On June 6, the House vs. NCAA reached a settlement over name, image, and likeness (NIL) deals. One of the changes made was roster limits, and schools across the nation, including the USC Trojans, prepared. 

Ahead of the ruling, programs cut their rosters, and Judge Claudia Wilken ordered a clause to protect athletes losing their spot as a result of the agreement. Designated student-athletes who were cut are eligible for a grandfather status at a new school.

USC Trojans coach Lincoln Riley spoke to the media during fall camp and explained how the program can take advantage of the roster limits. The Trojans may not be able to take advantage of it this season, but perhaps next year.

“It’s unique how it’s being done,” Riley said. “It’s the, I don’t know if you say settlement, NCAA, whoever makes rules these days. They’ve gone with a more tapered approach where we’re not really feeling it this year. We’ll feel it a little bit more next year, and then each year, it’s going to work its way down to 105.”

“They’ve got these, we call them ‘Designated Survivors,’ but they’ve got these designated athletes that, as their eligibility runs out or if they transfer, then you don’t just lose the player. You lost that spot. It’ll cause everybody to eventually whittle down to 105, which will be an advantage for us,” Riley continued.

One of the reasons that Riley does not feel that USC has an advantage currently is due to the teams in the Big Ten. He cited the Nebraska Cornhuskers as a team that carries more players on the roster than USC does because of walk-ons.

MORE: USC Trojans’ Recruiting Momentum Under Lincoln Riley Slowing Down?

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MORE: Pressure Mounts For 11 College Football Programs Under Scrutiny In 2025

MORE: Updated Big Ten Championship Odds: Penn State, USC Trojans’ Odds Change

“I mean, we’re playing teams that carry – and especially in this league, sometimes I don’t think people realize, carry 30 more players on their roster than we do. I mean, Nebraska easily carries 30 more guys on their roster. There’s Title IX and all types of things with it. It’ll be competitively good for us when it gets to that number, where the playing field’s a little bit more level.”

With the House vs. NCAA settlement, programs are allowed to pay their student athletes directly with an annual cap. The cap is beginning at roughly $20.5 million per school for the 2025-2026 season. 

How the schools spread the money could vary. Some programs are looking to give up to 90 percent to their football team, while others have sports they will spread more money to, such as basketball.

With the cap, teams can only keep so many players on the roster, and creating a limit could keep it fairer. While players will still be grandfathered in, once those players are off the team, the spot will no longer be there.

“This new framework that enables schools to provide direct financial benefits to student-athletes and establishes clear and specific rules to regular third-party NIL agreements marks a huge step forward for college sports,” NCAA President Charlie Baker said in a letter after the settlement. “Together, we can use this new beginning to launch college sports into the future.”

The USC Trojans have been one of the most successful programs in the NIL era of college football. While the program may not feel the impact of the roster limitations yet, each season will even out the playing field until the Trojans are the ones with the advantage.

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Welcome to the new college math: A college football player’s name, image, likeness dollar value is based on his marketability as much or more than his performance.

Arch Manning going into the 2025-26 football season has the highest NIL valuation in college football at $6.8 million according to Sports Illustrated. More than $2 million higher than the next closest player. He has yet to start a game for Texas.

The Current State of College Football: The Wild West

Three issues have turned college football into the wild west entering the 2025 season:

1. The NCAA Transfer Portal

2. The Player Opt-Out Option

3. NIL Valuations

The main focus of this article will be around issue 3. NIL Valuations but I want to touch briefly on issues 1 and 2 first.

The NCAA Transfer Portal

Today coaches have to not only manage the year-round recruitment of high school players; They must be constantly vigilant of their own rosters and players transferring. Players can transfer currently during two windows a year: December 9-28 and April 16-25. Think about it. You are a head coach. Your team works hard and has a good season and gets rewarded with a bowl game in December or January. Then while preparing for the bowl game you unexpectedly lose a key player to the December portal!

Starting Georgia Cornerback Julian Humphrey is Exhibit A but just one of many. Last December Humphrey committed to Texas A&M after starting all 10 games for Georgia during 2024. I would presume Head Coach Kirby Smart did not see that one coming.

