NIL
The Rise Of Women's Sports


Tracy Call, CEO of Media Bridge, co-founded Highlight Reel with Griffin Archer to reshape sports marketing through an integrated approach.
Women’s sports aren’t just having a moment; they’re leading a movement. Viewership is breaking records, attendance is climbing, and athletes are becoming household names. Yet many brands still treat sports sponsorships as side projects rather than a fundamental part of their marketing strategy.
For too long, sponsorships have been an exercise in logo placement and premium seating. Brands slap their name on a jersey or a scoreboard and call it a day. But there’s an opportunity to do so much more. At my agency, and at the sports marketing firm we recently cofounded, we believe that instead of being an ego play, women’s sports sponsorships should be fully integrated into a brand’s marketing mix, leveraging creative storytelling and delivering measurable impact.
The Opportunity: Go Beyond Traditional Sponsorships
Women’s sports teams offer incredible platforms for brands to engage passionate and loyal fan bases. However, many sponsorship deals still rely on templated packages that don’t fully maximize brand engagement. Brands have a chance to work more collaboratively with teams to build activations that create meaningful interactions rather than just brand visibility.
What if, instead of buying a one-size-fits-all package, brands co-created activations tailored to their unique objectives? What if success wasn’t just measured in impressions but in conversions, engagement and long-term brand loyalty?
A Smarter Approach To Women’s Sports Sponsorships
Sports sponsorships should function like any other media channel: They should be data-driven, strategically integrated and designed for measurable impact.
Here’s how brands should be thinking about women’s sports partnerships:
Start With Research, Not Personal Preference
You might love basketball, but if your target customer is watching tennis or volleyball, that’s where your investment should be. At my agency, we always start with the data. It’s not about what we like; it’s about aligning brands with the sports and athletes their audience already cares about.
Ask your agency or media partners for audience insights specific to women’s sports. Tap into social listening to see where the real-time conversations are happening. And don’t be afraid to go straight to the source—most women’s leagues have valuable fan data they’re ready to share.
Move Beyond The Logo
Visibility alone doesn’t build brand loyalty. True connection comes from storytelling, shared values and memorable experiences.
Partner with athletes to co-create content on platforms where their voices feel most personal, often social or community-based events. Align with causes that matter to their fans, and follow through with real action, whether that’s local activations, charitable support or collaborative campaigns. Focus on creating memorable moments through behind-the-scenes access, fan surprises or purpose-driven storytelling that invites people into the heart of your brand. That’s how you build lasting connections in women’s sports.
Measure Everything
Courtside tickets may impress executives, but what’s the actual return? Make sure you track lead generation, purchase behavior, social engagement and brand lift. If the sponsorship isn’t delivering, it’s time to pivot.
Foster True Partnerships With Teams
Sports teams are valuable partners, and collaboration is key. By working closely with teams, you can ensure that your sponsorships are fully realized, creating campaigns that extend beyond the arena and into digital, social and experiential marketing strategies.
As a former Team USA bobsled athlete and rugby player, I know firsthand that what women’s sports need most is financial support. In bobsled, we paid for our own gear and travel—and even the sled transportation for some races. A single sponsor often meant the difference between competing or staying home. When brands invest, it’s deeply felt. And because most female athletes aren’t used to that kind of backing, their loyalty tends to run deep, often delivering a higher ROI than expected. Treat the team like a partner, not an ad placement, and the impact will go far beyond the game.
Integrate Across Channels
A sports sponsorship isn’t a one-and-done strategy; it should fuel content, social engagement, digital marketing and in-store promotions. The most successful brands amplify their sponsorships across every touchpoint.
To get the most out of a women’s sports sponsorship, integration is key. Tailor your message by channel. What works in a stadium won’t always land the same on-air or online. Use TV and radio to highlight the emotion and momentum of the partnership, tying your brand to the energy of the game. On digital channels, lean into behind-the-scenes content or athlete takeovers that feel personal and native to the platform. Keep the message consistent, but adapt the delivery to fit each medium. That’s how you meet fans where they are and make the sponsorship pay off.
