NIL
Harry Kane, an unusual sponsorship and what it tells us about the business of sport
Thomas Muller saw the branded cap and immediately called over Harry Kane.
It was the night after Bayern Munich lost against Aston Villa in the Champions League in October and, true to German tradition, a post-match meal for the players, guests and club executives had been organised at The Belfry Hotel & Resort nearby.
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Muller was excited because for months he had listened to stories about this particular brand during rounds of golf and daily conversations about the sport with Kane, his Bayern team-mate.
“Harry, come here, there’s a guy wearing Reflo,” he shouted, only for Kane to shake his head and explain with a laugh that the man in front of him was Rory MacFadyen, the firm’s co-founder.
You can forgive Muller for not recognising MacFadyen. Reflo, a sportswear brand whose products are made from recycled waste, are early into the journey and still growing in profile. Its other partners are Luton Town and Forest Green Rovers — two relative minnows in English football’s ecosystem — and three Formula E teams. While it did recently produce a collection for The Open at Royal Portrush Golf Club, it is the link-up with Kane — one of the planet’s most recognisable footballers — which stands out.
The tie-up clearly makes sense for Reflo, but what’s in it for a man who, as England captain and the centre-forward for one of Europe’s biggest clubs, could have his pick of major brands?
For Kane, there was an attraction in being able to involve himself in Reflo rather than simply being a passive investor or ambassador. He found the firm’s eco-credentials appealing — they have pledged to planting one million trees in Madagascar and Mozambique — and has focused on granular details since his brother, Charlie, first approached Reflo wanting to know more about its plans. The fact that Reflo is active in golf is another major plus for a player who plays off a three handicap.
“He gives us feedback on the product and explains what he likes to see,” MacFadyen tells The Athletic, 18 months into the partnership. “He loves to open a door for us.
“After an England game recently, I was chatting to a very, very well-known professional golfer, who I didn’t know, and he told me how Harry had already explained everything about Reflo which was cool to hear. To know that he’s just chatting to his mates, like Thomas Muller, about us is cool. He’s the perfect partner.”
Kane modelling for his partner brand Reflo (Reflo)
Kane is no stranger to an unexpected partnership. He switched his boot deal from Nike to Skechers in 2023 and like a growing list of high-profile athletes, is keen to blaze a trail with a brand on his own as the main man rather than one of many.
There is also a growing trend for athletes with a gilded status and marketing appeal to want more than just an ambassador role with a more famous brand.
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Tennis great Roger Federer did the same when he left Nike in 2018 and linked up with On Running, initially as a three per cent owner. Federer represented the brand at the US Open that same year and his global appeal elevated the Swiss footwear brand’s visibility and credibility to a level that has reshaped the athletic footwear landscape ever since.
“Athletes are a lot more value-driven now, so in terms of brand matching or setting up businesses, they want to do something that’s centred around purpose, or something that they believe in and are quite passionate about,” says Joe Davis, a former footballer who set up a business helping footballers transition from professional sport into entrepreneurship.
“Their desire is to work with brands who have aligned values and a similar outlook. Founders are also playing a more important role now as they connect with talent. Before, they used to give the marketing team a budget to go out and source athletes as talent for campaigns or ambassador contracts, yet now they are working more directly with the athletes because they’re more selective on who they bring in.
“It’s about building a deep relationship and actually buying into the product and the service that is being offered.”
The success basketball star Stephen Curry has had with Under Armour since moving across from Nike in 2013 is another stand out example. The Golden State Warriors point guard helped produce 12 signature shoes, the last five of those have been under Curry Brand, a sub-brand of Under Armour focusing on footwear and apparel.
Stephen Curry has his own range of shoes with Under Armour (Ezra Shaw/Getty Images)
“What we really have right now is the truest form of a partnership,” says Nana Dadzie, the head of marketing at Curry Brand. “It’s one thing to be a signature athlete but it’s another to start a brand underneath a brand and do something a little bit bigger.
“Stephen is the president of Curry Brand and that shows you how involved he is with the design of the shoes, the marketing, and the signing of other athletes. He’s been able to build out what we want to be a legacy brand.”
Curry, now 37, wants to leave behind more than just memories when he stops playing basketball, which is something the partnership enables him to do. Earlier this year Curry Brand completed a 20th court completion in five years as part of a target to help the development of youngsters interested in basketball.
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One of the reasons new Liverpool right-back Jeremie Frimpong agreed to a mega boot deal with New Balance earlier this year was their ability to help deliver his off-field plans within the community.
