NIL
Paddy Power brand boss Leah Spears on why it's doubling down on non
Irish gaming giant Paddy Power has never been shy about taking a gamble and the brand’s latest move – partnering with Channel 4’s long-running reality TV show First Dates – is another bold step further into the mainstream entertainment sphere. Following up on last year’s cheeky sponsorship of the rebooted game show Password, Paddy Power […]


Irish gaming giant Paddy Power has never been shy about taking a gamble and the brand’s latest move – partnering with Channel 4’s long-running reality TV show First Dates – is another bold step further into the mainstream entertainment sphere. Following up on last year’s cheeky sponsorship of the rebooted game show Password, Paddy Power is once again betting on non-sport TV content to reach and entertain new audiences, particularly outside its traditional sports fan base.
But for Paddy Power, this isn’t so much a risky bet as it is a strategic and logical next step in what brand director Leah Spears calls the brand’s “entertainment-first” philosophy. “We’ve always considered ourselves to be an entertainment brand more than a gambling brand,” she tells The Drum. “Even our social channels never talk about betting – it’s all about fun, mischief and cultural relevance.”
And culturally relevant First Dates certainly is. The Bafta-nominated show has been a fixture on Channel 4 since 2013, making it one of the broadcaster’s most beloved primetime formats. The new 14-month sponsorship deal, which kicked off last night (Monday, April 7), will see Paddy Power Games roll out 19 original idents, airing across Channel 4 and E4 throughout the year – including seasonal spikes around Valentine’s Day, Christmas and summer specials.
Want to go deeper? Ask The Drum
Leaning into awkwardness
Created by BBH London, the idents are set in ‘Café du Chance,’ Paddy Power’s fictional dating bistro, with brand ambassador Peter Crouch front and center. From cringeworthy first date bill splitting to misread signals and shocking family confessions, the short spots serve up humor with a heavy side of relatability. “Like gaming, dating is full of moments where you wish you could just have another go,” says Spears. “That shared sense of unpredictability made First Dates feel like a natural fit for us.”
The idents don’t just riff on the awkward charm of the show – they are designed to seamlessly blend with it: “When we’re thinking about idents, it’s all about enhancing the show, not distracting from it. From the outset, we wanted our presence around the show to feel integrated and authentic, like it belonged there, not just a badge at the beginning and end of each episode.”
Crouch, who plays various roles in the spots, including chef, waiter and maître d’, is more than just a recognizable face. His self-deprecating humor mirrors Paddy Power’s mischievous brand tone perfectly. “Crouchy is a dream ambassador for us,” says Spears. “He takes awkward moments and makes them even funnier. We knew he was the one to bring this idea to life.”
A strategic shift from sport to culture
Paddy Power’s pivot into mainstream, non-sports programming began last year with its sponsorship of ITV gameshow Password and Spears says the response from audiences was immediate. “What we learned from Password is that viewers appreciate when sponsorships feel like a natural extension of the program. We wanted to do more of that – showing up in unexpected but culturally resonant places.”
This strategic shift reflects a broader ambition at Paddy Power to engage viewers through cultural moments that exist beyond sport, which has traditionally been the brand’s domain. “First Dates gives us that platform,” Spears says. “It’s culturally relevant, it’s loved by both men and women and it’s entertainment at its core. That’s the sweet spot for us.”
Indeed, part of the appeal lies in broadening the brand’s reach, particularly with women, a demographic Paddy Power Games has seen growing traction with in recent years. “Gaming has become a space where more women are active and First Dates is the kind of environment that allows us to speak to them more directly,” she adds. “That’s not to say it’s just for women; it’s entertainment for everyone.”
Advertisement
Extending the conversation
The deal isn’t just confined to TV screens. Paddy Power plans to roll out digital and social content in parallel with the First Dates broadcast schedule, tapping into key storylines and moments in real-time. “We work best as a brand when we react,” says Spears. “New episodes give us the opportunity to jump on cultural moments and make them even bigger, whether that’s a jaw-dropping date or a meme-worthy one-liner.”
This reactive model, already a hallmark of Paddy Power’s sports content, is being adapted for the First Dates universe. The team will push bite-sized clips, memes and extended skits across platforms like TikTok, Instagram and YouTube to fuel ongoing engagement.
It’s a model designed less for short-term performance and more for long-term brand love. “This isn’t a commercial play,” Spears points out. “We don’t track these partnerships based on conversions or revenue. It’s purely about association, entertainment value, consideration and trust. Ultimately, we’re building brand warmth.”
