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Takeaways from Marketing Brew's Sports Marketing Playbook

If we did a push-up every time someone said “engagement” at Marketing Brew’s The Sports Marketing Playbook: Mastering Fan Engagement and Experiences event in New York on Tuesday, we wouldn’t have any arm strength left to type this story. At the event, marketers from brands and organizations including Apple, ESPN, the NFL, State Farm, Olipop, […]

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Takeaways from Marketing Brew's Sports Marketing Playbook

If we did a push-up every time someone said “engagement” at Marketing Brew’s The Sports Marketing Playbook: Mastering Fan Engagement and Experiences event in New York on Tuesday, we wouldn’t have any arm strength left to type this story.

At the event, marketers from brands and organizations including Apple, ESPN, the NFL, State Farm, Olipop, and Unrivaled came together to talk about all things sports marketing and fandom. Below are some of the biggest takeaways from the conversations that happened onstage.

Embrace the power of local: A holistic marketing plan that incorporates local touchpoints to reach fans is a central part of the marketing behind MLS Season Pass, a streaming service that is available on Apple TV as part of a partnership between the tech giant and Major League Soccer, Emeka Ofodile, global head of sports marketing at Apple, said onstage. To help engage local clubs and fans during MLS’s 30th anniversary season, Apple and MLS coordinated with the 30 MLS clubs to design specific Apple logos for each club

“Apple can tell a story on a global level, but the clubs and the league are also trying to tell a story in-market that’s relevant to their fans,” Ofodile said.

Shelby Williams, head of integrated sports marketing at Amazon Web Services, took note of the varying viewing preferences of fans of the German soccer league Bundesliga, whose games can be watched on Prime Video. “Enabling localization of content: watching the game that we want, the plans that we want, and the way that we want to consume it” is a key priority, she said.

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Put fan engagement at the center: For State Farm, becoming a partner of the 3-on-3 women’s basketball league Unrivaled, which just wrapped up its first season, was a “no-brainer,” according to Patty Morris, State Farm’s head of brand.

“When a new league is formed, this doesn’t happen very often, especially in women’s sports, and [with] the expansion that was going to happen there, we got really excited,” she said.

Financing could be another way to engage fans in the future, Jon Stidd, CMO at sports finance outfit DealMaker.

“This next wave of fan participation, whether that’s watching your favorite athlete in some behind-the-scenes content that you get access to, or owning shares in their company, unlocks a new level of participation that is engaging,” he said.

Lean into athlete-centric storytelling: Brands can lean on athletes’ personalities and what they stand for as a way to connect with consumers, particularly amid the rise of NIL deals, Emily Sisson, SVP of sponsorships and athlete and partner marketing at OneTeam Partners, said. The WNBA, she noted, could offer a particularly timely opportunity: the WNBA draft is next week, and its season kicks off in mid-May.

Radhika Duggal, SVP and CMO at MLS, emphasized the programming that Apple and MLS have teamed up on, including the documentary Onside: Major League Soccer, to help support viewership of MLS Season Pass and grow excitement around clubs and the league.

“Our goal is to grow fandom,” she said. “The single, simplest way to do that is to connect a potential fan with a player.”

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Trump Weighs NIL Executive Order After Meeting With Nick Saban in Alabama

President Donald Trump is reportedly considering an executive order regulating Name, Image, and Likeness (NIL) compensation in college athletics. This move could inject new federal scrutiny into an already fragmented system. The idea emerged after Trump met with former Alabama Crimson Tide football coach Nick Saban during his recent visit to Tuscaloosa, where he delivered […]

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President Donald Trump is reportedly considering an executive order regulating Name, Image, and Likeness (NIL) compensation in college athletics. This move could inject new federal scrutiny into an already fragmented system.

The idea emerged after Trump met with former Alabama Crimson Tide football coach Nick Saban during his recent visit to Tuscaloosa, where he delivered the University of Alabama’s commencement address. Saban reportedly voiced his concerns about the current NIL landscape, describing it as chaotic and detrimental to the competitive balance of college sports. Trump agreed, instructing aides to explore what a potential executive order might look like.

