The world of college athletics is witnessing a transformative partnership between ALUM a luxury hospitality company, and Pathway Sports & Entertainment (PWSE) a national leader in commercializing college athlete marketing rights. This strategic alliance aims to create unprecedented commercial opportunities for current student-athletes, alumni, and coaches through Name, Image, and Likeness (NIL) partnerships, brand collaborations, and exclusive experiences.
The partnership kicks off in Tuscaloosa home to ALUM’s first property, and will expand to other college towns nationwide. This collaboration aligns with ALUM’s vision of creating year-round destinations that celebrate the traditions and communities of college athletics. By integrating student-athletes, alumni, and coaches into their programming, ALUM aims to strengthen relationships across the university ecosystem while enhancing the experience for members and guests.
Enhancing Opportunities for Student-Athletes and Alumni
Pathway Sports & Entertainment will play a crucial role in identifying student-athletes, alumni, and coaches for ALUM programming. This includes brand campaigns, appearances, hospitality experiences, and community events across future properties. The partnership supports the broader goal of creating long-term value for all stakeholders involved in college athletics.
David Vialli, CEO and Co-Founder of ALUM, expressed enthusiasm about the partnership: “College towns are powered by the people who give them life, from the student-athletes competing today to the alumni and coaches who shaped generations before them. Partnering with a world-class company like Pathway allows us to celebrate these individuals and strengthen the communities we are proud to be part of.”
The Role of Pathway Sports & Entertainment
Founded by leaders with deep experience in collegiate athletics, sports, and entertainment, Pathway works with student-athletes, universities, brands, and other stakeholders to develop commercial partnerships. The partnership with ALUM follows recent strategic alliances with Panini America and College Sports Company further bolstering Pathway’s efforts to create a sustainable commercial ecosystem in college athletics.
Casey Schwab, Co-Founder of Pathway Sports & Entertainment and ALUM Board Advisor, highlighted the importance of creating value beyond single campaigns: “The opportunities available to student-athletes continue to evolve, and the strongest partnerships are the ones that create value well beyond a single campaign. ALUM has built a platform that naturally brings together student-athletes, alumni, universities, and supporters.”
Transforming the Future of College Athletics
The future of college athletics will be shaped by organizations that invest in the long-term success of university communities. ALUM understands that the opportunity extends far beyond game day, and this partnership aims to create programming that benefits student-athletes while deepening connections across each community they serve.
Bob Philp, Executive Vice President and Head of Athlete Relations of Pathway Sports & Entertainment, emphasized the importance of this vision: “The future of college athletics will be shaped by organizations that think beyond individual deals and invest in the long-term success of university communities. ALUM understands that opportunity extends far beyond game day.”
Initial collaborations with student-athletes, alumni, and coaches are currently being finalized and will be announced alongside upcoming ALUM programming and future property milestones.
About ALUM and Pathway Sports & Entertainment
ALUM is a luxury hospitality and real estate company building private members’ clubs, condo-hotels, and destination experiences in America’s top college towns. Every ALUM property integrates a private Clubhouse, premium dining, luxury accommodations, and fan-focused programming into a single destination steps from campus.
Pathway Sports & Entertainment founded in 2026, is a collegiate athlete rights, licensing, and commercialization company dedicated to maximizing long-term value for athletes through transparent, athlete-first partnerships. Pathway develops and manages innovative commercial programs that unlock new revenue opportunities while ensuring athletes participate meaningfully in the value generated by their collective rights.
