This diehard sports fan is pitching a new platform to get KC’s young athletes paid
March 11, 2026 | Nikki Overfelt Chifalu | News, Startups
NIL deals give student athletes a greater opportunity to financially benefit from their name, image, and likeness while in college, and now Chris Owings wants to extend that opportunity to Kansas City area youth athletes, he shared.
“One of the things that really motivated me was when the Royals signed Jac Caglianone,” explained the founder of Diehard Sports Fans and Youth NIL Storefronts, who referenced the standout Kansas City ballplayer making headlines (and new fans) this week during the World Baseball Classic. “I read an article where he made $8 million during his three years of college. And I’m like, ‘He doesn’t make that with the Royals. He won’t make that unless he becomes a superstar.’ I’m like, ‘Gosh, these kids are really making money.’”
“NIL is huge in the college ranks, kids over 18,” he added. “But I’ve started researching NIL, and in most states, there’s no age limit to NIL opportunities as long as they have to have their parent’s permission if they’re under 18.”
Through his company, customers can buy licensed products from local teams like the Chiefs, Royals, and Current, while also supporting youth athletes, said Owings, a serial entrepreneur who also owns Got Barn Wood, a Lenexa-based custom woodworking business. The recently-launched Youth NIL Storefronts platform allows youth athletes to onboard, select NIL branding styles, generate product collections through print-on-demand, and receive commission payouts on sales.
“Our goal is not only to sell merchandise but to create an ecosystem that blends entrepreneurship, branding, and community support for young athletes and their families,” he noted. “Athletes learn fundamentals of marketing, storytelling, social outreach, and financial literacy while participating in an authentic revenue-sharing model.”
Each athlete receives a personalized storefront, a dashboard for tracking performance, and the opportunity to earn commissions on both their NIL products and licensed fan gear sold through their store, he continued. In the future, he also wants to involve the athletes in recruiting and signing events.
“This is a little introductory taste for kids,” he said of the NIL market. “And I think it’ll create motivation and interest.”
Owings — who noted he is fielding interest from investors and seeking out sponsors and former athlete ambassadors — works with the athletes and families to write a biography and create a brand, he shared. For example, the first athlete onboarded is a ninth-grade baseball player who is known for his beard. His branding is an outline of his image with the motto “Fear the Beard.”
“These kids are like little mini influencers,” he explained. “They’re promoting themselves and their families.”
“Our program, too, is completely free to the parents and athletes,” he continued. “There’s no setup costs, there’s no sign up cost. There’s no inventory they have to purchase. There’s no contract, there’s no commitment, there’s no minimums.”
Chris Owings, the veteran entrepreneur behind Lenexa-based Got Barn Wood and Diehard Sports Fans and Youth NIL Storefronts; photo by Nikki Overfelt Chifalu, Startland News
Owings said the initiative has evolved beyond just storefronts into a broader support system for families navigating youth athletics. A key addition to the platform is a service called NIL Stewards, which helps parents and athletes better understand branding, compliance guidelines, and responsible social media engagement.
“NIL can be exciting, but it can also be confusing for families,” Owings noted. “The steward program helps guide parents and athletes so they make smart decisions and build something positive around their sports journey.”
With version 1.0 of the athlete storefront system developed and operational, Owings — who has been itching to launch another tech startup — said he has realized that the custom software is highly adaptable and can also be used as a fundraising solution for entire teams, leagues, booster clubs, and foundations.
“Once the model is validated and operating successfully across our initial markets, we plan to scale into additional fan bases and broader regional communities,” he added.
As part of Die Hard Sports Fans and Youth NIL Storefront’s broader mission, the company is also developing a used sports equipment collection and redistribution initiative called Another Day Sports, Owings said, which will provide families, athletes, and community partners with a way to donate quality gear that is no longer being used, allowing it to be cleaned, organized, and redistributed to athletes and programs in need.
“We view this as a natural extension of our platform,” he explained. “It reinforces community support, reduces equipment waste, and helps remove financial barriers to youth sports participation.”
