As Name, Image and Likeness (NIL) contracts became synonymous with college football, more and more people criticized Dabo Swinney and the Clemson football program’s inability to adapt to the times. Swinney and the team heard this criticism and did something about it.

As the football team began spring training Monday, Clemson officially opened the Clemson Athletics Branding Institute (CAB) and gave the media tour of the 12,000-square-foot facility adjacent to the Poe Indoor Football Complex.

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The space houses a photo studio, podcast studio, conference room, and other areas that allow student-athletes to help build their NIL.

“It’s just a space for guys to be creative and achieve what they want to achieve,” Swinney said. “We called it the Clemson Athletics Branding Institute and I was like, ‘Okay, let’s call it the CAB.’ I just felt it fitted; What does a taxi do? It gets you to your destination, but you have to pay the toll and put in the work. It’s not a free ride.”

Here is Twitter’s reaction to the CAB reveal:

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