The Future Of Sports Marketing: More Strategic, More Inclusive
Women’s sports and emerging leagues have some of the most passionate and engaged fan bases today. They aren’t just worthwhile investments; they are the future of sports marketing. Brands that recognize this shift and approach sponsorships strategically (not as passion plays) will see the greatest returns.
The old sports marketing playbook is evolving. It’s time for brands to move beyond sponsorship as a static investment and start maximizing its potential as an integrated, measurable and impactful marketing strategy.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
NIL
$10 million college football coach latest addition to growing Penn State coaching search
The Penn State Nittany Lions are deep into a complex coaching search that has extended well past the firing of James Franklin. Athletic director Pat Kraft aimed to secure a new leader quickly to salvage the recruiting class, but the process has dragged into December without a resolution.
While many premier programs have already filled their vacancies, the situation in State College remains fluid as the administration explores every available option to stabilize the team’s future.
A surprising new candidate has emerged from within the Big Ten Conference to add a layer of intrigue to the saga. This potential hire commands one of the most dominant units in the nation and possesses a resume highlighted by extensive NFL experience.
His background includes multiple Super Bowl championships and a previous stint as a head coach at the professional level, distinguishing him from other names linked to the job.
Reports indicate that Penn State has officially contacted this high-profile coordinator regarding the opening. Poaching a key asset from a bitter rival would represent a massive swing for the program. The move would bring a defensive mastermind to Happy Valley while simultaneously weakening a competitor currently vying for a conference title.
Super Bowl-Winning Assistant Is Candidate For Nittany Lions Job
Ohio State Buckeyes defensive coordinator Matt Patricia has become the latest focal point in the search. CBS Sports College Football Insiders analyst Chris Hummer detailed the development during a podcast on Thursday.
“I think there’s a couple of candidates that are floating out in kind of the ether,” Hummer said. “A name that’s come up the last 24 hours for me a little bit is Matt Patricia at Ohio State, the defensive coordinator.”

According to Alex Gleitman of Lettermen Row, Penn State has contacted Patricia and his representation about the position. Patricia is currently in his first season back in the collegiate ranks since serving as a graduate assistant with the Syracuse Orange in 2003.
His impact in Columbus has been immediate and profound. The Buckeyes boast the top-ranked defense in the FBS, allowing just 204 yards and 7.8 points per game. The seamless transition from former coordinator Jim Knowles to Patricia has been credited for the rapid development of players such as linebacker Arvell Reese.
Although his time as a head coach in Detroit did not yield a winning record, Patricia has done an impressive job reshaping his reputation this season. His unit is undeniably the best in college football and has been a massive asset for Ohio State as they pursue a national title.

There have been no reports that Patricia has formally interviewed with Penn State, but the inquiry is notable. Ohio State head coach Ryan Day has successfully replaced coordinators before, yet losing Patricia would be significant.
The Buckeyes have already seen offensive coordinator Brian Hartline agree to become the next head coach of the USF Bulls. Hartline will remain with the team through the postseason, but the potential exit of Patricia would leave Day with two major voids to fill.
Read more on College Football HQ
NIL
How BYU kept Kalani Sitake away from Penn State with Crumbl Cookies
Dec. 5, 2025, 5:49 a.m. ET
- Kalani Sitake was rumored to be Penn State’s top target for its coaching job.
- After seeing reports, Crumbl Cookies CEO Jason McGowan stepped in and used fan support and money to convince Sitake not to leave.
With its signature pink box, Crumbl is a dessert chain founded in Utah known for making big cookies and desserts.
It’s also now known for its big influence in Brigham Young football.
It was a wild week in Provo, Utah, with Cougars coach Kalani Sitake reportedly at the top of Penn State’s long coaching search. The Nittany Lions were pushing hard to hire him, causing panic for a program that is one win away from their first College Football Playoff appearance.
