NIL
Beauty Plays the Long Game
When Netflix’s comedy series “Running Point” premiered earlier this year, viewers tuned in for its star-studded cast — including Kate Hudson and Brenda Song — and its fictionalised take on the rise of Jeanie Buss, the first female president of the Los Angeles Lakers. But the show’s unexpected breakout star wasn’t an actor: It was Sephora.
“Nothing bad happens at Sephora,” Hudson’s character quips in episode two, setting off a plotline that sees the LVMH-owned beauty retailer become the team’s primary sponsor, following a persuasive pitch to a Sephora executive: a third of basketball viewers are women who, as Hudson’s character puts it, “want glassy skin and a tight eyebrow game.”
For Sephora chief marketing officer Zena Arnold, the placement was a strategic move — and a preview of the brand’s deeper ambitions in sports. In January, the retailer announced it would be the title sponsor of Unrivaled, a new professional women’s basketball league. A few months later, it inked a deal with WNBA team the Valkyries, acquiring naming rights to the team’s 31,800-square-foot training facility, now known as the Sephora Performance Center.
“It was just so serendipitous that [the show] came out just as the news of our real life sponsorships were coming out,” Arnold told The Business of Beauty. “People love to see brands that can engage in meaningful ways.”
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Sephora is part of a growing cohort of beauty brands abandoning once-off campaigns in favour of long-term partnerships with sports leagues and teams. While the 2024 Olympics saw a flurry of short-term beauty collaborations, the new playbook is about sustained cultural presence and aligning with the momentum behind women’s sports. Brands like Glossier, which has been the WNBA’s beauty partner since 2020, and Maybelline, which is the cosmetics partner of the New City Marathon, have taken note.
Women’s sports are drawing unprecedented attention in the US. The NCAA Women’s Basketball Championship peaked at 24 million viewers in 2024. The WNBA, one of the fastest-growing brands in sports, attracted over 54 million regular season viewers last year — a 170 percent year-over-year increase. And it’s not just basketball: women’s soccer is booming too, with league-wide attendance hitting a record 2 million in 2024.
Brands entering this space are often first movers, giving them an advantage in defining what beauty looks like in a sports context. Many are also leveraging the gender pay gap in professional sports – investing in women’s teams and leagues not only as a show of support, but as a long-term equity play. These long-term partnerships are also opening new pathways to engage male audiences, particularly in skincare and grooming.
“Even though you may be first, it’s not enough to put a logo on a stand,” said Patrick O’Keefe, E.l.f Beauty’s vice president of integrated marketing. “It’s going deep into a community, and being a part of that community, and serving the underserved.”

Playing to Win
For many beauty brands, participation isn’t enough; they want to own their sports.
E.l.f. Cosmetics has made bold bets on emerging leagues with limited mainstream visibility, including the Professional Women’s Hockey League, which was founded in 2023, the Wonder Women of Wrestling Tournament, the largest high school girls wrestling competition in the United States. These aren’t legacy sports platforms with established global audiences — and that’s precisely the appeal.
“Every one of these sports brings something unique and different,” said O’Keefe.
E.l.f Cosmetics has cast a wide net. The brand is also a partner of the Indy 500 and the Billie Jean King Cup, and in March was named the official makeup and skincare partner of the National Women’s Soccer League, a tie-up that is expected to pay dividends as Americans turn their attention to the sport ahead of the 2026 FIFA World Cup.
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But even for first movers, the stakes are high. Brands need to understand the culture of the fan base before entering the sector — and resist the urge to lead with their own agenda.
“It’s not just about what the brand wants,” said Yasmin Dastmalchi, General Manager for the US at Nyx Cosmetics, which is the sponsor of Angel City FC. The most effective partnerships, she added, are those that honour the athlete or team’s journey, not just their image.
For Nyx, that means embedding into the club’s culture with fan-first activations. The brand runs in-stadium and on-the-ground experiences, from product sampling to branded halftime segments and community events. On Saturday, the brand will lead the team’s coin toss — featuring a cameo by Mr. Gluey, its life-size face primer mascot.
The brand also leans into city pride, a natural fit for a company headquartered in Los Angeles. “It’s about showing up in a way that feels native to the city,” Dastmalchi said.
Nailing the Message
These partnerships offer beauty brands an opportunity to step into purpose-driven narratives and, in doing so, connect with fans on conversations around equity, access and visibility.
