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NBA team the Atlanta Hawks bet on creators to boost advertiser appeal

Professional basketball team the Atlanta Hawks have launched the NBA’s first formalized creator collective. The Atlanta Hawks Creator Collective is a group of 25 content creators that the NBA team has granted special access to home games and events such as training facility tours. The team soft-launched the program last year, with Atlanta-based creators including […]

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NBA team the Atlanta Hawks bet on creators to boost advertiser appeal

Professional basketball team the Atlanta Hawks have launched the NBA’s first formalized creator collective.

The Atlanta Hawks Creator Collective is a group of 25 content creators that the NBA team has granted special access to home games and events such as training facility tours. The team soft-launched the program last year, with Atlanta-based creators including Dayna Bolden and Roxanne Kaiser attending — and posting about — Hawks events throughout the 2024-2025 basketball season.

The collective spans across both platforms and genres, and includes non-sports creators such as Kaiser and Julio Angel Muñoz. Members of the collective are paid a fee to create content about the games they attend, in addition to a mixture of other paid and unpaid opportunities. The past year represented a beta test of sorts for the program. Pleased with its performance, Hawks executives plan to officially announce the collective tomorrow, at Atlanta’s State of Creators of Color summit.

“In some cases, they do get an honorarium or a fee to do certain things, and in other cases they do it because we’re a team,” said Hawks vp of entertainment industry relations Levetta Futrell. “For example, when they came to [dinner event] Taste of the Hawks, there was no money exchange; they came as guests and as part of the quote-unquote ‘team.’ They captured content and they posted on their own.”

The Atlanta Hawks intend for the Creator Collective to eventually act as a source of sponsorship inventory for the team, although it has not yet signed any specific partnerships tied to the collective. However, Hawks executives said they are pleased with the results of the initiative so far, which is why the team is leaning into the collective with this week’s official announcement.

The combined reach of the Atlanta Hawks Creator Collective is 14.9 million followers, according to Hawks svp of marketing Narcis Alikhani, who did not break the number down between specific platforms. Over the past season, members of the collective published 68 videos about their experiences at Hawks games, generating 1.7 million impressions and $113,000 in earned media value, per Alikhani, who cited numbers from Sprout Social. At the moment, the Hawks team does not share a cut of sponsorship revenue with collective members, but Alikhani said the team was “open to exploring” a revenue share structure as the program grows.

“That is the plan, essentially — to create a platform for sponsors to be able to be involved,” Alikhani said.

With advertisers wary of a coming recession, ad spend is projected to slow down across the board in 2025. Although the Atlanta Hawks boast millions of followers across the team’s social accounts and include brands such as Kia and Coca-Cola among its sponsors, launching a creator collective creates more opportunities for the team to glean an even greater share of brands’ media budgets, in addition to their sponsorship spend.

“Sponsorship spend has slower deal cycles; it takes brands a lot longer to make decisions, and their partnerships are longer-lasting,” said Malph Minns, managing director of sports marketing agency Strive Sponsorship. “Media deals are more buying eyeballs — their spend is more frequent and faster, but the tenure of those agreements is often shorter, because they’re essentially buying exposure. What creators offer you is potentially an opportunity to go to media agencies and media buyers and start to sell to them, where, previously, you hadn’t had anything to sell to them.”

Creator benefits

Participating creators view the Hawks Creator Collective as both an opportunity to make some extra cash and a chance to create videos that resonate with their fans. The 25 members of the Creator Collective are all mid-sized creators, with followings that range between the thousands and the hundreds of thousands. No individual member has more than a million followers.

The first class of the Creator Collective was recruited directly by Hawks manager of entertainment industry relations Chris Thorkilsen, but creators interested in participating next season can apply through an official NBA web page that opened last week. Brands are a key part of the value proposition for creators, with the page listing “brand partnership opportunities” among the benefits for interested creators.

Thus far, however, the opportunities for brands to actually engage with individual collective members are relatively limited. Aside from attending “suite nights” with executives from sponsors such as BMW — an opportunity offered to both Creator Collective members and other influencers — members of the collective said that it has not yet helped them gain new brand partnership opportunities.

