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What Barilla's Formula 1 move means for sports advertising beyond the Super Bowl

At 300 kilometers per hour, Formula 1 is all about speed, precision, and performance. Pasta, on the other hand, is slow-cooked comfort. But in today’s marketing landscape, unexpected pairings are often the most powerful—and that’s exactly what makes the recent partnership between Barilla and Formula 1 so intriguing. Barilla’s new multi-year deal as an official […]

Published

1 month ago

April 16, 2025

Your Sports Nation

What Barilla's Formula 1 move means for sports advertising beyond the Super Bowl

Barilla’s new multi-year deal as an official partner of Formula 1 marks the latest in a wave of FMCG brands aligning with the sport—not just for visibility, but for storytelling. Following in the footsteps of KitKat and RedBull, Barilla is using the global stage of motorsport to reframe its brand around connection, culture, and experience.

For starters, one might question what does a plate of pasta have in common with a Formula 1 car? At first glance, not much but dig deeper and one might realise that the partnership works on multiple levels. At a product level, each domain needs a lot of craftsmanship and practice to deliver a high quality and well branded experience, said Prantik Mazumdar, president of TiE Singapore and SportsTech evangelist.

Don’t miss: Offside or on track: Why Manchester United fans have mixed reactions to the new stadium

Additionally, Barilla group isn’t new to sports sponsorship given their past association and brand campaigns with tennis legends, Roger Federer and Coco Gauff. Moreover, Paolo Barilla, the company’s vice president and billionaire owner himself was a Formula 1 driver, who raced for the Minardi team in 1989-1990. “Given these associations, I think it makes for an interesting and intriguing angle for Barilla to come on board as a second-tier partner with the F1 and speed up their growth leveraging the category,” added Mazumdar.

Similarly, Deborah Rowe, managing director of boutique sports and lifestyle PR agency, Talk of the Town said that both Formula 1 and Barilla are iconic brands with global reach. “Formula 1 is about high performance, precision, and passion – values Barilla shares in its approach to food and heritage. There’s also a growing trend of integrating lifestyle into sports,” said Rowe.

While a pasta bar in the Formula 1 paddock may feel indulgent, it is also human and relatable. “Imagine the fan who experiences this at a Formula 1 race. The next time they watch Formula 1 from home; they may crave pasta. That’s where brand affinity starts: through consistent, meaningful moments,” added Rowe, stating that:

F1 is no longer just about racing; it’s a lifestyle experience.

As such, FMCG brands stand to gain more than just visibility. They gain frequency, relevance and emotional storytelling. This is because Formula 1 offers not just global exposure but recurring touchpoints with fans. The season format also allows brands to build long-term narratives, unlike one-off sports events, said Rowe.

“More importantly, it gives FMCGs the chance to become part of rituals. Just like a hotdog is synonymous with American Football, pasta could easily become a race-day staple. With the right storytelling and activation, that kind of brand association can be incredibly powerful,” she added.

Firstly, at the product level, each domain needs a lot of craftsmanship and practice to deliver a high quality and well branded experience. Beyond that, the Barilla group isn’t new to sports sponsorship given their past association and stellar brand campaigns with tennis legends, Roger Federer and Coco Gauff. Last but not least, Paolo Barilla, the company’s vice president and billionaire owner himself was a F1 driver, who raced for the Minardi team in 1989-1990.

Given these associations, I think it makes for an interesting and intriguing angle for Barilla to come on board as a second tier partner with the F1 and speed up their growth leveraging the category

That said, FMCG brands are not the only brands that stand to gain from partnering with Formula 1. This is for as long the partnership aligns and is authentic to the brands. In conversation with MARKETING-INTERACTIVE, Darrelle Eng, head of brand, Singapore Sports Hub said the strength of a partnership is not just about the dollars, but the impact and association of what it means for the brand.

“It can be at a strategic or tactical level, depending on the objective, whether it is purely for awareness or it is for association,” said Eng. Even then, Formula 1 is in the position to choose who and what they would like to partner with.

