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Boston College's Apparel Deal With New Balance Celebrates Significant Moment

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Boston College's Apparel Deal With New Balance Celebrates Significant Moment

KC Smurthwaite is a consultant for Athletics Admin, specializing in revenue generation, licensing, marketing, and higher education. He has almost two decades of experience in collegiate athletics and the sports and entertainment industry. Smurthwaite is a fractional employee of several athletic departments across the country. He also teaches sports management and journalism as an adjunct professor. Follow him on Twitter or connect on LinkedIn. Smurthwaite can also be reached at [email protected].

In a world of swooshes, stripes, and shrinking commitments, New Balance is quietly — but confidently — rewriting the playbook. That playbook is expanding quickly, too.

On June 18, the Boston-based brand celebrated a significant moment in its evolution with a football re-launch party in its hometown. At the center of it all: Boston College. The Eagles’ new uniforms made their public debut, but what’s more symbolic is what they represent — a full-circle expansion of the New Balance and Boston College partnership that started in 2021 and now officially includes football.

Via the official press release from earlier this month: “Boston College is thrilled to grow in its relationship with New Balance,” said Blake James, the William V. Campbell Director of Athletics. “Since 2021, BC has been proud to align with New Balance — a Boston-based company that is a premium, world-class athletic brand. Serving as their flagship school in the collegiate athletics space, New Balance has demonstrated their commitment to Boston College by providing significant resources and the highest quality product lines to all of our teams and student-athletes. Our local connection to New Balance’s global brand serves to strengthen the foundation of this relationship.”

With the addition of football beginning in the 2025 season, New Balance will outfit all 31 of BC’s varsity programs, making this the brand’s first full Power Conference department-wide deal. It also signals a new chapter in college athletics for a company that never really left … it just waited for the right moment.

“New Balance launched Team Sports 20 years ago,” said Mike Schenbeck, Senior Sales Manager at New Balance. “We’ve had collegiate affiliations with a multitude of institutions through the years. In the D1 space, we’ve had two Sweet 16 men’s basketball programs, several bowl game appearances, and a national championship in baseball. Maine has been our longest-standing partner for 12 years. BC is our first major conference all-school deal, with football now on board.”

While the brand’s public presence in the college space may have seemed quiet compared to its industry giants, it was never dormant. Strategic, deliberate, and values-driven — that’s how New Balance operates. They don’t just sign schools; they have been very strategic, per Schenbeck, who takes on a large role in relationship building with colleges and universities.

“We look for true partners, not just sponsorships,” Schenbeck added. “The schools we partner with need to align with our values — they become an extension of our brand. We white glove treat each program and develop deep relationships with administrators and equipment staffs.”

It’s that “boutique” approach, as they call it, that defines the New Balance difference.

If you’ve noticed a wave of rising athletes signing with New Balance, it’s no coincidence. From Shohei Ohtani to Tyrese Maxey, Coco Gauff to Marvin Harrison Jr., the company has rapidly expanded its athlete portfolio — but only with those who share the brand’s ethos.

“We don’t just look at who they are on the field, court, or track, but who they are as people,” Schenbeck explained. “Chris Davis and the Sports Marketing team have done an incredible job of identifying athletes who match our culture. It takes a special kind of athlete to be with New Balance.”

That same care is applied when entering new sports categories. The relaunch into American football was anything but rushed.

“Our entry into football was a four-year process,” Schenbeck said. “We’ve always focused on comfort and fit, and football is no different. Our wear-test program spans dozens of collegiate and high school partners. BC has been at the center of this, helping test everything from footwear to uniforms and practice gear.”

Over the past decade, the college athletics apparel market has undergone significant changes. Gone are the days of brands handing out oversized checks or massive promotional credit lines. Nike dominates professional sports and has gradually pulled back from college commitments. Adidas and Under Armour have both been restructured. Many schools are finding their so-called “cash deals” are more air quotes than actual dollars.

Enter New Balance

With major players stepping back, New Balance is stepping in — and they’re doing so with intention. 

“We are committed to a brand-first approach,” Schenbeck said. “We want to be the best, not the biggest. But that means offering real value — not just a logo on a jersey, but a true partnership.”

It’s why schools across the country — especially those looking for more than just a standard vendor — may want to take a second look when their next apparel deal comes up.

“Mr. Davis told us 20 years ago when he started the team division that he built New Balance on consistent quality growth and working with people you enjoy,” Schenbeck said. “We operate daily with that as our focus. At the end of the day… we’re proud to do things the NB way.”