Bringing in more brands and advertisers is a clear goal of the collective, but for now, that part of the program appears to still be a work in progress.

“I’m not going to lie, this is the first time I’ve heard the details of that. I think it is just so new that they haven’t been saying much about it,” Kaiser, the Creator Collective member, said regarding the brand partnership opportunity. “I’ve heard little rumblings about what they’re trying to make it into — which is awesome, because it’s an incentive for us.”

A formalized approach

Media buyers and agency executives are excited by the prospect of an official creator collective backed by an NBA team, although some pointed out that the Hawks Creator Collective is simply a more official version of the collaborations that have taken place between NBA teams and prominent influencers for years. The NBA itself also launched an expanded creator program in late 2024, but that program is framed as a set of resources for creators, rather than a piece of sponsorship inventory in its own right.

What makes the Atlanta Hawks Creator Collective unique is its formalized nature. Rather than recruiting creators to attend one-off suite nights or create content for specific campaigns or activations, the Hawks are raising the profile of a discrete group of creators — and tying those creators directly to the team’s brand, with the explicit goal of generating brand sponsorship opportunities.

“I do think what they’re trying to do with actually monetizing it with their sponsorships is innovative, and I have not seen that done before in the sports space,” said Gabe Gordon, CEO of influencer marketing company Reach Agency.

As the Atlanta Hawks recruits more creators to the collective, the team’s ability to successfully sell advertisers on the media opportunity could determine whether more sports teams dip their toes into the creator space in a more formalized way.

“I can almost guarantee that a lot of other teams, not just in basketball, but across leagues, are going to keep their eye on that to see if it is an actual, sellable piece of inventory,” said Ryan Dow, a vp at sports marketing agency Sportfive.

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Grant Frerking was Josh Heupel, Tennessee football adviser amid scams

This story was updated to add new information. Former Tennessee football player Grant Frerking was an employee of the program while carrying out financial scams related to his former business and facing civil claims for unpaid bills, documents provided by UT to Knox News reveal. Frerking has served as a part-time consultant to UT football […]

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This story was updated to add new information.

Former Tennessee football player Grant Frerking was an employee of the program while carrying out financial scams related to his former business and facing civil claims for unpaid bills, documents provided by UT to Knox News reveal.

Frerking has served as a part-time consultant to UT football since July 2023 while he also worked for On3, a Nashville-based sports media company.

On June 12, On3 founder/CEO Shannon Terry said he was unaware that Frerking was employed by UT, which could appear to be a conflict of interest.

“On3 had no knowledge of this relationship. Grant was explicitly instructed not to engage, either directly or indirectly, with the University of Tennessee or its associated collective,” Terry posted on X, formerly known as Twitter. “On multiple occasions during his employment, he was asked to confirm compliance with this directive, and he repeatedly denied any involvement. These representations were false. He lied to us.”

Frerking left On3 on May 27, amid “allegations of criminal misconduct,” according to a statement On3 provided to USA TODAY Network. He had worked there since August 2021.

At Tennessee, Frerking’s duties included advising coach Josh Heupel on off-field matters, consulting staff members on best practices and representing the Vols program at public events.

UT paid Frerking $30,000 for the past two years. His current contract expires June 30, but he no longer works for UT and the university doesn’t owe him any additional pay.

UT paid Frerking $7,500 every six months, according to the terms of his contract. The final payment was Jan. 1.

UT spokesman Jason Baum told Knox News on June 12 that Frerking hasn’t done any recent work on campus, and his contract will not be renewed.

Frerking did not respond to numerous Knox News requests for comment.

What Grant Frerking did as Tennessee football employee

Frerking, 26, was a Vols walk-on wide receiver from 2017-22. He was hired by UT football as a part-time consultant in July 2023. However, he did not list that employment on his LinkedIn account.

Freking worked for On3 from August 2021 to May 2025. That job overlapped with his UT consulting role.