Brands also have a choice of whether to partner with Formula 1 as a league or with a team. “Why choose Formula 1 and not a Formula 1 team or a Formula 1 driver? There is a distinction between wanting to sponsor a tour or a team or driver, it is ultimately dependent on what the objective is,” added Eng, explaining that brands could gain consistent exposure and awareness, but not loyalty as a partner of the sport.

In addition, partnering a team or a driver may give less exposure due to performance, but may achieve greater loyalty from fans who follow said team or driver. Eng stated:

“Ultimately, it is about the alignment of the brand to the audience that they are targeting and the authenticity of the partnership.”

Is Formula 1 the next Super Bowl?

As Formula 1 continues to evolve into a lifestyle and entertainment platform, its appeal to consumer goods companies has never been clearer. With global reach, digital-first storytelling, and an increasingly younger, more engaged fanbase, Formula 1 offers brands a unique proposition. The question is no longer why companies such as Barilla are getting involved—but what this shift signals about the future of sponsorship, and how Formula 1 is offering something that even legacy platforms like the Super Bowl or major football leagues may not.

According to sportspreneur Padmanabhan Manickam, the rise of FMCG partnerships with Formula 1 points to a broader shift in the global sponsorship landscape—particularly in regions where traditional tentpole events such as the Super Bowl hold less sway.

“Formula 1 definitely reaches a global audience, especially in this part of the world—Asia—where the Super Bowl can be less relevant for consumers,” Padmanabhan explains. “There are only a few sporting properties with true mass appeal here. Football, especially the FIFA World Cup, remains a key sponsorship asset, but it only comes around every four years. Beyond that, the English Premier League has global dominance, but football as the whole world knows, is super crowded.”

That’s where Formula 1 stands out. For FMCG brands, its regular race schedule and year-round visibility offer a level of consistency that’s hard to find elsewhere. “Formula 1 races happen regularly, and each event is backed by high-profile publicity. Continuous mass awareness is a no brainer for FMCG brands where high brand awareness amongst target consumers is a key requirement,” said Padmanabhan.

He added that Formula 1 still offers room for brands to innovate and stand out, compared to more mature and crowded sports platforms. “Formula 1 still has plenty of room and space for FMCG brands. It is less crowded compared to much matured sporting events,” said Padmanabhan.

Mazumdar agrees, adding that:

Barring soccer, Formula 1 is the only sport that offers this large global platform and a regular frequency to engage them, something even the Super Bowl can’t achieve given its geographical and season limitation.

Rowe echoes this, describing Formula 1 as a “storytelling powerhouse”—one that rivals the cultural impact of the Super Bowl. “The rise of ‘sportainment’ has changed how fans engage with sports. Many sporting leagues such as LIV Golf and the HSBC SVNS have adopted faster formats, more entertainment layers, and fan-centric innovations,” said Rowe. “This has attracted younger, digitally savvy audiences—and FMCG brands are taking note and want to be part of this high-energy space where sport, culture, and lifestyle intersect.”

A major catalyst in Formula 1’s transformation has been the success of Netflix’s Drive to Survive. “It’s helped fans connect deeply with the personalities behind the sport and made F1 more accessible and emotionally compelling. That kind of narrative depth is a dream for FMCG brands looking to build authentic connections,” Rowe explained. “They want to be part of these evolving stories, not just on race day but throughout the season.”

Formula 1 delivers global scale, regular engagement, and a luxury-meets-lifestyle narrative that allows brands to go far beyond a 30-second commercial. From VIP paddock experiences and digital activations to influencer collaborations and content creation, F1 offers a multi-layered sponsorship model with year-round visibility. “We’ve seen firsthand how blending sport with lifestyle elements such as music, food, and fan zones significantly boosts audience engagement,” added Rowe. “It’s this multi-sensory, emotionally resonant environment that makes F1 partnerships genuinely memorable and effective.”

