25 July 2025 • Alums Redefining Name, Image and Likeness

Two HWS Leaders Aim to Transform College Athletics with Purpose and Vision.

Dr. Gregory J. Vincent, '83 CEO and 360 NIL Group Co-founder

Dr. Gregory J. Vincent, '83 CEO and 360 NIL Group Co-founder

When William Shakespeare asked, “What’s in a name?” he never envisioned a world where a name — along with an image and likeness — could generate billions for college athletes and reshape the landscape of collegiate sports. Today, that world is here, and two Hobart and William Smith alumni, Dr. Gregory J. Vincent ’83 and Hon. Ludwig P. Gaines ’88, are leading efforts to ensure this new reality benefits both institutions and student-athletes.

The Bard did not get into “image” and “likeness.” Still, Vincent, the owner of Gregory J. Vincent Law, a former award-winning nonprofit and education CEO, tenured professor and the 16th President of Hobart and William Smith, along with Gaines, a former antitrust attorney, HWS Trustee, Hobart College Alumni Association President, co-founded of 360 NIL Group, a consulting firm dedicated to helping mission-driven colleges and universities succeed in the Name, Image, and Likeness (NIL) era, while preparing student-athletes for life beyond the game.

Ludwig P. Gaines, Esq., '88 NIL Group Co-founder & President

Ludwig P. Gaines, Esq., '88 NIL Group Co-founder & President

A Seismic Shift in College Athletics

College sports changed forever in 2021 when the U.S. Supreme Court ruled in Alston v. NCAA that the NCAA violated federal antitrust laws and eliminated restrictions on education-related benefits for student-athletes. This year, the House v. NCAA settlement went even further, allowing schools to share revenue directly with players. “Alston opened the door,” says Gaines. “House kicked the hinges off it.”

The result? A $2 billion NIL marketplace where student-athletes can sign endorsement deals, transfer without penalty and often hire agents—while colleges race to adapt by forming NIL collectives to recruit and retain talent. “You have to play offense and defense,” says Vincent, who competed in three sports during his HWS years and worked extensively with college athletics as an executive officer and professor at Power 5 institutions like the University of Texas, Louisiana State University and the University of Kentucky. “Recruiting top talent is critical, but keeping your stars from leaving for bigger offers is just as important. College sports are one of the most competitive enterprises in America.”

Why 360 NIL Exists: A Mission, Not Just a Market

“Our mission is to make NIL transformational, not just financial,” says Vincent. “We build institutional capacity, raise funds and create educational opportunities so colleges and their student-athletes succeed in the classroom, on the field and in life.”

Gaines adds: “We focus on equity and sustainability. We help Historically Black College and Universities (HBCU), mid-majors and other mission-driven institutions—compete without compromising what makes them special.”

Through its strategic partnership with Howard University’s Mecca Society, 360 NIL is helping one of America’s top HBCUs use NIL as a tool for empowerment, retention and recruitment while preparing students for leadership beyond sports.

The People Powering the Vision

Vincent and Gaines have assembled a star-studded team to help realize their vision, many of whom are HWS alumni and leaders in their respective fields. For example, Dr. Fay M. Butler ’84, a former Heron basketball letter winner, holds a doctorate in education from Columbia University and has more than 30 years of experience in higher education. She is NIL 360’s Chief Student Success Officer. Ian Waldon ’90, a Statesmen football starter, serves as the Chief Legal Officer, bringing extensive expertise in entertainment and sports law, including representing a diverse range of performers and athletes. Additionally, two members of the renowned Soul Patrol midfield from the national championship Statesmen lacrosse teams of the mid-1980s are part of the team: Mark “Skip” Darden ’87, a Howard University law graduate and current President of the Hobart Alumni Association. He is an attorney and the Chief Athletics Officer, with decades of experience mentoring young athletes, coaching over 200 into college programs, and encouraging all to “make your community a better place by giving back and planting seeds for the next generation.” Dr. Malcom Anderson ’87, the Chief Wellness Officer, is a licensed clinical psychologist who holds a Ph.D. from Loyola University Chicago and is an advocate for mental health in sports. 

“We’re all former student-athletes,” Vincent says. “The common denominator is we have all stayed involved with HWS through the years. And we have all stayed in close touch.” Kim Wilson Vincent Esq., Hon’21 serves as the Chief Equity Officer and cofounded Vincent Strategies LLC, a global consulting firm focused on inclusive excellence, philanthropy and community engagement. 360 NIL Group operates as a subsidiary of Vincent Strategies.

Gaines, a standout track star, All-State performer and Hobart team captain, credits his athletic background with shaping his leadership style. During college, he also served as Student Government Association president, a student court justice and managing editor of The Herald. “Sports taught me resilience, leadership and the power of community,” Gaines says. “Now, we are giving those tools to a new generation, while helping schools stay competitive in a rapidly changing landscape.”

More Than Sports: Building Leaders for Life

360 NIL offers more than just fundraising. Its services include financial literacy training, personal branding, mental health programs, parent and coach education, and strategic planning for institutions. “This is about values and vision,” Vincent says. “We prepare student-athletes for the real world because NIL isn’t just about making money—it’s about building futures.”