Hot Paper Lantern’s specialty sports division chosen to lead public relations and social media activities as revenue sharing pushes Name, Image, and Likeness toward a projected $2.5 billion market cap
NEW YORK & HOUSTON – (April 8, 2025) – TheLinkU, premier NIL platform focused on simplifying and enhancing opportunities for college athletes and institutions, has named Digital Sport by Hot Paper Lantern (DSHPL) its public relations and social media agency of record. DSHPL will lead all strategic communications efforts for TheLinkU, including media relations, partnership visibility, executive thought leadership, and social media strategy and content development.
As NIL policies continue to evolve and institutional revenue demands rise, athletic departments are increasingly seeking end-to-end solutions they can trust. TheLinkU has emerged as one of the most comprehensive platforms in the market, offering a centralized and customizable solution for everything from roster and contract management to general manager modeling, compliance oversight, athlete marketplaces, and sustainable revenue generation strategies that do not compete with donor dollars. Whether it’s used to support a single initiative or serve as the full NIL department for a university, the platform is designed for flexibility, scale, and long-term value.
“As TheLinkU expands its market-leading products and services with schools, conferences, and national brands, it’s essential that our story is told with the same clarity and precision that defines our product. Digital Sport by Hot Paper Lantern has the right blend of strategic communications expertise and sports industry acumen to ensure our brand, message, and digital profile are all amplified with precision,” said Austin Elrod, founder and president of TheLinkU. “This is a critical time for college administrators. Early projections estimate the 2025 NIL market cap will rise from $1.67 to $2.5 billion in the inaugural year of student-athlete revenue sharing, administrators equipped with the proper digital infrastructure to optimize opportunities for their athletes and ensure the sustainability of NIL programs will succeed both on the field and off.”
Backed by a rapidly evolving tech stack and a presence at more than 85 universities, TheLinkU is modernizing and transforming the way athletic departments navigate the NIL economy. Its GM modeling capabilities enable schools to forecast and plan NIL budgets with professional sports level technology, while its revenue generation features provide creative monetization pathways that align with institutional goals.
“Our partnership with TheLinkU presents a unique opportunity to apply Digital Sport by HPL’s expertise in brand building and strategic communications in one of the most dynamic and growing areas in sports,” said Mike Adorno, partner and SVP of Communications for DSHPL. “With a clear story, a proven model, and timely momentum, TheLinkU is positioned to shape how athletic departments think about NIL and the rapidly changing economics of college athletics. Our job is to help them claim that space, reach the right audiences, and build lasting visibility that matches the impact and footprint of their work.”
Visit www.thelinku.com to learn more about TheLinkU and its mission to modernize NIL through scalable technology and sustainable revenue strategies.
About Digital Sport by Hot Paper Lantern
Digital Sport by Hot Paper Lantern is a specialty division within Hot Paper Lantern focused on brand building, fostering growth, and promoting clarity through communication in the sports world. Hot Paper Lantern is an integrated brand development, marketing and communications agency that helps brands enhance their reputations, build brand relevance and thought leadership through our core capabilities of brand development, public/media relations, performance marketing, social media, and sophisticated design. For more information, visit www.hpldigitalsport.com.
About TheLinkU
Founded in 2022 by Austin Elrod, TheLinkU is a pioneering NIL platform dedicated to simplifying and enhancing opportunities for college athletes and institutions. With a focus on integrity and compliance, TheLinkU offers a comprehensive suite of services designed to empower athletes and support colleges in navigating the evolving NIL landscape. For more information, visit www.thelinku.com
