The University of Washington Athletic Department has announced the creation of Dawgs Unleashed, an internal influencer marketing, and NIL agency aimed at connecting student-athletes with the region’s Fortune 500 companies and business community.

Joe Knight, a 2016 UW graduate and former two-sport athlete, will transition from his current role as Major Gift Officer to serve as Executive Director of the new unit. Knight brings experience from Seattle University, where he previously served as assistant athletic director for development and director of corporate partnerships.

The initiative aims to leverage Seattle’s major business players, 12 Fortune 500 companies, to create marketing opportunities for student-athletes. Dawgs Unleashed will work alongside UW’s multimedia rights partner and Montlake Futures, the university’s official collective to facilitate these partnerships.

“The City of Seattle, combined with UW’s brand affinity, creates marketing opportunities for our student-athletes that are unmatched anywhere else in the country,” said UW Director of Athletics Pat Chun in a press release.

The new unit’s scope includes influencer marketing, branding, trademark licensing, and multimedia rights partnerships. A broadcast and production studio will support content creation and partner activations. The department will also focus on business development, working with donor businesses to educate them on influencer marketing and NIL opportunities.

Dawgs Unleashed will operate under the NCAA’s NIL structure while adhering to university and regulatory standards. The unit plans to expand its staff in the coming months as part of a broader collaborative network of internal and external departments.