NIL
Bryan Seeley is charged with enforcing college sports' new rules. What's his plan?
The closest Bryan Seeley has been to working in college sports was spending 40 hours a week covering them for the Daily Princetonian during his days as an undergraduate at the Ivy League school. Now, the longtime head of investigations for Major League Baseball is about to step into a brand-new role, leading a brand-new […]


The closest Bryan Seeley has been to working in college sports was spending 40 hours a week covering them for the Daily Princetonian during his days as an undergraduate at the Ivy League school.
Now, the longtime head of investigations for Major League Baseball is about to step into a brand-new role, leading a brand-new organization, which could make him one of the most powerful people in college sports.
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On Friday night, Seeley, 46, was named the chief executive officer of the College Sports Commission, the enforcement agency launched by the wealthiest and most powerful conferences to oversee and implement the system that will allow direct payments from NCAA schools to athletes for the first time.
The formal announcement of the CSC and Seeley’s hiring came about two hours after a federal judge approved the $2.8 billion settlement of a trio of antitrust lawsuits facing the NCAA and major college conferences.
A self-described lifelong college sports fan, Seeley brings more than a decade of experience in compliance, enforcement, investigations and policy-making at MLB, along with eight years with the U.S. Department of Justice and a law degree from Harvard.
He said he was drawn to the job by the opportunity to shepherd college sports through a period of transition and into a new era.
“I view this as an area where I can really add value,” Seeley told The Athletic on Sunday in his first interview since a press release announced his hiring.
College sports has a long history of inconsistent enforcement and skirting rules to gain a competitive advantage. The NCAA will still oversee rules related to academics and eligibility, but systems installed to regulate the revenue-sharing cap schools must adhere to, evaluate fair-market value of name, image and likeness deals between athletes and third parties and monitor roster limits will be under the purview of Seeley and the CSC.
He will report to a board made up of the power conference commissioners.
“I think this is a good, new starting point. So whatever existed beforehand does not need to be what exists going forward,” Seeley said. “Culture doesn’t change overnight. I don’t expect that to happen overnight, but I do think that the schools that have signed on to the settlement want rules and want rules to be enforced. Otherwise they wouldn’t have signed on to the settlement. I think student-athletes want a different system. So I think there is a desire for rules enforcement. There’s a desire for transparency.”
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Seeley doesn’t have an official start date, but there is no time to waste. Universities can begin directly sharing revenue with college athletes starting July 1. The clearinghouse for evaluating third-party NIL deals for athletes worth at least $600, run by accounting firm Deloitte, goes live Wednesday.
Schools in power conferences are expected to sign formal agreements to abide by rulings made by Seeley and outside arbitrators.
“I haven’t been given assurances of anything, but I do know from my read on this, there is buy-in from the institutions,” Seeley said.
Seeley built the investigations unit at MLB, staffed with lawyers and former law enforcement officers.
“During his time at MLB, Bryan demonstrated unparalleled integrity, a commitment to fairness, and the ability to navigate complex challenges with precision and care,” Major League Baseball commissioner Rob Manfred said in a statement. “I have no doubt he will bring the same level of excellence to the College Sports Commission. College sports will greatly benefit from Bryan’s expertise and vision.”
Seeley’s first task at CSC is to again build a staff.
“These are going to be more private-sector investigations, right?” Seeley said. “We don’t have subpoena power. We don’t have search-warrant power. I’ve operated in that system for over a decade, so I’m well-suited to continue to do that with college sports.”
He added, “I think I’m one of the few people in the country who’s probably led investigations into salary-cap circumvention, and so in terms of the subject matter, at least for part of this, I have a lot of experience.”
MLB teams do not operate under a hard salary cap, but there is one for the league’s international amateur talent acquisition system.
One of the most prominent cases Seeley investigated came in 2017, when the Atlanta Braves were found to have circumvented international amateur signing rules over a three-year period. Braves general manager John Coppolella received a five-year ban for his role in the violations. In a separate investigation, Seeley’s group found the Boston Red Sox had also cheated in the international amateur market. Punishment in that case was handed down in 2016.