As Boston College takes the field in 2025 dressed head-to-toe in New Balance, it may mark a turning point. For the brand. For the school. And maybe for the industry.

Because in a space dominated by legacy labels, New Balance just might be the challenger brand collegiate athletics has been waiting for. So all in, your school might become the next member of the New Balance family.

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Three major college football programs battling for former 5-star recruit

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Alabama finished the 2025 season 11–4 (7–1 SEC) under head coach Kalen DeBoer, winning the SEC West, falling to Georgia in the SEC Championship Game, and qualifying for the College Football Playoff.

Despite optimism that the Tide could make a postseason run, Alabama was routed 38–3 by No. 1 Indiana in the CFP quarterfinal at the Rose Bowl, a loss that ended the season and marked the program’s worst-ever playoff defeat.

The lopsided loss triggered immediate offseason fallout, including significant roster turnover and early transfer portal activity.

On Monday, reports emerged that Alabama outside/edge linebacker Qua Russaw had entered the NCAA transfer portal after three seasons with the Crimson Tide, adding an experienced SEC defender to an already active transfer market.

By Wednesday, On3’s Pete Nakos reported that Russaw had scheduled transfer visits, with three programs quickly emerging as leading contenders: Ohio State, LSU, and Tennessee.

 Alabama Crimson Tide linebacker Qua Russaw.

Alabama Crimson Tide linebacker Qua Russaw (4) tries to bring down South Carolina Gamecocks quarterback Robby Ashford (1) | Gary Cosby Jr.-Imagn Images

Russaw was a five-star high school recruit in the 2023 cycle, ranked as the No. 3 linebacker prospect and No. 27 overall player nationally by On3, committing to Alabama over more than 20 offers, including Auburn, Georgia, Florida, and Clemson.

He spent three seasons with the Crimson Tide (2023–2025) after redshirting his first year, appearing in 22 career games and totaling 50 combined tackles (21 solo), 3.5 tackles for loss, two sacks, two interceptions, and one forced fumble.

Russaw played in 13 games in 2024, posting 36 tackles, 2.5 TFL, one sack, two interceptions, and a forced fumble, before injuries limited him to nine games and 14 tackles in 2025.

Still, at 6’2″, 243 pounds, the former five-star remains a high-upside, power-athletic edge defender with clear projection in a new system.

All three programs linked to Russaw align with his profile as an experienced SEC defender with pass-rush ability and immediate rotational or starting potential.

LSU is actively retooling its roster under new head coach Lane Kiffin and is seeking defensive reinforcements through the transfer portal after more than two dozen offseason departures.

Tennessee has also experienced roster turnover following the 2025 season, targeting portal additions to bolster linebacker depth and add physical playmakers as part of its defensive reset.

Ohio State’s linebacker room, meanwhile, lacks established FBS starters for 2026, prompting the Buckeyes to prioritize veteran transfers to add proven experience.

Media reports indicate visits are being scheduled immediately, and with the January transfer window underway, a commitment could come within days or a few weeks.

Read More at College Football HQ

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  • $2 million transfer QB urged to focus on development after entering portal

  • $5 million transfer QB strongly viewed as ‘game-changer’ after portal frenzy



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$2.1 million QB turns down ‘lucrative NIL packages’ to enter transfer portal

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Indiana defeated Alabama 38–3 in the College Football Playoff quarterfinal at the Rose Bowl, delivering a dominant performance on both sides of the ball.

Indiana’s offense, led by Heisman Trophy winner Fernando Mendoza and an explosive rushing attack headlined by senior running backs Kaelon Black and Roman Hemby, controlled the game throughout, while Alabama managed just a lone field goal.

Alabama quarterback Ty Simpson started and played into the second quarter, completing 12-of-16 passes for 67 yards before sustaining a cracked rib on a hit late in the half.

Simpson attempted to return after halftime but ultimately gave way to backup Austin Mack, who finished 11-of-16 for 103 yards.

Making matters worse for the Tide at quarterback, multiple outlets reported Wednesday that Simpson informed Alabama of his intention to enter the 2026 NFL Draft, opting to turn pro rather than return to Tuscaloosa or explore the transfer portal.

On3’s Pete Nakos also reported that Simpson, along with his family and representatives, evaluated potential NIL opportunities before ultimately deciding to declare.