The Player Opt-Out Option

It used to be more rare but today many key players on college teams are opting out of bowl games or even entire seasons. Why? To avoid possible career threatening injuries. For upperclassmen to further prepare for the NFL draft. Understandable on one level, yes. But for a team sport like football where players depend on one another like soldiers in a foxhole during war, it can demoralize teammates. Opt-outs can undermine the collective commitment to team goals, particularly in high-stakes games.

In 2024 Michigan Football All-American defensive tackle Mason Graham opted out of the Wolverines’ upcoming bowl game, and skipped his senior year of eligibility to declare for the 2025 NFL draft. Graham was already a two-time all Big 10 player and second-team All-American as a junior. “Yes Mason has declared and will sit out of the bowl game,” his agent Ryan Matha said in a text message in December 2024. I am sure Head Coach Sherrone Moore took the high road wishing Graham well and defending his right to do what was in his best interests–while now scrambling to prepare for a bowl game without his best defensive lineman. Again Graham was just one of many examples in 2024.

NIL Valuations

I am not against college athletes getting paid based upon the perceived commercial value of their name or image or likeness. It is wrong for an institution or a retailer to profit off an athlete’s name and keep 100% of the profits generated by merchandise, ticket sales, etc., But too many student-athletes are making decisions more on potential NIL earnings and less on athletic development and academic fit.

Secondly the disparities in earning potential among teammates can create resentment and fracture team unity. Individual stars can overshadow team achievments. In the end NIL makes college football a more transactional relationship between a player and a program/university.

Lastly as was stated at the beginning of this story, NIL rewards an athlete as much or more for their marketability as their performance. NIL reflects as much as anything an athletes’ ability to “Sell snow to Eskimos.” No value judgements here–just calling it the way I see it.

Shedeur Sanders Versus Jeremiah Smith

Two college football stars from the 2024 season best illustrate this dichotomy between marketability and performance: Shedeur Sanders, quarterback of the Colorado Buffalo’s and Jeremiah Smith, wide receiver for the Ohio State Buckeyes.

Shedeur Sanders was the top NIL earner for the 2024-25 season. By the end of the season his NIL value was estimated at $6.5 million. He signed endorsement deals with brands like Nike, Gatorade, Beats by Dre, Google, and the 5430 Alliance. Many of those deals are likely to follow him into the NFL.

In the meantime, what did Sanders accomplish on the football field for the Buffs? Make no mistake, he was truly good. In just two seasons with the Buffs, he threw for 7,364 yards with 64 touchdowns and 13 interceptions. He led his team to a four-way tie for first in the Big 12 only to lose to BYU in a bowl game 36-14. He was named the Big 12 Conference offensive player of the year as he helped turn the Buffaloes back into a winning football program. He set a program record for touchdown passes on the season with 37, and his 74% completion rate was both a program and FBS record for a single season. And he finished 8th in Heisman trophy voting.

However he would fall to the fifth round in the 2025 NFL draft. The Cleveland Browns took him No. 144 overall. The NFL uses a slotting system for rookie salaries, based on where a player is selected. Sanders’ pick, No. 144 overall, is expected to get a four-year deal worth $4.6 million. Sanders’ NIL value had little to do then with his NFL draft value which is a more purely performative-based metric.

Jeremiah Smith on the other hand.had an NIL valuation at the end of the 2024 season of $4.2 million ($2.3 million less than Sanders). And regardless of position or age, many around college football would argue today that Ohio State’s true sophomore wide receiver is the best player in the sport.

The former number-one recruit in the class of 2024 more than lived up to the billing, as he played a key role in the Buckeyes winning the first-ever 12-team College Football Playoff.

In his 2024 season with Ohio State, Jeremiah Smith had a remarkable freshman campaign, recording 76 receptions for 1,315 yards and 15 touchdowns. His 1,315 receiving yards ranked fourth in single-season history for Ohio State, and he became the first Buckeye freshman to surpass 1,000 receiving yards. He also led the team in receptions (76), receiving yards (1,315), and receiving touchdowns (15).

In the end Smith was arguably a better performer at his position and a more crucial piece of the puzzle in the Buckeye’s national championship run in 2024 than Sanders as quarterback of a 9-4 Colorado Team that lost their bowl game. Yet Sanders made millions more in NIL money.

College football desperately needs some new guard rails put in place to manage all these new capitalist trends and forces. I believe it can and must happen. But for now, welcome to the wild west.

