NIL
Tom Brady implores parents to 'teach your kid the right values' amid rise of NIL in college sports

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The college football landscape has been described as the wild west in recent years as athletes have earned sums of money off of their names, images and likenesses as well as been able to use the transfer portal to find the best schools that fit their needs.
Tom Brady admitted in a conversation with FOX Sports college football analyst Joel Klatt that he was happy he didn’t have to deal with some of the things that college football players are dealing with today while at Michigan.
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Tom Brady appears at American Dream for the grand opening of Card Vault by Tom Brady, a sports card and memorabilia retailer, East Rutherford, Friday, Apr. 11, 2025. (Anne-Marie Caruso/NorthJersey.com / USA TODAY NETWORK via Imagn Images)
He suggested that players aren’t necessarily better off because of NIL and the frequent use of the transfer portal and put the onus on the athletes’ parents to instill resilience in them at a young age.
“They’re young. They don’t have life experience,” Brady said on “Big Noon Conversations.” “It should be the parents. Be a good parent. Teach your kid the right values. What’s going to sustain them in their careers over a period of time? Whether it’s football or whether it’s business or whether it’s teaching or law school or medical school or a trade, whatever you want to do, you’re going to have to go through hard things in your life. You’re going to have to make tough choices. The value isn’t always about the last dollar.
“So I think all these things that are happening in college sports, we’re prioritizing the wrong things. We’re valuing the wrong things. I’m not saying it’s not important. It’s one of 10 things that are important, and certainly to me, it’s not the most important. So when kids do go through that the right way, they’re actually learning the right values. When you have the right values in life, that’s going to sustain you as you move on through the rest of your life.”

Michigan Wolverines quarterback Tom Brady (10) in action against the Ohio State Buckeyes at Ohio Stadium. Ohio St. defeated Michigan 31-16. (USA TODAY Sports)
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Brady wondered whether athletes in college football will be able to learn “those sustainable traits that I think are invaluable to their life and life experience” and disagreed that money was the only thing that had value in college.
He expressed some gratitude for having a challenging time while at Michigan. Brady wasn’t thrown into the fire as a starter right away. Instead, he rode the bench for two seasons before he became a starter for the Wolverines in the 1998 season.
“My college experience was very challenging. It was very competitive. Those traits transformed my life as a professional. I was ready to compete against anybody, because the competition in college toughened me up so much that I had a self-belief and self-confidence in myself that whatever I faced, I could overcome that,” he said.
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Michigan QB Tom Brady (10) in action vs Wisconsin, Madison, WI. (John Biever/Sports Illustrated via Getty Images)
“I think if we take that away from a young student athlete, to say, ‘You know what, I know it’s tough to compete, but what we’re going to do before you have to compete. We’re actually going to put you somewhere else so that you don’t have to compete.’ That is absolutely the wrong thing to do to a young child.”
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NIL
Coveted $29 million college football HC emerges as a favorite to be next Michigan coach
Michigan surprisingly fired Sherrone Moore and is now searching for a new head coach. The Wolverines missed the busy season of the college football coaching carousel.
It will be worth watching who Michigan is able to land during a unique hiring window. Several college football coaches have emerged as favorites to be named the next Michigan coach.
Alabama’s Kalen DeBoer has surged to the top of the list of the betting odds with a 29% chance, per Kalshi. Washington’s Jedd Fisch is second at 23% and had previously been linked to other openings like Florida before the Gators hired Jon Sumrall.
One of the more intriguing names is Arizona State’s Kenny Dillingham, who is third in the odds at 17%. Let’s dive into the latest rumors surrounding Michigan’s coaching search.
Potential Michigan target Kenny Dillingham signed a $29 million contract extension with Arizona State in Jan. 2025
Dillingham has been a popular name amid a busy coaching carousel, but so far has not shown an eagerness to leave his alma mater. The coach has helped make Arizona State into a perennial Big 12 contender and led the Sun Devils to a College Football Playoff berth in 2024.
“I was never leaving … I never said I was leaving.”