Across the 2025 season, Simpson totaled 3,567 passing yards, 28 touchdowns, and five interceptions, while adding 92 rushing yards, two rushing scores, and a 145.2 passer rating.

Alabama Crimson Tide quarterback Ty Simpson.

Alabama Crimson Tide quarterback Ty Simpson (15) runs against Indiana Hoosiers defensive lineman Mikail Kamara (6) | Kirby Lee-Imagn Images

In his first year as Alabama’s full-time starting quarterback, Simpson guided the Crimson Tide to an 11–4 record and a berth in the College Football Playoff.

He earned second-team All-SEC honors and capped an Alabama tenure in which Simpson developed from a highly touted five-star recruit with limited early starting experience into a pro-level prospect, pairing mobility with improved pocket play that attracted NFL interest.

Many NFL draft analysts now project Simpson as a top-20 pick and likely first-round selection, generally seen as the No. 3 quarterback in this class behind Indiana’s Fernando Mendoza and Oregon’s Dante Moore.

On3’s NIL valuations placed Simpson at around $2.1 million, ranking him among the higher-valued college players in 2025.

Media reporting also linked Simpson to significant transfer-market interest, with sources naming Miami, Oregon, and Tennessee as potential suitors had he entered the portal. 

That interest fueled speculation that Simpson faced a choice between entering the NFL Draft or transferring to pursue a lucrative NIL package.

By contrast, transfer portal quarterback Brendan Sorsby landed a reported NIL package worth roughly $5 million after transferring to Texas Tech.

With Simpson already ranking among the highest-paid college athletes and projected to command even larger offers, alongside Sorsby’s massive NIL deal, this moment underscores the new, multi-path economics of college quarterback careers in the post-NIL era.

Still, while premium portal NIL packages can significantly influence recruitment and roster construction, Simpson’s decision highlights that top quarterbacks continue to prioritize the NFL when their draft stock is strong.

Read More at College Football HQ

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Ole Miss turns into an unlikely college football powerhouse

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Thriving in the NIL era, Ole Miss turns into an unlikely college football powerhouse

Well, big games are usually built on two things decision making and nerve. In the Sugar Bowl, the Ole Miss Rebels proved stronger in both. The Rebels didn’t need perfection. They needed poise. And in *** game defined by moments, the Rebels making more of the right ones by taking down *** Georgia team built on pressure and precision. Kind of challenged them at halftime and said, you know, look, we, we were up 9 on these guys going in the 4th quarter last time. I said, let’s play 30 minutes of football and I’ll physical them and execute, and, and they responded like they have all year. Uh, it’s *** super tough group. They got *** lot of grit, and they love playing football, and, and then, you know, they’re not tired of it. So just really, really proud of the group and the effort that took place tonight. Well, with Georgia behind them, the Ole Miss Rebels will now move on to face Miami in the Fiesta Bowl up in Arizona, and the Rebels aren’t just advancing, they’re officially announcing themselves as true, legitimate national contenders. Reporting in the Caesars Superdome, Marissa Stubbs, 16, WAPT News.

Thriving in the NIL era, Ole Miss turns into an unlikely college football powerhouse

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Updated: 3:32 PM CST Jan 7, 2026

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Mississippi’s football program is thriving in the NCAA’s pay-for-play era. The sixth-seeded Rebels will face No. 10 Miami in the Fiesta Bowl for a spot in the national championship game. It’s the biggest game for Ole Miss in at least 50 years. It’s also the culmination of a massive fundraising effort athletics director Keith Carter and other behind-the-scenes people that’s helped the Rebels gain an upper hand in the NIL era. Carter said he’s confident Ole Miss can maintain its status in the game’s elite, even as bigger schools start to organize their fundraising efforts to match the Rebels.

Mississippi’s football program is thriving in the NCAA’s pay-for-play era.

The sixth-seeded Rebels will face No. 10 Miami in the Fiesta Bowl for a spot in the national championship game.

It’s the biggest game for Ole Miss in at least 50 years. It’s also the culmination of a massive fundraising effort athletics director Keith Carter and other behind-the-scenes people that’s helped the Rebels gain an upper hand in the NIL era.

Carter said he’s confident Ole Miss can maintain its status in the game’s elite, even as bigger schools start to organize their fundraising efforts to match the Rebels.



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Demond Williams Jr.’s case will test viability of signed contracts

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Washington quarterback Demond Williams Jr.’s announcement Tuesday night that he plans to enter the NCAA transfer portal sent shockwaves through college sports.