However, Eng offers a different perspective, suggesting that comparing Formula 1 to the Super Bowl may be a case of apples and oranges. The Super Bowl is a one-off event, whereas Barilla’s association with Formula 1 is continuous—spanning 24 events across 21 countries. “Most importantly, is the ‘Super Bowl effect really what the sport or the industry wants?” said Eng.

Eng also raises an important point about the nature of Super Bowl advertising:

The Super Bowl has leaned on entertainment with the half-time show probably generating more views than maybe the game itself, so is it really the Super Bowl, or is it the half-time show generating the interest in brands to partner with?

What sets Formula 1 apart, Eng argues, is its unmatched level of aspiration. “To become a Formula 1 driver takes so much more than almost all other sports. You can pick up a racquet or a ball, you can run or swim nearly anywhere—but you can’t just get into a Formula 1 car and drive. The lack of accessibility to the equipment and the elite pathway to the sport makes it aspirational beyond just physical talent,” said Eng.

For brands such as Barilla, that aspirational quality aligns perfectly with its positioning. Barilla has clearly aligned itself with aspirational figures – Roger Federer, Coco Gauff, Michelin-starred chef Davide Oldani, stated Eng. Where Barilla is engaging with a global, high-value audience over time, Super Bowl advertisers are targeting the masses through volume and reach – primarily within a US-centric audience.

Join us this coming 23 – 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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Cowgirl Softball falls to No. 4 national seed Arkansas in second round of Fayetteville Regional

FAYETTEVILLE, Ark. — The No. 24 Oklahoma State softball team lost in eight innings to No. 4 national seed Arkansas, 6-5, at Bogle Park Saturday. The Cowgirls dropped to 34-19, while the Razorbacks improved to 42-12. With the loss, OSU faces an elimination game against either Indiana or Saint Louis later this evening, with […]

Published

42 minutes ago

May 18, 2025

Your Sports Nation

FAYETTEVILLE, Ark. — The No. 24 Oklahoma State softball team lost in eight innings to No. 4 national seed Arkansas, 6-5, at Bogle Park Saturday.

The Cowgirls dropped to 34-19, while the Razorbacks improved to 42-12. With the loss, OSU faces an elimination game against either Indiana or Saint Louis later this evening, with the winner advancing to tomorrow’s regional final against the Hogs.

The Cowgirls held a 3-1 lead after four innings and a 5-1 lead after five, but the Razorbacks scored one in the sixth, three in the seventh and one in the eighth to win.

OSU opened the scoring in the third inning when Amanda Hasler singled in Megan Delgadillo, but Arkansas tied the game in the bottom of the third with an RBI single.

Oklahoma State took a two-run lead in the fourth thanks to an RBI triple from Tia Warsop and a double from Rachael Hathoot which brought Warsop home.

The Cowgirls added two more in the fifth inning with an RBI double from Hasler and an RBI groundout from Karli Godwin to score pinch runner Macy Graf.

Arkansas’ Atalyia Rijo cut the deficit to three with a solo home run in the sixth, and the Razorbacks plated three more runs in the seventh to send the contest into extra innings.

Oklahoma State failed to get a base runner on in the eighth, setting the stage for Arkansas to win it on a bases-loaded single up the middle from Courtney Day.

Ruby Meylan took the loss for OSU to dip to 21-9 on the year. Arkansas’ Payton Burnham improved to 15-2 with the win.

Offensive standouts for OSU included Hasler (3-for-4 with a double and two RBIs), Delgadillo (three runs scored) and Hathoot (1-for-4 with a double and an RBI.)

For season-long coverage of Oklahoma State Softball, visit okstate.com and follow @CowgirlSB on X and @osusoftball on Instagram. For tickets, visit okstate.com/tickets
or call 877-ALL-4-OSU.