Advertisement
Regulated, but playful
Of course, not everyone is comfortable with gambling brands appearing in mainstream entertainment and Spears acknowledges the scrutiny. “We’re heavily regulated and rightly so. We only partner with brands and programs that align with our values and where we can show up safely. First Dates ticked all of those boxes. It’s responsible, it’s inclusive and it’s about giving people another chance.”
That final phrase, “another chance,” also happens to be the campaign’s title and central theme. It’s a neat alignment between gaming and dating, risk and reward, mishaps and hope. And it’s why the First Dates sponsorship feels like more than just clever placement, more a statement of intent.
Only just under starter’s order
With First Dates running through to June 2026 and plans for new content drops throughout the year, Paddy Power isn’t ruling out future partnerships in the entertainment space. “We’re always looking for unexpected ways to show up,” Spears says. “It doesn’t have to be sponsorship; it just has to be culturally relevant.”
With women set to take center stage in 2025’s sporting calendar – the Women’s Rugby World Cup and the Women’s Uefa Euros are just two of many huge events looming – maybe this is the perfect time to reach out to more women. One thing is clear: Paddy Power is betting big on culture.
Suggested newsletters for you
Daily Briefing
Daily
Catch up on the most important stories of the day, curated by our editorial team.
Weekly Marketing
Friday
Stay up to date with a curated digest of the most important marketing stories and expert insights from our global team.
The Drum Insider
Once a month
Learn how to pitch to our editors and get published on The Drum.
NIL
Look: Latest SEC Shorts skit features Tennessee, transfer portal jokes
Tennessee football takes the field for its season opener in less than two weeks. If that’s not enough of an indicator for the start of the college football season, then this might be. SEC Shorts, a popular internet series that makes sketch comedies about the latest storylines in SEC sports, released its first short of […]

Tennessee football takes the field for its season opener in less than two weeks.
If that’s not enough of an indicator for the start of the college football season, then this might be. SEC Shorts, a popular internet series that makes sketch comedies about the latest storylines in SEC sports, released its first short of the season on Monday, Aug. 18.
Advertisement
Oh, and it’s about the Vols and former quarterback Nico Iamaleava.
REQUIRED READING: What Tennessee football coach Josh Heupel said about Vols’ change to Adidas
Iamaleava, who transferred to UCLA in the offseason after an NIL dispute with Tennessee, was set for his second season as the Vols’ starter before leaving. Tennessee will instead roll out Appalachian State transfer Joey Aguilar, who originally signed with UCLA this offseason before Iamaleava joined the Bruins.
The SEC Shorts skit starts with one of the actors wearing an Iamaleava jersey before looking down at his phone and finding out Iamaleava is entering the transfer portal. The short then transitions into an advertisement for a jersey with removable letters and numbers, so fans can continue to rep their team despite a potential star player leaving.
Advertisement
Of course, the videos can be quite satirical sometimes. Here’s a full look at the latest video from SEC Shorts, in which Tennessee is featured:
Tennessee featured in latest SEC Shorts video
Here’s the full clip of Tennessee’s feature from SEC Shorts on Monday, Aug. 18.
This article originally appeared on Knoxville News Sentinel: Latest SEC Shorts skit features Tennessee, transfer portal jokes
NIL
The 247Sports 30under30 for 2025
Who are the top young coaches and staffers in college football ahead of the 2025 season? It’s a question 247Sports attempts to answer annually with its 30Under30 list, which is in its ninth iteration. The initial 2017 list included several future head coaches (Kenny Dillingham, Arizona State; Scotty Walden, UTEP; Jeff Faris, Austin Peay), a few powerhouse coordinators (Glenn […]

Who are the top young coaches and staffers in college football ahead of the 2025 season?
It’s a question 247Sports attempts to answer annually with its 30Under30 list, which is in its ninth iteration. The initial 2017 list included several future head coaches (Kenny Dillingham, Arizona State; Scotty Walden, UTEP; Jeff Faris, Austin Peay), a few powerhouse coordinators (Glenn Schumann, Georgia; Tino Sunseri, UCLA; Nick Sheridan, Alabama, Collin Klein, Texas A&M), an SEC general manager (Jacob LaFrance, Florida) and even an athletic director (Fernando Lovo, New Mexico).
Those are the type of future stars 247Sports aims to identify annually.
The list has changed considerably over the years. For example, one of the list’s original originators, Barton Simmons, is now well into his tenure as the general manager at Vanderbilt. But the process is the same: Surveying dozens and dozens of contacts across the industry to find the best sub-age-30 coaches and staffers in college football.
