TUCSON, Ariz. – The world of Name, Image and Likeness is a new environment for all student-athletes. Even though it is still in its infancy stage of development at universities and colleges across the country, Arizona wide receiver Jacob Cowing takes a familiar approach to the process. He treats it like another something else he keeps near to his heart, family. It's part of the family atmosphere of Arizona's football program under head coach Jedd Fisch, how Cowing sees the Tucson community and a guiding force in his life as a father.
Family is what brought him to the University of Arizona.
"When I saw Coach Fisch talk about the importance of recruiting me and my family as a part of the Wildcat Family, it was something that was really special to me," Cowing said. "I have a young son, sisters and a mom that are everything to me. That importance of family for me, alongside being from the state of Arizona, has formed a special bond to this program because of the family atmosphere."
Â
When NIL was enacted by the NCAA, Cowing saw the opportunity through a very different lens. His thoughts were focused solely on his performance on the field. Be the best wide out you can be, and the rest will take care of itself. When he joined Arizona Football prior to the 2022 season, the Phoenix native experienced a much more holistic approach.
"Developing my brand wasn't something I really thought about until I came to Arizona," he continued. "Before that, I had tunnel vision on performing at my best on the field. Once I arrived on campus at the U of A, I really saw the importance of branding and marketing yourself as a potential spokesperson or model. It was part of my education on NIL at Arizona."
Then came his first NIL opportunity that opened his eyes even more to the impactful opportunities that are possible. It was one that forged a connection with his childhood.
"My first NIL opportunity was a community engagement with the Boys and Girls Club through Friends of Wilbur and Wilma, and meeting those young kids in the community was a special moment for me. I grew up as part of the Boys and Girls Club as a child, and it was very cool to be involved with them again. It was great to be able to meet kids who may be going through some of the same challenges I had when I was younger, and to be a role model type of figure in their lives because we share that connection meant a lot to me."
Cowing saw a room full of young boys and girls that reminded him of his younger self as well as other family members. As a father, he also feels a connection to the youngsters in the community as he raises his three-year-old son Chase. As Cowing looks to provide for Chase, NIL means even more to him.
"Anyone who has a child knows that raising them is not cheap," Cowing noted. "NIL has been able to allow me to provide for my son, whether it be food, diapers, clothes or anything else he needs. That security for me as a father, through NIL, has been a great blessing in my life."
Â
That family bond is not limited to Cowing's immediate family, relatives or teammates. It's how he feels about the entire Tucson community and relationships he's forged in it.
"I see the city of Tucson as just one big family," he reflected. "The Wildcats are the only team in the city, and the more student-athletes can engage with the community, the more support we can get at games. It's really important for fans to meet you and hear your story to build those relationships and network. It's also really important that we know the stories of those who support us."
Opportunities as an all-conference wide out, coupled with the athletic department's Arizona EDGE NIL program, create a wide array of initiatives for student-athletes to get involved with. Financial literacy, verification of Instagram accounts, personal branding and third-party collectives are just some of the many ways Wildcats can build strong and resilient relationships with Southern Arizona businesses and national partners.
Â
The department's jersey sale agreement with Fanatics as a NIL endeavor is one of those initiatives that stuck with Cowing. And true to form, it was family that helped make a special moment in his life when his sisters surprised him at a game while wearing his uniform.
"Being able to sell my jerseys and have fans wearing my jersey is something I have dreamed of since I was a kid," Cowing continued. "When we were able to sell our uniforms last year with our names and numbers, it was a really cool moment for me. The first time I saw my family wearing my jersey, it brought a tear to my eye."
Cowing saw fans wearing their blue, number two uniforms in the stands at the Territorial Cup. He pointed up into Arizona Stadium at them during warm-ups, and then made sure to seek them out for pictures and autographs after the Wildcats' win.
"It was crazy for me to experience that. To see a childhood dream come true right before your eyes? That moment just meant the world to me."
Perhaps we shouldn't be surprised by any part of Jacob Cowing's journey as a Wildcat. Whether it's his work on the field, leadership in the locker room or his dedication to his family, the opportunities provided to him by name, image and likeness are part of that same experience.
It's all about family.
The Cowing family.
The Wildcat family.
You can support Arizona student-athletes through NIL opportunities by directly engaging with the organizations listed below.
Â
Â
