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Morning Buzz

Start your morning with Buzzcast with Abe Madkour: A’s get investment; Fox’s marketing pays off for the 500 and inside revenue generation on campus

Aramark Sports + Entertainment has been selected as the food and beverage service provider for the proposed new A’s ballpark in Las Vegas, according to a half-dozen industry sources.
The win didn’t come cheaply for the Philadelphia-based, publicly traded concessionaire. As part of a 20-year deal, Aramark’s total outlay is at least $175M, sources said, with others indicating it could be more. The $175M includes an equity investment into the team of at least $100M and a capex investment commitment of at least $75M. The deal hasn’t been finalized yet, and neither the A’s nor Aramark could comment.
A total investment of $175M (or higher) would almost certainly be the biggest financial investment in a team and its stadium by an F&B provider in sports business history. Valuations of the A’s earlier this year ranged from $1.57B (Sportico) to $1.8B (Forbes); based off those, Aramark’s investment would be worth approximately between 5.5% and 6% of the team. But with the A’s scheduled to open their new stadium just off the Las Vegas strip in 2028, their valuation in this deal was likely higher than any public estimates.
Five of the sports venue F&B industry’s six biggest companies — Aramark Sports + Entertainment, Delaware North, Legends, Levy, and Sodexo Live — competed for the A’s’ business, beginning late last year. At least four of those were willing to consider the A’s equity stake request. Oak View Group, which doesn’t have any baseball clients and is already engaged in Las Vegas with its recent takeover of Allegiant Stadium, was the only major player that didn’t compete. F&B consultant Jonathan Harris ran the RFP process for the A’s.

PepsiCo is becoming the latest American consumer-facing company to make a splash in F1, with a new arrangement that involves several brands and pouring and snack-distribution rights to most grand prix events around the world. The agreement between Formula 1 Management and the beverage giant was announced during overnight hours in the U.S. this morning, and it will result in Gatorade, Doritos and Sting Energy drinks all becoming sponsors in F1 with plans for everything from digital content to on-package retail promotions.
Financial terms were unclear, but the deal goes through 2030 and assets involved suggest that PepsiCo will be spending well into the eight figures annually. The beverage company, which is based in N.Y., will also get some direct opportunities to earn revenue from the deal through rights to sell its drinks and salty snacks at most of F1’s 24 annual grand prix events, with that element to start in a phased manner this year before being fully rolled out in ’26.
The deal represents the latest significant commercial win for F1 with a major U.S.-based consumer-facing brand, and the categories that PepsiCo is taking are new for the series and were not held by a prior company. PepsiCo VP/Global Sports & Entertainment Partnerships Adam Warner told SBJ that on top of the pouring and snack distribution rights, the pact involves marketing rights, TV-visible trackside signage, midway activations at 21 races, and hospitality and ticket options for PepsiCo to entertain its employees and clients with.
Sting is the lead brand of the deal and will roll out digital marketing and retail promotions in the coming months, with a focus around the sound of F1 cars and attempting to draw a parallel between that noise and the way it sounds when you pronounce the word “Sting.” Sting has become a popular energy drink in Asian countries like India, Pakistan, Egypt and Vietnam, though it’s only available in 30 markets and the U.S. is not a major focus or it.

Fox drew 7.05 million viewers for its debut Indianapolis 500 on Sunday afternoon, per fast-national data, marking what will be the race’s best audience since 7.25 million in 2008. This year also is up 33% from 5.31 million last year on NBC. There was a short weather delay this year, and a four-hour delay last year.
The race peaked from 4:15-4:30pm ET at 8.4 million viewers as Alex Palou was getting set to capture his first Indy 500.
RELATED: Fox milks Indy 500 brand identity to drum up interest in 109th running
This year will mark only the third time over the last 30 years that the Indy 500 has drawn a larger audience than NASCAR’s Daytona 500 (that race had a longer rain delay this year, finishing with 6.76 million viewers on Fox on a Sunday). Indy also beat Daytona in the pandemic-influenced 2021 (5.58 million for Indy vs. 4.83 million for a Daytona running that had a six-hour delay). The last time Indy beat Daytona before that was 1995 (12.03 million, which was the last time Indy got about 10 million, vs. 11.44 million for Daytona).

The Minnesota Frost once again took home the Walter Cup on Monday, as the team took down the Ottawa Charge 3-1 in overtime to hoist the PWHL championship trophy “across Xcel Energy Center ice — delighting 11,024 fans and family and friends alike” — after they won for the second consecutive season in a league that has had only two of them. The team “opened up club-level seating to accommodate a holiday afternoon crowd.” The Frost drew 8,098 for Game 3 on Saturday afternoon. One of those in attendance Monday was Minnesota Gov. Tim Walz. PWHL advisory committee member Billie Jean King “awarded the trophy” to Frost captain Kendall Coyne Schofield, who was “instrumental in the league’s founding.” Advisory member Stan Kasten, PWHL EVP/Hockey Operations Jayna Hefford and PWHL co-founder Kimbra Walter, wife of Dodgers owner Mark Walter and together primary owners of the league, all attended Monday’s game (MINNESOTA STAR TRIBUNE, 5/27).
Just like last year, the Frost won the title “as the fourth and final-seeded playoff team,” and both times advanced to the finals after knocking off Toronto in the semis. The Frost “sneaked into the playoffs this year” with an 8-1 win over the Boston Fleet on the final day of the regular season (AP, 5/26).
Ottawa “did establish a strong rivalry” with the two-time champs in 2024-25. Game 4 was the 10th in the history of the Ottawa-Minnesota matchup (including playoffs) that was “decided by one goal or a shootout.” That equaled the second-most one-goal games between any two PWHL teams all-time (OTTAWA CITIZEN, 5/26).