Given that the sport continues to trend younger and young — there are nearly 100 on-field FBS coaches under the age of 30 this season — the list is harder than it’s ever been to narrow down. So, for the third season in a row, 247Sports is identifying 30 new names while also highlighting every returning 30Under30 class member who remains under 30 at the end of the story.
Additionally, given the volume of high-quality coaches and staffers across the country, 247Sports is also highlighting some sub-30 analysts, GAs and personnel staffers who have garnered strong feedback and bear watching moving forward.
Got it? Let’s get started.
Note: All names are listed in alphabetical order
Bryson Allen-Williams, Quality Control Coordinator, Georgia (28)
Known as a stellar off-field recruiter and a dynamic young coach, Allen-Williams draws a lot of praise across the industry in terms of his future. Allen-Williams joined the Georgia staff this offseason after spending two years as a grad assistant USC, where he helped the Trojans make major inroads in Georgia as a recruiter. Allen-Williams gets a lot of hands-on-work with Georgia’s inside linebackers, especially with Schumann often walking around and observing the whole defense. Allen-Williams, a former top 100 recruit in the 2014 class for South Carolina, is viewed as a very fast riser in the space. Said one source of him: “He’s a dude!!!”
Josh Bringuel, Linebackers Coach, Arizona (27)
A disciple of Florida State defensive coordinator Tony White, Bringuel’s made a fast climb up the ranks since graduating from San Diego State in 2020. He worked under White as a GA with Syracuse in 2021 and 2022 before following him to Nebraska, where he was assistant LB coach. White initially brought Bringuel with him to FSU this offseason before the Wildcats hired him in March. Said a source on Bringuel: “His knowledge for the game is next level. Will be a coordinator one day.”
NIL
Texas Tech running back Quinten Joyner suffers season
Texas Tech RB Quinten Joyner suffered a season-ending knee injury in a weekend scrimmage The USC transfer was part of a top-rated Texas Tech transfer class Texas Tech is the No. 24 team in the preseason US LBM Coaches Poll and is among the favorites to win the Big 12 Two weeks before its 2025 […]


- Texas Tech RB Quinten Joyner suffered a season-ending knee injury in a weekend scrimmage
- The USC transfer was part of a top-rated Texas Tech transfer class
- Texas Tech is the No. 24 team in the preseason US LBM Coaches Poll and is among the favorites to win the Big 12
Two weeks before its 2025 season opener, Texas Tech football has lost a player who was expected to be one of its top offensive players.
Red Raiders sophomore running back Quintaelyn “Quinten” Joyner, a USC transfer, will miss the season due to a knee injury he suffered on Aug. 16 during the team’s second preseason scrimmage, the university confirmed to the Lubbock Avalanche-Journal, a part of the USA TODAY Network, on Aug. 18.
Last season at USC, Joyner rushed for 478 yards and three touchdowns while averaging 7.6 yards per carry. He was rated by 247Sports’ composite rankings as the No. 145 overall player and the No. 9 running back in the transfer portal last offseason.
Joyner entered fall training camp atop the team’s depth chart at running back. While he’s sidelined, the No. 24 Red Raiders will turn to sophomores J’Koby Williams and Cameron Dickey. Last season, Williams and Dickey each had 41 carries, with Williams rushing for 236 yards and two touchdowns and Dickey running for 225 yards and one touchdown. Williams rushed for 123 yards and a touchdown on just 15 carries in the team’s Liberty Bowl loss to Arkansas.
An Austin, Texas native, Joyner was a part of a 22-player Texas Tech transfer class that 247Sports ranked second among all FBS programs, behind only LSU. Joyner was one of 13 players in the class rated as a four-star transfer.
The Red Raiders have enjoyed a sharp rise in spending on name, image and likeness deals for athletes in recent years, buoyed largely by mega-donors Cody Campbell and John Sellers, the co-founders of the school’s Matador Club collective.
Softball pitcher NiJaree Canady transferred to the school from Stanford and earned a record-setting seven-figure deal before leading Texas Tech to the championship series of the Women’s College World Series. All-American men’s basketball forward JT Toppin was lured back to the school with a deal worth more than $3 million. In all, Red Raiders athletes will reportedly earn a combined $55 million during the 2025-26 academic year.
Texas Tech opens its 2025 season on August 30 against Arkansas-Pine Bluff. Though the league didn’t conduct an official preseason poll, the Red Raiders are widely viewed as one of the favorites to win the Big 12 and earn an automatic berth to the College Football Playoff.