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While the highest levels of college sports are becoming more similar to professional sports, Seeley pushed back on the notion that the power conferences are trying to create another pro league.
“College sports is its own unique thing, and what makes college sports great needs to remain,” Seeley said. “Some of the system we’re going to bring for enforcement is a system that has been used in the pro sports world, but it’s been used in other worlds, too. … But I don’t view this as the professionalization of college sports. Working with schools and working with student-athletes is going to be quite different than working with professional sports teams and professional athletes.”
— The Athletic’s Evan Drellich contributed reporting.
(Photo: Phil Didion / Imagn Images)
NIL
Alabama State launches new NIL fund to align with competitive standard
Alabama State athletic director Dr. Jason Cable announced Wednesday the launch of a new NIL initiative aimed to improve the student-athlete experience at the university. The Hornet Student-Athlete Fund was created in response to the “House settlement” with the NCAA allowing college athletics programs to directly compensate student-athletes for their name, image and likeness. […]

Alabama State athletic director Dr. Jason Cable announced Wednesday the launch of a new NIL initiative aimed to improve the student-athlete experience at the university.
The Hornet Student-Athlete Fund was created in response to the “House settlement” with the NCAA allowing college athletics programs to directly compensate student-athletes for their name, image and likeness.
The fund serves as an opportunity for donors and fans of Alabama State athletics to contribute directly to revenue-sharing models and NIL support structures.
The fund puts Alabama State in a critical position to recruit and retain elite student-athletes, serving as a long-term investment for the future of athletics at the university.
Despite the prestige of some universities for their continued success in athletics, this new era of NIL deals can and does play a role in the minds of recruits and current athletes’ decisions to stay or choose a university.
The institution of a new fund reflects the mission of elevating athletics at Alabama State by providing new opportunities for student-athletes and keeping the university competitive at the Division I level.
The new fund does not replace the current Hornet Club, which remains important in supporting the department’s operating budget.
On Monday, Alabama State announced that the Hornet Club that the annual fund goal for the 2024–2025 giving year was met and surpassed.
The Hornet Club welcomed over 500 new investors and raised more than $500,000 in support of Alabama State student-athletes.
The new fund and continued support of the Hornet Club will continue to keep Alabama State in the spotlight as one of the premier programs in the Southwestern Athletic Conference.
To learn more or contribute, visit the Hornet Club NIL Fund Website for additional information.
NIL
Why Ian Jackson is St. John’s most important team transfer for 2025-26
What transpired last season at St. John’s was the latest in a career of incredible coaching performances from Rick Pitino. He took over the Red Storm in 2023 and wasted little time turning them into a Big East contender for the first time in decades. St. John’s won 31 games, notching both regular season and […]

What transpired last season at St. John’s was the latest in a career of incredible coaching performances from Rick Pitino. He took over the Red Storm in 2023 and wasted little time turning them into a Big East contender for the first time in decades. St. John’s won 31 games, notching both regular season and conference tournament titles last year, though their postseason experience ended earlier than expected in the round of 32.
There’s a certain buzz in Queens again this season, though this year’s team is going to look largely different from last year’s success. Reigning Big East Player of the Year RJ Luis Jr. is gone after a brilliant junior season while starters like Kadary Richmond, Aaron Scott, and Simeon Wilcher also departed in the offseason. It’s not a completely new roster, as star forward Zuby Ejiofor becomes even more of a focal point for Pitino’s squad, but there have been plenty of reinforcements.
Simply put, the Red Storm assembled the nation’s best transfer class and have a roster loaded with talent for 2026. The frontcourt gets a major boost with Bryce Hopkins from Providence and Dillon Mitchell, fresh from his time at Cincinnati. Joson Sanon is a highly-touted shooting guard coming off an underwhelming freshman season with Arizona State. Oziyah Sellers is another brilliant guard from Stanford while Dylan Darling should see decent run after his time at Idaho State.
