Classic City Collective aims to be the nation’s foremost supporter-funded NIL facilitation platform to position Georgia Athletics and athletes from all 21 sports for sustained success. The Collective was created to provide opportunities for all of Dawg Nation to contribute and engage with the athletes they passionately support through a variety of NIL activities, including social media endorsements, in-kind promotional deals, appearances, meet and greets, autographs, and digital content.


To enrich, enhance and empower student athletes to better their lives, communities and futures through innovative solutions that create value for Dawg Nation and student athletes.


We are Athlete first. We exist to empower UGA student athletes through unique, sustainable NIL activities.

We are the first sustainable NIL structure for all University of Georgia student athletes across all 21 sports.

We are a guide and advisor to student athletes, business partners and others seeking to learn more about the ever-evolving topic of name, image, and likeness.


Name, Image, Likeness or NIL are the three components of a person’s “right of publicity.” These are independent or collectively identifiable aspects of a person that make them unique, including but not limited to, their name, image, likeness, nickname, signature, social media account, any symbol, name, or design that readily identifies them or any combination thereof.

Recent NCAA Changes

College athletes have never been allowed to profit off of their name, image, or likeness. But recent court rulings and modifications of state law have changed the game. Athletes can now partner with businesses and organizations to make money from their NIL.

How CCC Helps

While Classic City Collective is unaffiliated with the university, our collective has been endorsed by the athletic department and will provide the opportunity to build a legacy through NIL activities. We are on a mission to put the athletes first, to take away any uncertainty, and create an ecosystem connecting student athletes to create the first sustainable NIL structure in the country.



Chief Executive Officer

Matt Hibbs is CEO of Classic City Collective, University of Georgia’s official NIL collective serving athletes in all 21 sports. Prior to Classic City Collective, Hibbs spent 13 years as a collegiate athletics administrator, an agent at Athletes First sports agency, and the Director of Barstool Athletes at Barstool Sports. His athletics administration experience came from four Power Five institutions including the University of Miami, University of Tennessee, Ohio State University and three years at the University of Georgia. During his time at UGA as an Assistant Athletic Director, Hibbs assisted the football program in navigating compliance and helped to develop and manage the NIL program department-wide. Matt is a graduate of West Virginia University and St. Thomas University School of Law.


Chief Revenue Officer

Steven Farmer hails from Rome, GA, and is a 1998 and 2000 graduate of the University of Georgia. Beginning his sports career as a student manager for the Georgia football team, Steven has worked in fundraising for college athletes at Georgia, Tulane, George Washington University, and the University of Louisana-Monroe. After a brief stint in the construction industry from 2019-2022, Steven returned to college athletics as the CFO of Classic City Collective in 2022. In his free time, Steven likes to spend time with his daughter Eloise Grace.


Chief Operating Officer

Patrick Jacobs is from Jupiter, FL, and has been an avid Dawgs fan his entire life. Patrick spent 7 years as an assistant golf professional in Jupiter Florida at The Club At Admiral’s Cove and later moved to Athens for the opportunity to work at Onward Reserve as Athens Operations Manager and Bourbon Cellar General Manager. Patrick started working at Classic City Collective in September of 2022 and enjoys working with all of UGA’s Student Athletes and on all things content for the company.

He has a passion for sports, hunting & fishing, golf, cooking, and travel. If you don’t see him on the course, then he’s probably in the kitchen cooking for his wife Tilly and son Palmer.



Ansley D’Meza is a sophomore at The University of Georgia from Milton, Georgia. Ansley is pursuing a degree in Marketing from the Terry College of Business. On campus, Ansley actively contributes to her community as a member of UGA Make-A-Wish and is also engaged in Greek Life.

Outside of her academic pursuits and volunteer work, Ansley is an avid supporter of UGA athletics, often found cheering on her Bulldogs at sporting events. In her free time, she enjoys playing tennis and cherishes spending quality time with friends and family.



Allen Gruehn is a sophomore from Marietta, GA majoring in accounting at The University of Georgia. On campus, he is involved in a variety of extracurriculars including the Atlas Business Society, SGA, and Greek Life. In his free time, he enjoys personal fitness, golf, and long walks on North Campus.



Rick hails from Cumming, GA, and is currently a senior Marketing Major in the Terry College of Business at UGA. While Rick is continuing his education, his passion for business and sports has brought him to Classic City Collective. His interests include supporting the Dawgs with his girlfriend, and graphic design.


Truist is the Official Bank and Official Wealth Advisor of the Classic City Collective. To help support student athletes, Truist, a purpose-driven financial institution committed to inspire and build better lives and communities, provides all 21 varsity sports teams at the University of Georgia access to financial education and wealth management expertise.
Apotheos, a family-owned roastery located in Kennesaw, is the official Coffee and Cold Brew of the Classic City Collective. Apotheos aligns with our ethos of elevating everything we do and will play a key role in our sustainability goals!

Solomon Brothers Jewelers are proud alumni of UGA. Your trusted jeweler for over 40 years.

The Players Lounge is our partner for athlete exclusive content. The partnership includes joint events for fans and other collaboration opportunities to create UGA’s all-encompassing NIL home.


Commit to Bulldog Nation
Support Student Athletes.