Kenny Dillingham says ASU is “home,” but it’s his responsibility to push for more for the program otherwise he’s “cheating everybody” involved. pic.twitter.com/onpbWRcTLo
— Arizona Sports (@AZSports) November 15, 2025
Back in January, Dillingham signed a five-year, $29 million contract extension with Arizona State, per ESPN. It will be worth watching to see if Michigan could entice Dillingham to leave home.
Arizona HC Kenny Dillingham on coaching rumors: ‘This is home’
Michigan could offer Dillingham more NIL resources than Arizona State. So far, Dillingham has shown patience despite constant rumors linking him to other jobs.
Kenny Dillingham on whether he took calls about coaching changes on the @travistaketwo podcast:
“My agent did. I made it very clear where I wanted to be to all those people… During our football season, I talked to zero people about any other job.”@DevilsDigest pic.twitter.com/OqM2tTo4lt
— George Lund (@GLundMedia) December 10, 2025
“I never said I was leaving,” Dillingham noted back in November, per Newsweek. “This is home. You do have to continue to push. And my job running the program is to push and push and push until you can’t push anymore.
“And if I didn’t do that, I’d be cheating my players. I’d be cheating my staff. I’d be cheating the fan base. I’d be cheating everybody in the city. I’d be cheating the local businesses that feed off of us winning, and then they sell more beer. I’d be cheating everybody,” Dillingham continued.
“My number one goal always is to do whatever I can to push the envelope for Arizona State football.”
NIL
Gear up for the Alabama Crimson Tide in the 2025 College Football Playoff
Updated Dec. 11, 2025, 6:29 p.m. ET
It’s the best time of year to be a college football fan. After another chaotic season, the field for the 12-team College Football Playoff has been set, and in just a few short weeks we’ll be crowning a new national champion.
Indiana, Ohio State, Georgia, Texas A&M, Texas Tech, Alabama, Oklahoma, Tulane, Ole Miss, Miami (Fla.), Oregon and James Madison are the final teams standing. Whether you’re a lifelong Crimson Tide fan, or just jumping on the bandwagon this year, we’ve got plenty of ways to gear up for the postseason. Here’s everything you need to cheer on Alabama throughout the College Football Playoff.
Related:How to buy tickets for every College Football Playoffs game

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NIL
Historic college football program looms as threat to poach Michigan QB Bryce Underwood
As Michigan searches for a new coach, the firing of Sherrone Moore opens the door for top Wolverines like Bryce Underwood to enter the college football transfer portal. Fans may remember that Underwood had a highly competitive recruiting battle that led to a lucrative NIL deal with Michigan.
The Wolverines could benefit from the details of this NIL deal, which may make it more difficult for Underwood to bolt. If Underwood does consider leaving Michigan, one college football program looms above the rest as a potential fit.
Prior to joining Michigan, Underwood was committed to LSU. It just so happens that LSU has a new coach who has a strong track record of working with quarterbacks.
Lane Kiffin is already shooting his shot by recruiting Texas A&M quarterback Marcel Reed on social media. Could LSU make a renewed push to poach Underwood given the uncertainty surrounding Michigan?
#ComeToTheBoot @RGIII Great offense for a QB!!! ♟️ https://t.co/2kUk3MCWbR
— Lane Kiffin (@Lane_Kiffin) December 11, 2025
Let’s revisit Underwood’s recruitment.
Michigan QB Bryce Underwood was originally committed to LSU
Underwood landed a lucrative NIL deal at Michigan. The quarterback’s NIL value is projected at $3 million, one of the highest of any player, per On3. Here is what Underwood had to say about LSU back in June 2024 when the quarterback was committed to the Tigers.
LSU legend Tyrann Mathieu took to social media to recruit Michigan QB Bryce Underwood 👀
(via @Mathieu_Era) pic.twitter.com/oK5UhHzBsh
— Sports Illustrated (@SInow) December 11, 2025
“Honestly, just keeping my name clean [is a priority],” Underwood said at the time, per On3. “Just focusing on what my main goal is [the NFL] and keep everything out of the way. … LSU, honestly, just keeps building and building the process of their players.
“The growth I’ve seen the last couple of years in Jayden Daniels, Garrett Nussmeier and now Colin Hurley now. Just seeing the growth of them is bringing me closer and closer [to LSU].”
