Notre Dame might initially have taken a more reserved approach as it waded into the Name, Image and Likeness space within college athletics in recent years.
But after getting its FUND (Friends of the University of Notre Dame) collective rolling in recent years -- notably, see crucial NCAA Transfer Portal signings including quarterbacks Sam Hartman and Riley Leonard in football, as well as multiple key women's basketball additions and deals for homegrown Irish athletes -- the school now is taking matters to a depth seen in very few programs throughout collegiate athletics.
On Monday, Notre Dame launched RALLY, which it bills as a "collective and lifestyle agency for the next iteration of college athletics dedicated to creating meaningful and market-based name, image and likeness (NIL) opportunities for Notre Dame student-athletes."
"It's great because it works as an agency for our student-athletes," third-year Irish coach Marcus Freeman said when asked by FootballScoop about the venture, "and it's going to be a great way for as college athletics continue to change it put our student-athletes at a great advantage in terms of being able to capitalize off their NIL.
"So, it gives our fans opportunities to engage and reach out to our players; our student athletes directly. I think it's going to be something very beneficial for our athletic department."
RALLY is being led by Jack Shields, a former Irish linebacker in the 1980s and remarkably successful businessman known for his generous philanthropic efforts; Shields is delivering the lead gift on Notre Dame's new state-of-the-art football facility, which FootballScoop first reported in April and is tentatively set to come online mid-2026 after breaking ground this spring.
"As we enter a new era of college sports, I'm pleased to support our student-athletes and allow them to benefit in ways that were never thought possible," Shields, chairman of Notre Dame's Board of Directors, said in a statement. "... I couldn't be more excited to work with my fellow board members, the Notre Dame alumni around the world and our subway alumni globally to bring this new agency model to life."
What differentiates RALLY from FUND? The biggest difference is that RALLY is going to operated by Shields and other Irish alums as a full-service agency bringing "market-value deals for the student-athletes."
FUND primarily approaches its NIL opportunities strictly from a perspective of working with area and regional non-profits.
Also, Notre Dame is touting that RALLY is going to be a de facto direct-connect access point for fans to engage and interact with Irish student-athletes via merchandise sales, in-person events and more opportunities Notre Dame officials indicate are still being explored.
"As we navigate the new landscape of college athletics, our collaboration with RALLY will set our student-athletes and athletics programs up for success for years to come," Bevacqua said in a statement.
On the football field, Freeman's No. 16 Notre Dame team hosts undefeated, No. 15 Louisville (3-0) Saturday afternoon (3:30, Peacock) in a crucial tilt that sets the course for the Irish if they intend to keep alive their College Football Playoff aspirations.