How a Student Manager Became an NIL Trailblazer
For much of the past week, Amir "Aura" Khan of McNeese State University has been at the center of March Madness storylines. Not as a star player, but as a student manager whose influence extends far beyond the bench. While most NIL success stories focus on athletes, Khan has shattered expectations, proving that managers can also carve out lucrative opportunities in the world of Name, Image, and Likeness (NIL) deals.
Khan's journey began behind the scenes, handling the daily responsibilities of a student manager: organizing equipment, assisting with drills, and ensuring the team runs smoothly. But his larger-than-life personality, deep basketball knowledge, and knack for social media branding turned him into a figure of his own.
Dubbed “Aura” by teammates for his infectious energy, Khan quickly built a following online, sharing behind-the-scenes moments, pregame rituals, and even his own takes on strategy. His ability to connect with fans, players, and media made him a natural fit for NIL deals, despite not being a player himself.
Khan’s NIL journey is groundbreaking. While student athletes have been the primary focus of NIL opportunities, he has carved out his own lane by embracing his role and capitalizing on his personal brand. Some of his most notable NIL deals include:
Apparel Partnerships: his signature “Aura” brand has led to collaborations with sportswear companies eager to tap into his growing influence.
Social Media Sponsorships: with a rapidly expanding online presence, brands have partnered with him for sponsored content, capitalizing on his ability to engage both fans and players.
Tech & Sports Industry Collaborations: companies in the sports analytics and training space have recognized his unique position as a student manager and influencer, leading to partnerships that highlight his expertise.
Unlike most NIL earners, Khan isn’t putting up stats on the court, ice, or field. He’s making an impact in a completely different way. His success is built on three key factors:
Authenticity: he leans into his role as a student manager rather than trying to act like a player, making his brand feel genuine.
Engagement: his social media presence isn’t just about content, it’s about creating a community that connects fans, players, and the basketball world.
Innovation: by thinking outside the box, Khan has proven that NIL isn’t just for athletes; it’s for anyone who can build and leverage a personal brand.
Khan’s success is redefining what’s possible in the NIL era. His story opens the door for other student managers, content creators, and non-athletes to explore their own NIL potential. He’s proving that in today’s sports world, influence isn’t limited to just the athletes. As March Madness continues, so does Khan’s rise. With 12 NIL deals ringing in at over six figures, Amir Khan will serve as the inspiration for student managers nationwide as they look to cash in on the new era of college sports.