With federal-level NIL legislation gaining steam under proposed reforms by the US Government, one former college athlete is launching a platform designed to help young athletes take control of their name, image, and likeness — before it's too late.

Giancarlo Coronado, a former walk-on for the San Diego State University baseball team, today announced the official launch of BTS Sports, an athlete-first NIL education and brand development platform. The launch comes amid growing national debate around college athlete compensation and eligibility rules, with the US Government proposing a unified NIL oversight body at the federal level.

For Coronado, the mission is personal.

“I remember being 18 years old and thinking I had all the time in the world,” Coronado says. “Then I got injured, and everything changed overnight. NIL might be new, but the need to be prepared for life after sports? That’s timeless.”

After stepping away from the diamond, Coronado spent several years at a top-tier baseball agency, working alongside elite athletes like Manny Machado, Fernando Tatis Jr., and Albert Pujols on the business side of the game. It was there he saw firsthand how athlete branding, storytelling, and strategic planning shaped careers — both on and off the field.

Now, he’s bringing that playbook to the next generation.

BTS Sports combines NIL rule education, personal branding, and philanthropic training into a modular curriculum tailored to high school and college athletes. From clean profile audits to community engagement planning, the program walks athletes through building a brand rooted in authenticity, compliance, and long-term impact.

The curriculum has already attracted attention from boutique agencies and compliance officers who, due to NCAA regulations, are limited in the advice they can give amateur athletes before they turn pro. BTS bridges that gap — legally and educationally — while offering a clear roadmap for parents and athletes alike.

“Whether you’re a 5-star recruit or fighting for a roster spot, BTS helps you answer three big questions: How do I capitalize with this new opportunity? What actions can I take to positively impact my community? Who are you when the jersey comes off?” says Coronado.

With federal NIL policies potentially on the horizon, experts agree that platforms like BTS Sports may be critical in keeping young athletes eligible, protected, and market-ready.

“Compliance is no longer optional,” Coronado adds. “It’s the difference between playing and watching.”

As NIL continues to evolve, BTS Sports positions itself at the intersection of education, empowerment, and longevity — just in time for the next era of athlete entrepreneurship.

Media Contact
Company Name: BTS Sports
Contact Person: Giancarlo Coronado
Email: Send Email
City: Santee
State: CA
Country: United States
Website: https://bts-sports.com/