A 17-year veteran of Wisconsin Athletics, Brian Mason has served as Director of NIL Strategy since 2022. He oversees UW's NIL strategy, development of NIL-focused revenue streams and operations of the Badgers’ holistic NIL program, YouDub.

Mason manages UW’s strategic partnerships with industry leaders Opendorse and Altius Sports Partners and serves as a contact on NIL issues with key external stakeholders, including corporate partners, Badger Sports Properties and The Varsity Collective.

Mason has played an integral role in the Badgers’ efforts in the NIL space dating to 2020. He worked as project co-lead during the development and initial rollout of YouDub, culminating in the program’s launch in June of 2021, and then served alongside senior administrators on UW Athletics’ internal NIL management team.

Mason moved to Director of NIL Strategy from a longtime role as part of the Badgers’ communications staff. He spent 12 seasons working directly with the Wisconsin football program and promoted the Badgers during a run that included three Big Ten championships, six appearances in the Big Ten Football Championship Game and six New Year's Six bowl games.

In more than a decade with the football program, Mason promoted 21 first-team All-Americans, including awards campaigns for Heisman Trophy finalists Montee Ball and Melvin Gordon. Ball, Gordon and Jonathan Taylor each won the Doak Walker Award as the nation’s top running back. Mason also helped champion the inspirational story of D’Cota Dixon, who won numerous accolades for his perseverance, character and success on and off the field, including the 2018 Jason Witten Collegiate Man of the Year Award.