CHARLOTTESVILLE, Va. – Cav Futures, a Virginia non-stock corporation providing an inclusive marketplace for University of Virginia student-athletes to capitalize on their Name, Image, and Likeness (NIL), has been named the official NIL collective of Virginia athletics, through an association with Virginia Sports Properties.

The agreement allows Cav Futures to capitalize on UVA’s brand and marketing assets to maximize NIL branding, education and opportunities for student-athletes. The partnership was negotiated by Playfly Sports, UVA’s multimedia rights holder.

“The goal is to ensure meaningful, short-term and long-term opportunities for UVA student-athletes and having Cav Futures as the official NIL collective of Virginia Athletics not only strengthens that effort but allows for substantial growth and impact,” said Virginia Athletics director Carla Williams. “Cav Futures’ values are consistent with our values and their holistic approach to serving student-athletes has already been extremely beneficial.”

“As the official NIL collective of Virginia Athletics, Cav Futures is looking forward to expanding our platform as we continue to assist UVA student-athletes in the areas of brand building and educational support, as well as personal and professional development,” said Cav Futures executive director Lo Davis. “Our values and practices are aligned with UVA Athletics and we are ready to be a key resource in NIL programming and support.”

Cav Futures enables fans to contribute to the NIL efforts of UVA student-athletes through several offerings, including one-time and monthly-contributions through its Cav Club online subscription services program.  For more information on how to support visit the Cav Futures website at

Cav Futures was formed in March of 2022. It helps UVA student-athletes use their name, image and likeness to be compensated for traditional endorsements, social media promotions, appearances and autographs, in-kind deals and equity opportunities. Cav Futures also assists student-athletes in hiring marketing agents and other representatives or service providers to assist them. In addition, NIL is an opportunity to further strengthen and support the Charlottesville area and university through community and social activism. All programming and student-athlete activities are overseen by Davis and director of marketing and athlete engagement Maddie Walsh.

The Virginia Athletics  Foundation will continue to be the sole philanthropic arm in support of Cavalier athletics, providing athletic and educational opportunities to enhance the holistic student-athlete experience. These foundational needs include scholarships, facilities, sport specific, and all-encompassing operational support. For more information on how you can support UVA student-athletes through VAF, visit

About Playfly Sports
Fan Focused, Data Driven. Playfly Sports is the emerging leader in sports marketing, media and technology. By connecting more than 2,000 brand partners with approximately 83 percent of all U.S. sports fans, Playfly Sports delivers scalable, data-oriented marketing and media solutions. Playfly Sports operates at local, regional and national levels with a growing portfolio of multi-faceted, fan-focused divisions. Capabilities include exclusive MMR management, media and sponsorship activation, valuation, consulting, and development, custom advertising creative and digital content production, all along with new revenue-driving platforms and technologies.

Founded in September of 2020, Playfly Sports has made an immediate impact on the sports industry. The company is now home to more than 700 team members located across 31 U.S. states dedicated to maximizing the impact of highly passionate local sports fans. Playfly Sports: Fan Focused, Data Driven. Follow Playfly Sports on social media @PlayflySports or visit

About Virginia Sports Properties
Virginia Sports Properties is the locally based, exclusive multimedia rightsholder for Virginia Athletics. As a part of the Playfly Sports Properties portfolio of nearly 40 collegiate and high school state association properties, the Virginia Sports Properties team connects brands to UVA’s passionate fanbase. Through broadcast, on-site, experiential, and technology-based marketing and media solutions, Playfly Sports Properties’ fully scalable platform provides marketers unparalleled access to the most highly engaged audiences on a local and national level. Playfly Sports Properties is a division of Playfly Sports. Connect with the Virginia Sports Properties team by visiting