Western Kentucky University announced a partnership on Tuesday with Athlete Advantage in a move to bolster the athletic department’s Name, Image and Likeness (NIL) resources.

Athlete Advantage, based in Lexington, will provide NIL services for the athletic department and student-athletes.

“We are excited to partner with Athlete Advantage as we continue to develop the best NIL program in Conference USA,” WKU athletic director Todd Stewart said in a news release. “Athlete Advantage will be yet another resource that our student-athletes have at their disposal to maximize their Name, Image and Likeness while competing as a Hilltopper.”

Through its NIL Management Partner program, Athlete Advantage focuses on building a sustainable NIL program and assisting student-athletes with services like brand building, media opportunities, financial literacy, accounting and tax services, contract reviews and brand partnerships.

WKU and Athlete Advantage will continue to utilize and work with its numerous NIL partners, including Red Towel Trust, the official NIL collective of WKU, INFLCR, The NIL Store, Hilltopper Local Exchange and the CLIMB Program.

“Red Towel Trust looks forward to continuing to collaborate with WKU, Athlete Advantage, and its NIL partners to ensure that WKU remains among the nation’s best and most competitive universities in college athletics,” executive director Nick Uhlenhopp said. “We are committed to helping WKU’s student-athletes find success on and off the field, and we are excited about future opportunities our Hilltoppers will have with the variety of resources they have available to them.”