That was until some big-time donor decided to “get off the sidelines” and get to work. That was Crumbl co-founder and CEO Jason McGowan, who got BYU to rally around its coach by baking up a sweet treat with a heavy dose of love and financial commitment.
The finished product out of the oven? A long-term extension for Sitake that keeps him at his alma mater – and Penn State still searching.
“Sometimes, you just got to get off the sidelines in life and just try your best to see what you can do to make a difference,” McGowan told USA TODAY Sports. “Every once in a while, it pans out.”

Crumbl helps BYU keep Kalani Sitake
It makes sense Sitake eventually got on Penn State’s radar. The Cougars have thrived in the Big 12 under him, going 11-2 last season and reaching this season’s conference championship game. He’s won double-digit games in four of the past six seasons. Penn State felt confident it had found its man.
The idea of Sitake leaving BYU was “gut-wreching” for McGowan, so he got to work. He posted a cryptic yet obvious message on X that he was going to do whatever he could to keep Sitake at BYU.
Not long after, he made another post that called for Cougars fans to show how much Sitake meant to the school and show him love and respect. He called it a love bomb, believing there would be a tremendous response. Just to incentivize it, McGowan said he’d give away four 50-yard line seats and airfare to the Big 12 championship game in Arlington, Texas, for the best responses.
“I wanted to remind Kalani just how much everyone loves him,” McGowan said. “I knew he would get a tremendous response.”
Maybe the prize helped, but It clearly had an impact. BYU fans flooded social media, and as McGowan put it, “it turned Kalani’s heart.” Sitake was emotional during the press conference announcing his extension as he recalled all the messages directed toward him.
“It was an amazing feeling of appreciation from everybody,” Sitake said. “I don’t know how you can leave that, man. I just don’t know how you can walk away from it.”
Love is a great way to convince someone, but ultimately, money does do quite a bit of talking. Luckily, McGowan is just one of several major donors for the Cougars with his company that made over $1 billion in sales in 2023, according to Forbes. After BYU beat Utah, he offered to cover the fine for rushing the field, and when the Cougars weren’t penalized, he ended up donating to the NIL fund and paying lunch debt in the nearby school districts.
It’s unknown how much McGowan, other donors and BYU offered up to keep Sitake. As a private school backed by Church of Jesus Christ of Latter-day Saints, BYU doesn’t have to make its finances public.
But there was a bigger financial commitment. Athletic director Brian Santiago said Sitake didn’t talk much about his own compensation, but he wanted to take care of the people around him – assists, team staff and players.
“It’s not really about the money, but there is an opportunity for me to take care of my players and my staff and make sure that we’re all headed in the right direction of what we want to accomplish,” Sitake said.
Whatever the price was, it was right enough to slam the door shut on the Nittany Lions. Sitake proclaimed it was time to “quit all the drama” because “I’m here.”
With university and donor back, Santiago said it was a significant investment to “make sure that we do everything we can to retain Kalani Sitake.”
“I think Penn State offered some tremendous support,” McGowan said. “I think that was appealing to him, but I think we showed Kalani that we equally – BYU especially – and us donors in our small little way, to help out.
“We’ve got all these amazing donors behind us that just says we’re here. We’re all committed on BYU, too. It wasn’t just me. It was everyone just saying, ‘Yep, we’re here for you.’”
Why BYU wanted Kalani Sitake to stay
The week has revealed how greatly Sitake is viewed at BYU: a highly respected individual with love for the university and its fans. In McGowan’s eyes, there was no one else that could be in charge of the Cougars.
“Finding a coach who can help us win, that’s replaceable,” McGowan said. “Finding someone who can help us win, but also the character and the person he is and the values he’s trying to share, I had a hard time imagining anyone else that could come in and do what he did.
“We love him and we want him here, and you can see that.”
As if the Nittany Lions coaching search couldn’t get worse, salt was rubbed in the wound when Virginia Tech and its former coach James Franklin had Crumbl cookies at its signing day ceremony. It made sense to assume McGowan was involved in it, but don’t blame him.