One of E.l.f. Cosmetics’ impact initiatives hopes to keep girls in sports longer — a critical issue as girls are twice as likely as boys to drop out of athletics around puberty, according to data from Women In Sports. For Sephora, the focus is on pay equity, aligning with the broader fight for fair compensation in women’s professional leagues. Mielle Organics, which is the textured hair care partner of the WNBA, has made representation its cornerstone — especially for Black women, who make up over 70 percent of players in the league but remain underrepresented in mainstream beauty marketing.
The brand is also pushing boundaries with its retail activations, bringing its partnership with the WNBA to life off of the court. This month, Walmart stores across the US will feature an end cap in the Mielle section showcasing WNBA athletes, and the haircare label will also launch a league-sponsored internship programme in the business of basketball for students at historically Black colleges and universities.
“While we have amazing women playing in the sport actively, the opportunities for them to continue their professional career in the sport is limited,” said Omar Goff, Mielle Organics’ president. “The internship programme will open up pathways for these students to get more opportunities beyond the court if they’re unable to actually make it on Draft day.”
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Beauty Mans Up
Sports tie-ups are as much about reaching male consumers as they are about supporting women’s leagues.
That’s true for La Roche-Posay, the L’Oréal-owned dermatologic brand that has been the official sunscreen partner of the US Open since 2021, and has since added the Miami Open, BNP Paribas Open and Mubadala Citi DC Open to its roster. Tennis, with its co-ed appeal and global reach, offers the label a unique opportunity to connect with male audiences in a context that feels relevant and non-intimidating.
These efforts are supported by a growing lineup of male athlete ambassadors, including Frances Tiafoe, Taylor Fritz and Jannik Sinner, as well as free sunscreen giveaways at matches. So far, it’s working: sunscreen remains La Roche-Posay’s top-selling category among men.
While the immediate focus is on sun protection, the long-term strategy is brand conversion — using sports as an entry point to introduce male consumers to skincare and build loyalty across additional categories.
Doubling down on tennis and sun-care helps the brand build “cultural credibility,” said Rachelle Mladjenovic, General Manager at La Roche-Posay’s American division. “Anybody can be a sponsor, but to go to that depth takes time, relationship building and consistency in messaging.”

NIL
Ed Orgeron wants Trump ‘more involved’ in NIL regulation
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It has been less than half a decade since Ed Orgeron was last on a football sideline, but the sport has had a generational shakeup in the NIL era.
Coach O won a national championship at LSU with, in his words, “the best transfer ever” in Joe Burrow on a team he said is “up there” among the greatest college football teams ever. But the landscape has changed so much that even President Donald Trump signed a “Saving College Sports” executive order.
What remains of Trump’s executive order is a bit of a mystery, but Orgeron wants Trump to be “more involved.”
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Ed Orgeron wants President Trump “more involved” in NIL regulation after the president called college sports a “disaster.” (Rebecca Warren/Imagn Images, Andrew Harnik/Getty Images)
“I think he should be more involved. Something has to happen. Our sport is getting killed, man,” Orgeron said in a recent interview with Fox News Digital.
“I love players getting paid. I think it’s fair. But I think there ought to be a cap, and the transfer portal, there’s got to be rules on it. It’s kind of like the Wild Wild West. I’m talking to coaches, it’s like, ‘Hey man, we’re working 24/7, 12 months a year. It’s crazy when guys are coming, when they’re going.’ But you know what? It’s got to be give and take. Players have got to get a lot, but the schools have got to get some guarantee in return…
“I think the president, he loves football, he’s a friend of mine, the more he can step in and stop what’s going on in college football, the better off it’s going to be.”
Trump recently ripped the supposed “disaster” that is NIL.
“I think that it’s a disaster for college sports. I think it’s a disaster for the Olympics, because, you know, we’re losing a lot of teams. The colleges are cutting a lot of their — they would call them sort of the ‘lesser’ sports, and they’re losing them like at numbers nobody can believe. They were really training grounds, beautiful training grounds, hard-working, wonderful young people. They were training grounds for the Olympics,” Trump said in the Oval Office last Thursday.

President Donald Trump gestures to the crowd before the start of the NFL Super Bowl LIX football game between the Philadelphia Eagles and the Kansas City Chiefs, Sunday, Feb. 9, 2025, in New Orleans. (AP Photo/Ben Curtis)
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“And a lot of these sports that were training so well would win gold medals because of it. Those sports don’t exist, because they’re putting all their money into football. And by the way, they’re putting too much money into it, into football.”