Cornell outlasted Maryland in the NCAA Men’s Lacrosse Championship Monday afternoon “in front of 32,512 fans at Gillette Stadium, cementing the program’s fourth national title and first since 1977” (BOSTON GLOBE, 5/26). On Friday, North Carolina beat Florida in the NCAA Women’s Lacrosse Championship “in front of a record crowd” of 14,423 at Gillette Stadium (BOSTON GLOBE, 5/24). Meanwhile, the 2026 NCAA Division I, II and III Men’s Lacrosse Championships will be held in Charlottesville, Va., at Scott Stadium on the campus of the Univ. of Virginia. Gillette Stadium was “originally scheduled to host” the 2026 events, but a scheduling conflict occurred when the facility was named as one of the sites for the 2026 FIFA Men’s World Cup. Scott Stadium will be the first campus stadium to be the finals site of the Division I Men’s Lacrosse Championship since 2002 (NCAA).

Russia “will not be allowed to participate” at the 2026 Winter Olympic Games in Milan “amid the ongoing war in Ukraine.” International Ice Hockey Federation President Luc Tardif announced the decision via hockeynews.se, saying the decision “ultimately came from” the IOC and “is pending an official statement.” Tardif: “Recently, they asked us to send them a schedule without Russia, so that’s where we are. The official statement is pending but the IOC has told us that they are informing the Russian Olympic Committee that they are not participating in the Olympics” (THE HOCKEY NEWS, 5/26).
Russia was barred from the 2024 Summer Olympics in Paris following the country’s 2022 invasion of Ukraine. Individual athletes from the country “were allowed to compete, but not under their country’s flag.” Belarus, which is allied with Russia, is “also expected to be kept out of the Olympics again” (REUTERS, 5/26).

A 53-year-old man “has been arrested after a car collided with crowds” at Liverpool FC’s Premier League victory parade, but authorities “are not treating the incident as terrorism.” At least 47 people “were injured in the incident, including 27 who required hospital treatment.” Two “sustained serious injuries,” including one child. Hundreds of thousands of Liverpool FC fans had gathered in Liverpool on Monday to celebrate their club winning the Premier League. An “open top bus carrying the club’s players paraded through the city over a 10-mile route for several hours.” The collision between the car and pedestrians “took place as the event drew to a close” (FINANCIAL TIMES, 5/26). Video posted on social media “appears to show a confrontation between the driver and the crowd at one point during the incident.” The car is “seen stopped and some in the crowd can be seen kicking and punching the car, which then quickly reverses before driving off” (CNN.com, 5/26).

Relevent Sports has launched its new subsidiary called Relevent Football Partners to manage the global commercial rights for all UEFA men’s club competitions from 2027-2033 after winning the opportunity in an open tender process in March. Relevent CEO Daniel Sillman will serve as Exec Chair of the new company, and Relevent President & Partner Boris Gartner will serve as CEO. Relevent Football Partners will be based in London with additional offices to follow in N.Y.; Miami; Doha, Qatar; Nyon, Switzerland; and Southeast Asia.
Sillman and Gartner have recruited a dedicated leadership team for the new business that notably includes former TEAM Marketing Managing Dir of Media Rights Oliver Holland as Chief Media Rights Officer. TEAM Marketing, where Holland spent 12 years, managed the commercial rights for UEFA’s men’s club competitions globally for three decades before losing the U.S. business to Relevent beginning this past season and the global rights beginning with the 2027-28 season.
Other executives joining the Relevent Football Partners leadership team include:
- Former PGA Tour EVP/Corporate Partnerships Brian Oliver as CCO
- Former DAZN Finance Dir David Baddeley as CFO
- Former F1 Chief Counsel Laurence Anthony as CLO
- Former Disney VP/Communications Amy Phillips as Chief Communications & Marketing Officer
- Former DAZN SVP/People & Reward Georgie Cleeve as Chief People Officer
- Former Heineken Global Sponsorship Lead Benjamin Blanco as Dir of Commercial Strategy and Partnerships, Sponsorships & Licensing
- Former DAZN EVP/Global Head of Rights Tom Burrows as Dir of Strategy & Partnership Operations
Relevent is expected to begin the sales process for UEFA’s next two commercial cycles (three seasons each) this summer. In the U.S., CBS has UEFA’s English-language broadcast rights locked up through the 2029-30 season, but TelevisaUnivision’s Spanish-language contract only runs through 2026-27.

