Cal Athletics

Cal Athletics runs UC Berkeley's intercollegiate sports programs. Its official Name, Image & Likeness program, Golden, gives student-athletes a set of resources to build their brands and take advantage of NIL, including entrepreneurial ventures such as starting a business.

Golden draws on a partnership with the Haas School of Business and Berkeley Law, the Cameron Institute for Student-Athlete Development, Cal's alumni network and Silicon Valley industry leaders. Resources include a Haas course on personal brand and business strategy, a financial literacy course, and Berkeley Law's NIL Clinic, which provides free legal services to student-athletes considering or negotiating NIL deals. In 2026 Cal partnered with TheLinkU to create California Link, adding contract management, compliance tracking and financial education tools and a network of more than 30 corporate partners.