Orgeron has teamed up with player agent Tzvi Grossman to tap into the new NIL era and has learned a great deal as he tries to find his next stop in college football. But despite all the money being passed around, Orgeron still believes that one aspect of recruiting trumps all.

LSU Tigers head coach Ed Orgeron during a game between the Texas A&M Aggies and the LSU Tigers, in Tiger Stadium in Baton Rouge, Louisiana, on Nov. 27, 2021. (John Korduner/Icon Sportswire via Getty Images)
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“You still have to recruit, you still have to evaluate, you still have to get the mamas, the champions, all that to have a championship football team, and then the (key) word develop,” Orgeron said. “Just because you’re paying the guys — I believe all our players should be paid, I’m with that — but the money that they get right now is not the money that Joe Burrow’s making. It’s not the money that Ja’Marr Chase is making, Derek Stingley’s making. So in other words, to develop at the school you’re going to go to is still important.”
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NIL
Ohio State QB Julian Sayin Announces NIL News Before College Football Playoff
Julian Sayin is looking to lead the Ohio State Buckeyes to the national title alongside several other stars like wide receiver Jeremiah Smith.
Ohio State heads into the College Football Playoff with one of the best rosters in the country, starring Sayin and Smith along with Carnell Tate, Caleb Downs and Arvell Reese.
They’re heading into the playoffs as the No. 2 seed after losing to Indiana in the Big Ten title game. The Buckeyes will have a bye week to begin the CFP.
Other teams that will benefit from the bye week include Indiana, Texas Tech and Georgia.
During his time off, Sayin shared some exciting news off the field. The Ohio State Buckeyes quarterback has partnered with Wingstop and Dr Pepper in his latest NIL deal.
“Postseason calls for big plays with @drpepper and @wingstop, had to get the play card out,” Sayin posted.
Julian Sayin committed to Ohio State after spending some time with the Alabama Crimson Tide.
While he was planning his college football career at Alabama, he made the move to the Big Ten and finished his first season as the starting quarterback as a Heisman Trophy finalist.
Sayin was ranked as the No. 1 quarterback and the No. 6 overall player in the 2024 recruiting class, per 247Sports.
Before signing his latest NIL deal and sharing the news with fans online, Julian Sayin had inked deals with The Foundation, Dick’s Sporting Goods and JLab Audio.
About the author

Trending News Writer, Athlon Sports
Max Escarpio is one of Athlon Sports’ most prolific writers, having written over 5,000 posts across NBA, NFL, WNBA, college football, and college basketball. A 2023 Florida State University graduate with a BA in Sports Communication, he delivers fast-paced, wide-ranging coverage as part of the site’s breaking and trending news team.
NIL
DJ Lagway’s Florida flameout is a brutal reminder about modern NIL
When NIL first became the way of the land in college athletics, it was meant to be a way for athletes to get a slice of the money that already existed. Coaches, administrators, and other executives were making big money, so why couldn’t the athletes who were the ones actually playing the sport?
In that regard, nobody is going to fault players like DJ Lagway for making millions during his time with the Florida Gators.
But it is how that money had to be raised and what fans were gaslit into believing that also highlight the folly of how the NIL Era in college football has been going.
DJ Lagway set to hit the transfer portal
Lagway’s camp wanted to make it clear that his departure from Gainsville isn’t over money. Whether or not that is actually true, there is a good chance that in the pre-NIL Era, Lagway would still be a Gator heading into next season. If all Lagway cost was a scholarship spot, Jon Sumrall would probably be more apt to keep Lagway around. After a poor 2025 season, we can also understand why Florida’s new staff would be hesitant to invest real resources in Lagway that could go toward other parts of the roster.
But this tale isn’t just about the money that will be spent going forward; it is also about the money already spent and what happens when one doesn’t get a return on investment.
There are no official NIL numbers publicly available, but it is believed Lagway made between $3 and $4 million in 2025.
Some of that came from sponsorship deals like Jordan Brand, Gatorade, Epic Games, and others. But another chunk of money came from whatever deal he signed with Florida Victorious, the NIL arm of the Gators, and this is where the college system is broken compared to the professional system.