  1 2 3 4 5 6 7 8   R H E
Oklahoma State 0 0 1 2 2 0 0 0   5 7 1
Arkansas 0 0 1 0 0 1 3 1   6 11 0

WP: P. Burnham (15-2); LP: R. Meylan (21-9); SV: None
HR: OSU – None
HR: UA – Rijo (6)
Duration: 2:56; Attendance: 3,041

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Star Miami Recruit’s Reportedly Massive NIL Deal Sparks College Football Debate

Top five-star recruit Jackson Cantwell recently announced his college football commitment to the Miami Hurricanes, and his reported NIL deal is under the spotlight. Cantwell chose the Hurricanes over the Georgia Bulldogs, and one of the reasons was said to be a landmark NIL package for the high school offensive tackle, reportedly upwards of $2 […]

Published

60 minutes ago

May 18, 2025

Your Sports Nation

Top five-star recruit Jackson Cantwell recently announced his college football commitment to the Miami Hurricanes, and his reported NIL deal is under the spotlight.

Cantwell chose the Hurricanes over the Georgia Bulldogs, and one of the reasons was said to be a landmark NIL package for the high school offensive tackle, reportedly upwards of $2 million per year.

It led to Bulldogs head coach Kirby Smart sharing his recruiting philosophy while licking the wounds of losing out on Cantwell, declaring that he doesn’t want to be in a landscape where a freshman recruit comes on campus making more than a senior.

Although Cantwell has stated that the name, image, and likeness deal was not the primary reason for his commitment to Miami football, as reported by the Springfield News-Leader, the value of his deal remains a central topic of debate among college football personnel.

Chris Hummer of 247Sports (subscription required) sought the opinions of Power Four personnel and coaching staff on the Hurricane’s NIL strategy of spending top dollars on star targets, including quarterbacks Cam Ward and Carson Beck.

Those moves were made in an unrestricted NIL era that is set to change upon approval of the House settlement.

The revenue-sharing structure will have a cap, and that’s what’s causing pause among personnel in the sport regarding Cantwell’s NIL deal.

“If it’s coming out of the rev share, there’s no [expletive] way,” the same SEC director of player personnel said. “That’s a quarterback or a starting left tackle. Cantwell is going to start his career and be at best a quality starter. Not a great one. Not an elite one.”

Cantwell’s NIL lawyer, Darren Heitner, told 247Sports that it’s fair to assume that payment won’t come until he enrolls, which would seem to be in the revenue-sharing era.

The details are not public, and some wonder if the deal could be under the “old rules” of NIL if signed before the settlement’s July 1 effective date.

Regardless of whether it falls under cap compliance or not, the deal is sparking more debates around positional value and the fact that much of the salary cap is being spent on a high school offensive lineman who has yet to take a college snap.

The majority answered no, with an ACC director of player personnel giving a bit more open-minded perspective.

“Yeah, but you can only have one of them,” they said. “You have to invest up front, and that’s what the market is around.”

Of course schools want premier left tackles, but the cap will require more thoughtful divvying of resources.

Despite acknowledging the positional value, the majority of those surveyed contend that they would be better off allocating their resources elsewhere, particularly at the quarterback position.

Some, ultimately, shared Smart’s philosophy on not wanting to pay that much to an incoming freshman. In Cantwell’s case, he’d stand to make more than 95% of the roster.

The position is intricately linked with the starting quarterback. In going all out to land Beck in the transfer portal, the move might be of value if Cantwell can make the jump to starter.

If he hits, no one will be looking back on this move with much criticism at all.

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Quinn Ewers shares best advice for next generation of college recruits

Just be present. That’s what Quinn Ewers has to say. Miami Dolphins rookie quarterback Quinn Ewers offered advice to aspiring college football players during this week’s NFLPA Rookie Premiere, emphasizing the importance of consistency and presence amid the pressures of recruiting and the ever-evolving landscape of NIL deals. Ewers, a former Texas Longhorns standout and […]

Published

2 hours ago

May 17, 2025

Your Sports Nation

Just be present. That’s what Quinn Ewers has to say.