Rafael Nadal‘s farewell to Roland Garros “prompted a reunion of the ‘big four’” as Novak Djokovic, Roger Federer and Andy Murray joined him on court Sunday “during an emotional ceremony” to mark Nadal’s record of 14 French Open titles. Nadal “broke down in tears at various points” during a 45-minute tribute on Court Philippe-Chatrier, and the stadium “was packed out with 15,000 spectators, most of whom were wearing an orange T-shirt with the message ‘Merci Rafa.’” Nadal later again “broke down in tears when tournament organisers revealed a new permanent plaque displaying his footprint beside the net” (London TIMES, 5/25).
T-shirts “were up for sale on Monday morning” with prices ranging from $170-$567, “to the disappointment of the French tennis federation (FFT).” FFT President Gilles Moretton said, “That some people are taking the opportunity to make money off the ‘Merci Rafa’ T-shirt, I find that a bit deplorable” (REUTERS, 5/26).

SailGP’s Italian team, Red Bull Italy, has been acquired by a group of investors organized by Muse Sport, the sports investing and advisory practice of early-stage VC firm Muse Capital. The consortium is led by Muse founding partner Assia Grazioli-Venier, Italian luxury brand entrepreneur Gian Luca Passi de Preposulo and team driver and CEO Jimmy Spithill. The transaction values Red Bull Italy at $45M.
Other investors joining the ownership group include actresses Anne Hathaway and Miriam Leone; DoubleVerify EVP & Global Chief Commercial Officer Julie Eddleman; auction house entrepreneur and VC investor Alexander Gilkes; Third Space Capital founding partner Heather Karatz; and Evan Yurman, heir to and president of luxury brand David Yurman, among others. SailGP also currently maintains a minority ownership position in the team, though the new consortium is in the process of acquiring that stake.
The Italian-born Grazioli-Venier got her first taste of SailGP team ownership through the U.S. team, which she invested in several years ago as a minority partner.
“It’s so impressive to see how well the league has been growing and the teams have been growing from when I invested to today,” Grazioli-Venier said. “Every event was better, [all of the] content was better, every digital strategy was better. Every single element … was really impressing me.”

Kings League, the seven-on-seven soccer startup founded by retired Spanish soccer star Gerard Piqué, has partnered with Saudi Arabia’s SURJ Sports Investment to launch a new joint venture, Kings League MENA. It will be the seventh league for Kings League, joining initiatives in Brazil, France, Germany, Italy, Latin America and Spain. Saudi Arabia will be the inaugural host for the new regional league, which will launch later this year. Financial details were not disclosed.
Piqué launched Kings League in 2022 as a digitally-focused property, with teams predominantly led by content creators and pro soccer players, including Neymar and James Rodriguez. Last year, Kings League raised a $68M funding round led by Left Lane Capital and Mexican sports investment firm Fillip. Kings League generated more than seven billion social media impressions in 2024.