If Lagway were an NFL QB and flamed out, it would be annoying, but it wouldn’t be the fans left feeling empty-handed. The money spent on NFL contracts is coming from the natural revenues the league collects, and fans aren’t asked to donate extra money that goes directly to contracts.
But in this first phase of the NIL Era, when teams couldn’t directly share revenue with players, it was the fans who were constantly bombarded with messages to give extra money to Florida to acquire and retain players. The underlying message was “Hey now, if you don’t give more money, some other fanbase will, and they will take DJ Lagway from Florida.”
Some fans might have signed up for the $10 a month plan. Others may have felt compelled to give more. Nobody, however, probably feels like their money was money well spent after this 2025 season.
And that really is the frustration for most fans, where they are gaslighted to believe things won’t get better without giving even more money, but aren’t given any kind of solace when that money gets covered in gasoline and burns up in flames.
So as Florida fans await the next QB to come to town on whatever NIL deal he will be on, Lagway’s journey is a reminder that there is no such thing as a sure investment in the world of college football.
NIL
Two college football powerhouses named logical landing spots for DJ Lagway
Florida Gators quarterback DJ Lagway is officially set to enter the transfer portal following a tumultuous 4-8 season in Gainesville. The former five-star recruit announced his intentions on Monday, just days after the university parted ways with head coach Billy Napier. Lagway, who will likely be the top transfer portal player in the country, departs with two years of eligibility remaining and a desire to join a program that can better utilize his skill set.
The decision comes amid a significant transition for the Florida program. The Gators recently hired Tulane Green Wave head coach Jon Sumrall to lead the team, along with Georgia Tech Yellow Jackets offensive coordinator Buster Faulkner.
Despite the fresh leadership, Lagway informed the new staff of his departure before publicly announcing his move. His exit marks the end of a two-year stint where he threw for over 4,000 yards but struggled with consistency, recording 14 interceptions in his sophomore campaign.
Recruiting analysts have already begun identifying potential destinations for the talented signal-caller. On the Wiltfong Whiparound, On3 analyst Steve Wiltfong and host Josh Newberg discussed the Lagway sweepstakes.
While Lagway’s high school suitors, such as Texas A&M Aggies and USC Trojans, were once heavily involved, the landscape has shifted. The focus now turns to programs with a proven history of developing transfer quarterbacks into NFL prospects.
Steve Wiltfong Identifies LSU And Miami As Top Contenders
According to Wiltfong, the recruitment battle may center on two premier programs with offensive-minded head coaches: the LSU Tigers and Miami Hurricanes. These schools, along with the Baylor Bears, have emerged as the primary teams to watch.
“Our colleague Pete Nakos reported three schools to keep an eye on for DJ Lagway: LSU, Miami and Baylor,” Wiltfong said.
“Lagway’s father played his college football at Baylor. It’s a home-state school. But if you look at DJ Lagway’s high school recruitment, he bet on Florida, bet on himself to help turn the Gators around. I think this time around he makes a decision based on the situation that’s going to put him in the best position to blossom as a player.”

The connection to LSU is driven by head coach Lane Kiffin. Kiffin has a reputation for revitalizing quarterback careers, most notably with Jaxson Dart at the Ole Miss Rebels.
“You look at Lane Kiffin and what he was able to do at Ole Miss, developing a transfer in Jaxson Dart to a first-round draft pick out of USC,” Wiltfong said. “That is something that would be very exciting for DJ Lagway to look at.”
Miami offers a similar appeal under its current leadership. The Hurricanes have successfully integrated high-profile transfers like Cam Ward and Carson Beck, turning them into top-tier passers.

“In Miami, similar track record,” Wiltfong said. “You take a guy like Cam Ward, transferred multiple times, finished his career at Miami, plug-and-play, ultimately develops into the number one pick in the NFL Draft. Carson Beck, this year coming over from Georgia, tops the ACC in many categories, including quarterback rating. Both of those situations are advantageous to me if you’re any transfer quarterback.”
Lagway will officially be eligible to sign with a new program when the transfer portal window opens on Jan. 2.
Read more on College Football HQ
NIL
Mitch Barnhart defends UK NIL approach amid basketball recruiting questions
Before Kentucky tipped off against Indiana on Saturday night, Mitch Barnhart addressed the growing conversation surrounding NIL at UK Athletics, with much of the focus centered on basketball and the program’s lack of commitment in the 2026 recruiting class.
