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Yahoo
21 minutes ago
- Yahoo
What's the next 'arms race' in college sports? Finding ways to legally exceed new rev-share cap
Tennessee athletic director Danny White faced a decision this year: Remain with apparel partner Nike or move to a new brand, adidas. He considered plenty of factors in the decision, such as quality of the gear and overall financial terms. But one, perhaps, stood above the rest: How much name, image and likeness (NIL) support would an apparel company give to Tennessee's athletes? 'NIL was right up there,' White told Yahoo Sports in a recent interview. 'We are in a very competitive space. It was at the forefront of my mind.' Tennessee announced on Wednesday a return to adidas, a brand the university used during a 20-year run that ended in 2014. The brand and school struck a 10-year contract that is 'one of the biggest apparel deals in the history of college sports,' according to White, likely putting its value at at least $10 million annually in product and cash. At the heart of the deal is expected to also be one of the most lucrative NIL components in the history of collegiate apparel deals, described by one of the company's vice presidents as 'establishing a new standard for investment in NIL.' In short, the players will get a piece of the $100 million-plus pie — in a significant way, too, and, for some of them, immediately. Adidas says it is already working to strike individual deals with Tennessee athletes during this school year — months before the new apparel contract starts next July. Once the partnership begins, the company will offer what it calls 'unprecedented NIL opportunities' for UT athletes across all 20 sports. 'The arms race was originally about facilities,' said Chris McGuire, adidas vice president of sports marketing, North America. 'Now it's gone to rev-share and NIL. We want to make sure we provide opportunities to our partners that are competitive in the marketplace so they'll have competitive teams on the field.' Tennessee's apparel partnership is the latest weapon in the new recruiting battlefield: Finding creative ways to legally exceed the revenue-share cap by providing athletes with legitimate third-party endorsement and commercial deals. 'This is the first one' The adidas deal won't be the last apparel contract structured in this way, experts believe. Several power programs remain in negotiations with apparel partners as their current contracts come to an end, including LSU, Penn State and USC. In fact, more than 20 power conference programs have apparel deals set to expire in 2026 and 2027. McGuire acknowledges that this 'model,' if it works as intended, will be used elsewhere. 'This is the first one,' he said. There are plenty more weapons, so to speak, that schools are using to increase the value of their rosters, including multimedia rights partners, various corporate sponsors and even reinvented booster collectives — all supplying some level of above-the-cap athlete compensation. The revenue-share cap this year (July 2025-June 2026) is $20.5 million, the max each school can distribute to their athletes. But schools are able to facilitate for their athletes individual third-party endorsement and commercial deals that, if approved through the new College Sports Commission enforcement process, are not included in the cap number. This has created a new recruiting landscape where many schools, at first reliant on their collectives to drive athlete compensation, are now shifting to what they believe are more legitimate entities whose athlete deals can more easily gain the approval of the College Sports Commission. There's a brewing bidding war unfolding among multimedia rights and apparel companies jockeying to offer the best NIL-centric contracts to gain university partnerships. Many schools are employing multimedia rights (MMR) partners and marketing agencies — perhaps those that once operated as collectives — to use corporate sponsors to direct their distribution to athletes instead of to the school, says Tommy Gray, CEO of Altius, a company that provides dozens of schools with consultation and strategic planning. "For example, some are going to their corporate sponsors and saying 20% of your spend must be deployed in an athlete marketing fund so we can distribute it to our athletes," Gray told Yahoo Sports in the spring. "It may be impermissible to commit that money to athletes in writing, but that doesn't mean you can't tell athletes that if they do these things, you are confident they will get X amount of dollars. There are a lot of ways to do it if you want to push the envelope." Apparel companies fill a similar void in a similar way, except they would directly strike deals with athletes. There's no middle man necessary. Despite being deemed an 'affiliated entity' of a school — this designation heightens the enforcement arm's standard — would adidas, Nike or Under Armour, all longtime legitimate national brands, really see their athlete deals rejected? What about Learfield, JMI and Playfly Sports? They are longtime school multimedia rights partners with the capability to facilitate deals with athletes among any of their thousands of corporate businesses and brands. "There are a lot of places where the MMR partner, directly or indirectly, is supplying millions to athletes," Gray says. 