Penn State football’s Clifford Bros. help amateur athletes navigate NIL world

Ed Gruver//February 15, 2023

Penn State football’s Clifford Bros. help amateur athletes navigate NIL world

Ed Gruver//February 15, 2023

Brothers Sean and Liam Clifford made for quite a pass-catch combination for Penn State football. 

Off the field, the Nittany Lions quarterback and wide receiver, respectively, have been making for just as potent a combo when it comes to aiding amateur athletes. 

Sean finalized the sale of Limitless NIL (name, image, likeness) to TEAM Group Holdings, Inc. Limitless NIL was founded by Sean and Liam in 2022. The company looks to help student-athletes develop brands and business relationships designed for NIL. Limitless began with seven athletes and now lists more than 50 athletes under agreements. 

 Limitless NIL, LLC, announced Monday that it has joined the newly formed TEAM Group Holdings, Inc., a Pennsylvania corporation. TEAM’s branded house includes Limitless, Strategic Sports Marketing, and Sports Vault. 

Sean returned to the Nittany Lions for the 2022 season, his sixth year with the team. The Most Valuable Player of the 2023 Rose Bowl and PSU’s career passing leader said in a statement he returned to Penn State to play one more year and to work with Liam to help young athletes through Limitless NIL. 

“When I made the decision to come back to Penn State, I knew that I wanted to do something in a big way to affect college sports across all landscapes.” Sean said. “That is where Limitless NIL really came from. 

“When we first sat down to talk about our mission statement, breeding extreme ownership is indispensable to us because we see that it worked. I created a company with my brother, with a team, that had my back and still has my back to this day. And I have been so happy with the results.” 

Sean said the main point of Limitless NIL is to be “for the players by the players.” What the company seeks to do is give ownership to the players, he added, “so they can make sound decisions for themselves starting in high school.” 

Companies ranging in size from State College businesses to national brands to billion-dollar organizations have secured deals with Limitless athletes. As amateur athletes are able to build a foundation for current and future earnings at a younger age than before, Sean and his Limitless team work to aid amateur athletes as they navigate the new NIL landscape. 

TEAM President and CEO Pat Waters said before NIL was officially approved, his company planned to be a major player in NIL. 

After meeting with Sean and Liam Clifford last year, we knew our future had to include them,” said Waters. “They had multiple pieces of the puzzle already in place, including a dynamic group of entrepreneurs driving the business. I am thrilled with our newly consolidated NIL platform and eager to continue our rapid growth in 2023.” 

A wholly owned subsidiary of TEAM, Limitless continues to operate as a stand-alone brand. Its merger with TEAM will provide Limitless with the resources and tools to continue its growth. The merger enables Limitless to help athletes navigate the industry, make informed decisions, and achieve success. 

Peter Luukko, chairman of TEAM, said his company has successfully monetized professional athletes for nearly 20 years. 

“We are proud to match our values with the Limitless team,” said Luukko, “and strategically expand our reach in the NIL category.”