Barnhart emphasized that Kentucky’s NIL model is built around long-standing partnerships that help fund everything from travel to daily operational costs, noting that those relationships matter when opportunities are presented to student-athletes.
“We’ve got some incredibly strong Kentucky partners in our network,” Barnhart said. “We do ask that we look at that and say, hey, is there a space for them to be able to work with our partners first?”
At the same time, Barnhart pushed back on the idea that athletes are restricted. He made it clear that while UK encourages players to work with in-house partners, they are free to pursue outside opportunities if those relationships don’t fit.
“There is no one-size-fits-all,” Barnhart said. “If that doesn’t work and they want to go do some other things, they absolutely have the opportunity to do that.”
Barnhart also addressed criticism tied to JMI and Kentucky’s NIL structure, saying it provides no incentive to limit competitiveness.
“Why in the world would we do anything other than give ourselves the best chance to win?” he said, adding that many programs nationwide operate in similar ways.
Late in the interview, Barnhart acknowledged the outside noise surrounding UK basketball and admitted results matter.
“We’ve got some teams doing that incredibly well,” he said. “We’ve got a couple that are struggling, and we’ve got to get them going.”
Let’s hope they can get things going and see an uptick in basketball recruiting.
NIL
President Trump appears to take jab at Michigan football while talking about NIL
ANN ARBOR, Mich. – The Michigan Wolverines football program has been in the news lately following the recent firing and arrest of former head coach Sherrone Moore.
Moore’s incident spread nationally, giving the University of Michigan unwanted press.
For some, the best time to kick a person is when they are down, as President Donald Trump appeared to take a jab at the football program while discussing NIL.
Trump strongly criticized name, image, and likeness (NIL) deals in college sports, calling the current state a “disaster.”
He criticized the large sums paid to college athletes, particularly in football, saying colleges cannot afford to pay quarterbacks millions of dollars straight out of high school.
“You can’t pay a quarterback $14 million to come out of high school. They don’t even know if he’s going to be a very good player,” Trump said.
The high school athlete Trump was allegedly talking about was true freshman quarterback Bryce Underwood.
When Michigan landed the Belleville native, it was reported that he would garner north of $10 million to don the maize and blue.
Trump described the NIL as “horrible for the Olympics” and “actually horrible for the players,” emphasizing that the financial model is unsustainable.
“They were training grounds for the Olympics,” Trump said. “A lot of these sports that were training so well would win gold medals because of it. Those sports don’t exist because they’re putting all their money into football.”
Trump continued: “The most successful colleges are losing money,” Trump said. “It’s a disaster for sports.”
He also warned that basketball and other sports are being affected as colleges funnel money into football.
“They will not be able to stop it,” Trump said. “If we give a guard $7 million, we’re going to win the national championship. But colleges cannot afford to pay those kinds of salaries.”
Trump suggested that a strong salary cap is necessary to prevent colleges from financially wiping themselves out.
“Something ought to be done. I’m willing to put the federal government behind it,” Trump said. “If it’s not done fast, you’re going to wipe out colleges, including ones that do well in football.”
Trump concluded by emphasizing the financial danger colleges face if the NIL system continues unchecked.
“Colleges cannot afford to play this game. It’s a very bad thing that’s happening,” Trump said.
Bryce Underwood
Underwood and the men in maize are gearing up for the Cheez-It Citrus Bowl, where they will take on the Texas Longhorns in Orlando, Florida, on New Year’s Eve at 3 p.m.
Michigan finished the regular season with a 9-3 record, but Underwood, who was named the fourth true freshman in program history to start at quarterback, struggled at times.
Underwood had 2,229 passing yards, nine touchdowns, and six interceptions during his first year as the starter.
He was expected to be the day-one starter since he flopped from LSU and committed to Michigan, but it was expected to be some growing pains as he got used to the college game.
Michigan relied on the rushing attack of Justice Haynes, Jordan Marshall, and Bryson Kuzdzal throughout the season.
But Underwood, who completed 179 of 293 passes, also used his legs, carrying the ball 74 times for 323 yards and five touchdowns.
He seemed to find a top target in fellow true freshman wide receiver Andrew Marsh, who broke out this season as well.
But with the new weapons coming in, in the class of 2026, alongside some transfer portal guys, Michigan, along with their new head coach, should take the next step next season.
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