KANSAS CITY, Kan. - eTradeWire -- While Kansas is known for many basketball legends, the sport will be a community builder like never before at the University of Kansas this fall. Before a single game tips, Jayhawks will be playing for a new cause — cancer research.

The University of Kansas Cancer Center is poised to be part of a unique Name, Image and Likeness (NIL) deal that will benefit cancer research and engage KU basketball student-athletes. Seven KU Men's and Women's basketball players will serve as brand ambassadors and engage in a fundraising campaign to fight cancer. Made possible by Kansas City-area company ShotTracker and The V Foundation for Cancer Research, this novel agreement and accompanying campaign launch this week.

"We're incredibly thankful to The V Foundation for Cancer Research, ShotTracker and KU Athletics for coming together in support of this campaign," said Dr. Roy Jensen, Vice Chancellor and Director of the KU Cancer Center. "Their generosity and shared belief in the power of cancer research make a real difference. Funding like this fuels the work our scientists do every day and brings us closer to better treatments, earlier detection and, ultimately, cures."

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The seven KU Men's and Women's Basketball student-athletes participating are Flory Bidunga, Elle Evans, Elmarko Jackson, Jamari McDowell, Lilly Meister, S'Mya Nichols and Regan Williams. The campaign, known as 'Jayhawks Victory Over Cancer' runs through December 31.  All of the funds raised will go directly to the KU Cancer Center to support research via a grant from The V Foundation for Cancer Research.

The student-athletes will be featured on a variety of channels highlighting their dedication to basketball and to cancer research, all while encouraging donations to the KU Cancer Center through the V Foundation. KU basketball players will use ShotTracker technology to showcase their dedication on the court while inspiring donations that fund lifesaving cancer research.

"In the evolving landscape of Name, Image, and Likeness (NIL) in intercollegiate athletics, one important element often overshadowed by headlines about large payments is that many NIL efforts support meaningful causes and nonprofits student-athletes are passionate about," said Davyeon Ross, co-founder and chief executive officer of ShotTracker. "'Jayhawks Victory Over Cancer' is a powerful example. We're proud to partner with The University of Kansas Cancer Center, the V Foundation and KU Athletics to create impact through this unique 'NIL for Good' program. The return on investment goes far beyond money."

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This campaign is harnessing the power of an NIL deal to support cancer research.

http://www.shottracker.com