“I didn’t have any part of it,” McGowan said with a laugh. “Seeing that happen, I laughed and thought it was really, really funny. I think we shouldn’t take ourselves too seriously.”
Now that BYU has its guy, it can focus on trying to make the playoff. McGowan said to expect another version of love bombing, this time aimed at the playoff selection committee to remind them it belongs in the field.
There’s no better proof than teams coming up to bat for Sitake – and all striking out − thanks to the pink box.
“You know what else believes it?” McGowan added. “Penn State, and so does everyone else because they want our coach, right?”
NIL
Kentucky’s new GM will help Will Stein be ‘adaptable’ in NIL world
News dropped on Wednesday that Oregon director of recruiting Pat Biondo will be Kentucky’s new general manager. His work will start almost instantly. Will Stein needs to build his first staff in Lexington, but important roster decisions must be made and a plan to attack the portal must be built.
Through all of that, this football organization will have to manage a salary cap. There will be the allotted rev-share amount from the university and extra NIL funds provided by JMI’s collective. At his introductory press conference, Stein was confident in the financial plan presented by Kentucky athletics director Mitch Barnhart and deputy athletics director Marc Hill during the search. When asked by KSR, Stein confirmed that he will have the funding needed to go build the roster required.
But he and his coaching staff will need help. That’s where Biondo will step in.
“That’s why I’m hiring a general manager,” Stein told KSR’s Matt Jones on Thursday when asked about Kentucky’s NIL structure. “To help us through this, and somebody I trust fully, and that’s been in our system out in Oregon, and knows the landscape of college football. You just gotta be adaptable. You know? You gotta be able to change with the times. It is what it is.”
Part of that could be managing a salary cap and make sure there is enough of the pie allotted for every position. We are still unsure of what Biondo’s specific job requirements will be but it is clear he will be play a large role in Kentucky’s roster-building process. Barhnart called it “ridiculous” to assume that any head coach is not making final roster decisions but a front office structure can help streamline things for the coaching staff and narrow down the pool of targets.
Pat Biondo will help Will Stein and this Kentucky football program adapt to a world where a roster budget has to be balanced. Everyone is still adapting to college football’s new age. UK is doing that by joining the growing general manager trend in college football.
NIL
Penn State ends 54-day search with hire of $40 million college football coach
Ding dong! The wicked Penn State football head coaching search is dead at last, or so it seems. The Nittany Lions fired James Franklin from the position a long 54 days ago in mid-October. Now, in the first week of December, all reports indicate that Penn State has found their new leader.
According to both On3’s Pete Nakos and ESPN’s Pete Thamel, two of the highly trusted college football insiders, Penn State is working towards a deal with longtime Iowa State head coach Matt Campbell. On3 tweeted out Friday afternoon that “Penn State is working to finalize a deal to hire Iowa State’s Matt Campbell” according to their man Nakos.
Shortly after that report reached X, Pete Thamel posted his own report confirming that Campbell and Penn State had entered talks for him to assume the school’s head football coaching job.
The sides met in Iowa on Thursday night and have been working toward an agreement since. Nothing is signed, and there’s still a few steps remaining for this to come to fruition.
— Pete Thamel (@PeteThamel) December 5, 2025
“Sources: Matt Campbell and Penn State are working toward a deal for him to become the next coach at Penn State,” Thamel wrote Friday afternoon. “There’s multiple steps needed to finalize, including agreeing to terms and formal approval of compensation.” He reiterates that no official documentation has been dotted.
“The sides met in Iowa on Thursday night and have been working toward an agreement since,” said Thamel. “Nothing is signed, and there’s still a few steps remaining for this to come to fruition.” Don’t count those chickens yet, says the insider, but it’s likely that Penn State’s is teeing Campbell up as the program’s next head coach.

Iowa State inked Campbell to a major long-term deal this summer, just weeks before the season. Starting in 2025, Campbell was signed for eight years, through 2032, at a salary of $5 million per year before incentives. That comes out to a cool $40 million total over the deal, making him a very well-compensated Big 12 coach now that he’s been around for 10 full seasons.