In this week’s SBJ:
- The Sports Business Awards took place last week in N.Y., with 1,100 industry luminaries in attendance. SBJ’s Rachel Axon recaps the big night and explains why this was a night to celebrate the innovators and big thinkers in sports. NHL Commissioner Gary Bettman and NHLPA executive director Marty Walsh collaborated on the birth of the 4 Nations Face-Off, which took home the award for Sports Event of the Year and landed those two on the cover; Intuit Dome’s revolutionary technological approach earned it the Sports Facility of the Year award. And Sports Breakthrough of the Year went to Cosm, the immersive-reality venue that is changing the way people watch games.
- In total, we have 10 pages of SBAs coverage, including five pages packed with photos, the full list of presenters and the judges who helped make tough choices in 16 different categories. Abe Madkour also gives a look behind the process in choosing the winners in his Forum column.
- Our continuing series on Best Sports Business Cities focuses on soccer by ranking the top 25 U.S. markets for the beautiful game, and L.A. comes out on top. David Broughton explains the methodology behind our rankings.
- Elsewhere in the issue, Bret McCormick picks the 12 best basketball arenas in Europe that might one day be home to an NBA division; Mike Mazzeo reports on the lingering attendance problems for one of MLB’s most popular teams; and Chris Smith gets an inside look at the NFLPA’s Rookie Premiere event, an invite-only opportunity for 42 first-year players that brings them together with some of the league’s top sponsors.
Speed Reads…
Mohammed Ben Sulayem “will stand for a second four-year term as FIA president in December,” saying he “would welcome any rival candidate and that he is on a mission to grow motorsport” and make F1’s governing body stronger (REUTERS, 5/25).
Richard Neer‘s long-running Saturday early morning show on WFAN is “over” after 27 years. Starting next weekend, the Saturday lineup will feature Joe Benigno from 5am-9am ET, followed by Chris McMonigle from 9am-1pm (NEWSDAY, 5/25).
Thousands of Arsenal women’s team supporters “begun gathering in Armoury Square” yesterday as early as 5 am BST to celebrate the team’s UEFA Champions League trophy win on Saturday. The victory parade “did not start until after 10 a.m.” (ESPN.com, 5/26).
The U.S. men’s hockey team “won the gold medal at the world championships” for the first time in 92 years in overtime on Sunday against Switzerland. The team “paid tribute” to Johnny Gaudreau, the Blue Jackets player who was died last summer when he and his brother, Matthew Gaudreau, were struck by a car while riding bicycles (WASHINGTON POST, 5/25).
The Saskatchewan Rush’s quest for an title “came to a screeching halt Saturday with a 15-6 loss to the host Buffalo Bandits before over 19,000 fans” at KeyBank Center in Buffalo, giving the Bandits a third consecutive NLL title (Saskatoon STARPHOENIX, 5/24).
Quick Hits…
“It’s a historic moment for the Concacaf and for women’s football in this part of the world. It was the whole target at the beginning of the year – not only to come here and compete, but to come here and win” — Gotham FC coach Juan Carlos Amorós, on the team winning the inaugural Concacaf Women’s Champions Cup (N.Y. POST, 5/25).
“It’s a very professional club, we’ve got some big-time investors, like Tom Brady, all behind us. Next year, hopefully, we can seal the deal” — Birmingham City MF Emily van Egmond, on the outlook for the Women’s Super League team (ESPN.com, 5/26).
“I don’t want to come back and coach, OK? I want ownership” — South Carolina women’s basketball coach Dawn Staley, on a hypothetical Philadelphia WNBA expansion team (PHILADELPHIA INQUIRER, 5/25).
Morning Hot Reads: Happy Birthday
The N.Y. TIMES went with the header, “The Greatest Sports Photo Ever Made Turns 60.” When Muhammad Ali caught Sonny Liston with a sharp right 1 minute and 44 seconds into their title bout on May 25, 1965, “a few things happened in quick succession:” Liston hit the mat. Ali hovered over him, shouting, “Get up and fight, sucker!” And, amid the pop and sparkle of flashbulbs, Neil Leifer, a 22-year-old freelance photographer working for Sports Illustrated, “tripped the shutter of his camera.” His image of Ali — “standing, scowling, swinging his arm above the vanquished Liston — did not make the cover of the magazine.” It “wasn’t even used for the story’s opening spread.” And yet now, exactly 60 years later, Leifer’s picture is “considered by many to be the greatest sports photo of all time.”
Also:
Social Scoop…
As SEC leaders meet this week, a battle among the power leagues over the future of college sports looms.
In this fight for access, money & control, the SEC’s decisions on a CFP format & an NCAA split may reshape the industry forever.
“We’re going to war”https://t.co/Z7yLMxTOy2
— Ross Dellenger (@RossDellenger) May 26, 2025
OMG!!!! WTH. My deepest thoughts and prayers goes out to everyone affected that attended @LFC Premiere League trophy parade today! Such a senseless act! 🤦🏾♂️. #YNWA 💔
— LeBron James (@KingJames) May 26, 2025
Amazon hired the Dale Earnhardt of drone pilots for its NASCAR package. Whoever that person is can flat wheel (rotor?) that thing.
Ground to air full field frontstretch aerial shots are super cool.— Marty Smith (@MartySmithESPN) May 25, 2025
NBA needs to do something about intentionally fouling up 3. It’s the worst possible experience for end of game enjoyment.
— Sean Fennessey (@SeanFennessey) May 27, 2025
