Old Dominion University Alumni Launch National Company to Champion Athletes and NIL Programs

[VIRGINIA BEACH, Virginia] — The era of athlete empowerment is here. Since the NCAA’s rule change in 2021, college athletes have gained the freedom to monetize their name, image, and likeness (NIL) while keeping their eligibility. This has dynamically changed the landscape for collegiate athletics, as athletes can share in the profits of their popularity with paid sponsorships and social media promotions.

Old Dominion University Alumni Adam Lutsky, Co-Founder of Digital Retail Partners (ODU class of 2001) and Patrick Walsh, President of Metro Productions (ODU class of 2006) have strategically aligned their local businesses to help student athletes take advantage of the opportunities NIL has created. Lutsky and Walsh approached Jay Haeseker, former Assistant Athletic Director – Director of Athletic Development at Old Dominion University. Haesker had recently launched The Pride of ODU, the first NIL Collective at Old Dominion University with Co-founder, Alex Mitchum. 

“The Pride of ODU represents a groundbreaking opportunity for college athletes. We work to connect athletes with brands and build partnerships that enhance the ODU legacy and ensure future athletic success. By joining The Pride of ODU, you help sustain ODU’s competitive edge, securing the future of our athletes and athletic programs for years to come,” said Haeseker, Executive Director. 

Haeseker gave Lutsky, and Walsh the green light to create and launch ODU’s first NIL member-only website in January 2025. 

The Pride of ODU unites the unwavering support of the Monarch Nation. By connecting fans, alumni, and local businesses, the program creates meaningful NIL opportunities for ODU’s student-athletes, celebrating their accomplishments while giving fans exclusive access to the Monarch experience through memberships, special events, and member-only gear. 90 percent of every dollar raised through The Pride of ODU goes directly to the athletes, with the remaining 10 percent supporting memorable experiences for both fans and student-athletes.

The success of this first membership collective gave the ODU alumni the idea to dedicate their business resources to starting a new company that focuses on sports marketing and NIL programs.

“Digital Sports Partners (DSP) is dedicated to supporting NIL collectives, ensuring student-athletes at mid-major and smaller universities receive the same opportunities as those at larger schools. We’ve had the honor of helping launch the first NIL Collective, The Pride of ODU, to support Old Dominion University athletes and we look forward to doing the same for other schools,” said Lutsky. Digital Sports Partners (DSP), is a new division of Lutsky’s marketing agency Digital Retail Partners. 

“This strategic expansion positions us at the forefront of the rapidly evolving sports marketing landscape. We craft powerhouse brands for the next generation of collegiate superstars. Whether you’re building your NIL empire or elevating your team’s presence, we bring our elite marketing and website skillset to the game,” said Walsh, Vice President of Sales at Digital Sports Partners.

DSP’s holistic approach covers all aspects of NIL management, including:

• Helping athletes build strong personal brands and prepare for successful post-college careers.
• Encouraging alumni and fans to support NIL collectives through memberships, donations, and merchandise.
• Inviting schools and athletic programs to explore how we can help build and manage their NIL collective platforms.

The division will operate under the leadership of an experienced team, including Debra Lutsky, Co-Founder/Partner, Creative Director Alex Freilich and Vice President of Marketing Emily Carpenter, combining creative excellence with strategic marketing expertise. 

Carpenter started her career as a member of the powerhouse marketing team for the Dallas Cowboys. 

“Growing up, I lived and breathed Oklahoma State football, the Dallas Cowboys, OKC Thunder, Dallas Stars, and Houston Astros, and while I’ll always root for the teams that shaped my love for sports, I’ve grown to appreciate the game at every level. I’m beyond excited to step back into the sports world, leading marketing efforts to amplify the impact of NIL athletes nationwide. The opportunity for growth in this space is massive, and 2025 is just the beginning,” she said.

Today’s student athletes need more than just social media management. They deserve a strategic partner to help them build lasting, profitable personal brands while navigating their athletic careers. 

Media Contact:
Debra Lutsky, debra@digitalsportspartners.com

Digital Sports Partners (DSP) is a national sports marketing and NIL management company dedicated to empowering student-athletes and universities by creating impactful NIL collectives. As a division of Digital Retail Partners, DSP leverages decades of expertise in branding, marketing, and digital strategy to help mid-major and smaller universities compete in the evolving NIL landscape. Through strategic partnerships with schools, businesses, and alumni, DSP provides athletes with the tools and opportunities to maximize their personal brands, secure sponsorships, and build lasting careers beyond college athletics. To learn more, visit digitalsportspartners.com.