Analysis, commentary, and stories from the world of sports.
Ice Cube says he's ready to recruit Russell Westbrook to the BIG3, believing fans still want to see the former NBA MVP play.
Urban Outfitters launches “All Together Now,” a Back-to-Campus campaign featuring 76 real students, creators, athletes and performers.
Entertainment executive Michael Harris acquires the Atlanta Attack franchise in a multi-million-dollar Team Boxing League deal, marking a major milestone for TBL's continued growth.
DIRECTV partners with Saquon Barkley to launch a new campaign helping football fans find every NFL and college football game through one seamless viewing experience.
Hyundai and Boston Dynamics launch School of Football, using Atlas the humanoid robot to demonstrate the future of AI, robotics, and human-centered innovation.
AthleteMerch.com surpassed 50,000 items sold in its first 60 days, highlighting the growing role of direct-to-fan merchandise in the NIL economy.
Twitch announced WNBA CreatorCasts during Amazon’s Upfront presentation, continuing its expansion beyond gaming into live sports and entertainment.
Caddix and USA Lacrosse announce a multi-year partnership making Caddix the official footwear provider for national team athletes.
Benjamin Simmons, known as BenX, continues building global connections through sports business, investment initiatives, and philanthropy.
NETWORK is helping athletes build long-term business value through NIL strategy, branding, and athlete development.
Camari Stewart is gaining attention as a versatile two-way basketball prospect at Baltimore City College in Maryland’s 2026 class.
Amir Richardson is quickly making a name for himself on the Jr. EYBL circuit with his scoring ability, pace control, and creative offensive game. The Baltimore guard continues to stand out for Team Melo as one of the rising young prospects to watch in the Class of 2030.
John Wall begins his transition into basketball leadership as President of Basketball Operations for Howard University Men's Basketball. The move blends his on-court experience with a growing focus on player development, NIL strategy, and program building.
Jay-Z continues expanding Roc Nation Sports’ global soccer footprint with the signing of Liverpool academy midfielder Ollie O’Connor, signaling the agency’s growing investment in emerging international talent. The move reflects Roc Nation’s strategy of identifying players early and building long-term brand and commercial positioning alongside their on-field development.
Azzi Fudd continues UConn’s legacy of greatness after being selected No. 1 overall by the Dallas Wings in the 2026 WNBA Draft. Her transition to the pros was amplified by Jordan Brand’s “One in Azzilion” campaign, signaling her arrival as one of the league’s next signature stars. From championship pedigree to global branding momentum, Fudd enters the WNBA positioned to shape the future of women’s basketball.
Grammy-winning rapper J. Cole stepped onto the court in China this weekend, making his professional debut with the Nanjing Monkey Kings in the Chinese Basketball Association. While the stat line was modest, the cultural impact of his appearance signals a powerful crossover moment between hip-hop and global basketball. Here’s why Cole’s historic debut matters far beyond the box score.
After his memorable buzzer-beater sent the Maryland Terrapins men's basketball to the Sweet Sixteen last March, Derik Queen is back in the spotlight through a new campaign with Dairy Queen promoting the brand’s Bracket Buster Deal. The commercial builds on Queen’s earlier NIL partnership with Dairy Queen and highlights how signature March Madness moments can evolve into longer-term brand relationships for rising athletes.
Snoop Dogg is leaving a massive imprint on the 2025 football season through his halftime show at Netflix’s Christmas Day NFL game and his newly rebranded Snoop Dogg Arizona Bowl presented by Gin & Juice. His football influence is rooted in decades of work with the Snoop Youth Football League, which has produced numerous NFL stars. From Super Bowl LVI to bowl game ownership, Snoop is becoming one of the sport’s most powerful cultural figures.
Nike has extended its long-term partnership with LSU and debuted a new NIL initiative that directly signs select Tigers athletes to the brand. The move introduces Nike’s Blue Ribbon Elite program, focused on creative collaboration and athlete-driven storytelling. LSU now becomes a flagship example of how school-wide deals and individual NIL partnerships can power a new era in college sports.