New Balance supports Frimpong’s non-profit The Pathways Project, a career-transition initiative designed for footballers aged 15-22, with a focus on professional academy players, to guide them through exploring career pathways beyond football. Of course, hefty sums — reported as a £20million deal for Frimpong when it was announced — remain a major incentive.
A year before Curry signed a long-term extension with Under Armour — which could become a lifetime contract if certain revenue targets are met — he disclosed to Rolling Stone that the deal could be worth upwards of $1billion.
Money matters, of course, but so, too, does legacy and the optics of any deals, and that combination appears to be influencing some of the best athletes in the world when they choose their partnerships.
(Top image courtesy of Reflo)
Two teams that have really embraced the NIL era are set to meet on New Year’s Day. Oregon‘s win over James Madison advanced them to the College Football Playoff quarterfinals, where Texas Tech was waiting on the other side. Now, it’s Dan Lanning vs. Joey McGuire in the Orange Bowl with a lot of resources put into rosters.
Oregon has been at the forefront of NIL since its inception, especially under Lanning. Texas Tech could be considered the new kid on the block after major investment from a few donors. Even so, McGuire sees some similarities between the two when it comes to winning at whatever cost.
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“They’ve got a great booster in Phil Knight that really said, ‘We’re going to go win at the highest level and there’s no excuse when it comes to finance.’ You turn around and I think that we’re showing that we’re doing that. I think we’re really comparable,” McGuire said.
“We’ve got guys that have stepped up and done a great job. I kind of call them the ‘Big Five’ whenever you talk about Cody and John, Mike, Dusty, and Gary. Those guys have, along with everybody else in Red Raider Nation, but those guys have really led the charge. So, we’re kind of comparable on and off the field in this team. They’ve just done it for a little bit longer. That’s what we’re trying to do.”
As he said, McGuire is looking to put together a run similar to Oregon. All four years since hiring Lanning have been a resounding success, finishing with double-digit wins in all of them. This is the program’s second College Football Playoff appearance in the 12-team format, just missing out in 2023 due to a Pac-12 Championship loss.
Oregon won the Big Ten in its inaugural season inside the conference. Texas Tech can check that box already though, winning the Big 12 for the first time in school history. Advancing in the CFP would be a sweet bonus.
No matter the result on Jan. 1, Texas Tech is positioning itself to be successful moving forward. The 2026 recruiting class ranked 20th in the country but No. 1 in the Big 12 per the Rivals Industry Team Rankings. This is all before raiding the NCAA transfer portal, something McGuire and his staff did so well with last offseason.
In the weeks leading up to the opening of the NCAA transfer portal, hundreds of college football players have announced their decisions to leave the schools they played for in 2025 for new horizons next season.
Some cases involve players transferring up from Group of Five or FCS programs to broaden their exposure. Others feature players following their coaches from one school to another due to the coaching carousel. In occasional instances, players are searching for the highest bidder on the portal.
Former Arizona State quarterback Sam Leavitt is a portal entry drawing the attention of high-bidding college football programs. He will enter the portal with two seasons of eligibility remaining.
On3 ranks Leavitt as the top available quarterback in the transfer portal. Chris Hummer of CBS Sports reported that schools are expected to offer Leavitt around $3 million.
“Sam Leavitt on the open market is going to command a significant amount of money,” Hummer said. “We’re talking $3 million plus most likely. Although, in all fairness, I think teams really do have questions about Sam Leavitt’s injury and what that means moving forward. It’s kind of like the Carson Beck situation a year ago.”
The 6-foot-2, 205-pounder began his college football career with Mel Tucker at Michigan State in 2023. He played in a maximum of four games that season to maintain his redshirt, throwing for 139 yards, two touchdowns, and a pair of interceptions.
Leavitt transferred to Arizona State in the 2024 offseason. The Sun Devils were 10-2 in the regular season and defeated Iowa State (45-19) en route to the program’s first-ever College Football Playoff appearance. Leavitt passed for 2,885 yards, 24 touchdowns and six interceptions and rushed for another 443 yards and five touchdowns.
Postseason honors for Leavitt included Big 12 Offensive Freshman of the Year and Second Team All-Big 12. His 2,885 passing yards are the most by a freshman quarterback in Arizona State history.
Leavitt’s season was cut short after the Sun Devils’ game against Houston due to a Lisfranc injury. He threw for 1,628 yards, 10 touchdowns and three interceptions while he ran for 306 yards and five touchdowns in seven games.
Arizona State will not start Leavitt in its bowl game. The Sun Devils (8-4, 6-3) will play ACC champion Duke (8-5, 6-2) in the Sun Bowl in El Paso, Texas (3 p.m. EST, CBS).