While the details remain vague, any federal mandate on NIL would come at a volatile time for the NCAA and its member institutions. The landmark House v. NCAA settlement, which proposes $2.8 billion in back pay and allows schools to compensate athletes directly under a structured revenue-sharing model, is still awaiting final approval. Judge Claudia Wilken has delayed that decision, demanding changes to how roster limits would be phased in, arguing the current language could harm athletes currently on scholarship.

Amid this uncertainty, states are scrambling to get ahead. Arkansas recently passed a law exempting NIL earnings from state taxes, and Georgia and Alabama have floated similar legislation. These piecemeal approaches create regulatory disparities—some schools can promise recruits a better tax deal or more protected contracts, while others remain bound by stricter rules. Without federal intervention, the gap is likely to widen.

But what exactly would an executive order accomplish? Unlike legislation, executive orders cannot override state laws or judicial decisions, and future administrations can easily overturn them. They also lack the full force of Congressional regulation. However, such an order could set federal standards around contract transparency, disclosure, and oversight, curbing the more extreme state-level incentives that risk distorting recruiting and undermining athlete protections.

The NCAA has long called for a unified federal framework, arguing that operating within a fragmented system, where each state crafts its own NIL rules, is increasingly complex. Even in exploratory stages, a federal executive order signals that the issue is reaching new levels of national importance.

Whether or not President Trump follows through with an executive order, his engagement brings NIL reform squarely into the spotlight at the highest levels of government. As legal cases remain unresolved and states continue passing their laws, the future of college athletics hinges on courtrooms and campuses and the Oval Office.



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Ball State University – Official Athletics Site

MUNCIE, Ind. – – Sophomore righty Brinkley Kita stole the show Saturday afternoon at the Ball State Softball Stadium, throwing 10 shutout innings and allowing just five hits to help Ball State earn a doubleheader split versus Central Michigan.   Entering in relief in the 6-0 loss to open the day, Kita held the Chippewas (26-23; 17-8 […]

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MUNCIE, Ind. – – Sophomore righty Brinkley Kita stole the show Saturday afternoon at the Ball State Softball Stadium, throwing 10 shutout innings and allowing just five hits to help Ball State earn a doubleheader split versus Central Michigan.
 
Entering in relief in the 6-0 loss to open the day, Kita held the Chippewas (26-23; 17-8 Mid-American Conference) to just one hit over her 3.0 innings of work.
 
She carried the effort over into the second game, allowing just four hits and earning the complete game shutout in the Cardinals’ (31-16; 16-9 MAC) 3-0 victory. In addition to allowing just five hits on the day, Kita struck out three batters while issuing just four walks.
 
In Saturday’s opener, CMU struck early with a five-run first inning. That was all the run support Chippewas pitcher Mackenzie Langan would need as she limited the Cardinals to just four hits in a solid showing of her own. Central Michigan’s final run came in the top of the fourth.
 
Sophomore shortstop Maia Pietrzak provided two of the four hits in the opener, while junior center fielder Ashlee Lovett and starting pitcher Ella Whitney each added one.
 
With Kita dealing in the nightcap, the Cardinals struck for their first run of the day on a third-inning RBI single from Whitney which drove in Pietrzak who walked to open the frame.
 
The Cardinals then used some heads-up base running and a pair of clutch hits to plate two more runs with two outs in the bottom of the fourth. Senior first baseman Kaitlyn Gibson started the rally with a two-out single to left before advancing to second on a wild pitch.
 
Enter redshirt freshman pinch runner Veronica Peitersen who was able to score from second on a single to left center from Pietrzak, her third hit of the day. Pietrzak was able to move to second on the throw home, setting up an RBI single down the right field line from Timmons to cap the scoring in the contest.
 
Overall, the Cardinals tallied seven hits in the nightcap, including two each from both Lovett and Whitney.
 