St. Frances Academy capped its rise from overlooked Baltimore program to national powerhouse by winning the Overtime Nationals championship in its own backyard. Their journey blends Baltimore grit, elite talent development, and the imprint of builder Biff Poggi.
Aquaphor has entered college athletics with a three-year partnership as the official skincare partner of UConn Men’s and Women’s Basketball. The deal blends elite performance with wellness, marking a shift in how brands approach athletes on and off the court.
Jordan Brand Basketball has unveiled its Class of 2025, signing elite hoopers Sarah Strong, Kiyan Anthony, Cameron Boozer and Cayden Boozer to its growing NIL roster. Each rising star represents the next wave of talent and culture, reflecting the brand’s commitment to empowering young athletes both on and off the court. This new class marks a major step forward for Jordan Brand as it expands its NIL presence and continues shaping the future of the game.
In a move set to reshape how American fans experience motorsport, Apple and Formula 1 have announced a landmark five-year partnership that will bring every race — from practice sessions to Grands Prix — exclusively to Apple TV starting in 2025. The deal marks a new chapter in the sport’s rapid U.S. expansion and underscores Apple’s growing ambitions in live sports broadcasting.
The 2026 FIFA World Cup is set to become the biggest sporting and commercial event in North American history. As excitement builds, host cities across the U.S., Canada, and Mexico are preparing for more than just soccer — they’re gearing up for a sponsorship boom that could transform how brands connect with fans.
Nearly 30 years after their first collaboration, Georgia Tech and Under Armour are teaming up again. Beginning July 1, 2026, Under Armour will become the official apparel provider for Yellow Jackets athletics, bringing cutting-edge gear, expanded NIL opportunities, and a renewed focus on innovation to one of college sports’ most dynamic programs
LSU linebacker Harold Perkins is teaming up with Dr Pepper for a new NIL partnership that goes beyond endorsements. Together, they’re awarding $5,000 tuition grants to high school football players in New Orleans and Baton Rouge, making an impact on and off the field.
Maryland quarterback Malik Washington is the face of a new NIL deal that unites Pepsi, Ledo Pizza, and Maryland Athletics in a first-of-its-kind collaboration. The partnership blends local flavor, brand power, and student-athlete storytelling into a campaign that stretches from the tailgate to the postgame celebration.
The NFL is expanding deeper into South America with a landmark multiyear commitment to play games in Rio de Janeiro, signaling its intent to grow the sport internationally and tap into Brazil’s massive fan base.
ESPN’s Week 3 Monday Night Football clash between the Detroit Lions and Baltimore Ravens drew over 22.8 million viewers, peaking at 25.4 million, making it one of the most-watched MNF broadcasts in network history.
As the Official Health and Fitness Wearable of the 2025 Ryder Cup, WHOOP will deliver real-time heart rate and performance data from the world’s best golfers, redefining how fans experience golf’s biggest stage.
Nike and SKIMS have joined forces to launch NikeSKIMS, a brand redefining women’s activewear with a collection designed to sculpt, perform, and empower—from the gym to everyday life.
Two-time Grand Slam champion Coco Gauff has joined flyExclusive as its Global Brand Ambassador, making the premium private jet company her official travel partner. The partnership highlights shared values of discipline, excellence, and community impact while ensuring Gauff and her team travel in comfort throughout the WTA Tour.
Steph Curry and Jordan Spieth joined Under Armour’s Armour Day to surprise students at Baltimore’s Carver Vocational Technical High School with a state-of-the-art weight room renovation—showing how sports, community, and investment can create lasting impact.
TRUFF is spicing up NIL with Ohio State stars James Peoples and Luke Montgomery, showing how bold flavor fuels bold routines on and off the field.
Sling TV is shaking up the NIL world with its first-ever $4.99 “Stream Team,” a roster of college football players signed to one-day deals that mirror the price of Sling’s new Day Pass subscription. By combining affordability, fan engagement, and a sweepstakes that lets superfans join the team too, Sling is proving that NIL innovation doesn’t always need a million-dollar budget to make a major impact.