The NCAA transfer portal officially opens on Jan. 2, 2026, the final day of bowl games across the FBS ranks. It will remain open for the following two weeks.
TUSCALOOSA, Ala (WIAT) – University of Alabama offensive lineman Parker Brailsford’s childhood experiences inspire him to help Tuscaloosa’s underserved youth.
Brailsford is an Arizona native, who has made a name for himself in the world of college football. But when he takes off the helmet and pads, his focus shifts to something else.
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“Being able to give back to kids that don’t have – that’s something that fulfills me,” Brailsford said. “It’s my purpose.”
Brailsford took 10 children and their families from the Boys and Girls Club Christmas shopping on Monday.
Each child received a $100 Target gift card. All together it was $1,000 of NIL money.
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“He just gave her a turkey for Thanksgiving, and now he’s taking her Christmas shopping,” Toniko Bryant said. “I’m very thankful because he doesn’t have to do that.”
Brailsford understands he doesn’t have to – but he wants to.
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“As a kid, we didn’t have a lot but we had enough,” Brailsford said.
During Brailsford’s infancy years he was adopted.
“I never was in the foster care system, but one of my friends was,” Brailsford said.
Brailsford’s formative years were a stark contrast to what he saw other children experience. His parents gave him support and stability, while other children moved from home to home.
At the same time, his mother took him to homeless shelters and food pantries to volunteer. There he saw how poverty affects anyone of all ages, races, and gender.
“Sometimes you get caught in the what you’re living in right now – you think there’s not a place for you,” Brailsford said.
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Brailsford found his place on the field, but his purpose is to help children find theirs.
“This is something God put on his heart,” John Nero said. “I appreciate every bit of it, not just for Oshae but for all the other kids.”
Brailsford relates to many of the children he serves. Whether it’s adoption, financial hardships, or empathizing with experiences his friend encountered years ago.
While Brailsford’s success in football gives him the financial resources and name recognition to coordinate outreach events, this is just the beginning even if his football career comes to an end.
“I’m working on my social work degree right now because I really want to be able to help kids, anyway I can,” Brailsford said.
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Indiana’s meteoric ascent to the top of college football has transformed the Hoosiers into a prime destination for transfer quarterbacks, and for a brief moment, that attention turned toward a familiar face.
Cincinnati signal-caller Brendan Sorsby, who spent his first two seasons at Indiana before moving on, formally entered the transfer portal on December 15 after a productive 2025 campaign with the Bearcats.
In 2025, Sorsby produced 2,800 passing yards, 27 touchdown passes, and five interceptions, plus 580 rushing yards and nine rushing scores.
Across his collegiate career, he has totaled 7,208 passing yards, 60 passing touchdowns, 1,305 rushing yards, and 22 rushing touchdowns, positioning him as one of the top dual-threat quarterbacks currently available in the transfer portal.
He is also one of the market’s most valuable quarterback assets, with an estimated NIL valuation of approximately $2.4 million and reports indicating that suitors have discussed packages exceeding $4 million.
Recent reports have tied Sorsby to several Power-5 suitors, notably Texas Tech and, in initial rumor threads, a potential reunion with the Hoosiers.
However, “Hoosier Tailgate” host Shannon “Coach Griff” Griffith pushed back on the speculation during a December 20 episode, suggesting that Indiana would not view Sorsby as a realistic target.
“I do not think Sorsby is anybody that Indiana would have any interest in,” Griff said. “I don’t necessarily think Sorsby is better than, other than playing, Alberto (Mendoza). I just don’t think that’s something that I can see them getting back in. He’s kind of linked to Texas Tech.”
The Hoosiers finished the 2025 campaign undefeated, captured the Big Ten title, and entered the College Football Playoff as the No. 1 seed.
Their offense was driven by Fernando Mendoza (2,980 yards, 33 TDs, six INTs), who swept national awards (Davey O’Brien, Maxwell, and the Heisman) and is widely discussed as a top prospect for the 2026 NFL Draft.
Head coach Curt Cignetti’s program has proven adept at integrating transfer quarterbacks, with both Fernando Mendoza (Cal) and Kurtis Rourke (Ohio) finding success after joining the Hoosiers.
For Sorsby, the portal still offers multiple paths, including a high-value college package or an NFL evaluation, but commentary from influential IU voices, such as Griff, has effectively taken a straightforward reunion scenario off the table.
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TUSCALOOSA, Ala (WIAT) – University of Alabama offensive lineman Parker Brailsford’s childhood experiences inspire him to help Tuscaloosa’s underserved youth.
Brailsford is an Arizona native, who has made a name for himself in the world of college football. But when he takes off the helmet and pads, his focus shifts to something else.
