JMU Athletics and the Duke Club Launch Student-Athlete Enhancement Fund to Support NIL Opportunities

NOTE: This is the third in a series of communications regarding JMU's plans to successfully evolve in the new environment of college athletics. Part one immediately after the House Settlement was finalized was posted on June 10 and part two on its impact at JMU was published on June 17.

Among the many changes to college athletics in the evolving landscape with the settlement of the NCAA vs. House case, institutions can now provide direct financial benefits to student-athletes as part of Name, Image and Likeness (NIL) activities. Previously NIL opportunities were only available through third-party arrangements.

In order to enhance the value of athletics participation at the university, James Madison Athletics and the Duke Club are proud to announce the launch of the Student-Athlete Enhancement Fund, a groundbreaking initiative that empowers fans, alumni and donors to elevate the value of JMU student-athlete participation through NIL opportunities.

The fund positions JMU to provide direct financial benefits to student-athletes with a focus on recruiting and retaining elite talent who maximize their opportunities at the university. The Student-Athlete Enhancement Fund is a strategic investment in the future of JMU Athletics. By focusing on recruiting and retaining top-tier student-athletes, the department and its constituents will work collectively to ensure that JMU remains competitive on a national level.

"At JMU, our mission has always been to elevate the student-athlete experience — academically, athletically, and in personal and leadership development," JMU Director of Athletics Matt Roan said. "The Student-Athlete Enhancement Fund represents our commitment to providing meaningful opportunities in this new era of college sports. We will be able to attract the very best student-athletes who match the culture and pursuit of excellence that we expect at JMU, while also providing resources to retain them to continue their careers in Harrisonburg while pursuing a degree."

The fund will serve as a vehicle for donors and fans of JMU Athletics to contribute directly to initiatives that impact student-athletes, including revenue sharing models and NIL support structures. By doing so, the Duke Club and JMU Athletics continue to lead with innovation and integrity while reinforcing a culture of excellence.

The Student-Athlete Enhancement Fund provides an additional channel for donor giving, but it does not replace the Duke Club Annual Fund. The Annual Fund will continue to serve as the key vehicle to fund student-athlete scholarships, along with the overall department operating budget. As noted in the June 17 communication, JMU Athletics anticipates adding 15 scholarships in 2025-26 with more to come beyond that. The growth of the Annual Fund will be critical to continue addressing the rising scholarship cost for the department.

Supporters interested in contributing to the Student-Athlete Enhancement Fund or learning more about its impact can visit JMUDukeClub.com. Potential donors are also encouraged to call the Duke Club to discuss how a gift can best address their areas of interest and the department's greatest needs.

Calendar