“The first 12 sites added to the list 1978 included Mesa Verde National Park in Colorado & this site 500 miles to the north.”
Off the presses…
The Morning Buzz offers today’s back pages and sports covers from some of North America’s major metropolitan newspapers:
Final Jeopardy…
“What is Yellowstone National Park?”
NIL
Josh Hoover Enters Transfer Portal | TCU Football Faces Change
Well, the Dear John letter on Instagram we’ve all been dreading dropped on Thursday.
“First, I want to thank God for the opportunities that he has blessed me with to play this game. I’m so thankful to have had the opportunity to represent TCU for an incredible 4 years. It has been a dream to be able to play and graduate from this university and I will forever be grateful for that.”
But — there’s always a “but” — TCU quarterback Josh Hoover continued, “I will be entering the transfer portal.”
So, there it is. Well, hell. This one hurts because Hoover represented stability in a volatile era of name, image, and likeness, and the specter of the transfer portal. He was “our guy” in a sports culture where “our guy” barely exists anymore.
But alas … .
Josh Hoover is a fantastic person. We wish him the best.
Our man Ken Seals of Azle and then Weatherford High, who traveled back here by way of Vanderbilt, is presumably the starter for TCU’s Alamo Bowl game against Southern Cal. (Everybody remembers the last time TCU lost its starting quarterback right before the Alamo Bowl. It was epic.)
Thankfully, Kansas — the band, that is — taught us all about transience in 1977. Nothing lasts forever, especially in today’s college athletics’ revenue sports. Once upon a time, our guys stayed with us until the eligibility ran out. Today, our college athletes more resemble Mickey Rooney or Jennifer Lopez. (Can you believe that Mickey Rooney found eight wives?)
It’s TCU one day. Indiana the next?
The clickbaiting stations got on this immediately: Where will Josh Hoover land?
Miami, Oregon, Texas Tech. No, Lord, no … not Texas Tech!
The leader in the clubhouse appears to be Indiana, once a hotbed of college basketball. Bob Knight is somewhere beside himself — that is, red-faced and expressing his emotions, shall we say, with the harshest language ever known to man — that the Indiana football program is, one, No. 1 in the country; and, two, that the football coach there is making something like $93 million over eight years.
However, Curt Cignetti has made the Hoosier State a destination for football transfers.
Indiana is also the school Hoover initially committed to as a senior at Rockwall Heath. He had been lightly recruited with only two major suitors — SMU and Indiana. At the helm at SMU at the time was, of course, Sonny Dykes. When Dykes took the TCU job he reached back out to Hoover, who jumped at the chance to come to Fort Worth. He recalled to us in September that on his recruiting visit he “loved it here.”
Things are different at Indiana since Hoover’s change of direction. Different coach and drastically different direction.
Just last year, Hoover turned down a lucrative offer to go to Tennessee. He declined it, he said, because he had already committed to returning to TCU. And the pull of money isn’t the only reason he’s leaving. With one year of eligibility remaining, he likely wants to polish his NFL prospects by playing in bigger games.
That’s not to say that can’t or won’t happen here. But a place like Indiana — whose quarterback this season just won the Heisman Trophy — is likely to open the year in the top 10, playing in the media-darling Big Ten Conference.
Suffice to say, Hoover will be an attractive option for a lot of programs.
His 9,629 passing yards and 71 touchdown passes will likely be the most of any QB in the portal. In 2024, he set a school record with 3,949 passing yards. Hoover also has 17 wins over the past two seasons.
“I want to Thank Coach Dykes for giving me the opportunity to play at TCU. I want to thank Coach Briles and the rest of the coaching staff for pushing me to be my best on and off the field.
“Lastly, I want to thank my teammates for all of the memories that we’ve shared together. This place has allowed me to meet some of my best friends, and I will always be grateful for that. I’ve prayed about this and decided that I will be entering the transfer portal.
“God Bless & Thank you TCU”
We’ll shed a tear, take a sip, and move on. It’s the only option.
So long, farewell, Josh Hoover.
Auf Wiedersehen, goodbye.
NIL
Darian Mensah’s millions give college football players leverage over NFL
Updated Dec. 19, 2025, 4:05 p.m. ET
- Duke quarterback Darian Mensah is returning to college instead of entering the NFL Draft.
- Mensah will earn more money by staying at Duke than he likely would have as an NFL rookie.
- The decision highlights how private NIL deals are making college football competitive with the NFL for talent.
Darian Mensah finally pulled off what eventually had to happen, further underscoring a booming college football economy that isn’t slowing down.
An elite quarterback chose college football over the NFL. And will make more money because of it.
Mensah, who led Duke to its first outright ACC championship since 1962 in his first season after transferring from Tulane, will make — at the very least — the back half of a two-year, $8 million deal he signed prior to this season.
If Mensah were to leave for the NFL, he’d make half that or less for one season — depending on where he was selected in the 2026 NFL Draft.