Published on
August 11, 2025 |

By: Tuhin Sarkar

Qatar Airways adds with Alaska, Emirates, Etihad Airways, Turkish, Air Europa in boosting sports with official jersey, playing kits and other supports, and here is a history for you. This global story of airline and sports partnerships takes centre stage today as Qatar Airways announces the renewal of its long-standing partnership with Al Sadd Sports Club, one of Qatar’s most iconic and celebrated football teams. The renewed agreement strengthens the connection between Qatar Airways and Al Sadd Sports Club, showing the airline’s deep commitment to advancing sports in Qatar, supporting homegrown talent, and contributing to the realisation of Qatar’s National Vision 2030.

Qatar Airways joins Alaska, Emirates, Etihad Airways, Turkish, and Air Europa in boosting sports with official jersey, playing kits, and other supports that inspire fans and connect communities. Each airline uses these partnerships to showcase brand pride while helping clubs and sports organisations reach higher goals. The history of these collaborations shows a shared belief in the power of sports to unite people, promote tourism, and celebrate culture.

By renewing its deal with Al Sadd Sports Club, Qatar Airways not only adds another chapter to this history but also reaffirms its place alongside Alaska, Emirates, Etihad Airways, Turkish, and Air Europa in the global sports sponsorship arena. These partnerships, from official jersey branding to training kit support, reflect a strategic vision where sports and travel work together to create global impact.

Around the world, airlines are putting their names on the front of football jerseys, turning players into moving adverts and connecting their brands to millions of fans. These deals are more than just sponsorships. They link the excitement of sport with the global reach of aviation. For some clubs, the airline on their shirt has been there for over a decade. For the airlines, it is a way to show ambition, connect with new markets, and build loyalty. From London to Paris, Doha to Buenos Aires, these partnerships are shaping both sports marketing and airline brand strategy.

Emirates – The Longest-Running Football Shirt Sponsor

Emirates from the UAE is the most visible airline in world football. Its logo has been on the front of Arsenal’s shirt since 2006. This deal is set to run until 2028, making it the longest continuous front-of-shirt sponsorship in Premier League history. Emirates also sponsors Real Madrid in Spain, AC Milan in Italy, and Benfica in Portugal, with the Benfica deal confirmed to run until 2029. In France, Emirates is on the front of Olympique Lyonnais’ kit until 2030. It also has a long-standing partnership with Olympiacos in Greece since 2008.

These deals give Emirates a presence in the biggest European leagues. It means that whenever these clubs play in the Champions League or domestic matches, the Emirates brand is broadcast to global audiences. For the airline, it is a direct route into the homes of millions of football fans, many of whom may also be future travellers.

Qatar Airways – From Paris to Doha to Local Talent

Qatar Airways has built an equally impressive sports sponsorship portfolio. In 2022, it became the main shirt sponsor of Paris Saint-Germain (PSG) in France, a deal reported to be worth around €70 million a year and extended until 2028. PSG’s global fan base gives Qatar Airways huge exposure in Europe, Asia, and the Americas.

Closer to home, Qatar Airways is the official jersey partner of Al Sadd Sports Club, one of Qatar’s most celebrated teams. This deal was renewed in August 2025. It reflects the airline’s commitment to developing sports in Qatar and supporting home-grown players. The airline also sponsors K.A.S. Eupen in Belgium and has been the main shirt sponsor for Club Africain in Tunisia across football, basketball, and handball.

Qatar Airways uses these deals to connect local pride with global recognition. By sponsoring clubs at home and abroad, it promotes Qatar as both a sports hub and a travel destination.

Etihad Airways – A Multi-Club Global Strategy

Etihad Airways, based in Abu Dhabi, is best known for its partnership with Manchester City in England. The deal began in 2009 and includes the naming rights to the Etihad Stadium. The airline’s approach is unique because it works across the City Football Group network. This means Etihad appears on the shirts of clubs in the United States (New York City FC), Australia (Melbourne City FC), and India (Mumbai City FC).

This multi-club strategy gives Etihad exposure in multiple continents with a single brand identity. It also allows for shared marketing campaigns and travel offers linked to each club’s fan base. The most recent addition, Mumbai City FC, started wearing Etihad on the front of their shirt in the 2024–25 season.

Turkish Airlines – Expanding Across Continents

Turkish Airlines has recently expanded its sports partnerships. In 2024, it became the main shirt sponsor for River Plate in Argentina, one of South America’s most popular clubs. It also sponsors Galatasaray in Turkey as a sleeve partner for UEFA competitions during the 2024–25 season.