Miami Dolphins rookie quarterback Quinn Ewers offered advice to aspiring college football players during this week’s NFLPA Rookie Premiere, emphasizing the importance of consistency and presence amid the pressures of recruiting and the ever-evolving landscape of NIL deals.

Ewers, a former Texas Longhorns standout and the No. 1 overall recruit in the Class of 2021, spoke with On3 about his journey and the lessons he hopes to impart to the next generation of athletes.

“Just be present, especially if you’re in high school and you’re not receiving as many offers or whatever it is-coaches aren’t recognizing you as much,” Ewers said. “Just remain present and continue to be consistent. As long as you stay consistent, you’re going to end up where you want to be, at the end of the day. That’s just how it goes.”

Ewers, who began his collegiate career at Ohio State before transferring to Texas, acknowledged his own privileged position as a highly recruited player. “I was lucky enough to be a highly recruited guy, but I just tried to stay as consistent as I could as long as I could, which, at the end of the day, helped me a ton,” he said. “That’s all it is about-remaining present and taking care of business and letting all the other stuff fall in line, because it will if you really put the work in.”

His message comes at a time when young athletes face unprecedented opportunities and distractions, from social media attention to lucrative NIL deals. Ewers’ advice to “take care of business” and trust the process is a reminder of the fundamentals that underpin long-term success.

After leading Texas to back-to-back College Football Playoff appearances, Ewers chose to enter the 2025 NFL Draft, forgoing his final season of eligibility and a reported $8 million in potential NIL earnings. Despite sliding to the seventh round, he signed with the Dolphins and is expected to make his professional debut in the preseason. The four-year deal Ewers accepted will reportedly be worth $4.3 million. For Ewers, the next step is clear: stay present, work hard, and let the results speak for themselves.

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Ole Miss Basketball Transfer Target, USC Trojans Guard to Visit Alabama Crimson Tide

Chris Beard and the Ole Miss Rebels remain in pursuit of the top talent available in the NCAA Transfer Portal this offseason as roster reconstruction continues in Oxford. With multiple newcomers in the mix to this point, Beard and Co. are still monitoring prospects with scholarships available for the 2025-26 season. Ole Miss is a […]

Published

2 hours ago

May 17, 2025

Your Sports Nation

Ole Miss Basketball Transfer Target, USC Trojans Guard to Visit Alabama Crimson Tide

Chris Beard and the Ole Miss Rebels remain in pursuit of the top talent available in the NCAA Transfer Portal this offseason as roster reconstruction continues in Oxford.

With multiple newcomers in the mix to this point, Beard and Co. are still monitoring prospects with scholarships available for the 2025-26 season.

Ole Miss is a program that remains in pursuit of USC Trojan guard Desmond Claude, according to a recent report from ESPN’s Jeff Borzello.

Claude, who recently wrapped up his lone season under Eric Musselman in California, began his career with the Xavier Musketeers.

During the 2024-25 season with the Trojans, the 6-foot-6 guard averaged 15.8 points, 4.2 assists and 3.5 rebounds a night for USC.

Claude shot the three-ball at a 30.7 percent clip, which marked the best of his career to this point.

Prior to his time with USC, Claude averaged 16.6 points, 4.2 rebounds and 3.2 assists per game during the 2023-24 season with Xavier.

He’s been a productive player throughout his collegiate career while emerging as one of the top transfers available in the portal.

Now, the Ole Miss Rebels are in contention for his services alongside the Duke Blue Devils, Gonzaga Bulldogs and Alabama Crimson Tide, according to multiple reports.

The reigning National Champion Florida Gators, Kentucky Wildcats and North Carolina Tar Heels recently took their names out of the mix for Claude.

Now, heading into the weekend, Claude has locked in an official with a Southeastern Conference program: The Alabama Crimson Tide.

