Joah Tucker, a former basketball player turned entrepreneur, has found himself in an unexpected role as a fundraiser. The shift came with the NCAA’s implementation of the name, image, and likeness (NIL) policy on July 1, 2021. This policy allows student-athletes to control their commercial identity.
Tucker, who played a key role in Milwaukee’s historic Sweet Sixteen appearance in 2005 and later played professionally in France, quickly saw the challenges NIL would pose for college programs, particularly mid-majors like his alma mater. “I felt that UWM…would really be hurt by this ruling,” Tucker explained.
To address these challenges, Tucker co-founded and directs the Panther Future Fund (PFF), a nonprofit organization supporting student-athletes through fundraising efforts. The PFF provides financial opportunities for athletes via speaking engagements and community service projects.
Despite his business acumen and strong ties to the University of Wisconsin-Milwaukee (UWM), Tucker admitted he was initially out of his element in fundraising. “It’s against my natural character to ask people for things,” he confessed.
Bart Lundy, head coach of UWM’s basketball team since shortly after the NIL policy took effect, emphasized the importance of such initiatives for recruiting and retaining players. “If you don’t have a collective and you don’t have NIL, then you have no chance,” Lundy stated.
The Panthers recently lost star guard B.J. Freeman to Arizona State due to significant NIL offers elsewhere. Although Freeman had strong connections with Milwaukee and its team members, financial incentives were compelling. “That’s life-changing money for him,” Lundy remarked about Freeman’s decision.
As NIL becomes increasingly ingrained in college athletics culture—affecting even high school athletes—Tucker remains focused on expanding PFF’s reach to support Milwaukee’s basketball program further. He sees it as an opportunity to give back: “I’ve been given a ton of opportunities due to the game of basketball…Now I’m paying it forward.”