NIL
South Carolina’s LaNorris Sellers signs NIL deal with Rhoback, Gamecocks fans get special offer
On Sunday night, activewear company Rhoback and South Carolina quarterback LaNorris Sellers announced a NIL apparel deal. Sellers, a redshirt sophomore from Florence, S.C., is the latest college football player to partner with Rhoback, joining Ohio State defensive back Caleb Downs, Texas A&M quarterback Marcel Reed and Penn State running back Nick Singleton. Support LaNorris Sellers’ […]

On Sunday night, activewear company Rhoback and South Carolina quarterback LaNorris Sellers announced a NIL apparel deal.
Sellers, a redshirt sophomore from Florence, S.C., is the latest college football player to partner with Rhoback, joining Ohio State defensive back Caleb Downs, Texas A&M quarterback Marcel Reed and Penn State running back Nick Singleton.
Support LaNorris Sellers’ partnership with Rhoback
“LaNorris brings a unique spark to everything he touches, and we knew from the start he’d be a perfect fit for Rhoback,” Rhoback spokesperson Shalen Moore said in a statement announcing the deal with Sellers. “He’s a natural leader, a competitor, and someone who’s building momentum fast. We’re excited to welcome him to the family and to help bring his story and style to life through this partnership.”
Last season, Sellers was named SEC Freshman of the Year after finishing with a pair of 300-yard passing games and two 100-yard rushing performances. He was voted as a Rex Enright team captain, the first freshman in school history to earn that award.
Sellers was the Steve Wadiak Team MVP and shared the Steve Spurrier MVP (offense) with running back Raheim Sanders.
“Joining Rhoback is a big-time move for me. The energy around the brand is real, and it’s something I’ve noticed for a while,” Sellers said. “Their gear is next level — whether it’s training, game day, or just everyday comfort. I’m hyped to be part of what they’re building and to rep it with pride. We’ve got some creative stuff coming that I think my people are going to really mess with. This isn’t just a collab — it’s a full partnership.”
In 12 games last season, Sellers completed 196-of-299 passes for 2,534 yards with 18 touchdowns. He finished second on the team in rushing with 166 carries for 674 yards and seven touchdowns.
Rhoback offers a variety of apparel for both men and women, including polos, quarter-zips, hoodies, t-shirts, vests, shorts, joggers, and hats. South Carolina fans can support Sellers and Rhoback U right here by placing an order through Rhoback.
NIL
Mark Murphy excited for his new role helping UW-Green Bay Phoenix fundraise for athletics
GREEN BAY (WLUK) — The retirement of former Green Bay Packers president and CEO Mark Murphy didn’t last long. Murphy has traded in his green and gold for the UW-Green Bay green and white, joining the athletics staff at UWGB as the college’s first Executive in Residence. “I really missed my days in college athletics […]

GREEN BAY (WLUK) — The retirement of former Green Bay Packers president and CEO Mark Murphy didn’t last long.
Murphy has traded in his green and gold for the UW-Green Bay green and white, joining the athletics staff at UWGB as the college’s first Executive in Residence.
“I really missed my days in college athletics and being involved in the campus,” said Murphy during an exclusive interview with FOX 11 Monday at the Kress Events Center on UWGB’s campus.
A former college football player who served as the athletic director at both Colgate University and Northwestern University, Murphy became involved at UWGB shortly after starting with the Packers. He currently sits on the Chancellor’s Council of Trustees.
As he approached the Packers’ mandatory retirement age of 70, discussions began between Murphy and UW-Green Bay administrators about his future plans.
According to Chancellor Michael Alexander, “We started to talk to Mark before he retired about what he was planning to do after he retired, and we’re really excited that we were able to work this out.”
The Green Bay Phoenix created its first Executive in Residence position for Murphy. It’s truly a return to his roots.
“It’s a great university and it serves the community, so to be involved and be helpful is something that’s really exciting to me,” Murphy told FOX 11.
Between the introduction of the transfer portal and the name, image and likeness (NIL) deal that allows college students to profit financially on their athletic ability, Murphy believes it’s an interesting time in college athletics.
In this volunteer position, where he will take no salary, Murphy’s main focus will be to help with fundraising for the Phoenix through partnerships and sponsorships.
“It’s the reality of college athletics now, and you’re going to have to put together a program where student athletes are being compensated. Good thing about Green Bay is you have a lot of people that are supportive of UWGB athletics that want them to be competitive, and I’m looking forward to working with [athletic director Josh Moon] in identifying people that might be helpful in moving the program forward,” said Murphy.
While his office is in the Kress Events Center, Murphy won’t only be focused on athletics. He will also work with Chancellor Alexander on other special university projects, too.
“He doesn’t have to learn the university. He knows the university and can help it immediately,” added Alexander.
