Nils Rockne acknowledges that, with the passing of each generation, fewer people are familiar with the name and achievements of Knute Rockne, his famous grandfather.

That makes his role as family spokesman as important as ever. When there are opportunities to represent Knute’s legacy, Nils is there to speak, often with eloquence resembling the great coach himself.

Vince Lombardi and John Heisman have trophies which carry their names to millions each year. Another Notre Dame man, Earl “Curly” Lambeau, has his moniker on an iconic stadium. Rockne? He has the greatest winning percentage (.881) of anyone who has coached pro or major college football, with a record of 105-12-5 in his 13 seasons at Notre Dame.

The work of the Knute Rockne Memorial Society and, at the University, the Rockne Athletics Fund, carries on the Rockne name. Nils and his brother Knute III are happy to see it.

“I’ve always been very proud of what my grandfather was able to accomplish in a very short lifespan,” Nils Rockne said. “I’ve been able to appreciate it more the older I get.”

Nils grew up in South Bend, where the Rockne name is still larger than life, particularly on the Notre Dame campus. His father, Jack, was only 5 when Knute died. So Jack’s knowledge of the famous coach wasn’t much greater than that of Nils’.

What Jack Rockne knew, he passed on to Nils and his seven siblings. Things such as the proper Norwegian pronunciation of Knute—it’s Kuh-newt, not Newt (Knute Rockne was 5 when his family emigrated from Norway).

Nils gleaned the rest from years of studying the remarkable life of his grandfather, who was much more than a football coach.

What always has impressed Nils was his grandfather’s business acumen. Knute was a spokesman, and ultimately vice president of sales promotion, for the Studebaker automobile brand manufactured in South Bend. He endorsed and helped design sporting-goods products for Wilson, promoted a popular shaving cream and other products. He was in high demand as a motivational speaker.

“He probably made less than $10,000 a year as a coach but $100,000 in endorsements,” Nils said. “That was a lot of money in those days. He was the Michael Jordan or Tiger Woods of his time.”

There’s a certain amount of fame that comes with being a Rockne, so Nils does get recognized.

“When people come up and ask for an autograph, I’m thinking, ‘I didn’t do anything. I’m just related to a famous man,’” he said. “But it sure makes you feel good.”

In the spring of 2024, Nils organized and oversaw an important family operation. The graves of Coach Rockne, wife Bonnie and other family members were exhumed from Highland Cemetery in South Bend to Cedar Grove Cemetery on the Notre Dame campus.

“”I’m glad he’s here,” Nils said. “I’m glad Notre Dame will look after the family. I feel comfortable knowing he’ll be cared for forever.”