'Who gets to tell Learfield it's not OK to give $5 million a year to athletes? Who gets to go in and say, 'That's not permissible.'' Paia LaPalombara, a former Ohio State athletic administrator who joined last year the Indiana law firm Church Church Hittle + Antrim, says partnering with an MMR or apparel brand is likely the best way for schools to 'exceed the cap without falling under that fair market value' standard. Will new deals pass muster? Multimedia rights partners are already paying schools millions in licensing agreements to sell their intellectual property, such as marks, logos, etc. Corporate sponsors want both — the marks plus the athletes — for the most lucrative NIL deals, says Craig Sloan, the CEO of Playfly Sports. 'The one that's going to be tested the most is a student-athlete appearing in uniform in a campaign. What is that value?' Sloan said. 'We do have evidence that shows the use of IP will enhance a brand's perception with consumers. The data supports the idea that if you're going to come in and sponsor our Auburn program, it makes sense to do it with a student-athlete.' Sloan says Playfly doesn't guarantee schools a certain amount of NIL for their athletes, but, moreso, 'shares a vision' with schools on a 'need number' for NIL. Learfield is approaching it in a similar fashion. CEO Cole Gahagan says the company struck athlete brand deals of more than $135 million last fiscal year. 'Now that salary caps have been in place, there is increased pressure to find more opportunities to create more events for athletes,' Gahagan said. 'When we have dedicated resources on the ground on campus — sales people dedicated to NIL, NIL activation coordinator and NIL content producer — we see the greatest and most NIL deal-making output at our properties.' Learfield has recently announced new NIL-related partnerships with several power programs, including Texas, Georgia and Oklahoma — all deals billed as a way to 'unlock new revenue-generating opportunities' for athletes. These collaborations will operate independently from the university as marketing and NIL agencies to connect athletes with corporate sponsors to 'earn income beyond traditional revenue-sharing models,' according to one of the releases. Playfly, meanwhile, struck a 15-year, $515 million deal with Texas A&M earlier this summer, believed to be one of the most lucrative multimedia rights contracts in the history of college athletics and one that offers NIL components. Kentucky announced a similar move just this week, resigning with multimedia partner JMI in a deal where the company will create an "in-house NIL collective" to help facilitate athlete brand deals and ensure each passes through the new enforcement process. 'How quickly will collectives start to fade away or become less important? Because the sustainable model is athletes inking opportunities for producing content, activations, likeness in campaigns,' Sloan said. 'It's pretty clear it's not going to be a collective and booster giving someone a bunch of money.' But collectives received a sort-of lifeline last month, when a legal threat from attorneys forced the College Sports Commission to re-evaluate guidance that would have prohibited most booster-collective deals with athletes. The enforcement arm is determining the legitimacy of third-party deals based mostly on two standards. NIL deals have to meet the standard of (1) having a 'valid business purpose' and (2) falling within a compensation range created by Deloitte. The first of those — involving the prohibition of many collective deals — fell victim to the legal challenge, opening a path for collectives to continue to operate in a similar way, but not exactly the same, as they previously did. The second standard — range of compensation — serves as the CSC's backstop, at least until it is challenged legally as well. Deloitte created 'the range of compensation' through an algorithm using fair-market value analysis, comparing similar types of NIL deals struck between an athlete and the third party. It factors in a player's social media following, athletic performance, the school's marketplace and location, etc. Will the CSC really deny athlete deals from big brands and apparel companies? 'At the end of the day,' said Sloan, 'a person not on campus, not in our communities is going to have a difficult time setting our market rate.'
