The Pac-12 announced Thursday that it is partnering with Tempus Ex Machina, a sports technology startup, to help athletes earn money from their personalized highlights immediately after games via social media.

Tempus Ex Machina said that the Pac-12 is the first conference to make its highlights available to be optimized for name, image and likeness (NIL) purposes.

Twitter, the social media network, and Opendorse, which operates in the NIL marketing space, also announced a collaboration with the Pac-12.

The startup is backed by former Arizona Cardinals receiver Larry Fitzgerald, who is a board member for the company.

“By giving Pac-12 student-athletes access to their own personalized game day highlights, it opens up a whole new avenue for them to monetize and amplify their brands,” Fitzgerald said in a release.

“Tempus Ex’s proprietary FusionFeed technology is a game changer for college student-athletes as they continue to explore NIL partnerships.”

FusionFeed is the company’s first commercial product.

The company says it “can deliver every angle of every play from games, automatically provide a digital video clip, and deliver personalized highlights to each participating student-athlete available immediately after the games conclude.”

The Pac-12 said that the technology will roll out first to football and men’s and women’s basketball players. Eventually, it will be serviced to all sports.

“The Pac-12 is committed to providing our student-athletes with best-in-class technology, tools and promotional platforms that support their individual brands,” Pac-12 commissioner George Kliavkoff said in a release.

“Our partnership with Tempus Ex is focused on enhancing our student-athlete and fan experiences, and today’s announcement is another important step in positioning the Pac-12 as a leader when it comes to student-athlete promotion and brand building.”

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