By sponsoring River Plate, Turkish Airlines gains visibility in Latin America, an important market for its expanding global route network. The Galatasaray partnership ensures its brand is seen in European competitions, linking its home market to international football.

Other Airlines and Historic Partnerships

While the Middle East carriers dominate, other airlines have made their mark in football sponsorship. Air Europa has had multiple front-of-shirt deals with RCD Mallorca in Spain. Alaska Airlines sponsors the Portland Timbers in Major League Soccer in the USA. Malaysia Airlines was the main shirt sponsor for Queens Park Rangers in the Premier League from 2011 to 2013.

In earlier decades, Gulf Air sponsored Chelsea in England in the 1980s. Garuda Indonesia sponsored Liverpool’s training kit in 2014–15, showing that even training gear can be valuable for brand exposure.

Beyond Football – Jerseys in Other Sports

Airlines are also appearing on jerseys outside football. Emirates sponsors the NBA’s referees with patches on their uniforms. In cricket, Emirates sponsors the ICC’s Elite Panel of umpires and referees, with branding visible in all international matches. These sponsorships give airlines visibility across different sports audiences, expanding their reach beyond football.

Why Airlines Choose Jersey Sponsorships

Jersey sponsorship is powerful because it guarantees consistent brand visibility during games. Whether a team is winning or losing, the airline logo is on screen, in photos, and in social media posts. It connects airlines with the excitement and passion fans feel for their club.

For global carriers, this is also about route marketing. Emirates promotes routes to Lisbon through Benfica, to Milan through AC Milan, and to London through Arsenal. Qatar Airways links its brand to Paris via PSG, and Etihad does the same for Manchester.

These deals also offer hospitality benefits. Airlines can use VIP tickets, exclusive fan experiences, and co-branded promotions to strengthen customer loyalty.

Recent Trends in Airline–Sports Partnerships

In the past two years, several high-profile renewals have reinforced the value of these deals. PSG and Qatar Airways extended their deal until 2028. Emirates renewed with Arsenal to 2028 and Benfica to 2029. Lyon’s deal with Emirates now runs to 2030.

At the same time, airlines are exploring more regional sponsorships. Qatar Airways continues to invest in African and Belgian clubs, while Etihad grows its presence in Asia through Mumbai City FC. This reflects a shift toward targeting emerging markets alongside established football powers.

Economic Value and Market Reach

The top football shirt deals with airlines are worth tens of millions of euros each year. PSG’s deal with Qatar Airways is one of the most lucrative in the sport. Emirates’ multi-club portfolio gives it unmatched reach across Europe’s top leagues. Etihad’s multi-club strategy creates efficiency by using a single sponsor identity in different countries.

For clubs, airline sponsorship provides a stable, high-value income stream. For airlines, it is a marketing investment that delivers global reach without the need for separate local campaigns in each market.

Connecting Sports, Tourism, and Travel

These partnerships have a direct link to tourism. Fans often travel to watch their teams play in domestic and international matches. Airlines can package flights, match tickets, and hotel stays into attractive offers. This turns sports sponsorship into a driver for both inbound and outbound travel.

Major events, such as Champions League finals, draw fans from all over the world. Airlines with shirt sponsorships often benefit from increased ticket sales on routes to host cities. In this way, sports partnerships become part of an airline’s wider tourism strategy.

The Future of Airline Jersey Deals

As sports broadcasting becomes more global, the value of jersey sponsorship will keep growing. Streaming platforms mean fans in Asia can watch every match from European leagues. Airlines will continue to see these deals as an efficient way to reach large, engaged audiences.

Emerging markets will likely see more deals, with airlines from Asia, Africa, and South America seeking to copy the success of the Middle East carriers. Multi-sport partnerships, such as those Emirates has with both football and basketball, may also become more common.

Airlines are now some of the biggest investors in sports sponsorship, especially in football jerseys. Emirates, Qatar Airways, and Etihad lead the way with high-value, long-term deals. Turkish Airlines is expanding into Latin America. Other carriers continue to secure strategic partnerships in their key markets.

These deals connect sport, travel, and culture. They promote destinations, drive tourism, and build brand loyalty. In the years ahead, we can expect airlines to keep chasing these partnerships, using the global stage of sport to carry their brands even further.

