Coeur d’Alene-based Blue Zone Marketing LLC has become the preferred marketing agency for the Zags Collective LLC, an organization that raises funds to support Gonzaga University athlete’s name, image, and likeness endorsement deals, says Tiffany Longo, chief marketing officer for Blue Zone. 

The partnership agreement was finalized late last month and marks the culmination of several successful campaigns between Blue Zone and current and former Gonzaga basketball players, including Anton Watson, Ben Gregg, and Julian Strawther. 

Longo says Blue Zone has developed a relationship with the Zags Collective and aims to match local businesses with appropriate Gonzaga athletes for endorsement contracts. 

In a press release, Blue Zone Marketing CEO Dominic Longo described Blue Zone as having a “tailored approach” when matching athletes and businesses. 

“We work closely with the athletes to ensure they align with businesses that reflect their values and passions,” Dominic Longo says. 

Former Gonzaga basketball player Derek Raivio, the Zags Collective general manager, couldn't be reached immediately for comment. In a press release, however, Raivio says, “For players, we’re providing the tools to build their personal brands, succeed off the field, and prepare for the future. For local businesses, this means access to powerful, authentic partnerships that resonate with the community and build their brand awareness.” 

As reported by the Journal of Business, since the NCAA adopted the current name, image, and likeness policy, student-athletes have gained the ability to generate revenue from their personal brands through deals made outside of school-funded benefits and scholarships.

The NIL policy adoption also led to the creation of NIL collectives—organizations that pool funds from donors, businesses, and fans—which have emerged as another source to pay college athletes. 

According to Opendorse.com, the NIL marketplace is worth $1 billion annually. 

Blue Zone Marketing is based in Coeur d’Alene and has offices in Liberty Lake and Scottsdale, Arizona. It offers services related to marketing and public relations including reputation management, branding, digital advertisements, and social media.