Bergen County native 'Livvy' Dunne now second in NIL with latest Passes deal

College gymnast and Bergen County native Olivia "Livvy" Dunne announced her new multi-million dollar name, image and likeness (NIL) partnership with Passes, a platform that helps creators grow and further monetize their social media following through exclusive content.

The gymnast star has already accumulated multiple NIL deals from American Eagle, Nautica, Body Armour, Peyton Manning's Omaha Productions and GrubHub. She now has the second highest NIL valuation, according to On3, passing Bronny James, son of basketball legend LeBron James, and only behind University of Colorado quarterback Shedeur Sanders.

This deal is unique from her other endorsements as Passes is not a product brand, but is a company that looks to turn people's "creativity into entrepreneurship" by helping their signees build their relationship with fans by providing exclusive content on their platform.

Dunne is one of the most popular college athletes today which has caused her to be one of the most lucrative individuals in the NIL era. The LSU gymnast currently has over eight million followers on TikTok and over five million on Instagram.

She plans to give her fans a behind-the-scenes look at the everyday life of a NCAA Division I college athlete on the Passes site.

Related: Hillsdale's Olivia 'Livvy' Dunne and LSU gymnastics win the 2024 NCAA championships

Dunne is not only one of the most popular college athletes, but has achieved great success on and off the mat. She was named a WCGA All-American (UB) in 2021 and was a WCGA Academic All-American that same year.

The gymnast has strong ties to Northern New Jersey, growing up in Hillsdale and trained at ENA Gymnastics in Paramus.

What is NIL?

Since 2021, college athletes now have the opportunity to accept endorsements and grow revenue outside of their university sports.

Some restrictions are still in place for NIL, as the NCAA has mandated that NIL opportunities could not be used for recruitment and the payment can not be tied to their athletic performance.

Before this landscape changing ruling, college athletes were not allowed to create revenue through their popularity, but now many like Dunne are turning their recognizability into profit.

This article originally appeared on NorthJersey.com: Olivia 'Livvy' Dunne now second in NIL after Passes contract