Qatar Airways Extends Al Sadd SC Partnership for Sporting Growth

Qatar Airways has renewed its long-standing partnership with Al Sadd Sports Club, one of Qatar’s most iconic football teams. This renewed collaboration strengthens the airline’s role in advancing sports, promoting local talent, and supporting Qatar’s National Vision 2030. Since 2018, Qatar Airways has been a committed partner of Al Sadd SC, engaging with fans and promoting the Qatar Stars League. The airline’s backing reflects its belief in sports as a unifying force that inspires communities and connects people across Qatar and the wider region.

Strengthening Qatar’s National Vision 2030 Through Sports

The renewed agreement goes beyond brand visibility. It supports Qatar’s ambition to become a global sports hub while creating opportunities for young athletes. Qatar Airways Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer, expressed pride in continuing the partnership, highlighting the shared values of excellence, community, and talent development. By aligning with Qatar’s national goals, this collaboration promotes a sustainable sports culture, encouraging participation at both grassroots and professional levels.

A Legacy of Football Excellence in Qatar

Al Sadd SC has a rich history in Qatari football, with numerous domestic and regional titles to its name. The club remains a symbol of pride for Qatari fans, and the renewed partnership with Qatar Airways ensures continued growth on and off the field. Club CEO Mr. Turki Al-Ali welcomed the agreement, noting the achievements already made and expressing optimism for greater success in the future. This long-term cooperation aims to boost team performance while enhancing fan engagement.

Qatar Airways’ Expanding Global Sports Portfolio

This renewed deal adds to Qatar Airways’ impressive global sports sponsorships. The airline’s portfolio includes FIFA, UEFA Champions League, Formula 1®, Paris Saint-Germain, FC Internazionale Milano, MotoGP, the IRONMAN Triathlon Series, and partnerships in rugby, cricket, tennis, and other sports. These collaborations underline Qatar Airways’ strategy to associate its brand with excellence, resilience, and global connectivity. Each partnership also serves as a bridge to connect Qatar with audiences worldwide.

Driving Tourism and International Recognition

Sports partnerships have become a vital tool for Qatar’s tourism and hospitality sectors. Events featuring Al Sadd SC, as well as international tournaments sponsored by Qatar Airways, attract global visitors. This aligns with Qatar’s strategy to diversify its economy through tourism, showcasing the country’s infrastructure, culture, and hospitality. Such collaborations encourage travellers to explore Qatar beyond the sports arenas, boosting hotel stays, dining, and cultural tourism.

Inspiring Communities and Connecting Fans

Qatar Airways actively engages with sports fans through interactive campaigns, ticket promotions, and fan events. By renewing its partnership with Al Sadd SC, the airline aims to foster a deeper connection between the team and its supporters. This engagement is not limited to match days; it extends to year-round activities that keep fans involved. The approach strengthens community bonds and reinforces football’s role in bringing people together.

Supporting Local Talent Development

A key element of the renewed agreement is the focus on nurturing Qatari youth in sports. Training programmes, mentorship initiatives, and community outreach are part of the plan. Al Sadd SC’s youth academy, supported by Qatar Airways, plays a pivotal role in developing the next generation of players. This investment ensures the long-term sustainability of football in Qatar, preparing athletes for both national and international competitions.

Strategic Value for Both Partners

For Qatar Airways, the partnership provides strong brand alignment with Qatar’s leading football club. For Al Sadd SC, it ensures financial stability, world-class resources, and global exposure. Together, they form a powerful alliance that benefits not just the team but also the broader Qatari sports industry. This synergy supports Qatar’s reputation as a destination for world-class sporting events and elite athletic performance.

Aligning with Major Global Sporting Events

With Qatar set to host more high-profile tournaments in the coming years, the partnership positions both Qatar Airways and Al Sadd SC for greater international attention. The legacy of the FIFA World Cup 2022 continues to inspire new initiatives in sports development, and this renewed collaboration leverages that momentum. Both entities aim to maintain Qatar’s place on the global sporting map.

Looking Ahead to a Shared Future

Qatar Airways and Al Sadd SC have built a relationship grounded in trust, mutual respect, and shared goals. The renewed agreement signals a commitment to achieving even more in the years ahead. Whether it’s lifting trophies, inspiring young athletes, or enhancing fan experiences, both partners are determined to play a leading role in Qatar’s sporting journey. This alliance embodies the spirit of Qatar’s vision — blending tradition with ambition to create a brighter future.

