars raised but also in the Lemon Top Challenge. This social media initiative encourages individuals to post a photo of themselves balancing a lemon on their head and tag their favorite school. For every such post, Northwestern Mutual will donate $10 to Alex’s Lemonade Stand Foundation.
Those who wish to contribute to this vital cause or learn more about the Lemon Top Challenge can visit the South Dakota Champions competition website. Alternatively, individuals can follow their preferred athlete from any of the participating schools to find more information on fundraising events and donation opportunities.