Tom Brady is coming out of retirement to headline The Fanatics Flag Football Classic in Riyadh, Saudi Arabia, alongside some of football’s biggest stars and cultural icons. Backed by Fanatics, FOX Sports, OBB Media, and Riyadh Season, the event marks a global showcase for flag football ahead of its Olympic debut at LA28. With stacked rosters, star coaches, and a worldwide broadcast, this first-of-its-kind competition highlights the sport’s explosive growth and cultural crossover.
Underdog and Crypto.com | Derivatives North America have teamed up to bring federally compliant sports prediction markets to U.S. fans, all powered within the Underdog app. The partnership sets a new standard in sports gaming by combining fantasy, sportsbook, and prediction markets in one seamless experience.
Reuters reports that YouTube’s broadcast of the Chiefs-Chargers game in Brazil drew 16.2 million U.S. viewers and an estimated global total of 17.3 million. The figure puts YouTube in direct competition with streaming rivals like Prime Video, Peacock, and Netflix, signaling how streaming platforms are reshaping the future of NFL viewership.
Unrivaled, the player-owned women’s basketball league co-founded by Breanna Stewart and Napheesa Collier, has closed a $340 million Series B round led by Bessemer Venture Partners. With Serena Ventures, Warner Bros. Discovery, and Alex Morgan’s Trybe Ventures among investors, the league is proving that athlete-driven, equity-based models can thrive in sports while delivering historic growth.
Five-star BYU quarterback commit Ryder Lyons has signed an NIL deal with Under Armour ahead of his final high school season. The partnership elevates his profile, shows his marketability beyond performance, and signals how athletes are forging personal branding paths independent of traditional school apparel affiliations.
DICK’S Sporting Goods has completed its acquisition of Foot Locker, creating a global retail giant with more than 3,200 stores worldwide. With new leadership, cost synergies, and a renewed focus on culture, the deal marks a pivotal moment for both brands as they look to redefine the future of sports retail.
Angel Reese has joined the ownership group of TOGETHXR, teaming up with icons like Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim. The move strengthens TOGETHXR’s mission to elevate women’s sports while showcasing Reese’s impact as both an athlete and cultural trailblazer.
Buffalo Bills quarterback Josh Allen has signed with New Balance, but the deal goes far beyond apparel. Rooted in Allen’s connection to his hometown of Firebaugh, California, the partnership blends authenticity, community investment, and athlete storytelling into a blueprint for the future of brand relationships.
Cincinnati Bengals wide receiver Ja’Marr Chase has signed with Fabletics, becoming the brand’s first NFL athlete partner and leaving Nike behind. The move signals a new era in athlete marketing, where lifestyle and culture matter as much as performance.
Penn State is reportedly considering a move from Nike to Adidas in a new apparel deal projected to begin in the 2026–27 season. The shift would bring financial upside, NIL benefits for athletes, and a fresh brand identity, while sparking debate among fans about the program’s tradition and future.
Freddy’s Frozen Custard & Steakburgers® has signed twelve collegiate athletes from Kansas, Arizona, Alabama, Texas, and Oklahoma to NIL deals, highlighting both male and female talent across multiple sports. The athletes will showcase their Freddy’s favorites on social platforms, blending food culture with the NIL era.
Florida State QB Thomas Castellanos backed up his bold June comments by leading the Seminoles to a stunning 31–17 upset over No. 8 Alabama. His powerful dual-threat performance, combined with FSU’s relentless execution, turned offseason bravado into early-season momentum.
Fox and YouTube TV reached a temporary extension to avoid a major channel blackout, underscoring the rising value of live sports in the streaming era. With the launch of Fox One and ESPN’s upcoming service, the future of sports broadcasting is moving quickly toward direct-to-consumer platforms, reshaping how fans watch the games that matter most.
Stanley 1913 has announced a multi-year partnership with basketball superstar and TIME 2024 Athlete of the Year Caitlin Clark. Launching September 3, the Stanley 1913 x Caitlin Clark Collection introduces a high-performance hydration line designed with Clark, blending innovation, performance, and style while celebrating the relentless drive that defines both the brand and the athlete.
