Staff Directory

Will Larossa

Title:
Director, R NIL
Email:
Phone:
201-669-2865

Will LaRossa serves as Director, R NIL, leading the strategy, execution, and day-to-day operations of Rutgers Athletics’ Name, Image and Likeness initiatives.

LaRossa brings experience across professional sports, collegiate athletics, and global brand marketing, most recently serving as Manager, Brands with Wasserman. In that role, he managed national client partnerships and sponsorship strategy on behalf of major brands across the NBA, including overseeing integrated activations, negotiating new sponsorship and talent opportunities, and leading on-site execution at league and team events.

He played a key role in launching permanent experiential spaces, coordinating multi-market influencer campaigns, and developing analytics-driven recaps to measure performance against partnership objectives.

Prior to Wasserman, LaRossa served as Associate Director of Marketing and Event Experience at the University of Miami, where he led marketing initiatives to drive attendance and fan engagement across ticketed and Olympic sports while serving as the primary liaison for partnership activations. He also managed large-scale game presentation and event operations, oversaw the department’s mascot and student staffing programs, and helped cultivate meaningful connections between athletics, campus, and the local community.

LaRossa began his career with Harris Blitzer Sports & Entertainment, working in corporate partnership activation. A graduate of Miami, LaRossa earned his Master of Business Administration and a Bachelor of Science in Sports Administration and Media Management.