NOTES:
– Kita entered the day having thrown just 30.2 innings this season with a 5.25 ERA … After her 10 innings of shutout softball, she lowered her ERA to 3.96.
 
– Ball State batters were hit by three more pitches Saturday, raising its NCAA-leading total to 86 on the year … Pietrzak, Whitney and redshirt junior second baseman McKenna Mulholland were each plunked once, with Mulholland’s being a BSU single season record 16 HBPs this season.
 
– In addition to going 3-for-6 at the plate Saturday, Pietrzak scored two more runs to raise her MAC-leading season total to 59 … Timmons is second in the league at 59. 
 
UP NEXT:
The Cardinals and Chippewas will play the rubber game of the series Sunday at Noon, with the winning team securing the No. 3 seed in next week’s MAC Softball Championship. The losing squad will earn the No. 4 seed.
 



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Emil Jaaskelainen Delivering on Potential

Last Updated on May 3, 2025 College sports are the perfect place for US spectators to spot the next big stars. The NFL and NBA closely keep their eyes on how stars develop, and the MLS is also harvesting the top talent breaking through. Emil Jaaskelainen is an excellent example of how college sports can […]

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Last Updated on May 3, 2025

College sports are the perfect place for US spectators to spot the next big stars. The NFL and NBA closely keep their eyes on how stars develop, and the MLS is also harvesting the top talent breaking through. Emil Jaaskelainen is an excellent example of how college sports can help career progression after signing for MLS club St. Louis City SC.

While college sports are regarded as developmental stages of athletes’ careers, they still draw massive crowds, and fans can even find betting markets on them. iGaming expert Gavin Beech provides reviews of offshore sportsbooks with markets on all the top sports, making it easier for US bettors to back the best new talents.

Emil Jaaskelainen shows how progression through college soccer can be beneficial to a career, with the 24-year-old pro joining the Long Island University soccer team, the LIU Sharks, from English side Kendal Town FC. He started his career with the former English Premier League team Blackpool (on the U18 team) before moving to Kendal Town on a free transfer in August 2020.

After 4 years and several loan moves, Jaaskelainen joined the Akron Zips in August 2024, where he enjoyed an excellent season. He started all 21 games for Akron in 2024 and scored a record-breaking 23 goals. He also chipped in with 8 assists and led the country with 6 game-winning goals. These incredible performances helped secure him a first-team all-Big East place and conference Offensive Player of the Year.

In December, he was a first-round, seventh pick for St. Louis City SC 2 in the 2025 MLS SuperDraft, with the 6ft 3″ hitman signing an MLS NEXT Pro contract. April saw him move on loan to St. Louis City SC from their MLS NEXT Pro affiliate in a deal that allows players to be selected for the Open Cup, Concacaf Champions League, exhibition matches, and up to 2 regular-season MLS matches.

Jaaskelainen comes from a family with a proud soccer heritage, with his father Jussi Jaaskelainen earning 56 caps for Finland and playing 747 games in club soccer for Bolton Wanderers, Wigan Athletic, and West Ham United in the English Premier League, as well as Mikkelin Palloilijat, Vaasan Palloseura, and ATK. He is joint third in appearances for Bolton, and this is where Emil was born.

This means that Emil Jaaskelainen is eligible to play international football for England and Finland, with the possibility of US eligibility down the road as an international student. As well as having a goalkeeping legend as a father, he also has two brothers who play soccer. Robin Jääskeläinen plays with Helsingin Palloseura while his other brother Will tends goal for Woking FC in England.

Emil’s career progression has had its twists and turns, but this latest development that could see him make his MLS debut underlines the importance of pursuing college sport scholarships in the country and how beneficial it can be to the development of young athletes. If he can train well and take any opportunities that come his way, he could follow in the footsteps of his father with a long and illustrious career.



