J.T. Higgins
Hall of Fame coach channels his championship mindset to drive
NIL success for Texas Aggies United
Brian Davis '01
As J.T. Higgins reflects on his journey from three decades in coaching to leading Texas Aggies United, one thing is clear — his love for Texas A&M runs deep.
A Hall of Fame men's golf coach, Higgins led the Aggies to 17 NCAA tournaments in 19 seasons and guided the program to its first national championship in 2009. Higgins was inducted into the Golf Coaches Association of America Hall of Fame in 2015.
Following 31 years in coaching, culminating in a three-year stint at USC, Higgins decided to pursue a new opportunity back in Aggieland. Now, as president and CEO of Texas Aggies United, he is driven by a desire to support Texas A&M and ensure Aggie student-athletes succeed in a rapidly changing landscape dominated by name, image and likeness (NIL).
“I love this university, and I wanted to help,” said Higgins of accepting his new role at the helm of Texas Aggies United. “I'm here to help provide NIL opportunities for all Aggie athletes, ensuring that every program can compete for SEC and national championships.”
Unlike many other NIL collectives around the country, Texas Aggies United operates as an LLC, allowing individuals to buy shares and invest directly in the organization. This unique approach has proven successful for Texas A&M, with more than 150 Aggie student-athletes now under contract.
“We sign the athletes to contracts, and then we go out and market their NIL for them,” Higgins explained. “While football may be the biggest draw, we work with every sport, from basketball and baseball to tennis and golf.”
A key factor in Texas Aggies United's growth and success, according to Higgins, has been the strong collaboration with Texas A&M and the 12th Man Foundation — a partnership that has flourished under the leadership of Trev Alberts, Texas A&M's Director of Athletics. This close relationship has paved the way for more supporters to invest in NIL opportunities for Aggie student-athletes.
“Athletes are providing support for their families and giving back to their communities, it's incredible to see these young athletes making such an impact.”
“We have a lot of help within the community,” Higgins said. “We are fortunate to have the support that we have from the university, the athletics department and the 12th Man Foundation.”
That support, combined with an innovative approach to NIL, has helped Texas A&M become a key player in the collegiate athletics landscape. However, Higgins recognizes that there is still a critical need to change the narrative around supporting NIL.
“We have to get more Aggies to understand this is a positive for our university and our student-athletes,” Higgins stated. “This is a space where we can compete with anybody in the country. Whether you agree with NIL or not, it is a major component of having a winning program. Along with facilities, coaching staffs and resources like nutrition and mental health, NIL is 100 percent part of the program.”
In his role, Higgins witnesses the positive impact of NIL opportunities on Aggie student-athletes each and every day.
“The best thing I've seen with NIL is how many athletes are getting their education paid for,” he said, noting the high levels of student loan debt many graduates face after college. Additionally, athletes are providing support for their families and giving back to their communities. It's incredible to see these young athletes making such an impact.”
As Texas Aggies United continues to grow, one of Higgins' main goals is to establish sustainable revenue streams to ensure long-term success. This stability will allow Texas A&M Athletics to continue providing opportunities for athletes to compete at the highest level.
Though the future is uncertain due to pending court rulings and evolving regulations, Higgins remains confident in Texas A&M's ability to be a leader in NIL.
“We've positioned ourselves well,” Higgins said, “and we have the right people in place — from President Welsh and Director of Athletics Trev Alberts to the entire coaching staff.”
Higgins is dedicated to ensuring that Texas Aggies United continues to embody the spirit of Texas A&M with its commitment to excellence, support for one another and a belief in the power of community.
“This is a space where we can compete with anyone in the country,” he said. “We just need more Aggies to get on board and understand this is a positive force for our future.”
In a world where NIL is reshaping college athletics, Higgins and Texas Aggies United are helping ensure that Texas A&M continues to lead the charge, providing opportunities for athletes to thrive both in competition and in life.
“J.T. is the absolute perfect fit to lead Texas Aggies United in this new era of NIL,” said Travis Dabney, president and CEO of the 12th Man Foundation. “We are supportive of NIL opportunities for our student-athletes, and we're going to help J.T. and Texas Aggies United in any way that we can.”