According to Frerking’s UT contract, his duties as a consultant included:

  • Advising and consulting football coaches on best practices to navigate the current college football climate;
  • Assisting and advising Heupel and staff on off-field matters related to the program, both internally and externally;
  • Aiding in future development of program by speaking on panels and attending events (which included numerous appearances on “The Paul Finebaum Show” on SEC Network);
  • Guiding communication efforts with external parties and partners to ensure program success;
  • Maintaining a presence on campus monthly to meet, guide and assist with the program, staff and players with frequent availability via phone and Zoom.

Property records show that Frerking lived in Nashville while serving as a consultant. But UT did not reimburse his travel expenses, per terms of the contract.

Frerking was embroiled in financial scams while working for UT

Frerking’s employment with UT raises eyebrows after a Knox News investigation revealed he had been involved in numerous financial scams related to Metro Straw, his former ground cover business in Atlanta.

Customers accused him of pretending to work for Metro Straw to collect money from customers who sent payments believing he still worked there, only to be left without product delivered.

Frerking was also evicted from two Nashville apartments this year, according to court records, and owed $16,387 in unpaid rent in the upscale neighborhood The Gulch.

Why Tennessee football hired Grant Frerking 

If Frerking had expertise useful to UT, it was in the name, image and likeness space.

Frerking served as president of On3’s NIL University and director of athlete network development. He also had been a point person for On3’s major events that focused on NIL contract negotiations, tax education and wealth management with celebrity speakers such as gymnast Livvy Dunne, ESPN commentator Kirk Herbstreit and chief marketing officers for Fortune 100 brands.

Frerking was an advocate for players’ NIL rights, and he often represented Vols football in the media. But it appears UT’s relationship to Frerking wasn’t worth it.

Frerking became a fixture at Tennessee sporting events following his graduation. He also joined the Tennessee Fund’s Shareholders Society in 2022. UT has since removed the announcement of Frerking’s involvement.

He was also a board member for Volunteer Legacy, a nonprofit organization within the framework of NIL started in late 2022 by Spyre Sports, the collective that pays UT athletes for their NIL rights. Spyre CEO/co-founder James Clawson told Knox News that Frerking was never an employee of Spyre. Board members of any organization are not involved in the day-to-day operations.

Adam Sparks is the Tennessee football beat reporter. Email adam.sparks@knoxnews.com. X, formerly known as Twitter@AdamSparks. Support strong local journalism by subscribing at knoxnews.com/subscribe.

Get the latest news and insight on SEC football by subscribing to the SEC Unfiltered newsletter, delivered straight to your inbox.





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Page Not Found | Northwest Arkansas Democrat-Gazette

Copyright © 2025, Northwest Arkansas Newspapers LLC. (NWA Media) All rights reserved. This document may not be reprinted without the express written permission of Northwest Arkansas Newspapers LLC Material from the Associated Press is Copyright © 2025, Associated Press and may not be published, broadcast, rewritten, or redistributed. Associated Press text, photo, graphic, audio and/or […]

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Copyright © 2025, Northwest Arkansas Newspapers LLC. (NWA Media)

All rights reserved.

This document may not be reprinted without the express written permission of Northwest Arkansas Newspapers LLC

Material from the Associated Press is Copyright © 2025, Associated Press and may not be published, broadcast, rewritten, or redistributed. Associated Press text, photo, graphic, audio and/or video material shall not be published, broadcast, rewritten for broadcast or publication or redistributed directly or indirectly in any medium. Neither these AP materials nor any portion thereof may be stored in a computer except for personal and noncommercial use. The AP will not be held liable for any delays, inaccuracies, errors or omissions therefrom or in the transmission or delivery of all or any part thereof or for any damages arising from any of the foregoing. All rights reserved.



