In a college hoops landscape rattled by NIL, here’s the retention strategy Villanova is employing

When their teams played on Jan. 22, Villanova coach Denise Dillon and UConn coach Geno Auriemma had their usual pregame conversation.

This time, it wasn’t just small talk. In the postgame press conference, Auriemma brought up the “impossible situation” that he was discussing with Dillon. College sports are rapidly shifting to what Auriemma considers a “semiprofessional” recruiting system due to the onslaught of name, image, and likeness (NIL) opportunities.

That night at the Finneran Pavilion, the No. 6 Huskies trounced the Wildcats, 100-57.

“It was a conversation that many coaches are having,” Dillon said, looking back on the moment with Auriemma. “There’s a significant disparity [between UConn and the rest of the Big East]. We as individual institutions are continuing to try to find a way to retain and draw top talent.”

Just a few seasons ago, the intense Big East rivalry was tipping in Dillon’s favor. On Feb. 9, 2022, it was the Wildcats who knocked off the Huskies, 72-69.

However, in large part due to NIL’s prowess, the Huskies seemingly have disproportional power over the Big East. They defeated every conference opponent by 20 points or more last season and are continuing their dominance into 2025.

How does Villanova empower itself in the Big East again? While Dillon has experienced “setbacks” in recent seasons, Villanova general manager Baker Dunleavy has identified ways for the program to embrace the new landscape of college sports.

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Losing six players, especially star guard Lucy Olsen, to the transfer portal at the end of the 2024 season was a huge blow for Villanova.

The largest question mark for the program is not how to attract players to Villanova, but how to retain them. It is a key aspect of Dunleavy’s role, which he assumed in 2023. Dunleavy must manage Villanova’s NIL cache, maximize the transfer portal, and assist student-athletes with brand deals.

Dillon and the staff spent the summer identifying new players to join the Wildcats through the portal. Meanwhile, the program welcomed promising high school recruits, such as point guard and now-leading scorer Jasmine Bascoe, who have embraced the culture at Villanova.

“We’re focused on finding the next person that’s enthusiastic about being at Villanova,” Dunleavy said. “What Denise [Dillon] and her staff did is a great example, bringing in young players that we have this year. You don’t want to make somebody be here and stay just because of something like money. You want them to be genuinely committed to this place.”

While Villanova competes for players against the budgets of large state universities, Dunleavy’s approach involves targeting athletes who are specifically aligned with Villanova’s values and culture.

The transfer portal drastically limits the time that programs have to assess players and develop relationships, yet Dunleavy sees potential to draw recruits who commit to Villanova for their college career. While discussions about NIL now start early in the recruiting process, Villanova also prioritizes establishing personal connections with prospective student-athletes.

“That’s kind of where the future of this program is at, is finding that next person who’s going to really represent what Villanova is all about,” Dunleavy said. “And if you think about it that way, then you know the core of what we do doesn’t really change, just how we do it.”

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Many of Villanova’s recent hires within its athletics department are already connected with the university and loyal to its brand and mission.

Dunleavy, who graduated from Villanova in 2006, played basketball under Hall of Fame coach Jay Wright. Eric Roedl, the school’s athletic director, graduated in 1997 and was a member of the tennis team.

Villanova’s external collective, Friends of Nova, is spearheaded by Randy Foye, Dunleavy’s former teammate, who also graduated in 2006. Friends of Nova serves to create community service initiatives, maintain an alumni network, and help student-athletes obtain NIL opportunities.

“That’s been the most fun part, probably,” Dunleavy said. “Knowing that there’s a lot of conflict out there at different schools, we’re really lucky to be able to work hand-in-hand with [Friends of Nova]. Because of Friends of Nova, we’ve been in a really good place financially to be able to compensate student-athletes.”

The women’s basketball program is a particular strength where Villanova can continue to build its brand and take advantage of NIL. The program draws on the support of visible alumnae, like 2023 graduate Maddy Siegrist, who returned to help promote program marketing and assist with player development.

“In some ways, women’s college athletes have shown a greater ability to leverage NIL off the field and off the court,” Dunleavy said. “Corporate brands really value and want to work with great female role models and visible student-athletes who are just well-rounded people.”

For Dunleavy, returning Villanova to the top tiers of Big East women’s basketball isn’t an impossible task in the NIL era. Harnessing the advantages of NIL while dealing with instability is the challenge for midsize college programs like Villanova.

“It’s something that amongst coaches, at times, can be frustrating, and I think it’s more the transfer portal than it is the NIL money,” Dunleavy said. “We’re leaning into it. We’re excited about it. We’re happy for our student-athletes.”

Villanova faces significant challenges that the program hopes to alleviate with the addition of Roedl.

Roedl enters the athletic director position at Villanova after spending the last 12 years as an executive leader at Oregon, one of the nation’s highest-grossing athletic departments, largely due to its affiliation with apparel giant Nike.

In the meantime, Dillon is focused on making the most of the season at hand.

“We have a challenge, and we have to plow forward and do whatever’s necessary,” Dillon said. “We’re not changing our standard of Villanova being a top 25 team, getting back in the tournament, and being a national contender.”

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