New Heels4Life Executive Director Boone Aims to Extend NIL Reach, Opportunities
CHAPEL HILL, NC -- Dynamic sports agent and partnerships leader Graham Boone has been named the new Executive Director of Heels4Life, the independent, not-for-profit organization that facilitates Name, Image and Likeness opportunities for Carolina Football student-athletes.
Boone, a Carolina graduate and Morehead-Cain Scholar, will work to extend the reach of Heels4Life by building relationships with business leaders, corporate partners, donors and external constituents interested in NIL opportunities for Tar Heel football players.
"As a lifelong Tar Heel and native North Carolinian, I am extremely grateful and excited for the opportunity to lead Heels4Life,’’ Boone said. “Thank you to Shakeel Rashad for establishing the foundation of this organization and building a foothold for UNC Football in the new NIL landscape. Through internships, marketing and educational opportunities, we are dedicated to ensuring when a player commits their talents and efforts to UNC, we are committing the same in return to them and their families. I look forward to working with Coach Mack Brown, Director of Athletics Bubba Cunningham, The Rams Club, the Heels4Life Board and the entire alumni base of this exceptional university as we grow and win together."
Boone served as an NBA player agent for nearly a decade and represented athletes including Tim Duncan, Ray Allen and Jeremy Lin, as well as many Tar Heels including Wayne Ellington, John Henson and Marvin Williams. He led recruiting and strategy and supported more than $320 million in negotiated player salaries during his time at Williams & Connolly and Tandem Sports + Entertainment.
He also led recruitment on senior searches at Nolan Partners, a global leading executive search firm that specializes in sports and entertainment placements. Most recently, Boone worked as Vice President of Partnerships at Blue Wire, leading external relationships with creators, brands, agencies, and media platforms at the digital sports media company.
“Graham is an outstanding addition to Heels4Life, and his experience in negotiating, advising and building relationships will be key to expanding the organization’s impact and reach,’’ UNC Director of Athletics Bubba Cunningham said. “At Carolina, we want our student-athletes to have as many opportunities as possible – including those regarding their Name, Image and Likeness. Heels4Life is a key partner in our best-in-class NIL program.”
Said Carolina Football Coach Mack Brown: “I am thrilled by the Heels4Life hire of Graham Boone. Graham checks all the boxes needed to be a valuable asset for Heels4Life and our student-athletes, including being a former agent and negotiating with some of the biggest brands in sports. As I have said from the beginning we are all in on our players capitalizing from NIL, and Graham will be integral in helping them.”
Since July, 1, 2021, the NCAA has allowed college student-athletes to earn compensation by using their name, image, and likeness; examples include camps, autograph sessions, merchandise sales, in-kind gifts for product endorsements, national and local commercials, and paid appearances.
Heels4Life was established by a dedicated group of football supporters to facilitate these opportunities for Carolina Football student-athletes so that the players can keep their focus in the classroom and on the field while also maximizing their NIL.
Fans can become Heels4Life members by contributing through its website (www.heels4life.org). Those donations allow the organization to partner Tar Heel Football student-athletes with charitable organizations and facilitate participation in promotional appearances and activities, to which members have access. Heels4Life works closely with Carolina’s industry-leading NIL program to ensure all NIL deals meet the university’s licensing requirements, state law and NCAA rules. Boone, who begins his new role on August 22 and will report to the Heels4Life Advisory Board, will become a key conduit between the Heels4Life organization, the Department of Athletics and The Rams Club.
“The connection among Carolina people is genuine and significant,” said John Montgomery, executive director of The Rams Club, which raises money for scholarships, facilities and team support. “We’re excited for Graham’s arrival and for the level of commitment he’ll bring to NIL opportunities on behalf of our student-athletes. It’s an important part of the future of our program, and we look forward to helping him make critical connections with the Carolina family.”
