COLUMBIA, Mo. — Talking about the nitty gritty of name, image and likeness while seated in the back of a golf cart parked next to a Missouri preseason football practice, Brad Larrondo is perched between two parts of the college sports world that he knows well.
Larrondo is the new CEO of Every True Tiger Brands, the marketing and branding agency tethered to Mizzou athletics for NIL purposes. The agency, which isn’t like the NIL collectives seen across most major university athletic departments, is what makes MU’s model stand out in modern college sports. Every True Tiger is behind the MU-branded cookies, pizzas and ice cream available in grocery stores around Missouri.