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Texas Tech’s recent recruiting success, combined with its headline-grabbing haul from the transfer portal, signals a clear shift in the landscape of college football. Gone are the days when elite recruits were essentially guaranteed to land at blue-blood programs like Alabama, Ohio State, or Texas. In the past, a school like Texas Tech would’ve had little chance of competing for top talent in the country.

Those days are over.

This shift can largely be attributed to the rise of NIL opportunities, which have leveled the playing field in ways previously unimaginable. Fans of historically smaller programs are celebrating this new reality, assuming they have the funds to capitalize (hello, Texas Tech). Meanwhile, many SEC fans are struggling to accept that their programs no longer have an automatic claim on every top prospect.

Take five-star offensive lineman Felix Ojo, for example. When Texas Tech reportedly outbid the likes of Texas and Ohio State for Ojo with a lucrative multi-million dollar NIL deal, the college football world took notice—and SEC fans lost their minds. When the Red Raiders followed that up by landing the No. 1 overall prospect in the 2027 class, it sparked even more disbelief and backlash from SEC loyalists.

To cope with this new reality, many of those fans have convinced themselves that players are just chasing easy money, opting for quick paydays at places like Texas Tech instead of proving themselves in the so-called “best” conference in the country. But here’s the problem: the SEC isn’t what it used to be.

Yes, the SEC once instilled fear across the college football world. It boasted the biggest, fastest athletes, and regularly dominated on the national stage. But that dominance has faded in recent years. The last two national champions have come from the Big Ten. Alabama, once an unstoppable force under Nick Saban, suddenly looks very beatable—just ask teams like Michigan and even Vanderbilt. LSU remains solid under Brian Kelly, but the Tigers are far from the powerhouse they were. Even Georgia, a recent back-to-back national champion, just lost the top prospect from its own state to Texas Tech.

For years, SEC programs enjoyed a recruiting edge through backdoor deals and under-the-table incentives. Now that paying athletes is legal, programs like Texas Tech are able to play the same game—only better. And that’s not sitting well with a fan base used to having it all. The truth? The SEC isn’t entitled to anything anymore.

In this new era, Texas Tech is playing by the rules—and thriving. While SEC fans cling to the belief that losing top recruits is a sign of players lacking the desire to compete at the “highest level,” the reality is far more uncomfortable: the SEC is no longer the premier conference in college football. Programs like Texas Tech are rising, and they’re doing it the right way—out in the open.

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New NIL club sets tone for Kentucky’s revenue sharing efforts

The John Calipari era brought “La Familia” to Kentucky basketball’s NIL scene. His departure led to the launch of “Club Blue,” complete with high-profile concerts, team events, and tiered gifts for donors. Now, in the Mark Pope era, Kentucky athletics is making another major shift — introducing BBN United.

According to a release from the University of Kentucky, BBN United will be the official fan membership program for UK Athletics, designed to connect Big Blue Nation with its student-athletes like never before.

“It’s where passion fuels purpose,” the release states. “BBN United isn’t just a membership. It’s a mission to elevate our student-athletes in the next era of NIL and athletics success.”

While official sign-ups aren’t live yet, fans can register their interest at bbnunited.ukathletics.com to become founding members once the program launches. The benefits promise to include premium content, exclusive experiences, community events, and behind-the-scenes access across all sports.

The move comes as NIL programs nationwide evolve from simple collectives into multi-sport, fan-facing engagement hubs. Kentucky’s branding is clear — this is for the entire athletic department, not just basketball or football. That means fans could get up-close access to baseball, volleyball, gymnastics, track and field, and more, in addition to the marquee sports.

BBN United also signals a pivot toward creating a true year-round membership culture — where fan involvement doesn’t end when the season does. From offseason player meet-and-greets to members-only game-day lounges, the possibilities are wide open.

“BBN isn’t a place,” the announcement says. “It’s a movement.” And in the NIL era, movements require funding, organization, and buy-in from the fan base. Kentucky’s hope is that this rebrand will unify supporters under one banner and keep the Wildcats competitive in an arms race that shows no sign of slowing down.

For now, the only thing left for fans to do is sign up for updates — and prepare for another new chapter in Kentucky’s NIL journey.