Ferris State Women's Basketball Secures NIL Team Deal With Mitch Lyons Wealth

Big Rapids, Mich. - The Ferris State University women's basketball squad, which reached the NCAA Division II National Semifinals a year ago, has announced a new Name, Image and Likeness (NIL) partnership with Mitch Lyons Wealth.

This initiative marks the first NIL partnership for the FSU Women's Basketball program and is believed to be one of the first full team deals of its kind nationwide in Division II women's basketball. 

As part of the NIL partnership, Bulldog women's basketball student-athletes will be featured in social media and promotional initiatives on a weekly basis for Mitch Lyons Wealth.

"This partnership represents a major investment towards our student-athletes from Mitch Lyons Wealth," said FSU Athletics Director Steve Brockelbank. "This initiative is mutually beneficial for both Ferris State women's basketball and Mitch Lyons Wealth. We're extremely grateful for the belief in our student-athletes and the value they have placed on our program."

Mitch Lyons Wealth is a nationwide retirement planning firm based out of Rockford (Mich.) and led by Mitch Lyons, a West Michigan native who played collegiate football at Michigan State University and spent seven years as a tight end in the National Football League.

"Mitch Lyons Wealth is excited to partner with Ferris State Women's Basketball," said Lyons, founder of Mitch Lyons Wealth. "With their tremendous success last season, hopes for this season, and the rise in prominence of women's basketball, we feel this partnership is a great fit for Mitch Lyons Wealth. We're proud to have them join Team MLW."

"The firm has been built on our commitment to creating the best game plan for our clients to protect, grow and WIN retirement. We feel the Ferris State program embodies all of that and more!" he added. "We believe that these women should be supported and we're excited to offer, what we believe, is to be the first full team NIL deal in Division II Women's Basketball. We hope this groundbreaking deal encourages other businesses to step up to support women's athletics and inspires Ferris State's team and little girls around the country to shoot for their dreams."

The Bulldog women's basketball squad won the school's first NCAA Division II Midwest Region Championship last season en route to a first-ever D2 Elite Eight appearance and eventual berth into the D2 Final Four. FSU closed the historic 2023-24 season with a school-record 26 victories under head coach Kurt Westendorp.

"This is a special opportunity to showcase our outstanding student-athletes and we're thankful to Mitch Lyons Wealth for this great partnership," Westendorp said. "Our players have dedicated themselves to maximizing their potential both on and off the court and this agreement helps reward them for those efforts."

Ferris State will tipoff the 2024-25 season at the Division II Conference Commissioners Association Tipoff Classic on Nov. 2-3 in St. Joseph, Mo.