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Brett Yormark reveals what still is on his mind to fix in the Big 12, college sports

Following the approval of last week’s historic House settlement’s, sweeping changes to NIL, among other aspects of college athletics will be implemented beginning on July 1. However, the settlement does not solve all of the problems still facing the industry. Big 12 commissioner Brett Yormark recently joined the Triple Option Podcast with Big Noon Kickoff […]

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Following the approval of last week’s historic House settlement’s, sweeping changes to NIL, among other aspects of college athletics will be implemented beginning on July 1. However, the settlement does not solve all of the problems still facing the industry.

Big 12 commissioner Brett Yormark recently joined the Triple Option Podcast with Big Noon Kickoff hosts Urban Meyer, Mark Ingram and Rob Stone to discuss some of the issues that are still weighing on his mind heading into the new college football season. Yormark fired off three in quick succession.

“I take everything home with me. It’s a 24/7 job and you can never turn it off,” Yormark explained. “There’s a lot of the big national issues that we’re dealing with. And right now, I would say the big three are the (House) settlement, CFP (College Football Playoff) and future governance future governance, meaning the role of the NCAA in this new age of collegiate athletics.”

The NCAA has been around for over a century and provides a governing body to major college athletics. They provide oversight academically and athletically to student athletes, and offer national championships in each of its respective sports to their member schools.

However, as college athletics continues to shift toward a more professional model (aided by the House settlement Yormark has already mentioned), questions over whether or not the NCAA should be replaced have risen. This is all in theory at this point.

“There’s a lot going on in our space right now, and I’m sure everyone knows, but it’s not just football and basketball,” Yormark continued. “I mean, we sponsor 25 sports here (in the Big 12), 15 of which are women’s sports, and we think there’s a lot of growth there, so there’s a lot to manage and a lot to do.

“But I will tell you that coming from professional sports, there’s nothing like college athletics. It’s a purpose-driven industry and at the core is our student athlete.”

In regards to Yormark’s concerns over the College Football Playoff, the selection committee has adopted a straight-seeding model moving forward, meaning the top four teams will earn a first-round bye. Last season, Arizona State was given a first-round bye as a four seed but was No. 12 in the final poll. This would not be the case anymore.

Greater changes are expected to come regarding the CFP, as 14 and 16-team models have been proposed behind the scenes. When those changes will come, and how it will impact the Big 12 has yet to play out.



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UK considering new athletics facility upgrades, announces Champions Blue board members

The UK Board of Trustees Athletics Committee has approved five new capital projects, three of which have to do with Kroger Field. During Thursday’s meeting, the board requested a $110 million internal loan, to be paid back with interest, from the university to the athletics department that will be used to enhance the fan experience […]

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The UK Board of Trustees Athletics Committee has approved five new capital projects, three of which have to do with Kroger Field.

During Thursday’s meeting, the board requested a $110 million internal loan, to be paid back with interest, from the university to the athletics department that will be used to enhance the fan experience and add future revenue. During this multi-year initiative, $15 million will go toward maintenance at Kroger Field, $13 million toward renovating suites and elevators inside the stadium, and $8 million toward a new luxury club space and accessible public wifi.

Another $5 million will be used to renovate UK’s softball and soccer complexes. The university is set to host the 2026 SEC Softball Tournament. The fifth project revolves around creating a “fan zone” on campus that would include entertainment options, restaurants, hotels, etc. That exact cost will not be known until a request for information is answered. An additional $31 million loan, which will also be paid back with interest, was approved to account for expected deficits.

“We are proposing a new strategic governance structure and operating model, unlike any in the country,” UK President Eli Capilouto said, per a press release. “The goal is to incentivize innovation. The idea is to remain a premier program by pushing us to examine creative ways to grow and generate the revenues necessary to support our success.”

Final approval from the full Board of Trustees is expected during Friday’s meeting.

According to a report from Jon Hale of the Herald Leader, “the money being loaned to the athletics department does not come from state-appropriated taxpayer funds or student fees.” The athletics department will begin to pay back these loans beginning in fiscal year 2028.

More on Champions Blue, LLC

Athletic director Mitch Barnhart and UK Athletics announced in April the creation of a holding company, Champions Blue LLC, which will restructure the athletics department governance to provide more financial flexibility following the approval of the House settlement earlier this month. Under the terms of the settlement, UK will have $20.5 million to use annually for revenue sharing with student athletes.