New York Times
24 minutes ago
- New York Times
Pulisic docuseries inflames clash between current, former USMNT players
Christian Pulisic, his father Mark and his U.S. teammate Tim Weah re-ignited the public spat between current and former U.S. men's national team players in an episode of the 'Pulisic' docuseries released on Paramount+ Wednesday. Pulisic, in an interview filmed earlier this summer, called criticism of the team's effort and heart 'the biggest cop-out of all time.' Advertisement Weah, speaking about former players-turned-pundits, said: 'I think those guys are chasing checks. And for me, I just feel like they're really evil. Honestly. Because they've been players, and they know what it's like when you're getting bashed. Those are the same guys that'll turn around and shake your hand, and try to be friendly with you at the end of the day.' Mark Pulisic, Christian's dad, agreed: 'These guys want clicks. It's social media, it's 'subscribe to my channel, listen to my podcasts,' or whatever.'' The comments rekindle a war of words between generations that picked up steam following the USMNT's losses to Panama and Canada in March. Landon Donovan (now a podcaster and Fox Sports pundit) and Clint Dempsey (now a CBS Sports and Men In Blazers pundit), the top two goalscorers in program history, were among the vocal critics. 'I'm so sick of hearing how 'talented' this group of players is and all of the amazing clubs they play for,' Donovan wrote on X at the time. 'If you aren't going to show up and actually give a s!%* about playing for your national team, decline the invite. Talent is great, pride is better.' Weah, in an interview for the docuseries, said of the former players: 'Don't get me wrong, I respect all of them. They were the players that I looked up to. But quite frankly, the guys before us didn't win anything either.' Weah added: 'Christian himself has had a better career than every single one of the guys who speak negative on us.' Mark Pulisic, who previously inflamed the friction with an Instagram post implicitly responding to criticism from Donovan, said of former players: 'I think they should look in the mirror and look at their last performances for the national team before they start talking s***. 'It's jealousy. People want to be in his shoes, and they'll find any reason to bring him down. But Christian doesn't give a s*** about what anyone says.' The criticism of Pulisic crescendoed when he opted to skip this summer's Concacaf Gold Cup. Donovan, in the studio for a Fox Sports broadcast of Portugal's UEFA Nations League win over Spain, said during Portugal's emotional celebrations: 'I can't help but think about our guys on vacation, not wanting to play in the Gold Cup. It's pissing me off.' Advertisement Pulisic, in an interview the following week with CBS Sports' 'Call It What You Want' podcast, defended his decision and addressed the criticism. 'You can talk about my performances, whatever you want, but to question my commitment, especially towards the national team, in my opinion, that's way out of line,' he said then. Pulisic reiterated that sentiment in the docuseries: 'I'd say the most annoying thing, and for me the biggest cop-out of all time, is when especially all pundits want to say, 'They didn't want it, they didn't have the heart. Back in our day we would fight and die on that field.' 'It's frustrating. We haven't had as much success as we would like. I think we have had some really incredible moments. But we're out here fighting. And I think if people knew what it actually meant to me and what it meant to our team and all the players, they would never question us. 'Come after whatever you want. Come after my performance, whatever you want to say, but to talk about my commitment, the commitment that I've given to this game, that I've given to my national team for 10 years – that's the only thing that starts to get on my nerves.' With several former USMNT stars now prominent in American soccer media, the clash between them and active players could be an ongoing source of noise between now and the 2026 World Cup. Tyler Adams, speaking recently to The Athletic, called the disconnect between current and former players 'the strangest thing.' 'I can't even explain it,' Adams said. 'I'm not a social-media guy, so I don't follow anything, but when people bring up some of the things that are being said and some of the stories that are being created, it feels weird, because it feels like not long ago that every single one of those people were on board with, like, the direction that the federation was going and how well the players were doing. And it feels like any setback is (treated) like a disaster is happening. Do you know what I mean? Advertisement 'And that happens in football. I get it. Some people have jobs where their job is to speak about the sport, and if that's their opinion, that's their opinion. My goal is to try to create an environment, especially within our team, where guys feel like they can go out, be themselves, be comfortable. We're all on the same page and want to grow the sport in America. People's opinions are people's opinions at the end of the day.' His comments triggered former defender and Fox Sports pundit Alexi Lalas. Lalas, speaking on his podcast this week, said of Adams: 'I thought that this was a strangely immature, and naive, and weak kind of take. Not that he's defending Christian Pulisic, because we're all going to do that, but the way he seemed to think that there should be no criticism and we should all be kumbaya.' The debate had quieted since the Gold Cup. But with European seasons commencing — Pulisic, who missed recent friendlies as a precaution, is preparing for AC Milan's first competitive match this weekend — and the USMNT set to reconvene early next month, it could heat up once again. Mauricio Pochettino's U.S. roster for September friendlies against South Korea and Japan will be released in two weeks. Spot the pattern. Connect the terms Find the hidden link between sports terms Play today's puzzle
