Jon Scheyer, the head coach of Duke University’s men’s basketball team, made a significant and unique hire by bringing on Rachel Baker as the program’s first-ever General Manager.
In this newly created role, Baker’s responsibilities are centered around supporting the Duke players in various aspects beyond on-court performance. Her expertise is intended to help them:
* Enhance personal and professional skillsets: This suggests guidance in areas like communication, leadership, and personal development.
* Capitalize on strategic partnerships, including NIL (Name, Image, Likeness) opportunities: With the evolving landscape of college athletics allowing athletes to profit from their NIL, Baker’s experience in sports marketing is invaluable in helping players navigate these opportunities.
* Navigate the opportunities and challenges of being a high-level student-athlete: This implies providing support and resources to manage the demands of academics, athletics, and personal life.
Baker’s background includes eight years at Nike, where she focused on grassroots partnerships and event strategy for the Elite Youth Basketball League (EYBL), and a year with the NBA, where she worked on initiatives such as rebranding the WNBA. Jon Scheyer emphasized Baker’s “expertise in the business of basketball” as a crucial resource for the players and their families as they navigate the “new frontiers of college basketball.”