Penn State coaching search was a wild ride
Penn State’s search ends, at last, following nearly two straight months of chaos. Athletic director Pat Kraft received a hoard of praise for pulling the trigger on James Franklin’s firing following the two-loss start to Big Ten play that was wholly unacceptable. But since, Penn State certainly didn’t execute a clean investigation for their next program leader.
Almost too many names to monitor came and went as either sourced candidates, rumored possibilities, or options on various betting markets. Either way, Penn State certainly missed on several top options, earning extensions for several.
In that department, Curt Cignetti and Matt Rhule stick out. Cignetti was an obvious first call but Indiana didn’t even allow his name to escape Pat Kraft’s mouth before he was set with a $93 million extension. Rhule also received a pay bump to stay at Nebraska as soon as Penn St. rumors kicked up. More recently, Penn State made a big push for Kalani Sitake, but BYU boosters and fans publicly rallied to tie down their Tongan war general in Provo.
Did Iowa State make the huge offer for Campbell to stay put? Are the Cyclones preparing a final last-ditch offer this minute to try and stall PSU negotiations? After 10 years, is Campbell simply ready to leave Ames, Iowa? We’ll get answers to all of those questions soon. It sure seems like a Matt Campbell and Penn State union is about to happen.
More on College Football HQ
NIL
Georgia seeks $390K from ex-linebacker Damon Wilson in NIL dispute
Missouri Tigers defensive end Damon Wilson II (8) on the sidelines during a college football game between the Central Arkansas Bears and Missouri Tigers on August 28, 2025 at Memorial Stadium in Columbia, MO. (Photo by Scott Winters/Icon Sportswire v
ATHENS, Ga. – Former Georgia edge rusher Damon Wilson II is facing a push from the University of Georgia Athletic Association to repay $390,000 after the school accused him of breaking a name, image and likeness agreement tied to his transfer from the Bulldogs.
What we know:
Wilson, now a rising pass rusher at Missouri, was served the lawsuit on Nov. 19 in Clarke County. Court filings say Wilson signed the licensing deal with Classic City Collective on Dec. 21, 2024. The agreement was scheduled to run through January 2026 and paid him $30,000 per month plus additional bonuses for a total contract value of $500,000.
The contract allowed the Collective to immediately terminate the deal if Wilson left the football team, failed to remain enrolled at Georgia, or notified the program of his intent to transfer. If that happened, he was required to repay “liquidated damages” equal to all remaining unpaid licensing fees.
According to the lawsuit, Wilson told Georgia on Jan. 6, 2025, that he planned to transfer. He withdrew from the university on Jan. 13 and left the team the next day. Classic City Collective terminated the agreement on Jan. 14 and demanded repayment of the remaining $390,000.
The Collective later assigned its rights to the University of Georgia Athletic Association.
What we don’t know:
On Aug. 25, 2025, UGAA sent Wilson a formal demand for arbitration under the agreement’s mandatory arbitration clause. Attorneys say Wilson did not respond and has not asked a court to intervene.
What’s next:
UGAA is now asking a judge to appoint an arbitrator and order Wilson to participate in the dispute process. The petition includes a list of proposed arbitrators from the American Arbitration Association’s sports panel and notes that the contract does not specify a method for selecting one.
The motion was filed on Oct. 17, 2025. Court records show Wilson has not submitted a response.
Why you should care:
Classic City Collective is the primary NIL organization supporting Georgia athletes. Wilson appeared in 11 games as a freshman in 2024 before entering the transfer portal and committing to Missouri.
The case carries significance because it tests how far schools and collectives can go to enforce NIL contracts when athletes transfer.
A ruling could influence how players approach the transfer portal while still under contract and may shape how future NIL agreements are written.
The dispute also underscores the limited protections college athletes have in contracting and is drawing attention because Wilson is a high-profile SEC player whose situation could affect others across the sport.