Four days earlier, he’d signed a contract to return to Washington, which was set to pay him in the mid-$4 million range and put him near the top the market for college football. Washington continues to pursue legal action, per sources, to enforce the contract.

Williams’ declaration online that he is leaving quickly became a touchstone for a sport and system where there’s already significant skepticism over the viability of signed contracts.

What happens next with Williams will speak volumes about the future of college football and the enforceability of contracts, providing a bellwether for this new era of college sports.

“This is a very bright line,” a high-ranking college official said. “Are we going to respect each other’s contracts? This is a very simple thing. If we can’t protect this, nothing else matters.”

If Williams follows through on his desire to leave Washington — LSU is the presumptive favorite for his services, but others are expected to be involved as well — his case will be a litmus test for the rules of a new era. And it will likely end up in court.

The situation can be boiled down to a simple point that has been a running issue and an embarrassment for college sports: Can contracts be enforced?

“This situation is a product of 2026 football,” a prominent athletic director told ESPN. “Where the story ends, this is one of the big moments in college football — or really, college sports — and what we do next.”

When initially contacted, Demond Williams Sr. — the quarterback’s father — declined to comment.

If Williams attempts to leave for LSU or another school, it is likely to become a bigger saga than former Tennessee quarterback Nico Iamaleava’s jump from Tennessee to UCLA last year.

It’s also a potentially much higher-profile version of the legal fallout — still unresolved — from the departure last fall of Wisconsin defensive back Xavier Lucas to Miami.

Wisconsin sued Miami claiming the school committed tortious interference by knowingly compelling a player to break the terms of his deal with the Badgers.

Williams is a household name in the Big Ten and among college sports fans, as he threw for 3,065 yards and 25 touchdowns this season. He also ran for 611 yards and six touchdowns. Williams was originally committed to coach Lane Kiffin and Ole Miss in 2023 before flipping to Jedd Fisch and Arizona. He followed Fisch to Washington when Fisch took the head coaching job there in 2024.

“This wouldn’t happen in professional sports,” another high-ranking college official said. “Things like this seem to show that people think that they can do anything.”

The college sports world is watching intently. One general manager at a top program told ESPN on Wednesday: “It’s extremely embarrassing the system allows this. There’s no stability at all. How are people sitting around watching everything crumble? What are the leaders doing? What are the commissioners doing? How do we not get everyone in a room and not leave until there’s a solution.”

One veteran head coach added with a chuckle on the lack of oversight: “I don’t even know who we turn complaints in to.”

Washington sources say the university is prepared to pursue all legal avenues to enforce Williams’ contract. The Big Ten has also been engaged on the issue, and the league has been vocal in the past about how crucial it is that “agreed-to obligations be respected, honored and enforced.” Williams used a traditional agency to complete his deal. Sources said there had been outreach for more than two weeks from people outside the agency to schools. The agency that did his deal was blindsided by Williams’ portal entry.

Per sources, one person who has contacted schools about Williams is Cordell Landers, who generally refers to himself as an adviser and loomed as one of the central figures in Iamaleava’s departure from Tennessee. Landers denied to ESPN that he is involved with Williams.

ESPN obtained some details of Williams’ Washington contract Wednesday. There are two items that loom large. The deal includes a buyout to leave that is at the “sole discretion” of Washington. The contract also states that “the institution is not obligated to enter the Student-Athlete into the transfer portal or otherwise assist or facilitate the Student-Athlete’s transfer to another college or university.”

Lucas’ move to Miami shows that the portal is not a necessity for players to move, but it is another complicating factor.

Williams’ case speaks to a larger issue in which contracts around the sport — binding schools to leagues, coaches to schools and players to programs — are largely being ignored.

The situation illuminates the system’s flaws, including not having any single entity in charge of the inter-workings of contracts in a multibillion-dollar business. The Williams contract issue doesn’t fall under the purview of the new College Sports Commission, which handles third-party name, image and likeness deals to meet legal settlement rules, revenue sharing from schools in relation to the cap and roster limits.

The NCAA deals with tampering, which could be at play. Tampering, however, has become so mainstream in college athletics that it’s nearly impossible to enforce. Modern legalities also complicate oversight, as a federal judge’s ruling in Tennessee in February 2024 made the NCAA’s role in enforcing tampering more challenging.

The cries for new rules are even more complicated. The lawsuit that led to that legal ruling was filed Jan. 31, one day after Tennessee chancellor Donde Plowman revealed in a letter to the NCAA that the school’s athletic department was being investigated.

