Every True Tiger Names Colleen Finney General Manager of Roo Champions
7/15/2026 9:00:00 AM | External Operations
Finney is elevated from the position of NIL Coordinator to serve as the first-ever Roo Champions GM
KANSAS CITY, Mo. – Every True Tiger announced today that Colleen Finney has been named General Manager of Roo Champions, the official Name Image Likeness (NIL) marketing and engagement platform dedicated to supporting Kansas City Athletics student-athletes.
In her role, Finney will oversee the daily operations of Roo Champions while serving as the primary liaison between Every True Tiger and Kansas City Athletics. She will lead student-athlete engagement initiatives, cultivate business and community partnerships, manage revenue-sharing operations, and help drive the continued growth of NIL opportunities for Kansas City's student-athletes.
"Colleen has consistently demonstrated a passion for serving student-athletes and building innovative NIL opportunities," said Mario Moccia, CEO of Every True Tiger. "Her experience, leadership and vision make her the ideal person to lead Roo Champions as we continue expanding opportunities for Kansas City Athletics and the student-athletes who represent this university."
Finney joins Roo Champions after serving as NIL Coordinator for Every True Tiger, where she helped facilitate more than $2 million in NIL opportunities while supporting student-athletes through brand development, education, strategic partnerships and marketing campaigns. Throughout her time with Every True Tiger, she worked closely with student-athletes, businesses, donors and campus stakeholders to create meaningful partnerships that benefited both athletes and the community.
"I'm incredibly grateful for the opportunity to help build Roo Champions from the ground up," Finney said. "Kansas City is one of the most exciting sports markets in the country, and I believe our student-athletes have tremendous potential both on and off the field. I'm excited to create meaningful opportunities that empower our athletes, strengthen relationships throughout the Kansas City community and continue elevating Kansas City Athletics."
A former Division I volleyball student-athlete at Clemson University, Finney earned a bachelor's degree in Philosophy with a minor in Psychology. She served as team captain and was actively involved across campus through the Multicultural Alliance Group, Tiger Leadership Academy, and Alpha Kappa Alpha Sorority, Inc. She was also selected for the POWER Women's Leadership Academy, a leadership development program for women in collegiate athletics. Her commitment in the classroom and in competition earned her recognition on the ACC Academic Honor Roll and the All-ACC Academic Team.
Finney later transferred to the University of Missouri, where she earned a Master of Science in Business while completing certificates in Athletic Leadership, Dispute Resolution, and the Digital Globe. She also served on the Student-Athlete Advisory Committee before playing professional volleyball in Greece. Her experiences competing at the collegiate and professional levels, combined with her work in college athletics, continue to shape her passion for helping student-athletes maximize opportunities during their careers and prepare for success beyond sport.
Outside of collegiate athletics, Finney is the founder of Play Her Potential, an initiative focused on empowering young girls through confidence, mentorship and access to sport. She has partnered with schools and community organizations across Missouri while securing grant funding to expand youth programming. In 2026, she was named First Runner-Up at Miss Missouri, earning more than $7,000 in scholarships and receiving numerous preliminary awards.