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Arkansas PG signee Darius Acuff inks NIL deal with Reebok

Ahead of the Iverson Classic this weekend, Arkansas 2025 PG signee Darius Acuff made a splash on on the NIL front. The Iverson Classic gets underway Saturday. Acuff signed an NIL deal with Reebok, the company announced. He will debut the new Reebok Engine A at the Iverson Classic on Saturday ahead of the shoe’s […]

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Ahead of the Iverson Classic this weekend, Arkansas 2025 PG signee Darius Acuff made a splash on on the NIL front. The Iverson Classic gets underway Saturday.

Acuff signed an NIL deal with Reebok, the company announced. He will debut the new Reebok Engine A at the Iverson Classic on Saturday ahead of the shoe’s May 15 launch.

Acuff is the second top recruit to sign an NIL deal with Reebok, joining Tennessee commit Nate Ament. It’s part of the company’s investment in the sport with Shaquille O’Neal and Allen Iverson as the president and vice president of basketball, respectively. Chicago Sky star Angel Reese is also a key part of Reebok’s roster.

“I’m excited to be joining the Reebok Basketball family,” Acuff said in a statement. “Debuting at the iconic Iverson Classic is a dream come true.”

Acuff is a crucial part of Arkansas’ recruiting class and considered a top prospect in the 2026 NBA Draft. A Detroit native and Bradenton (Fla.) IMG Academy product, he is the No. 9 overall player and No. 2-ranked point guard from the 2025 cycle, according to the On3 Industry Ranking, a weighted average that utilizes all four major recruiting media companies.

“We would like to welcome Darius Acuff Jr. to the Reebok Basketball family,” Reebok said in its post. “Already one of the most electrifying athletes in the country, the 6’2″ point guard and Detroit native is redefining the next generation of basketball. Welcome to the future of Reebok Basketball.”

Acuff has a $1.1 million On3 NIL Valuation, which ranks among the best at the high school level. He comes in at No. 19 in the high school basketball NIL rankings among the likes of fellow 2025 recruits Kiyan Anthony and Koa Peat, as well as 2026 prospect Tajh Ariza.

His addition comes as Reebok continues to invest more in basketball after O’Neal and Iverson joined the company in 2023. Reese is a key part of the roster and is set to launch her own signature shoe next year as part of an extension with the brand. The company added other stars such as Dink Pate, Matas Buzelis and DiJonai Carrington, as well.

“We’re proud to welcome Darius to the team,” Iverson said, via Sole Retriever. “His energy, ambition, and drive for success is exactly what Reebok Basketball stands for.”

Acuff will debut his Reebok partnership in the Iverson Classic this weekend. The All-American event will get underway Saturday at 7 p.m. ET in Hampton, Virginia.





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Joel Klatt: Nico Iamaleava is not the villain everybody is making him out to be

Fox Sports’ Joel Klatt claimed that Nico Iamaleava was not the villain everyone made him out to be after his Tennessee saga. The former Vols’ quarterback transferred to UCLA following negotiations surrounding NIL. The conversation surrounded, simply put, a money grab. But Klatt knew Iamaleava had his reps behind the scenes and this was just […]

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Fox Sports’ Joel Klatt claimed that Nico Iamaleava was not the villain everyone made him out to be after his Tennessee saga. The former Vols’ quarterback transferred to UCLA following negotiations surrounding NIL.

The conversation surrounded, simply put, a money grab. But Klatt knew Iamaleava had his reps behind the scenes and this was just a case of something that didn’t work out for the player.

How Josh Heupel and Tennessee move on from this will be a fascinating case. As will UCLA, which will aid Iamaleava’s next chapter.

“It’s never exactly how it’s reported,” Klatt said on his podcast. “Okay, so something deeper is going on right now. Nico Iamaleava I do not think is the villain that everyone wants to make him out to be. I believe that there are other factors at play, other than just the reported request for an extra couple of million dollars in NIL.

“There have been players that have gone back into schools and said, ‘Hey, listen, I think that I deserve more money.’ Or there’s been some dispute about their NIL and in this case, Josh Heupel said no, and he said that when addressing this situation, there’s no player that’s bigger than the power T and that includes me.” 