“Being able to give back to kids that don’t have – that’s something that fulfills me,” Brailsford said. “It’s my purpose.”
Brailsford took 10 children and their families from the Boys and Girls Club Christmas shopping on Monday.
Each child received a $100 Target gift card. All together it was $1,000 of NIL money.
“He just gave her a turkey for Thanksgiving, and now he’s taking her Christmas shopping,” Toniko Bryant said. “I’m very thankful because he doesn’t have to do that.”
Brailsford understands he doesn’t have to – but he wants to.
“As a kid, we didn’t have a lot but we had enough,” Brailsford said.
During Brailsford’s infancy years he was adopted.
“I never was in the foster care system, but one of my friends was,” Brailsford said.
Brailsford’s formative years were a stark contrast to what he saw other children experience. His parents gave him support and stability, while other children moved from home to home.
At the same time, his mother took him to homeless shelters and food pantries to volunteer. There he saw how poverty affects anyone of all ages, races, and gender.
“Sometimes you get caught in the what you’re living in right now – you think there’s not a place for you,” Brailsford said.
Brailsford found his place on the field, but his purpose is to help children find theirs.
“This is something God put on his heart,” John Nero said. “I appreciate every bit of it, not just for Oshae but for all the other kids.”
Brailsford relates to many of the children he serves. Whether it’s adoption, financial hardships, or empathizing with experiences his friend encountered years ago.
While Brailsford’s success in football gives him the financial resources and name recognition to coordinate outreach events, this is just the beginning even if his football career comes to an end.
“I’m working on my social work degree right now because I really want to be able to help kids, anyway I can,” Brailsford said.
The college football offseason landscape shifted dramatically this week as one of the nation’s most productive quarterbacks officially signaled his intent to explore new options. This decision comes immediately after a major coaching carousel change in which his longtime mentor left their shared Big 12 Conference program for a prestigious opening in the Big Ten Conference.
The move immediately sparked speculation regarding a potential reunion that could reshape the competitive balance of the upcoming season.
Analysts are already connecting the dots between the veteran signal-caller and his former head coach’s new destination. The quarterback boasts a reputation for delivering in high-pressure fourth-quarter moments and possesses the type of high-floor reliability that championship contenders covet. His entry into the transfer database essentially resets the market for teams in desperate need of a veteran presence under center to stabilize a transition.
Media personalities have wasted little time identifying a frontrunner for his services. The prevailing sentiment suggests that the existing bond between the player and the coaching staff makes one specific landing spot nearly inevitable unless a drastic shift occurs.
This specific transfer recruitment is expected to be swift given the deep ties and the immediate need for a starter to lead the coach’s new program.
Connection between Rocco Becht and Penn State is undeniable
During a recent episode of Josh Pate’s College Football Show, the host addressed the developing situation regarding Iowa State Cyclones quarterback Rocco Becht. The redshirt junior holds a $1.4 million NIL valuation according to On3 and has entered the transfer portal following the departure of his head coach. Pate views the link to the Penn State Nittany Lions as logical, given the recent hiring of Iowa State Cyclones head coach Matt Campbell in Happy Valley.
“Rocco Becht is in the portal. This is not a shock,” Pate said. “He is a Matt Campbell guy. Campbell goes to Penn State, quarterback goes in the portal. You’ve got to think Penn State’s going to play a major factor here.”
Becht leaves Ames as one of the most decorated passers in school history. He accumulated over 9,200 career passing yards and 64 touchdowns while winning 26 games as a starter. His 2025 campaign was hampered by a shoulder injury that required offseason surgery. He still managed to throw for 2,584 yards despite the physical setback. Pate emphasized the mental attributes that make Becht an attractive target for the Nittany Lions.
“He is an excellent player in fourth-quarter moments,” Pate stated. “If you add Rocco Becht there, there is no crash-and-burn season unless he gets hurt. So you get a high floor, but a very next-level mentality too. He kind of thinks more like an NFL guy.”
Forever A Cyclone❤️🌪️🌪️❤️ pic.twitter.com/chHf7fjh0j
— Rocco Becht (@RoccoBecht) December 20, 2025
The transition would be seamless for Becht. He would reunite with Campbell as well as offensive coordinator Taylor Mouser and quarterbacks coach Jake Waters. This familiarity is crucial as Becht rehabilitates his shoulder ahead of the 2026 season.
“He’s a coach’s kid and a friend of the program, Anthony Becht, by the way,” Pate added. “I would say Penn State (is the leader) until otherwise noted there.”
The NCAA Transfer Portal officially opens for all players to enter on Jan. 2.
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