A Big Ten quarterback is entering into the new world of name, image and likeness in a unique way.

Penn State quarterback Sean Clifford is launching an agency this week to represent college athletes and help them maximize their opportunities under the NCAA’s new name, image and likeness legislation, ESPN reported, and it has signed several athletes, including one from the SEC.

Among the athletes who have signed with Limitless NIL so far are Penn State star safety Ji’Ayir Brown, Penn State women’s basketball player Anna Camden and Kentucky tight end Brenden Bates.

Like any good idea, it came from a personal experience to make an area work better. Clifford’s idea came from his own involvement with NIL last year, as he made more than $100,000 but had mixed experiences with professional agencies. Trying to help younger teammates in the area of NIL, this idea formed organically through those experiences.

“It’s the agency that I was looking for that I couldn’t find,” Clifford told ESPN. “It’s for the players, by the players. I wanted to do something to leave even more of a legacy than just on the field. And I thought that this was kind of the way that I wanted to go.”