Stay or go is no longer a professional decision. It’s now, in most cases, a monetary move.
Just when you think paradigm change over the past four years of college football couldn’t be more dramatic, we now have quarterbacks staying in college for more money than they’d earn in the NFL.
College football isn’t the NFL’s minor league. It’s now the NFL’s competition.
The last quarterback selected in the first round of the 2025 NFL Draft was Jaxson Dart, who was the 25th overall pick and signed a four-year deal with the Giants averaging $4.2 million annually.
The first quarterback selected outside the first round was Tyler Shough, who was the 40th overall pick by the Saints and signed a four-year deal averaging $2.7 annually. The next selected was Jalen Milroe, 92nd overall by the Seahawks with a deal averaging $1.56 million annually.
Mensah, who more than likely would’ve been selected somewhere outside the first 50 picks, will earn $4 million by returning to Duke.
But that’s not the point of this exercise. The reality that Mensah will earn more in college football than the NFL, that he is choosing to delay playing at the highest level of football with a multi-year contract to stay in college, should tell you all you need to know about the flourishing private NIL economy.
The one area of unthinkable college football change the NCAA has no control over. And by no, I mean none.
Not with some special clearinghouse, or contrived czar, or play-nice agreement schools are refusing to sign. Private NIL is the heart of the college football economy, the only way to separate the haves from the have-nots.
You don’t really think the haves are going to sit there and take it, do you? They’re not going to nod their heads and spend 75% of their NCAA-mandated $20-23 million annual salary pool on football, and go along their merry way.
Because the elite of the elite players want more, and are they’re getting it through private NIL. It’s basic economics: supply and demand.
Ohio State overpaid for Quinshon Judkins and Will Howard and Caleb Downs, and won a national title because of it. Indiana outbid Georgia and Miami for Fernando Mendoza, and just polished off the first unbeaten regular season in school history.
Duke, meanwhile, won its first outright ACC title in more than six decades after overpaying Mensah. That’s return on investment, everyone.
A similar or marginally better revenue sharing deal isn’t convincing elite players to change schools. Private NIL deals are.
Players don’t have to stay at programs if they feel (take your pick) they’re not being developed properly, don’t have a chance to play for a championship, or just don’t like their situation.
Now they aren’t forced to leave college for the NFL, where the ability to earn was always the greatest draw — no matter what you read from players about taking their talents to (insert team here). Thanks, LeBron.
With that being said, of course.
Imagine the sheer power of telling the NFL no, and then picking up a larger paycheck because of it. And, bonus: Mensah, who has only played two seasons of college football — with at TD/INT ratio of 52/11 — can play another season and strengthen his draft stock.
Go bet on yourself, kid. Have another big season, make twice what you’d earn in the NFL, and then improve your draft stock for 2027. The next thing you know, you’ve moved into a first round projection and your rookie deal goes from seven figures to eight.
Quinn Ewers should’ve done it last season, and there will be more outside of Mensah who will do it this season. Brendan Sorsby and Sam Leavitt could leave for the NFL, and be selected in the first two days.
So could Ty Simpson and John Mateer and Nico Iamaleava. They’ll all make more — per season — in college football with private NIL deals. And that’s just at the quarterback position.
It’s a bear market for the elite of college football, and nothing is stopping it. Not contrived NCAA guidelines with no teeth, and not some document with no legal standing.
And no longer, as crazy as it sounds, the big, bad NFL.
Matt Hayes is the senior national college football writer for USA TODAY Sports Network. Follow him on X at @MattHayesCFB.
NIL
Arch Manning Channels Inner Tom Brady With Selfless NIL Decision
In today’s day and age of college football, the landscape of the sport has dramatically changed.
Now, instead of loyalty, coaches are forced to battle against the tampering of their best players in order to keep them from entering the portal for a big pay day.
And, as has been seen with USC and Texas A&M, players are also now announcing contract extensions to simply forgo that portal temptation, and stay with the school they are currently playing for.
Fortunately – and refreshingly – Texas Longhorns quarterback Arch Manning is taking a different approach.
According to reports from Inside Texas reporter Justin Wells, Manning is set to take a reduced payment from the Longhorns’ 2026 revenue-sharing pool in order to free up money to help his team both retain its own star players, as well as attack the transfer portal to improve the roster for a 2026 championship run.
A Tom Brady-Like Approach From Arch Manning

