How this Arch Grants winner is zeroing in on the NCAA's name, image and likeness rules

Before NCAA student-athletes could cash in on their name, image and likeness (NIL), Ashton Keys’ startup was already in the NIL game. Keys is co-founder and CEO of Athlytic, a startup that has developed a software platform to connect collegiate athletes and businesses as they search for NIL deals. In 2021, Athlytic won a $50,000 grant from local nonprofit Arch Grants, and Keys relocated to St. Louis for the program. COVER STORY: From pickles to T-shirts, how St. Louis brands are putting cash…