The talented guard remains one of the top available players in the NCAA Transfer Portal with the Rebels set to battle it out for his services.

But it’ll be the Alabama Crimson Tide that get a crack at him this weekend with Claude set to make his way to Tuscaloosa on Sunday, according to On3 Sports.

Claude is at the top of the Rebels’ “Big Board” with the programs preparing for a rigorous recruiting battle.

Ole Miss has landed seven commitments via the NCAA Transfer Portal this offseason with a myriad of newcomers heading to Oxford.

What’s the latest on Ole Miss’ newcomers? Who’s in?

Commitment No. 1: Corey Chest [LSU Forward]

Chest, one of the top prospects in Louisiana coming out of high school, made 26 appearances for the Tigers during the 2024-25 season with 19 starts.

The 6-foot-8, 220-pound redshirt-freshman averaged 6.1 points, 6.6 rebounds and 1.2 blocks per game while shooting 60.7 percent from the field during his second season in Baton Rouge.

After three seasons of high school ball in Louisiana, Chest went up to Missouri for his senior campaign to play for Link Academy, one of the top prep schools in the country.

Now, after traveling across America from Louisiana to Missouri and back to the Bayou State, Chest has made the decision to take his talent to Oxford.

Commitment No. 2: AJ Storr [Kansas Guard]

The well-traveled prospect will head to his fourth program in as many seasons with the Rebels landing his services via the NCAA Transfer Portal.

Storr has played a trio of collegiate seasons where he’s suited up for three programs: St. John’s, Wisconsin, and Kansas.

The 6-foot-7 guard has played in 103 total games across his career with 57 starts for the Red Storm, Badgers, and Jayhawks.

Storr is a bucket-getter. He’s averaging 10.7 points (42.3% FG, 33.7% 3PT) and 2.6 rebounds per game during his time in college despite bouncing around.

During his second season of college ball he posted career-best with the Badgers as a sophomore. He tallied 16.8 points a night on 43.4% FG and 32% 3PT while grabbing 3.9 rebounds and earned All-Big Ten honors along the way.

Commitment No. 3: Koren Johnson [Louisville]

The 6-foot-2 junior began his playing career with the Washington Huskies where he won the 2023-25 PAC-12 Sixth Man of the Year Award following a standout season.

Johnsn averaged 11.1 PTS, 2.7 AST, and 2.2 REB in 24.2 minutes per game at Washington during his breakout season prior to departing the program.

After two years with the Huskies, Johnson made the move to Louisville for the 2024-25 season, but suited up in only two games after suffering an injury.

Now, he’ll head to Oxford for the 2025-26 season after receiving a medical redshirt last season.

Johnson was a four-star, Top-150 prospect in America out of high school in the 2022 Recruiting Cycle prior to signing with the Washington Huskies.

Commitment No. 4: Augusto Cassia [Butler]

Cassia, a 6-foot-8, 220-pounder, heads to Oxford after a stint with the Butler Bulldogs across a pair of seasons.

The rising-junior from Salvador, Brazil appeared in 25 games for the Bulldogs over the past two seasons, averaging 5.1 points per game, and 3.1 rebounds per game

He shot 66.7 percent from the floor and 42.9 percent from three-point range this past season.

Cassia is a talented three-point shooter where he can now add a key element to the Rebels’ 2025-26 roster moving forward.

He shot nearly 43 percent from three-point range this past season, adding another layer of versatility to his game.

Commitment No. 5: Ilias Kamardine [International]

The 6-foot-5 combo guard is a former MVP and tournament champion at the FIBA U20 Eurobasket while dominating overseas.

Kamardine turns 22-years-old in October and plays for Dijon in Pro A with college coaches salivating at the potential he attains moving forward.

The international guard averaged 8.0 points, 2.4 assists, one steal and 2.4 rebounds in the EuroCup this season.

Kamardine is a prospect that continues evolving as a shooter after shooting 43.4 percent from the floor, 39 percent from three-pount range and 79 percent from the free throw line this year.

