Rutgers announces partnership with 42U focused on personal branding for student-athletes

In the new era of college athletics, Rutgers is taking a key step toward helping athletes with their personal branding. The Scarlet Knights have announced a partnership with New Jersey-based 42U.

Through 42U, Rutgers athletes will have access to personal branding workshops, life after sport support and personal branding kits. They will also receive a psychological assessment, which is enhanced by 42U head of sports psychology Dr. Nick Molinaro.

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The partnership will bring personal branding together with life after sports, as well as promote psychological performance development. Rutgers is believed to be one of the first Power Four programs to integrate those aspects under one model.

“Scarlet Knights For Life is rooted in meeting student-athletes where they are and walking alongside them throughout their college journey,” said Rutgers senior associate athletics director Carey Loch in a statement. “Through personalized career coaching, we help them navigate personal branding opportunities, pursue meaningful internships and careers, and explore advanced degrees with clarity and confidence.

“Our relationship with 42U gives student-athletes the opportunity to build a customized personal brand while learning how to authentically communicate their values and strengths. We see firsthand how the confidence gained through this process becomes a true difference-maker, influencing not only their professional success but how they approach every aspect of their life.”

Former Rutgers football player Joe Donato co-founded 42U along with Stephen Bienko, who’s also a former college student-athlete. They focus on helping athletics departments with roster building and maximizing revenue-sharing with athletes, the latter of which came about through the House v. NCAA settlement. 42U uses psychological testing to help athletics departments and athletes find success, both on and off the field.

The partnership between Rutgers and 42U is part of the focus on setting athletes up for success once their playing careers are over. Especially in the NIL era, when athletes are building their own brands on social media, there’s a balance between the short-term success through deals and long-term by being ready for their post-playing days.

“Rutgers understands that success on the field is just one part of the journey,” said 42U CEO Stephen Bienko in a statement. “Together, we’re building the national model for athlete empowerment, a blueprint for universities nationwide.”