The scope of NCAA Basketball is changing drastically with the recent implication of the NIL. Similarly, the Duke Blue Devils are going through a lot of changes, starting with the retirement of longtime head coach Mike Krzyzewski.

Tuesday morning, Duke announced that Coach K's successor, Jon Scheyer, hired Rachel Baker as the organization's general manager. According to the announcement, Baker will serve as an NIL resource and partner for Blue Devils players and their families.

“Rachel is a one-of-a-kind talent with unique experience that will provide our players and their families with an unparalleled resource and partner as we navigate new frontiers of college basketball together,” Scheyer said.

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Baker spent eight years at Nike and one year in the NBA league office. These positions gave her experience in leading sports marketing initiatives, focusing on “transforming the culture of basketball and the athlete development journey.”

A former four-year collegiate athlete herself, Baker knows both the athlete's and the manager's perspective of NIL. The Supreme Court instituted NIL, collegiate athletes' ability to make money off their name, image, and likeness, in July of 2021.

Baker is eager to begin her career with the Blue Devils, calling it “the opportunity of a lifetime.”

“I could not be more excited to join Jon Scheyer and the entire Duke Basketball family. We're in the middle of such a transformative moment — not only for Duke, but for the college basketball landscape.”