Commitment No. 6: Travis Perry [Kentucky]

Perry, a coveted prospect in the NCAA Transfer Portal, received interest from a myriad of schools before shutting down his process and committing to the Rebels.

The talented 6-foot-2 bucket-getter appeared in 31 games with four starts as a true freshman for the Wildcats during the 2024-25 season.

Perry capped off the year after averaging 2.7 points while shooting 31.3% from the floor and 32.1% from 3-point range.

The former Top-100 prospect in America broke the Kentucky high school scoring record during his time on the prep scene with multiple powerhouse programs pursuing his services.

Commitment No. 7: James Scott [Louisville]

Scott, one of the top forwards available in the NCAA Transfer Portal, is fresh off of a visit to Oxford with the Rebels turning up the heat.

The talented transfer appeared in 70 games for Charleston and Louisville across the last two seasons.

After starting his career at Charleston, he elected to follow head coach Pat Kelsey to Louisville and has averaged 6.0 points, 4.7 rebounds, 1.1 blocks and 1.0 assists across the last two years on the hardwood.

The 6-foot-11 forward shot 77 percent from the field last season with his efficiency playing a pivotal role in his production during limited playing time.

The 2025 NFL Draft Recap: Ole Miss Sees Multiple Rebels Selected

Ole Miss Lands Commitment From Sought-After Transfer Safety

Super Bowl Champion, Ole Miss Star Wide Receiver AJ Brown Earns Prestigious Honor

Follow Zack Nagy on Twitter: @znagy20 and Ole Miss Rebels On SI: @OleMissOnSI for all coverage surrounding the Ole Miss program.

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Rich Rodriguez shows interest joining Nick Saban on Trump’s College Sports Commission

President Donald Trump can be seen at college football games, UFC events, and even NASCAR races. Trump enjoys appearing at sporting events, and recently has entered himself into the college athletics space, attempting to create order in a wild west that is college sports. It was inevitable that the NIL system currently in place was […]

Published

3 hours ago

May 17, 2025

Your Sports Nation

It was inevitable that the NIL system currently in place was going to cause issues. This spring marked the first player to sit out of practice over money disputes. The players currently have all the power and there are no guardrails on how much schools can pay players, making it unfair in some sense.

NIL hasn’t been used like it’s intended so far. Originally, NIL was put in place so players could make money off autographs and jerseys with their name on them. But now, it’s used by boosters to pay players to play for their alma mater.

Trump is stepping in. Trump is reportedly creating a College Sports Commission, which will reportedly be led by former West Virginian and college football legend Nick Saban and Texas businessman Cody Campbell. The commission will regulate the transfer portal, boosters and college athlete employment.
This would be the first leader of college sports and potentially create a system that has structure.
Saban might not be the only West Virginian on the commission. In a recent interview with Sirius XM, Rich Rodriguez showed interest in helping his friend, Saban.

“I’m going to give him my cell number if they want an active coach on the deal,” Rodriguez said. “I’ll be on that sucker. I’ve got some experience. I can help from a current standpoint. I don’t know if they need me, though.

Like Saban, Rodriguez has been coaching for a long time, not as long as Saban and a lot fewer championships, but he’s seen the change and evolution of the sport.

All spring, Rodriguez voiced his problems with the NCAA. Rodriguez didn’t like the roster limit to 105, how there’s a spring portal, where a player you coached all spring can just leave, and how there are no limitations to how much a player can be paid.

Rodriguez has the background to be a candidate for the commission.

So far, it sounds like Saban will lead. Rodriguez agrees it should be the greatest college football coach of all time as the leader.

“He is the greatest college football coach of all time,” Rodriguez said. “He has a great grasp of the game in general… He’s truly about college football.”

Almost all professional sports leagues have a commissioner who settles issues throughout the league. College football doesn’t because it’s governed by the NCAA. After NIL was passed, the NCAA lost all its power, leaving it to the schools and players, creating chaos.