Over the next year, the UK athletics department will shift to Champions Blue, LLC.

As part of creating Champions Blue, experts from outside the university have been brought in to help lead the new board navigate a college sports world that now more resembles professional sports. The two outside members were announced on Thursday: Keeneland President/CEO Shannon Arvin and former Fanatics executive Chris Prindiville. Former Kentucky football tight end Jacob Tamme, now a financial advisor, will also be on the board. All three were confirmed as the board’s subject matter experts and will have term limits.

Additionally, four voting members, who will not have term limits, were also named to the board: UK president (currently Eli Capilouto), UK executive vice president of finance and administration (currently Eric Monday), UK vice president/chief strategy and growth officer (currently Rob Edwards), and senior advisor to the president (currently George Wright).

This seven-person Champions Blue board is set to meet every month over the following year. Barnhart and JMI president Paul Archey will serve as non-voting advisors.

[UK Board Considers More Than $100 Million in Investments in Future of UK Athletics]





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Regulating NIL evokes criticism

Let us read it for you. Listen now. Your browser does not support the audio element. WASHINGTON — The latest effort by Congress to regulate college sports generated predictable partisan outrage on Thursday, with Democrats saying Republican-led draft legislation would claw back freedoms won by athletes through years of litigation against the NCAA. Three House […]

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Regulating NIL evokes criticism


Let us read it for you. Listen now.

WASHINGTON — The latest effort by Congress to regulate college sports generated predictable partisan outrage on Thursday, with Democrats saying Republican-led draft legislation would claw back freedoms won by athletes through years of litigation against the NCAA.

Three House committees are considering legislation that would create a national standard for name, image and likeness payments to athletes and protect the NCAA against future lawsuits. Last week, a federal judge approved a $2.8 billion settlement that will lead to schools paying athletes directly, and NCAA President Charlie Baker said now that his organization is implementing those major changes, Congress needs to step in and stabilize college sports.

Baker said he supports the draft legislation that was the subject of Thursday’s hearing by a House Energy and Commerce subcommittee, but there was little indication that any bill advanced by the House would generate enough Democratic support to surpass the 60-vote threshold in the Senate.

“I’m deeply disappointed for the second year in a row, Republicans on this committee are advancing a partisan college sports bill that protects the power brokers of college athletics at the expense of the athletes themselves,” said Rep. Lori Trahan, D-Mass.

Trahan noted that if the NCAA or conferences establish unfair rules, athletes can challenge them in court, with the settlement of the House v. NCAA antitrust case the latest example of athletes winning rights that they had been denied historically.

“This bill rewrites that process to guarantee the people in power always win, and the athletes who fuel this multibillion-dollar industry always lose,” said Trahan, who played volleyball at Georgetown.

The NCAA argues that it needs a limited antitrust exemption in order to set its own rules and preserve a college sports system that provides billions of dollars in scholarships and helps train future U.S. Olympians. Several athletes are suing the NCAA over its rule that athletes are only eligible to play four seasons in a five-year period, and on Tuesday, a group of female athletes filed an appeal of the House settlement, saying it discriminated against women in violation of federal law.

On the Senate side, a bipartisan group including Republican Ted Cruz of Texas has been negotiating a college sports reform bill for months, but those talks are moving more slowly than Cruz had hoped at the beginning of this Congress.

The draft bill in the House would create a national standard for NIL, overriding the state laws that critics say have led to a chaotic recruiting environment. That, too, was criticized by Democrats and by their key witness at the hearing, Ramogi Huma, executive director of the National College Players Association.

Huma argued that the NCAA wants to get rid of booster-funded NIL collectives that another witness, SEC associate commissioner William King, characterized as “fake NIL” or “pay for play.”

Instead, Huma said the collectives are examples of the free market at work, noting that before players won NIL rights through a court case, boosters could only donate to athletic departments.

