About Character First Athletics

Mission

Our mission is to spotlight high-character athletes, develop them holistically, and create opportunities to engage with and impact the community.

Vision

Character First Athletics engages athletes using Name, Image, and Likeness to develop purpose-driven individuals of character. We:

  • Create dynamic relationships that connect athletes, businesses, non-profits, and fans.
  • Cultivate a diverse group of athletes to achieve lasting growth and build strong character for life. 
  • Empower participants to lead through service, extending their impact to their communities and beyond.
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Core Values

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Evident Integrity

Speaking and acting authentically in ways that reflect a humble heart of gratitude. We face each day with courage, hope, and motivation to serve. 

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Graciously Excellent

We understand the abilities God has blessed us with and apply them with focus, clarity, and passion for His glory and the enrichment of others. 

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Dynamic Relationship Building

We prioritize authentic relationships over transactional interactions. We are committed to valuing others by creating lasting connections built on mutual respect and shared vision. 

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Anchored in Faith

We invite connection and engagement with a diverse community while remaining unwavering in our core beliefs.

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Our Program

Our comprehensive program is designed to empower student-athletes to excel in every aspect of their lives, both on and off the field.

Here's how we make that happen:

Professional Development

We equip athletes with the tools they need to succeed beyond sports. Our professional development program offers:

  • NIL Education & Protection: We provide education on Name, Image, and Likeness (NIL) rights, helping athletes protect and maximize their personal brand.
  • Industry Connections: Athletes connect with values-driven influencers in business, broadcasting, and sports, opening doors to future career opportunities.
  • Real-World Experience: Through internships, mentorships, and hands-on projects, athletes gain practical skills relevant to their field of study or career aspirations.

Personal Development

Character First Athletics is committed to shaping the leaders of tomorrow. Our personal development program focuses on:

  • Mentorship & Guidance: Athletes receive one-on-one mentoring from industry leaders, including personalized coaching on communication and leadership.
  • Skill-Building Opportunities: We encourage athletes to step out of their comfort zones by taking on new responsibilities and learning new skills that enhance their personal growth.
  • Character Commitment: Athletes are guided in developing strong character traits, such as integrity, humility, and a commitment to excellence in all areas of life.

Community Engagement

We believe in giving back. Our community engagement program empowers athletes to make a meaningful impact:

  • Nonprofit Partnerships: Athletes choose from a menu of nonprofits aligned with their values and interests, dedicating their time to causes they are passionate about.
  • Service Leadership: Through community service and outreach, athletes develop a sense of social responsibility, becoming leaders who inspire positive change.
  • Public Engagement: We guide athletes in effectively using their platforms to promote causes, share their stories, and inspire others through public speaking and social media.

At Character First Athletics, we are not just developing athletes—we are shaping the next generation of leaders, innovators, and role models.

Join us in our mission to redefine what it means to be a champion.

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Message from Our Founder

The world of college athletics has changed dramatically with the rise of NIL, shifting focus to short-term gains. It’s become very transactional, and while the media sometimes rightly paints NIL in a negative light, I believe there’s a missed opportunity.

Character First Athletics was born out of a simple idea: refocusing on what college is truly about—preparing young people for life.

One day, their playing careers will end, but the life skills, character, and values they build will stay with them.

Character First attracts athletes who care about more than money or social media.

It’s for those who value integrity, humility, and personal growth. For fans and businesses, it’s a chance to invest directly in athletes who represent something bigger than the game itself.

My goal is to help these athletes use their platforms to make a lasting impact. I want them to look back on their college experience as more than just a scoreboard of wins and losses, but as a time when they made a difference. And for young people
who look up to them, I want them to see role models who speak about character and faith as passionately as they do about their sport.

That’s the heart of Character First Athletics.

– Jonathan Cotten

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