Breitling has become the official timepiece partner of the NFL, the league’s first-ever luxury watch collaboration. Launching the Chronomat Automatic GMT and Endurance Pro NFL Team Editions for all 32 teams, Breitling and the NFL are blending precision, culture, and fandom through watches that celebrate the game on a global scale.
Anastasia Beverly Hills has signed a multi-year deal with the Red Bull Academy Programme, becoming the first standalone F1 Academy partner. With branding on cars, drivers, and team kits, the partnership launches at the 2025 Dutch Grand Prix and highlights the intersection of beauty, performance, and women’s empowerment in motorsport.
SeatGeek has launched a major NIL campaign with top college football athletes, offering fans ticket discounts and driving engagement through athlete-led promotion. With names like Taurean York, Whit Weeks, and Justice Haynes leading the way, the campaign highlights how brands can use NIL to authentically connect with sports fans.
Arizona State quarterback Sam Leavitt and wide receiver Jordyn Tyson have signed NIL deals with adidas, joining the Three Stripes as one of the top QB-WR duos in the country. The partnership reflects adidas’ growing investment in NIL and the evolving opportunities for athletes to expand their brands on and off the field.
University of Florida quarterback DJ Lagway has signed with Jordan Brand, becoming the first football player from a Jordan school to do so. The deal, structured by his management agency NETWORK, adds to Lagway’s growing NIL portfolio with Chipotle, Beats by Dre, EA Sports, and T-Mobile, showcasing how athletes are leveraging NIL to align with iconic global brands.
Powerade has signed new NIL deals with LSU quarterback Garrett Nussmeier, Arizona State quarterback Sam Leavitt, and other rising stars across college football. The partnerships emphasize performance, authenticity, and storytelling as Powerade continues to expand its role in the evolving NIL landscape.
CELSIUS® has expanded its LIVE. FIT. GO.™ campaign by signing four college football stars—Jeremiyah Love, Caleb Downs, Bryce Underwood, and Cade Klubnik—to its 2025 NIL roster. Through national ads, campus activations, and the CELSIUS University ambassador program, the brand continues to grow its presence in college athletics and connect with Gen Z fans.
Arch Manning has partnered with Warby Parker in a three-year NIL deal that blends sports, fashion, and philanthropy. From commercials with his dad Cooper to supporting vision care for Austin school children, the Longhorn quarterback is showing how NIL can be about more than endorsements—it’s about creating impact.
The NFL and Abercrombie & Fitch have partnered in a historic fashion-first deal, launching the Abercrombie Style Concierge, athlete-led campaigns, and co-designed apparel. With products available for all 32 NFL teams, the collaboration highlights how sports, fashion, and fandom are converging to reshape the fan experience.
Name, Image, and Likeness (NIL) has redefined college athletics, giving athletes the right to profit from their personal brand. From its historic roots to its sports business impact, NIL represents one of the most significant shifts in the history of college sports.
The NWSL has reached $75 million in team sponsorships in just 13 years, nearly matching the WNBA’s 27-year total. With over 200 new brands and top deals exceeding $1 million each, women’s soccer is cementing its place as one of the fastest-growing properties in sports.
Trooper Wright, a high school football player from Eden, NC, turned personal tragedy into triumph by signing Rockingham County’s first NIL deal. His partnership with Preppy Pirate Outfitters isn’t about money—it’s about resilience, community, and inspiring others through the message of #TrooperStrong.
Nebraska volleyball star Harper Murray has signed an NIL partnership with adidas, marking a major step forward for volleyball in the NIL space. The deal highlights her rising profile, adidas’ commitment to college athletics, and the growing commercial power of women’s sports.
UCLA Athletics is rewriting the NIL playbook with its new partnership with Article 41, a leading NIL agency focused on athlete-first branding and deal facilitation. By embedding support directly on campus, UCLA is giving its athletes across all sports equal access to commercial opportunities while tapping into LA’s unmatched media ecosystem
USA Fencing is making history with a new deal to air The Fencing Show on CNBC starting this fall. The monthly series will introduce millions of viewers to the drama, strategy, and personalities that define fencing, while giving Olympians, Paralympians, and youth athletes unprecedented national exposure. It’s a breakthrough moment for the sport, designed to grow its fan base and inspire the next generation.