Michigan QB Bryce Underwood was recruited by other top college football programs, including LSU, Alabama and Ohio State
It is worth noting that Moore’s firing does not guarantee that Underwood will leave Michigan. Yet, the longer Michigan’s coaching search goes, the more speculation will swirl about Underwood’s future.
Bryce Underwood, ESPN’s No. 1 recruit in 2025 class, has FLIPPED his commitment from LSU to Michigan, per @adamschefter 🤯
Michigan offered Underwood a 4-year, $10.5M NIL deal in an attempt to flip his LSU commitment, per @On3NIL
More here: https://t.co/3yLi7yWFB6
(📸:… pic.twitter.com/LvUprESPWG
— Bleacher Report (@BleacherReport) November 21, 2024
LSU and Michigan were the two heavy hitters in Underwood’s recruitment, but there were additional programs who pursued the touted quarterback. Underwood had offers from nearly every major college football program, including Alabama, Ohio State, Tennessee and Notre Dame.
So far, Underwood has remained quiet since the Wolverines moved on from Moore. It will be interesting to see if Kiffin attempts to make a strong push to bring Underwood to LSU in one of his first major moves. One of the top priorities for Michigan’s next coach will be attempting to keep Underwood in Ann Arbor.
NIL
LSU announces extension, new NIL program with Nike
Updated Dec. 11, 2025, 4:08 p.m. CT
BATON ROUGE — LSU not only announced it is reupping its long-term partnership with Nike ON Thursday but that the school will be at the forefront of a new Name, Image and Likeness venture through the global brand as well.
Nike’s Blue Ribbon Elite NIL program will work with LSU athletes across many different sports.
Among the LSU athletes that have signed with Nike are Casan Evans and Derek Curiel (baseball), ZaKiyah Johnson (women’s basketball), D.J. Pickett and Trey’Dez Green (football), Jurnee Robinson (volleyball), Kailin Chio (gymnastics), Tori Edwards and Jayden Heavener (softball) and Dedan Thomas Jr. (men’s basketball).
“LSU and Nike are two of the top brands in sport and an ideal duo,” LSU athletics director Verge Ausberry said in a school release. “We are both continuously looking to innovate and stay ahead of the game, and that’s what we intend to do in the future with this extended partnership. LSU has always been at the forefront of NIL strategy, and as the launchpad for Nike Blue Ribbon Elite, we look forward to working with Nike to offer our student-athletes unrivaled opportunities to capitalize on their brands.”
The extension between Nike and LSU runs through 2036. The deal already in place between the two entities was set to expire this coming summer.
Cory Diaz covers the LSU Tigers for The Daily Advertiser as part of the USA TODAY Network. Follow his Tigers coverage on Twitter: @ByCoryDiaz. Got questions regarding LSU athletics? Send them to Cory Diaz at bdiaz@gannett.com.
NIL
Would Bryce Underwood join LSU football after Sherrone Moore firing?
Dec. 11, 2025, 11:49 a.m. CT
BATON ROUGE – In one of the wilder stories to come out of seemingly nowhere in college football in some time, Michigan fired head coach Sherrone Moore on Wednesday, Dec. 10.
Michigan claims that Moore’s dismissal was for cause after a university investigation turned up evidence that he had an engaged in an inappropriate relationship with a staffer, which is grounds for termination. Later Wednesday evening, Moore was detained by police in an alleged assault investigation with his arraignment set for Thursday afternoon.
It’s late in the coaching carousel cycle but Michigan is now on the market for a new head coach. And that means that there could be an exodus of players from the Wolverines. Could former five-star quarterback Bryce Underwood be among the players that choose to enter the transfer portal when it opens Jan. 2?
Does Moore’s firing possibly open the door for LSU football and new head coach Lane Kiffin to persuade Underwood to transfer to LSU if a sweepstakes does indeed take place?
Bryce Underwood was once committed to LSU football
Before Underwood ultimately decided to sign with Michigan, the top overall rated recruit in the 2025 class was committed to play at LSU.
It should be mentioned that Underwood was being recruited by former offensive coordinator Joe Sloan, who was fired by LSU back in October and is now in the same role at Kentucky, and former head coach Brian Kelly.