While there are calls for reform, there is inherent resistance whenever rules land on a school’s doorstep.

Suddenly, Williams’ situation has emerged as a flashpoint for a faulty system.

“This is a very important moment in our space,” one high-ranking official said, “about how we’re going to behave.”

ESPN’s Max Olson contributed to this report.





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Transfer portal tracker: Demond Williams at odds with Washington over portal move

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Former Michigan quarterback Davis Warren is headed to the ACC next season.

Warren committed to join Stanford on Wednesday after entering the transfer portal, according to ESPN’s Pete Thamel. Warren is expected to have two years of eligibility left, thanks in part to a medical redshirt he’s expected to receive.

Warren spent three seasons with the Wolverines, and was a backup to J.J. McCarthy during their national championship season in 2023. He started for the majority of the 2024 campaign, and threw for 1,199 yards with seven touchdowns and nine interceptions.

Warren, however, tore his right ACL during the ReliaQuest Bowl in 2024. That kept him out for the entirety of last season.



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Sign of times: Demond Williams Jr. bolts Washington despite NIL deal

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The decision by Washington quarterback Demond Williams Jr. to enter the transfer portal shocked and angered the Huskies because only days earlier the sophomore breakout star had signed a lucrative name, image and likeness deal to remain in Seattle.

Legal action by Washington would be no surprise two weeks after similar events prompted an exchange of lawsuits involving Damon Wilson II, an edge rusher who transferred from Georgia to Missouri in January 2025, days after signing an NIL contract.

With recruiting strategy reduced to shoveling stacks of NIL dollars at players who jump through the transfer portal seemingly at will, it’s no wonder loyalty and etiquette have given way to opportunity and greed.

And it should surprise no one that the implementation of rules might be done by judges, not NCAA officials or conference commissioners.

According to ESPN’s Pete Thamel, Washington is “prepared to pursue all legal avenues to enforce Williams’ signed contract,” and the quarterback’s situation has also “drawn the attention of the Big Ten.” Already, Washington has declined to enter Williams’ name into the portal, citing language in the NIL contract that states the school is not obligated to do so.

It appears Washington wants to play hardball, much the way Georgia is attempting to do with Wilson, whose countersuit against the Bulldogs claims he was one of several players pressured into signing his NIL contract on Dec. 21, 2024. Georgia is seeking $390,000 in damages, pointing to a liquidated damage fee clause in the NIL contract that may or may not hold up in court.

Washington officials suspect that another school contacted Williams after he had signed his Huskies deal, and submitted evidence of tampering to the Big Ten. Tony Petitti, the conference commissioner, happened to be in Seattle on Tuesday for a Celebration of Life service for Washington goalkeeper Mia Hamant, who died on Nov. 6 from an rare form of kidney cancer.

Many Huskies football players and coaches also were in attendance when Williams posted his official announcement about entering the transfer portal on Instagram.

“To post his decision to enter the portal during the service was, at best, the result of horrible advice from his PR team, and at worst, a stunning lack of self-awareness,” wrote Matt Calkins in the Seattle Times.

Williams’ NIL deal with Washington for 2026 was estimated at $4 million, a reasonable number for a quarterback who was among the top 15 nationally in passing efficiency, passing yards and yards per attempt. He attempted to enter the portal with a “do not contact” tag, an indication he has a destination in mind.

A chronology of top quarterback movement in recent days provides circumstantial evidence that Louisiana State and Williams have mutual interest. LSU, of course, has a new coach in Lane Kiffin, and a need at quarterback. Turns out Williams and Kiffin aren’t strangers.

Kiffin’s first target was Brendan Sorsby, who had left Cincinnati, but he committed to Texas Tech. Sam Leavitt of Arizona State is considered the best quarterback left in the portal, and he visited Baton Rouge this week before heading to Tennessee for another visit.

However, Kiffin easily could shift his attention to Williams, a dual-threat signal-caller who while in high school committed to Ole Miss when Kiffin was coach. He eventually signed with Arizona, and when coach Jedd Fisch took the job at Washington, Williams followed him.

Williams blossomed as a sophomore in 2025, passing for 3,065 yards and 25 touchdowns with eight interceptions while adding 611 yards and six touchdowns on the ground.

In his lengthy Instagram post, Williams thanked everyone associated with Washington before revealing the news: “I have to do what is best for me and my future. After much thought and prayer, I will be entering the transfer portal.”

He’s not there yet.





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