There’s no movement to create guardrails, and it’s starting to get out of hand. So much, that Trump felt the need to step in.

College sports, and more specifically college football, is a billion-dollar entertainment business. There needs to be structure before it falls apart even further. Saban’s the favorite to lead the next generation of college athletics, and West Virginia’s very own, Rodriguez, could be helping out, too.

“College football is such a great entity, it’s hard to screw it up,” Rodriguez said. “You can do whatever you want. There’s still going to be that passion for your school and that level of athletes. We’ve done enough things to screw it up in the last couple of years.”

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Mark Pope adding a pair of SEC transfers will be ‘advantageous’ for Kentucky

Mark Pope plucked a pair of highly valuable transfers right from within his own conference. One, Alabama’s Mo Dioubate, made it to the Final Four two seasons ago and then an Elite Eight this past season, while the other, Florida’s Denzel Aberdeen, helped the Gators win a national championship just a little over a month […]

Published

3 hours ago

May 17, 2025

Your Sports Nation

Mark Pope plucked a pair of highly valuable transfers right from within his own conference.

One, Alabama’s Mo Dioubate, made it to the Final Four two seasons ago and then an Elite Eight this past season, while the other, Florida’s Denzel Aberdeen, helped the Gators win a national championship just a little over a month ago. When it comes to bringing in talented transfers with a winning pedigree from a power conference, you won’t do much better than what Kentucky did in the portal than these two.

And considering the SEC is expected to take a step backward in 2025-26, Pope having two seasoned intranconference veterans on his second roster at Kentucky is no small note — especially after they battled and thrived in what was labeled as one of the best single season runs (2024-25) we’ve ever seen from a conefence in recent memory.

“The SEC guys know the league and they know the physicality,” Pope said of his two incoming SEC transfers during his Tuesday press conference. “And they know the talent, and they kind of know the flow and venues are going to be familiar to them, and all those things are advantageous, but mostly I’m just excited about the guys that we got.”

Dioubate and Aberdeen are both a bit different than the caliber of player Pope targeted in the portal last offseason. They’re defensive-minded athletes with specific offensive skills. But more importantly, they have SEC experience using those traits. Together, they’ve played 75 games against SEC opponents across five total seasons. Dioubate, in particular, went 3-0 against Kentucky last season.

But as Pope has harped on since taking over as Kentucky men’s basketball head coach, it’s not only about basketball when it comes to playing for the Wildcats.

“This Mo Dioubate, man, I think he’s a special person,” Pope said. “Like, I don’t know, his second or third conversation, we were talking about his family and his history and his faith and his commitment to all three of those things… And he wasn’t talking about that, he was talking about his life and how he thought about the world and his decision-making, but it was so clear and transparent that it’s all built on those three foundations.

“I think he’s special. I think he’s special. And then his skill set fits us in a brilliant way. I just can’t wait to see what he can do for us on the court. He’s coming from an incredible program and incredible coaching staff and we’re going to get to enjoy some of the fruit of all the labors that have come with him and by him before he got here. But really excited about him.”

Pope continued by sharing similar thoughts about Aberdeen.

“And this Denzel Aberdeen. I mean, he’s coming here wearing a big, fat, giant ring,” Pope said, referring to Florida’s 2025 national championship run where Aberdeen was a key backcourt piece. “And there’s no way to replace that type of experience. And he’s a beautiful kid, man, like spending time with his parents was really special. Comes from a military family background, and he cares about people, and he’s an incredibly talented basketball player.”

High-level basketball players? Check. High-level people? Another check. And now they get to see what it’s like to bring those traits to a Blue Blood.

“Specifically, those two guys, I can’t wait to get them here,” Pope added. “And I can’t wait for them to come experience basketball at the University of Kentucky, because it’s just different. And even being in this league, I’m excited for those guys, because they get to walk in the doors and then learn how this is so different here.”