As the NCAA season begins, Aramark is elevating game day nationwide with bold campus-inspired menus, refreshed concessions, premium hospitality, and tech-driven service. Serving more than two million fans this fall, the company is delivering experiences that go beyond food to celebrate school pride and create unforgettable moments.
USC’s JuJu Watkins continues to redefine what’s possible in college sports, landing one of the largest NIL shoe deals since Zion Williamson while leading a wave of new Unrivaled signings. Her deal with Nike cements her as not just a generational basketball talent but also a cultural icon shaping the future of athlete branding.
Caleb Wilson becomes the newest face of New Balance in a groundbreaking NIL deal that highlights authenticity, brand-building, and the future of basketball marketing.
A look at why product placement has become a central pillar of modern marketing, shaping brand identity through culture-driven storytelling.
Colorado QB Julian Lewis is the latest star to blend sports and fast food culture with his own Taco Bell meal. This NIL collaboration highlights the growing trend of athletes becoming menu items, turning brand partnerships into fan experiences that live far beyond the field.
Notre Dame RB Jeremiyah Love has signed with New Balance, joining stars like Marvin Harrison Jr. and Chase Young. Coming off a 1,100+ yard, 17-TD season, Love will help shape the brand’s next-gen cleats while leading the Irish offense. The partnership also includes community work in South Bend and St. Louis, highlighting Love’s impact on and off the field.
Logo courtesy of Loodibee Logos)
SONIC has partnered with five Texas college football players for its first-ever NIL TV commercials, featuring the SONIC Smasher Cheeseburger. With Terry Crews as their on-set acting coach, the campaign blends sports, entertainment, and fast food culture in a fresh way. -Malik Hurston
Colorado freshman quarterback Julian Lewis has taken an innovative step in his NIL journey, landing an equity deal with hemp-infused energy drink Gym Weed. His multi-year partnership includes social media campaigns and positions Lewis beyond athlete to business partner. This move reflects a broader NIL trend, where energy drink brands lead the influx—accounting for 25% of new non-alcoholic beverage NIL deals last year.
Adidas and the University of Tennessee are entering a 10-year apparel partnership starting in 2026, marking a return to the brand for the Vols. The deal gives Adidas control over uniforms and gear design, while empowering all student-athletes with NIL opportunities through a new ambassador network. Designed as a model for post-House NIL-era deals, this agreement bridges branding and athlete empowerment in unprecedented ways. It’s one of college sports' most influential apparel moves—aligning team identity with individual athlete impact.
Navigating Name, Image, and Likeness (NIL) opportunities can be challenging for student-athletes.
Inside the Business of Women’s Sports with Gina Antoniello
The INTENNSE Arena is intended to revolutionize the tennis fan experience.
Ice Cube’s Big 3 league has partnered with retro athletic apparel brand Starte Photo Courtesy of The Big 3
Shaq and Mike Bibby Take the Helm for the Hornets. Photo courtesy of Sacramento State University
A Small Market, Big Stage: Green Bay Hosts the Draft
Paolo Banchero | Jaylen Brown © Winslow Townson
March Madness brought the highlights, and college basketball's elite brought the heat. eBay data shows just how much fans were paying attention.
Known for creating the first multivitamin designed for women of color, Mela Vitamins has partnered with WNBA champions Azurá Stevens of the Los Angeles Sparks and Dana Evans of the Chicago Sky. Photo Courtesy of Mela Vitamins
Photos are provided by C4
There's a movement happening in sports—and this time, it's not a trend. It's a return to truth.
Adidas is adding a familiar name to its NIL roster in high school basketball phenom Alijah Arenas.PHOTO COURTESY OF La Presse
With the WNBA season tipping off, Carrington joins Angel Reese and Lexie Brown as the faces of Reebok’s renewed push into performance basketball—powered by legacy, grit, and the new Engine A.