This move is eerily reminiscent of former NFL superstar Tom Brady, who was famous for taking pay cuts throughout his career in order to help his team acquire players in free agency in hopes of winning a championship.
Dallas Mavericks superstar Dirk Nowitzki also took a similar approach during his time in the NBA, helping Mark Cuban to add firepower to the roster by taking a massive pay cut.
The only difference is that this is college football, and in an era of a ‘look at me and my bank account’ mentality from the vast majority of college football, Manning’s selfless approach is a sight for sore eyes.
Manning Selfless Despite Elite Season
This is especially true considering the fact that Manning deservedly earned a major pay raise in his first season as the starter, completing 227 of 370 passes for 2,942 yards and 24 touchdowns with seven interceptions. He also rushed for 244 yards and led the Longhorns with eight rushing touchdowns, and had a receiving touchdown, accounting for 33 total scores for the season.
And, he was able to do all of that behind a leaky offensive line that ranked 67th in the country in pass blocking grade per PFF, while allowing 159 total pressures and 22 sacks – numbers that could have been much higher if Manning did not have such elite pocket presence and escapability. Not to mention, the offense being encumbered by the worst rushing attack the school had since 1944.
But instead of using that as leverage, like so many other players in the sport, Manning is giving Texas the Brady treatment – allowing them more money to dedicate towards NIL in the transfer portal in hopes of bringing in help to fix the team’s issues up front on the offensive line and in the running game, with potentially multiple additions at the running back spot.
Not to mention, it potentially allows Texas to make some major improvements at wide receiver, linebacker, and defensive back.
His decision also makes it much easier for Texas retain current players on the roster, who have no doubt been receiving tampering-level overtures from other schools and agents.
And it will be made possible in part thanks to a selfless act from Manning, who has now made he desire to win a national championship quite clear.
NIL
$54 million college football HC predicted to be candidate for high-profile NFL job
The college football coaching carousel spins on, but now some of that speculation includes one of the most prestigious positions in the NFL which came open this year, and a rising star in the NCAA is now being connected to the vacancy.
Notre Dame head coach Marcus Freeman is someone who should be considered in contention to become the next coach of the New York Giants franchise, according to college football analyst Josh Pate.
Freeman in play for the Giants?
“I just think Marcus Freeman is gonna be in play for the Giants job,” Pate said during an appearance with Bussin’ With The Boys.
“I think a lot of people in the college football administrative world know that/expect that. The agency world knows that/expects that. Not a done deal. I’m not going Schefter.
“If it’s even a remote possibility, and it certainly is, then that means the Notre Dame job may be open, as well. The coaching cycle is not close to done yet.”
NFL insiders seem to agree
The talk connecting Freeman to the Giants is not just random speculation at this point.
Freeman has also emerged as one of the most prominent names on the shortlist being assembled by the Giants franchise itself, according to The Athletic.
That is something to keep an eye on, as the NFL coaching bonanza is only just getting started, and Freeman is considered one of the best young coaching minds in circulation at any level.
LSU, Penn State, and Florida were all reportedly in communication with Freeman through his representatives when those schools were in the market for a coach, and the Giants could be next.
What Freeman has done at Notre Dame
Freeman has just completed his fourth season at the helm of the Fighting Irish program and boasts a 43-12 overall record, winning more than 78 percent of his games.
Freeman led Notre Dame to a No. 2 national ranking and an appearance in the national championship game against his alma mater a year ago.
His team went 10-2 this season and seemed poised for another berth in the College Football Playoff, before the committee reversed course on Selection Day and left the Irish out of the field, leading the school to decline playing in a bowl game.
What Notre Dame is giving Freeman
Freeman, who will turn 40 next month, signed a contract extension with Notre Dame last year that will lock him in with the school through the 2030 season, but if this carousel has proven anything, it’s that almost any contract can be gotten out of.
Notre Dame is a private school and is not obligated to publish its coaching salaries, but insiders contend his deal pays him $9 million per season and is worth a total of a reported $54 million.
But that raise is already somewhat out of date after Indiana recently inked Curt Cignetti to a new deal that will pay him $11.7 million per season.
The most recent reporting contends that Notre Dame and Freeman have not yet reworked his deal with the school, but that both sides are interested in coming to a new arrangement by the new year.
The faster they do that, the faster they can end talk of his leaving.
Read more from College Football HQ
NIL
The Cost of NIL
JACKSON, Miss. (WLBT) – Name, image, and likeness.
It has taken athletics across the amateur level by storm nationally, creating an avenue for players to make money from their NIL, particularly in football.
College football, most notably at the NCAA Division I level, has been forever changed because of it, with one SEC coach calling the state of CFB “sick.”
“We’re trying to sound warning bells. There’s a warning that the system that we are in really is sick right now, and college football is sick,” Missouri head football coach Eli Drinkwitz said about NIL on Monday, December 16, ahead of his team’s appearance in the Gator Bowl. “There’s showing signs of this cracking moving forward… Tampering is at the highest levels – there is no such thing as tampering, because there’s no one that’s been punished for tampering. Everybody on my roster is being called.”
In Mississippi, Ole Miss has benefited from its strong NIL movement, the Grove Collective, which is a large reason why the football program is hosting a College Football playoff game in the school’s first-ever appearance.
But how is NIL affecting high school student-athletes in Mississippi?
Thirty-six states in the country are allowing high school student-athletes to profit from their name, image, and likeness.
Mississippi is not one of them.
“NIL is not for high school students,” Rickey Neaves, the Executive Director of the Mississippi High School Activities Association, said. ”They’re much too young to be taking on that responsibility and handling that large sum of money. So, a high school student and our association need to concentrate on number one, being a young person and enjoying school, enjoying the high school experience, and just being a young man or a young lady. And then the rest of it will take care of itself later on. They’re going to have to work and be responsible later on in life, and long enough. So let them be young while they can.”
According to Yahoo Sports, Fazion Brandon, a five-star recruit playing high school football in North Carolina, is allegedly making $1.2 million in NIL money, who signed several highly publicized contracts since his lawsuit.
Tristen Keys, the highest-rated Mississippi recruit in the class of 2026 and a senior at Hattiesburg High School who signed to play CFB at Tennessee, has an NIL valuation of over $500k, according to On3 Sports.
While not naming the said student-athletes, Neaves confirmed that several Mississippi athletes have been approached every year with a large sum of money with NIL deals since its emergence.