New York Times
24 minutes ago
- New York Times
Penix ends up on bottom of pile in Falcons-Titans fight: ‘Everything happened pretty fast'
FLOWERY BRANCH, Ga. — D.J. Williams thought Michael Penix Jr.'s teammates liked him. On Wednesday, he learned it for certain after the Atlanta Falcons quarterback was knocked to the ground during a joint practice against the Tennessee Titans, setting off a large fight that took several minutes to disentangle. Advertisement 'Obviously, you don't want that,' Williams, Atlanta's quarterbacks coach, said, 'but I take some positives out of it because you saw the guys take up for him. That speaks to his leadership and who he is in that locker room. As coaches, we're upstairs — they're downstairs. We don't really see a lot, but obviously he has a relationship with the guys.' The part that Williams didn't like was seeing his starting quarterback at the bottom of a pile of players surrounded by grappling teammates. After practice, Penix still wasn't sure how he ended up at the bottom of that pile. He did know what started the fight, though. 'I threw a deep pass. They had (said) a lot of words throughout practice, so I gave my words,' he said. 'It just went a little too far. Celebration. Somebody didn't like it, and it went on from there. Everything happened pretty fast. Penix's trash talk came after a long touchdown pass to Ray-Ray McCloud. His words were a response, he said, to comments from Titans defenders that he felt went too far. Elevating 📈@themikepenix x @RMIII_34 — Atlanta Falcons (@AtlantaFalcons) August 13, 2025 'I don't really do too much talking till somebody says something to me,' Penix continued. 'They probably looked at me like, '(He's) just a quarterback, not that type of person,' but … I'm from Tampa. It's a respect (thing). We are all competing, but when disrespect comes in, it's like, 'This ain't football no more.' We can talk trash, but I'll never call you out on your name, and I don't want you to ever call me out on my name.' All of Atlanta's offensive linemen came to Penix's aid, and right guard Matthew Bergeron had to be pulled from the middle of the pile as every coach on the field blew his whistle over and over. Penix, tight end Kyle Pitts and wide receiver Drake London had to be restrained by teammates and coaches, and it eventually took several blasts of an airhorn to get everyone's attention. Titans Pro Bowl defensive tackle Jeffery Simmons had his helmet ripped off in the fracas. Advertisement 'I've never had that situation on the field before,' Penix said. 'To see the team have my back … it was good to know that those guys have my back.' Penix generally is one of the more mild-mannered players on Atlanta's roster, and Williams was surprised to see him get so angry. 'He's a calm guy, but when you see him fiery, it gets the offense going a little bit,' Williams said. 'He started off as a running back, so he always says, 'D.J, I'm a football player first.' I say, 'I understand that, but you're a quarterback now and this is an economic game.'' 'That wasn't me,' Penix quipped. 'That was somebody else.' Michael Penix Jr. on the fight that broke out . He says he doesn't really remember what happened. He said he threw a deep ball and was celebrating, then a fight broke out. — Alison Mastrangelo (@AlisonWSB) August 13, 2025 Falcons right tackle Kaleb McGary and Titans outside linebacker Oluwafemi Oladejo had to be separated two snaps later. Wednesday was the second day of joint practices between the Falcons and Titans. Tuesday went smoothly, but Wednesday was chippy from the start. Former Atlanta wide receiver Calvin Ridley got in a scuffle during a special teams rep before the big fight and had to be calmed down by Falcons coach Raheem Morris, who remains close to Ridley. After the major melee, a special teams session sparked another fight, and Falcons wide receiver Casey Washington had his helmet ripped off and tossed away by a Tennessee player. 'Emotions get high. It's hot out here,' Williams said. 'We've got a bunch of guys fighting for their lives.' Wednesday's scuffle probably reinforced Morris' decision to hold Penix out of preseason games this year. 'My philosophy with the quarterback is definitely to mitigate the amount of hits they take that are unnecessary. Preseason hits for a quarterback are unnecessary,' Morris said before practice. 'Mike knows how to get tackled. I'm good with that. I don't need to see it until there is money on the line.' Advertisement Missing preseason games won't impact Penix's readiness for the Sept. 8 season-opener against Tampa Bay, the quarterback said. 'I don't think it'll affect my preparation at all,' he said. 'I'm always going to be ready. That's my job, to be ready. In college, you didn't have a preseason. Playing in preseason, will it help me in certain aspects of the game? Maybe. Maybe not. We don't really know. The only difference about me not playing preseason is I am not taking hits.' Spot the pattern. Connect the terms Find the hidden link between sports terms Play today's puzzle