NIL
North Carolina freshman Caleb Wilson turns heads with multimillion
North Carolina freshman Caleb Wilson has inked a multi-year, multi-million dollar endorsement deal, according to a report. ESPN NBA Insider Shams Charania reported on Monday that Wilson has signed a deal with New Balance. North Carolina’s Caleb Wilson, a projected 2026 NBA draft lottery pick, has signed a multiyear, multimillion-dollar shoe endorsement deal with New […]


North Carolina freshman Caleb Wilson has inked a multi-year, multi-million dollar endorsement deal, according to a report.
ESPN NBA Insider Shams Charania reported on Monday that Wilson has signed a deal with New Balance.
North Carolina’s Caleb Wilson, a projected 2026 NBA draft lottery pick, has signed a multiyear, multimillion-dollar shoe endorsement deal with New Balance, sources tell ESPN.
— Shams Charania (@ShamsCharania) August 18, 2025
Wilson is now part of a New Balance NBA crew that includes Kawhi Leonard, Tyrese Maxey, Jamal Murray, Darius Garland, Zach Lavine, Aaron Nesmith, Dejounte Murray and Cooper Flagg.
An ESPN Class of 2025 top-five recruit, Wilson confirmed the deal on social media.
NB Family!!! https://t.co/NxCc0XX2ix pic.twitter.com/2Hq9IgPpnx
— Caleb Wilson (@CalebWilson2025) August 18, 2025
Wilson, 19-year old out of Atlanta who is set to compete for the Hubert Davis and the Tar Heels during the 2025-26 season, is projected to be the eighth pick in the 2026 NBA Draft.
“At 6-9, Wilson looks the part with an outstanding frame, length and developing two-way versatility that could be harnessed into a very intriguing package long term. He can push off the defensive glass and pass on the move,” noted by ESPN’s Jonathan Givony in a mock 2026 draft. “Wilson’s intensity level and outside shooting need work, but he has attributes you can’t teach and is loaded with long-term upside.”
Fans reacted to Wilson’s deal under Charania’s post via X:
“New balance crushing it with the marketing and their players. Kawhi is my favorite. They’re forming a true BRAND.” – @SquiddyNFT
“It’s so weird reading about college players signing endorsement deals. He is probably the richest kid on campus.” – @Hcp1Hcp
“I’m happy he’s getting paid. But UNC gets all the best Jordans. Gonna be a bit odd to be playing in New Balance while your teammates play in actual good shoes.” – @UNCisFamily
“Aye man I can’t wait to see what design you’re gonna cook up.” – @HIburner252
“Dang going to New Balance instead of Nike 🤯.” – @punk7039
Wilson signed with the Tar Heels as the No. 5 overall prospect and No. 2 power forward in the class of 2025. He was also rated as the No. 1 overall prospect in the state of Georgia, according to the Rivals industry ranking. He held offers from Ohio State, Auburn, Tennessee, Kentucky, and multiple other notable Power 4 programs.
— Enjoy free coverage of the the latest NIL news around the NCAA from NIL on SI —
$1.5 million Texas WR reveals why he didn’t like the Longhorns on his initial visit
Former Georgia head coach roasts Carson Beck after $4 million transfer move to Miami
Two major college football programs trending for nation’s No. 1 cornerback
Flau’jae Johnson, Azzi Fudd among 14 college stars signed to Unrivaled NIL deals
ESPN analyst names SEC QB who could be the next Garrett Nussmeier
-
Health2 weeks ago
The Women Driving A New Era In U.S. Ski & Snowboard
-
NIL3 weeks ago
ESPN Announces 'dont wait run fast' by mgk as New College Football Anthem for 2025
-
Rec Sports2 weeks ago
Swimming & Diving Comments on the Rules – 2025-26
-
Technology2 weeks ago
Amid Sports Chaos, ‘Known’ Data and Outcomes Help Agency Win
-
Rec Sports2 weeks ago
Sternberg named new youth center director | News, Sports, Jobs
-
Youtube2 weeks ago
🚨 BREAKING NEWS 🚨 Micah Parsons requests trade from the Dallas Cowboys | SportsCenter
-
College Sports3 weeks ago
Rep. Pugh: The Red Sand Project brings awareness to ‘very serious issue’
-
Motorsports3 days ago
NASCAR’s Bold Sponsorship Move: Anduril Steps into the Fast Lane as Defense Technology Meets Racing Dram
-
Health1 week ago
Clinical psychologist discusses student
-
High School Sports3 weeks ago
Kentucky Basketball Offers 7