The Name, Image, and Likeness era has shifted the dynamic of college athletics. Now, Penn State’s Sean Clifford is trying to capitalize on the opportunities and is launching his own NIL business.

According to ESPN’s Pete Thamel, Clifford has already assembled a team of five employees for his company. Named Limitless NIL, Thamel reports that the business is believed to be the first of its kind founded by a student-athlete to help other student-athletes.

Clifford explained that the idea formed after his own experiences in the NIL space while working with different agencies and trying to help younger teammates:

“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.”

Clifford’s agency has already signed Penn State safety Ji’Ayir Brown, Penn State women’s basketball player Anna Camden, and Kentucky tight end Brenden Bates.