The Source: The details in this article come from Clarke County court documents and previous FOX 5 Atlanta reporting.
NIL
SCORE Act Fails After Congress Gets Distracted by Lane Kiffin’s $90M LSU Payday
The SCORE Act collapses on Capitol Hill as NIL chaos, political infighting, and Lane Kiffin’s blockbuster LSU deal had Rep. Hakeem Jeffries all sorts of befuddled.
What was once thought to be an easy path to the Senate floor, the SCORE Act, which has been long debated over the past two years, fell apart this week before it could be voted on in the House. And, Lane Kiffin’s new contract with LSU was a main point of contention between congressional leaders, thanks to House Minority Leader Hakeem Jeffries.
Can you imagine college athletics getting any crazier than what we witnessed this week between Kiffin, Ole Miss and LSU?
Oh, think again.
House Settlement Aftermath: Lawmakers Present Two Different NIL Bills That Aim To Regulate College Athletics
I’ve said from the start that the country has better things to worry about right now than having to argue over protecting organizations like the NCAA or even the new College Sports Commission from lawsuits that would come from trying to limit what athletes could make in the future.
Don’t forget, with the House settlement passing, this opened a whole new can of worms. Schools can now directly pay athletes for their services, with a salary cap set at over $20.5 million per year to be divided up between different sports on college campuses.
This hit a boiling point on Wednesday, with new LSU head coach Lane Kiffin being a point of emphasis. No, we’re not kidding.
The ‘Lane Kiffin Protection Act’ Is One Way To Describe It
There was always going to be infighting in regard to the timing and the optics of this entire ordeal. I just didn’t expect a college football move would be a major talking point, though Lane Kiffin does draw headlines.
At the same time as congressional leaders were trying to garner the votes that would protect the NCAA, Lane Kiffin signed a deal that would pay him over $90 million to coach the LSU Tigers.
Ole Miss AD Keith Carter Debunks Lane Kiffin’s Timeline: Players Begging Him To Stay Was ‘Overstatement’
Speaker Mike Johnson from Louisiana and House Majority Leader Steve Scalise (R-La) took the brunt of criticism from House Minority Leader Hakeem Jeffries (D-NY) on Thursday during a press conference to discuss ongoing issues that should take priority over a bill that would protect the NCAA, along with others.
“Why would Mike Johnson and Steve Scalise think it was a good idea to bring the Lane Kiffin Protection Act to the floor of the House of Representatives? Legislation that would do nothing to benefit college athletes and everything to benefit coaches like Lane Kiffin, who got out of town, abandoned his players in the middle of a playoff run to go get a $100 million contract from LSU, the home state of Mike Johnson and Steve Scalise.
“People are asking the question, why did you decide to bring this bill this week with all the other issues that the country is demanding that we focus on. “
People in Johnson’s office told OutKick that they are aware of the statements made, but have no comment on the matter.
According to multiple people connected to the situation in Washington, the Lane Kiffin saga has not helped this week when it comes to public perception.
A number of representatives have received push back, with the new LSU football coach being used as a prop as to why the college athletics business is hard to take seriously when a head coach is bailing on their team during such a pivotal time.
Also, add the comments from Louisiana Governor Jeff Landry last month pertaining to LSU having to pay the massive $54 million buyout for former head coach Brian Kelly, and congressional leaders are not going to get much sympathy from those looking to prevent an organization like the NCAA from having to answer for certain aspects of potential antitrust cases down the road.
During his SEC Championship press conference on Thursday, commissioner Greg Sankey even commented on the ongoing SCORE ACT debate, mentioning he was in Washington on Wednesday.
“There was an opportunity to vote yesterday in the House. It did not happen,” Sankey noted. “We’ll continue in our educational efforts. We’re going to take the time needed to try to address the questions that are being asked by members of Congress. Again, this is on both sides of the aisle.
“The fact that there’s so much interest, I think, is an indication of the serious nature of college sports, the importance to our nation, our culture.”
Yes, this is where we are at right now in college athletics, along with the politics that come with it.
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