The Detroit native first committed to LSU in January 2024 as a junior in high school, nearly a year before his signing day. He flipped his commitment to the Wolverines in November 2024 and signed with them Dec. 4, 2024.
Bryce Underwood reported NIL deal at Michigan
There were reports regarding Michigan’s pursuit of Underwood with the The Athletic and other outlets saying that the school’s collective put together an aggressive Name, Image and Likeness package that outlined brand deals, immediate and long-term value.
On3’s NIL valuation has Underwood’s profile at roughly $3 million per year and his deal, while not public, is believed to be in the $10 to $12 million range, depending on how long the quarterback stays with the Wolverines.
While there has been significant promise from LSU’s brass to accrue somewhere between $25 million to $30 million in NIL money for Lane Kiffin for roster building, how much LSU would be willing to offer is unknown. How much NIL money would Underwood, if he entered the transfer portal, attract is unknown as well as it may not as much as it was coming out of high school.
Lane Kiffin, LSU need a quarterback
The caveat to all of this is that LSU and Kiffin need a quarterback pretty badly. Senior Garrett Nussmeier is out of eligibility and sophomore Michael Van Buren has only started four games at LSU, going 2-2 in those contests as the offense hasn’t looked much better with him under center.
In the short window of time Kiffin and his new partial staff had to put together a 2026 signing class at LSU, they were not able to find a quarterback in the incoming freshman class.
And Kiffin is known for his offensive play-calling prowess and sort of a quarterback savant, if you will. He’s developed multiple quarterbacks, most recently Jaxson Dart who is now the starting quarterback for the New York Giants. Kiffin came to LSU from Ole Miss, where his quarterback Trinidad Chambliss was a former Division II signal caller at Ferris State but he has guided the Rebels to the College Football Playoff under Kiffin’s tutelage.
Kiffin offered Underwood while at Ole Miss but were never strongly considered by the prospect. How much would Kiffin’s track record matter to Underwood and would it help tip the scales in LSU’s favor?
Bryce Underwood stats at Michigan
Underwood was an early enrollee at Michigan and won the starting quarterback job as a freshman. In his first season starting, Underwood has thrown for 2,229 yards, nine touchdown and six interceptions. He’s also rushed 74 times for 323 yards and five more scores.
Michigan went 0-2 against ranked opponents, losing at Oklahoma and at rival Ohio State. In those two games, the Wolverines managed to score one offensive touchdown.
When does the transfer portal open?
The transfer portal opens Jan. 2 for players to officially enter and the window closes Jan. 16. Players have two weeks to enter their name into the portal. That doesn’t necessarily mean that transfers have to announce their destination by Jan. 16.
This is the only transfer portal window as the NCAA cut back how many times a year players can get into the portal to one time a year, near the end of the college football season.
Cory Diaz covers the LSU Tigers for The Daily Advertiser as part of the USA TODAY Network. Follow his Tigers coverage on Twitter: @ByCoryDiaz. Got questions regarding LSU athletics? Send them to Cory Diaz at bdiaz@gannett.com.
NIL
Wetzel: Beware, college sports, private equity has arrived
The University of Utah approved a groundbreaking private equity deal Tuesday that promised hundreds of millions of dollars for the school’s athletic department, which like nearly every athletic department in the country is running an annual deficit.
This was a historic vote. The Utes need money. Otro Capital of New York, a firm that seeks investments in sports, sees an opportunity. The company is offering more than $400 million to the school, a source told ESPN, plus Otro’s operational expertise, to generate new revenue streams for the department.
“I think we can go from surviving to thriving,” Utah trustee Bassam Salem said before the vote, echoing the optimism of the moment. He then expressed the shared concern: “Are there risks? Yes. Am I concerned? Yes.”
Everyone should be; not just at Utah but across college athletics, where deals like these are expected to become more common.
The core problem though, which the smart folks in private equity have certainly realized, is this:
College athletics doesn’t have a revenue problem.
It has a spending problem.