There almost isn’t a wrong answer when identifying the best new player of this class, but former North Carolina guard Ian Jackson sure might be the most important. A 6-4 guard from the Bronx, Jackson was the #6 freshman prospect in the nation last season and now returns much closer to home after his time with the Tar Heels. A mixed review of a freshman year saw him put up 11.9 points and 2.7 rebounds while knocking down 39% of his 3-pointers, but Pitino and company are excited about his potential.
The expectation is that Jackson doesn’t just step into a major role but likely takes up point guard duties. He’s clearly a very talented prospect coming off a decent freshman season where he didn’t exactly live up to that top billing. He wasn’t the only player who struggled in Chapel Hill last year, but closer to home the hope is that he blossoms and becomes a major leader for St. John’s.
After all he’s stepping into a major role, replacing impressive names like Luis and Richmond from last year’s successful campaign. This transfer class is full of veteran experience and incredible raw talent and St. John’s is hoping they got the combination right for a truly memorable season. If that does come to pass, and the Red Storm get deeper into the Big Dance, then Jackson will have certainly taken a step forward as a sophomore and become a real leader for this squad.
NIL
Will Ross Bjork’s Big Bet on In-House NIL Control work for Ohio State?
The House v. NCAA settlement, finalized on June 6, 2025, was supposed to bring clarity to the chaotic world of name, image, and likeness (NIL) in college sports, but just weeks later, it’s sparking a new wave of conflict. House plaintiff attorneys Jeffrey Kessler and Steve Berman have accused the NCAA and power conferences of […]

The House v. NCAA settlement, finalized on June 6, 2025, was supposed to bring clarity to the chaotic world of name, image, and likeness (NIL) in college sports, but just weeks later, it’s sparking a new wave of conflict.
House plaintiff attorneys Jeffrey Kessler and Steve Berman have accused the NCAA and power conferences of violating the settlement’s terms, specifically targeting the College Sports Commission’s (CSC) guidance on booster-funded NIL collectives. In a fiery two-page letter sent on July 11, 2025, the attorneys demanded that the NCAA retract the CSC’s memorandum, arguing it undermines the settlement by unfairly restricting collectives, according to Yahoo Sports.
Meanwhile, NIL collectives are gearing up for legal action, according to On3’s Pete Nakos, “Lawsuits are about to come.” This escalating battle raises questions about whether Ohio State Athletic Director Ross Bjork was right to bring NIL operations in-house and if his decisions will position the Buckeyes for success in this new era.
The CSC, tasked with enforcing the House settlement, issued guidance on July 10, 2025, stating that booster-backed NIL collectives must meet a “valid business purpose” to have their deals approved by the Deloitte-run NIL Go clearinghouse. This means collectives can’t just pay athletes to attend a school—deals must involve promoting goods or services for profit, like a pro athlete endorsing a product.
Attorneys are planning to escalate the issue to Judge Nathanael Cousins, the settlement’s appointed magistrate, if the guidance isn’t retracted. Collectives, feeling squeezed out, are already consulting lawyers. But the CSC put out a statement about how they believe the guidance was in line with the settlement terms.
“The guidance issued by the College Sports Commission yesterday is entirely consistent with the House settlement and the rules that have been agreed upon with class counsel,” a CSC spokesperson told Dellenger.
The root of the problem lies in the settlement’s goal to shift athlete payments from collectives to schools, which can now share up to $20.5 million annually with athletes. Ohio State’s Ross Bjork, speaking at a press conference on June 6, 2025, embraced this shift, announcing that Ohio State would allocate $18 million for NIL payments across football, men’s and women’s basketball, and women’s volleyball, with $2.5 million for additional scholarships across its 36 varsity sports.
Bjork emphasized the settlement’s clarity, calling it “transformational progress” after years of murky NIL rules. He also expressed confidence in the CSC’s authority, noting that the settlement’s rules, including the “valid business purpose” requirement, were court-approved and backed by arbitration, making legal challenges difficult.