Tom McMillen, a former Democratic congressman who played in the NBA after an All-America basketball career at Maryland, took a dim view of the bill’s prospects.

“I think they’re trying to come up with something and pull in some Democrats. I just don’t know if that’s going to succeed or not,” said McMillen, who for several years led an association of Division I athletic directors. “There’s a real philosophical divide, so that’s the hard part. It’s hard to bridge. And there’s a zillion other issues.”

The subcommittee chairman, Rep. Gus Bilirakis, R-Fla., said the draft legislation already had some bipartisan support and he was open to changes that would get more Democrats on board.

“I will consider some of the suggestions, the legitimate suggestions that were made,” Bilirakis said, “and I will be happy to talk to lawmakers that truly want to get a big bill across the finish line.”

FILE - NCAA President Charlie Baker attends the organization's annual convention in Nashville, Tenn., on Wednesday, Jan. 15, 2025 (AP Photo/George Walker IV, File)
FILE – NCAA President Charlie Baker attends the organization’s annual convention in Nashville, Tenn., on Wednesday, Jan. 15, 2025 (AP Photo/George Walker IV, File)
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Eli Blair set for transition from high school to college baseball, or even pro ball

PANAMA CITY, Fla. (WJHG/WECP) -Eli Blair is one of several area players preparing to make the transition from high school to college ball. And for this particular lefty, perhaps a transition to beyond college ball. The recent Arnold graduate is getting set to head to the University of Florida in two weeks. Blair, along with […]

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PANAMA CITY, Fla. (WJHG/WECP) -Eli Blair is one of several area players preparing to make the transition from high school to college ball. And for this particular lefty, perhaps a transition to beyond college ball. The recent Arnold graduate is getting set to head to the University of Florida in two weeks. Blair, along with his teammate Cooper Moss, signing with the Gators a few months ago. He leaves Arnold with a four-year mark of 27-7 and a 1.83 earned run average. He struck out 258 hitters over 199 innings. And this past season was 8-2 helping the Marlins win 27 games, district and region titles and earn the program’s first trip to the State Finals.

“We made it to the Final Four,” Eli told me during a sit-down interview at Gavlak recently “we finally cracked that window open. We made it to Fort Myers; we had a great season. We had the most wins in the program history a single season. That’s been our goal since our freshman year all four years to get there and we finally did it. ” So, he leaves behind a program that’s much better now than it was before he arrived you could easily argue. What’s ahead, heading to Gainesville to check into his living quarters and begin focusing on school and Gator baseball. And the idea is to arrive well prepared for all that. “There’s been a checklist that me and Cooper have been having to do.” Blair says “There’s a Gator portal and a Gator link, which is kind of like BDS launchpad for Gators you know. And we’ve just been hitting that checklist stuff, doing all our stuff, getting all our transcripts in. And just the forms, the immunization forms and all of that. So we’ve been doing that. We work out with our trainer now, but when we get down there, I know they wanted us to shut down from the throwing for now. So we’re doing that. But we’ve just been hitting the gym hard getting ready for the workouts that they have planned down there for us. “

Two weeks after Blair and Moss arrive in Gainesville, the MLB draft begins. So depending on that, well he could wind up packing up and leaving Gainesville not long after he arrives. It depends on if and when he gets drafted, and what kind of signing bonus might be involved. “Yeah, it’s a really unique experience.” says Blair “You get to go to one of the best programs in the nation. And then you also have the opportunity to go play pro ball. So I mean we’ve talked with my agent and my parents and we’re just deciding on things. But you know we’ll have to see where I go you know? It’s just one of those things. NIL and the transfer portal, also, you can use that leverage also. NIL is a very big thing in college baseball and just college sports in all. So, we could expect for somebody like me or Cooper to get paid and use that leverage in the draft per se. ” And if the draft doesn’t pull him away, Eli says he’s very excited to be joining the Gators and pitching in the SEC, adding “it just means more”.

To stay up to date on all the latest news as it develops, follow WJHG on Facebook, Instagram and X (Twitter).

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