Even as revenue goes up and up from richer media deals, expanded playoffs and modernized operations, costs continue to soar because of revenue sharing with athletes, coaching salaries, increased travel and debt on ever-more opulent stadiums and locker rooms.
At some point, spending has to be addressed. Private equity firms, renowned for acquiring investments with an eye toward cutting costs, consolidating and reselling for a profit, are likely to do it with a different mindset than college administrators.
An Otro spokesman declined comment on this deal, which isn’t expected to close until 2026.
Typically, though, it would seem that private equity companies aren’t really interested in college athletics — which lose money at nearly every school — but rather college football and, to a lesser degree, men’s college basketball, both of which turn significant profits at the major level.
Utah athletics, for example, lost $17 million in fiscal 2024 after spending $126.8 million against $109.8 million in revenue, per school documents. That’s a 15.8% deficit.
However, the Utes football program turned a $26.8 million profit. Men’s basketball followed at $2.6 million. The remaining 17 programs lost $21.2 million, per documents.
It’s Business 101: If costs need to be cut, then nonprofitable divisions get the axe, perhaps completely. In this case, that could mean Olympic sports teams.
Not everything at a university should have to make money, of course. Every school has a marching band. Yet that isn’t how private equity traditionally works — this is business, not academia. What’s the cost analysis on the clarinet section?
That’s the crossroads that is coming.
No one will say for certain whether sports will be scaled back or even cut, and perhaps they won’t be, especially in the near term. Business is business though.
Final details of the Utah-Otro deal will be hashed out before closing in 2026. But the basics are this: In exchange for the cash infusion, Otro will get a minority share of the newly created, for-profit entity Utah Brands & Entertainment. The university’s foundation will own the majority.
That entity will handle sponsorships, NIL, ticket sales and other business-side items. The university’s argument is that Otro’s expertise will increase revenue. Utah, meanwhile, will control scheduling, hirings and firings and handling the student-athletes.
Utah was in the red despite, it noted, “ticket sales, number of donors, and total donations … [improving] year-over-year.” The department already collects $6.2 million in fees from students courtesy of a $82.69 per-semester charge, according to documents.
Essentially, something needed to be done.
“There’s equal risk of actually not doing anything,” school president Taylor Randall said at Tuesday’s meeting.
So Utah is getting a cash infusion and some operational expertise in exchange for … ?
That’s the question.
Utah says it will have governing control over Utah Brands & Entertainment. “Decisions regarding sports, coaches, scheduling, operations, student-athlete care and other athletics matters will remain solely with the athletics department,” athletic director Mark Harlan said.
Generally speaking, though, across college athletics, a business approach to an athletic department is going to lead to uncomfortable and previously politically-loaded conversations about cutting expenses.
That’s because no school has consistently managed to generate enough revenue to cover ever-rising costs.
Even mighty and massive Ohio State, which brought in $254.9 million of revenue in fiscal 2024 (or nearly 2.5 times the amount of Utah), according to school documents, ran a $37.7 million deficit while operating 32 athletic programs.
It’s one reason Ohio State supported a $2.4 billion private-capital deal between the Big Ten and UC Investments before the proposal stalled out last month because of opposition from Michigan and USC. Mark Bernstein, chair of Michigan’s Board of Regents aptly noted that until runaway spending was addressed, the deal was simply akin to a “payday loan.”
College athletics has done much of this to itself, mind you.
Costs have been out of control for decades. The facility “arms race” has been financially destructive everywhere. Leagues have expanded, causing spikes in travel for even the smallest of programs. Motivated by winning, almost no one has kept a latch on coaching salaries, buyouts or staff sizes — in football especially, but every program as well.
While there is certainly plenty of fat that can be cut from football or men’s basketball, those are the profitable divisions that generate the money that keeps everything potentially viable. While Title IX compliance remains a factor, the emotional decisions about the value of other teams have been kicked down the road.
It’s how not just Utah, but nearly everyone else, has gotten to the point that these deals look like a life preserver.
Yet private equity is, usually, motivated to turn a profit to recoup (and then some) its initial investment.
How long until they, unmoved by arguments about the ethereal value of, say, having a tennis team, or that swimmers work as hard as football players, don’t push for bottom-line decisions — namely some of these teams need to go?
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