Lecturer I

Bill Carter has received SportsBusiness Journal's prestigious Forty Under 40 Award as “one of the most important executives in sports” and is considered an expert on Gen Z and sports entrepreneurship. Until its sale in 2020, Bill was the co-founder and partner of the agency Fuse and operated the business for 20+ years. During that time, he advised Pepsi, Gatorade, Gillette, Ford, Nike, New Balance and others on their brands and sponsorships of some of the biggest athletes in the world, including Michael Jordan, Dale Earnhardt Jr., Shawn White, and over 200 others. His latest venture, Student-Athlete Insights, educates athletic departments, student-athletes, and professional service providers about Name, Image, Likeness (NIL) and the beliefs and behaviors of today's student-athletes. Bill is proud to be in the classroom with the students at the Grossman School of Business. He teaches Sports Entrepreneurship, exploring the ongoing innovation and opportunities in the sports industry. And his course on Name, Image, and Likeness in College Sports is one of the first of its kind, examining the most important change in college sports since Title IX.