When Joshua Jones graduated from UTC in 2025 after studying communication and business, the former Mocs football player was already thinking beyond his final game. Between writing his first book, growing his company and pursuing new avenues, Jones had begun building the next chapter of his life long before commencement.
Today, the entrepreneur and author is focused on expanding Limelight Management LLC, developing ventures in Chattanooga’s hospitality industry and writing a second book centered on the transition from college athletics to life after graduation.
“Life has really been about building on everything I learned as a student-athlete and figuring out how to apply those experiences beyond football,” Jones said.
For Jones, many of those lessons came through Name, Image and Likeness (NIL) opportunities. A walk-on when he arrived at UTC, he worked to create opportunities through relationship building, networking and personal branding.
One of his most meaningful partnerships came with Big Chicken, the restaurant brand founded by NBA legend Shaquille O’Neal.
“Being able to build my name to the point where I could work with a brand connected to someone like Shaq was a big moment for me,” Jones said. “It showed me that NIL was not just for the star players or the guys with the biggest following.”
The partnership became more than personal compensation. After signing the deal, Jones renegotiated the agreement to help provide meals for his teammates, ultimately covering about 40 to 45 meals during the six-month partnership.
“That meant a lot to me because it felt bigger than just what I was personally earning,” he said.
Beyond the financial opportunities, Jones says NIL helped him develop skills he still relies on today.
“Build your name, build real relationships and create something that can still open doors for you long after your last game,” he said.
For Jones, those doors are already open.