Klatt mentioned this story isn’t unique, it was just more publicized considering Iamaleava’s standing in college football.

“It’s not the first time that a school has held their ground. It’s just the first time that you’ve heard about it, because it’s the first time that the player then also held his ground. This is just the first time that it’s come to a head. This is not a unique situation, and that a player in the spring portal window, even a star player, and I’m telling you, at some prominent programs that have gone in and said, ‘Listen, I want more money.’ And then the school says no, and then the player says, ‘Okay, I’ll stay here.’ 

“It’s just the first time that both of them drew a line in the sand and then held themselves to those lines. And I’m kind of proud of Tennessee in this case. And you know what, if you’re Nico, this is totally within his rights. I have heard that it wasn’t just about money. Now that’s the story that’s going to be pushed, and largely it’s going to be the story that lands because Nico, himself, is just a one man band in this story.”



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Mike Bibby has a clear stance on recruiting players since NIL: “If that’s the first thing the kid asks about, I don’t want it”

Mike Bibby isn’t shy about where he stands on the new money-driven world of college basketball recruiting. For the Sacramento State coach, the NIL era has turned recruiting into a negotiation table, but he refuses to let cash be the first topic of conversation. “I try not to talk about money at all. You know, […]

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Mike Bibby isn’t shy about where he stands on the new money-driven world of college basketball recruiting. For the Sacramento State coach, the NIL era has turned recruiting into a negotiation table, but he refuses to let cash be the first topic of conversation.

“I try not to talk about money at all. You know, I try not to talk about it at all to where it’s like, you know, if that’s the first thing the kid ask about, I don’t want to,” Bibby says. If a recruit’s first question is about the size of the check, Bibby’s interest fades fast.

Why Bibby refuses to let money be the focus in Sacramento State recruiting

Bibby’s approach is simple, if a player is more focused on NIL dollars than basketball, he’s not the right fit for his program.

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“When you get on the phone, the first thing he says, well, I’m getting this from something. That’s the first thing you say. I don’t want it.”

He’s seen how quickly the conversation can shift from development and opportunity to a bidding war and he’s not playing that game.

“I can break y’all something just to live, you know, live a little bit, but when you come in and start with this school is giving me this much, how much are you going to give me? Go get with that. That sounds janky like that right there, but you know, at the end of the day, that’s all going to pan out for what it is.”

For Bibby, the real value in college basketball is still about growth, accountability, and team culture. He wants players who are hungry for the right reasons, who want to compete, improve and be part of something bigger than themselves.

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The NIL revolution might have changed the rules, but it hasn’t changed Bibby’s standards. He’s not against players making money, but he’s not interested in running a program where money is the only motivation.

Related: “I would have been a much bigger star” – Toni Kukoc agreed he would’ve been what Luka Doncic is today if he didn’t play for the Bulls

Bibby’s approach in the new NIL landscape

Recruiting in 2025 is a different beast and Bibby knows it. Agents and handlers are everywhere, tossing around numbers and trying to up the price on every player.

“There’s people that run those situations. You know there are guys that send you 30 people. There’s another guy. Hey, I got a guy that got some players. You know I mean there’s like 50 of them. 50 of the guys that got players. So they they got 10 to 15 players. Boom, boom, boom. And then they throw money out there.”

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Bibby’s response is always the same: if you’re chasing the biggest bag, Sacramento State isn’t your spot.

At the end of the day, Mike is betting on culture over cash. He’s looking for players who want to be coached, who want to be held accountable, and who see college as more than just a paycheck. If NIL is your first priority, Bibby’s not your guy, and he’s perfectly fine with that.

After all, players who prioritize the bag that early in their basketball careers over skill and character development will probably never have successful basketball careers when they turn pro. Maybe that’s the reason for those bidding wars; they realize they won’t get that kind of money anywhere else after college.

Related: “How could you not take a kid that has NBA blood in him?” – Mike Bibby on coaching sons of former NBA players



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