$1.2 and $1.4 million to be exact.
These individuals likely played football in the state, with Mississippi consistently ranking in the top five, and even the best in the country in producing four and five-star talent on the gridiron, multiple reports show.
In fact, 12 high school student-athletes are ranked in ESPN’s Top 300 recruits in the nation, with 5 of them being ranked in the top 100.
That amount of money is hard to turn down for anyone, let alone a high school athlete with the opportunity to achieve dreams at the tip of their finger.
Neaves said turning this opportunity down has impacted a select few of student-athletes in the state.
However, there are ways around signing an NIL contract that can’t be accepted until they graduate and are enrolled in a university.
“They can sign an NIL contract. [But] they or their parents cannot receive any money or any goods that can be escrowed, as we call it, into a bank account for when they do graduate,” Neaves stated. “They cannot use their school logo, their school colors. It does not keep them from using their own name, their own image, and their own likeness, but all of that other belongs either to their school or even to the association, so they can’t use that.”
“We do encourage parents to look into that,” he continued. “I had a deal with a couple of student-athletes last year, and my advice to them was, you can’t tell a young man when they’re 17, 18 years old to turn down $1.2 million. What you can tell them is to be very careful, have that money escrowed and waiting on you once you use your eligibility or once you have graduated, and then build your own name, your own legacy, and build off of that.”
No local student-athletes, according to Neaves, have left the state to pursue NIL deals that are eligible to profit from while in high school.
While the NIL movement hasn’t made its way to high school athletics in the Magnolia State, Neaves suggests another entity is directly affecting high school athletics here.
The transfer portal.
It has changed the landscape of amateur athletics forever, with major colleges able to pay millions in NIL contracts for transfers arguably older and more ready-made for a football program – or any other athletics program, for that matter – to win immediately.
While there are no formal, large-scale academic studies that provide a precise, specific percentage of high schoolers affected, this in turn undoubtedly results in fewer roster spots and scholarship offers for talented high school recruits.
In 2023, an analysis done by Gene’s Page shows that SEC programs’ high school signees dipped nearly 11-percent between 2019 and 2021 as the portal gained prominence.
The FootballScoop stated in an article that in 2021, around 400 fewer players across the country signed FBS scholarships compared to the two cycles prior, and the trend has continued.
Neaves proposes that high school athletes in the state are impacted today.
“We need to look at what that is doing to our high school athletes,“ he warned. ”Right now, we have some outstanding high school athletes, both male and female, who are not getting the opportunity to go on to the next level because these people are still hanging around. They’re gaining some of the six and seven-year college athletes, and that’s not letting today’s seniors in the room. One of these days, NIL money is going to run out, and you have, you have juniors and seniors in college that are staying in college because they’re making more money off their NIL than they would make out of working.”
Is there a future for NIL in Mississippi high school sports?
For the possibility of NIL to maneuver its way into Mississippi high school sports, it would first have to start above the MHSAA.
Neaves doubled down that it is not in the picture within the rules of the association, but that “the legislature could pass a bylaw that says student athletes of high school age can do this.”
“If that ever happened, we would have to stay within the rules ourselves. So, we would have to allow it,“ he said. ”I personally hope that does not happen because I think we have the best option for both worlds here. The student athlete can still have [NIL deals] waiting on them when they get out of school at any time in their life, when they are more adapted to [the] use of it and can benefit from it even more.”
It does remain a possibility, however.
More states are trending towards allowing high schoolers to make NIL money.
On November 25, Ohio became the latest state to join the NIL movement.
While it is technically out of Neaves’ control, he does encourage that high school sports remain the same in Mississippi.
“You never know in today’s world what’s going to be coming down the pipe, but I think you have to always look ahead and see what pitfalls are out there.”
“Let’s be realistic. Is a 16 or 17-year-old mature enough to handle a million dollars? No. I know when I was that age, I would have blown it and probably ruined my whole career while doing it. Now, that’s not what everybody would do, but if that happens to one person, that’s one too many.”
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NIL
Arch Manning Is Taking A Pay Cut To Help Texas Gain An Edge
© Scott Wachter-Imagn Images
College football has been skidding down a slippery slope since the start of the NIL Era, and the line between that level and the pros gets blurrier with every year that passes. Now, we’ve been treated to our latest shift on that front courtesy of Arch Manning’s decision to take a pay cut ahead of his second season as the starter for Texas.
Next summer will mark the fifth anniversary of the landmark Supreme Court decision that essentially forced the NCAA to abandon its longstanding efforts to prevent students from cashing in on their name, image, and likeness.
It was a fairly inevitable development and one that was poised to have a dramatic impact on the landscape of college sports. While most fans agreed that student-athletes deserved to make some money, the ways in which they’re now able to do so have slowly but surely eroded the spirit of collegiate athletics as the concept of amateurism becomes a memory of the past.
That evolution has been marked by a number of tangible signposts, and the latest stake has been pounded into the ground courtesy of Arch Manning.
Arch Manning is taking a pay cut to allow Texas to use more of its House settlement funds on other talent
Earlier this week, we were treated to the latest piece of evidence that college football is basically a pro sport when USC went out of its way to announce running back Waymond Jordan had re-signed with the program after deciding to return to the Trojans for a second season.
We’ve reached a point where every player is effectively a free agent when their season comes to an end due to the transfer portal, and schools now have even more money they can use to try to poach and retain talent in the wake of the House settlement that will allow athletic departments to redistribute up to $20.5 million in revenue to athletes during the current academic year.
According to Texas Insider, the University of Texas is setting aside around $14 million for its football program next season. Arch Manning will undoubtedly receive a significant chunk of that sum, but the outlet spoke with sources who say the quarterback will accept “a reduced compensation” from the Longhorns so they can spend more money on other players in pursuit of a national championship.
Manning certainly isn’t hurting for cash, as he reportedly received at least $3.5 million this season thanks to NIL deals with companies including Red Bull, Uber, and Warby Parker.
It’s a commendable move for a QB who will be looking to improve after largely failing to meet the admittedly lofty expectations surrounding him during a campaign where the Longhorns went 9-3, but it’s also one that shows the sport has firmly reached the point of no return.
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