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Dive into the latest on NIL policies and their potential legal battles, as well as the impact of bloated conferences on college athletics.

Dive into the latest on NIL policies and their potential legal battles, as well as the impact of bloated conferences on college athletics.

National, May 20, 2025: Sports brand PUMA India continues to deepen its investment in the country’s growing running movement by joining forces with the Mumbai Half Marathon and the Wipro Bengaluru Marathon as their Official Sportswear Partner. The multi-year deal with race organisers NEB Sports Entertainment reinforces PUMA’s commitment to deliver a holistic race experience at every leg of a runner’s journey—from training to race day and beyond.

The 8th Mumbai Half Marathon is scheduled for August 17, while the Wipro Bengaluru Marathon, in its 12th edition this year, will take place on September 21. Through this strategic tie-up, PUMA India will deliver a 360-degree experience that includes access to expert-led training runs, race-day performance gear, and on-ground support to participants during and after the race. With this, the sports brand has strengthened its presence in India’s rapidly expanding running community—one that is evolving from a recreational activity into a lifestyle and a cultural force.

Commenting on the partnership, Karthik Balagopalan, Managing Director of PUMA India, said, “The sport of Running is transforming India—shaping lifestyles, building communities, and redefining competition. Our partnership with NEB marks PUMA’s deeper commitment to fuel this momentum. India has an extremely vibrant community of close to 3 million registered runners and double-digit growth in marquee events like the Mumbai and Wipro Marathons. We think it is a fantastic opportunity to empower them to chase their goals and go the distance. This partnership further strengthens our commitment to push and elevate the evolution of running in the country.”

PUMA’s investment in running is backed by the success of one of India’s best-selling performance shoes, NITRO. Since October 2024, over 50% of elite podium finishers across five key Indian races have worn PUMA NITROs, underscoring the franchise’s dominance and trust among top athletes. The sports brand’s Running business unit is also growing faster than PUMA India’s overall business—signaling strong consumer demand.

India’s distance running landscape is experiencing rapid growth within the burgeoning sports ecosystem. In 2024, the emerging sports business experienced a 19% year-over-year growth, with marathons accounting for 23.5% of the overall segment. Tapping into this dynamic momentum, PUMA leverages this upswing through diverse initiatives promoting participation, performance, and the cultural importance of running nationwide.
Speaking on the occasion, Nagaraj Adiga, CMD – NEB Sports, said, “We are thrilled to welcome PUMA India on board as our official sportswear partner. At NEB Sports, we have always believed in creating inclusive, eco-conscious sporting experiences that go beyond the racetrack. This association marks an exciting chapter in fostering a culture of health and wellness across communities. Together, we aim to inspire more people to lace up and hit the roads with passion and purpose.”

PUMA’s contribution to the running ecosystem in India goes beyond sponsorships. The brand has powered iconic races like the Vedanta Delhi Half Marathon, challenged high-altitude conditions at the Ladakh Marathon, and expanded its reach through the Adani Marathon. In 2024 alone, PUMA India executed over 250 Training Runs across cities and introduced unique formats like the PUMA x Bumble Singles Run — cementing its position as a sports brand deeply invested in India’s running culture.

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One concern at the forefront of offseason discussions regarding college sports is reform in the current era of name, image and likeness — or NIL deals. President Donald Trump recently met with retired University of Alabama football coach Nick Saban, who is currently an analyst on ESPN’s “College GameDay.” Saban was thought to be Trump’s choice to head a proposed commission on college sports. The rumors surrounding Saban taking a job that would assist the NCAA in its governance of college athletics gained more traction after he introduced Trump as commencement speaker for UA’s graduation ceremony. Saban has expressed that he believes athletes should be paid, and a Sports Illustrated online article published earlier this month included some of his remarks: “(Players) should make money. But they should have a contract and a responsibility to fulfill, just like a coach does, and there’s some penalty if you leave a team and you have a contract.”

NIL contract obligations were at the center of former University of Tennessee quarterback Nico Iamaleava’s controversial departure from the Vols in April. Social media chatter was flooded with opinions, as it was alleged that Iamaleava and his camp sought to renegotiate and double the $2 million annual contract he signed in high school. While only those in Iamaleava’s inner circle know what happened, it is clear that the talks broke down, and Iamaleava decided to transfer to the University of California, Los Angeles, where he will be getting considerably less money, according to various sports outlets, and leading a squad predicted to be less than mid-tier in the Big Ten.

Potential breach-of-contract lawsuits could be the next phase of NIL, but the forthcoming House v. NCAA settlement ruling will usher in significant changes in how college athletes are paid. One of these changes would be revenue sharing, in which major conferences would allocate part of their athletic department profits to athletes over the next decade. Payments would be determined based on television revenue designated as NIL from players’ appearances on network broadcasts of games.

NIL has forever changed the college landscape that Saban ruled during the prime of his coaching career, and he has put to rest speculations about him heading a commission on college sports, even though Trump is moving forward to launch it. Many are skeptical about the government stepping in when Division I schools and the NCAA are still figuring out how to establish consistent rules for university collectives, boosters and the transfer portal. However, a presidential commission could only provide recommendations to the NCAA. It would not have the authority to legislate changes.

Much of the commission’s work would be focused on suggested NIL regulations, but another area I think should be addressed is the culture of big-time college programs. Culture is essential in this period of what college football fans call “bag chasing” — that is, star athletes in the top D1 revenue-producing sports of football and men’s and women’s basketball going after the highest bidders during their recruitment or in the transfer portal. Suppose money is the sole motivation for an athlete. In that case, they are most likely not locked into the other benefits they receive from playing sports at the highest college level, such as the opportunity to professionally network, excel in the classroom and build lifelong friendships with their teammates. Ohio State University stresses these principles in its football program, with “the brotherhood” being a key recruiting pitch. As a Buckeye alumna and faculty member, I am most proud of these team values. In addition to winning the 2024 national championship, the OSU football program earned a perfect Academic Progress Rate score of 1000. The APR tracks schools’ ability to retain student-athletes and keep them eligible. OSU also did not lose any scholarship football players with NIL contracts to the spring transfer portal window, and over the past two years, Coach Ryan Day has provided space for players to share their Christian faith. Former star running back TreVeyon Henderson recently released a documentary detailing his testimony of overcoming suicidal thoughts and other personal struggles by turning to God. OSU has shown that a character-building culture is essential while pursuing national titles and overseeing NIL deals.

As Trump continues to outline plans for a college sports commission, I hope the necessity of a supporting culture for college athletes will be included as NIL and revenue issues are tackled. NIL needs to be better regulated, but athletes also need to be in settings where they can thrive academically and socially.

Dr. Jessica A. Johnson is a lecturer in the English department at Ohio State University’s Lima campus. Email her at smojc.jj@gmail.com. Follow her on X: @JjSmojc. To find out more about Jessica Johnson and read features by other Creators Syndicate writers and cartoonists, visit the Creators Syndicate website at www.creators.com.

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