Bjork’s decision to integrate Ohio State’s NIL operations seems prescient given these developments. By bringing NIL Collectives in-house, Ohio State avoids reliance on collectives, which are now under fire. Bjork’s use of analytics to determine position values, guided by experts like defensive coordinator Matt Patricia, mirrors NFL salary cap strategies, ensuring competitive fairness within the $20.5 million cap.
Bjork’s commitment to maintaining all 36 varsity sports, despite potential scholarship reductions in some programs, aligns with the settlement’s flexibility while adhering to Title IX. Unlike collectives, which risk legal battles over rejected deals, Ohio State’s in-house model ensures compliance with CSC rules, reducing the chance of athlete suspensions for unapproved deals.
While other college football programs must worry and fret over if their players can be paid, Ohio State is in the driver’s seat controlling payments through revenue share and monitoring collectives to not go rouge.
However, the collectives’ pushback could disrupt this system. Their threat of lawsuits echoes concerns raised by industry experts who predicted the settlement’s restrictions would spark litigation.
If it is deemed that the CSC’s actions violate antitrust laws, and the collectives succeed in court, it could loosen restrictions, allowing them to continue operating outside school control. This would challenge Bjork’s strategy, as third-party deals could outpace Ohio State’s capped $18 million, especially in a market like Columbus, where fan passion fuels lucrative opportunities.
Bjork’s confidence in the CSC’s rulings holding up in court may be tested. While he argued the settlement’s legal backing makes challenges unlikely, the attorneys’ letter and the collective deals according to Deloitte’s data, has created a bottleneck that frustrates coaches and athletes alike.
If lawsuits force a retraction of the CSC’s guidance, schools like Ohio State may face pressure to compete with unregulated collective payments, potentially undermining the settlement’s goal of a level playing field.
In the end, Bjork’s proactive move to bring NIL in-house positions Ohio State to navigate this turbulent landscape better than most. If collectives win, Ohio State can cancel the Buckeye Sports Group and have collectives act as they were before. But if the CSC is right and survives court, Ohio State has been set up and ready for this for over a month now.
With collectives preparing to fight, the battle over NIL is far from over. Whether Bjork’s strategy proves to be the right call depends on whether the courts uphold the CSC’s authority or side with collectives, potentially reshaping the rules he’s banking on. For now, Ohio State’s structured approach seems like a smart play in a game that’s still very much in flux.
NIL
Arch Manning, Carson Beck, Jeremiah Smith and Top NIL Valuations amid CFB Media Days
Texas quarterback Arch Manning is projected to enter his first season as a full-time starter while ranked as the highest-paid player in college sports, according to On3 NIL Valuations. On3, which combines estimated compensation from schools and collectives with reported licensing and sponsorship deals, projects Manning’s value at $6.8 million heading into the 2025-26 academic […]

Texas quarterback Arch Manning is projected to enter his first season as a full-time starter while ranked as the highest-paid player in college sports, according to On3 NIL Valuations.
On3, which combines estimated compensation from schools and collectives with reported licensing and sponsorship deals, projects Manning’s value at $6.8 million heading into the 2025-26 academic year.
Here’s a look at the top ten athletes in terms of NIL valuation and roster value, according to On3.
On3 NIL Valuations Top Ten Athletes (as of July 16)
1. Arch Manning, QB, Texas football: $6.8 million
2. Carson Beck, QB, Miami football: $4.3 million
3. Jeremiah Smith, WR, Ohio State football: $4.2 million
4. A.J. Dybantsa, SF, BYU basketball: $4.1 million
5. Garrett Nussmeier, QB, LSU football: $3.8 million
6. LaNorris Sellers, QB, South Carolina football: $3.7 million
7. DJ Lagway, QB, Florida football: $3.7 million
8. Cade Klubnik, QB, Clemson football: $3.4 million
9. Drew Allar, QB, Penn State football: $3.1 million
10. Sam Leavitt, QB, ASU football: $3.1 million
Dybantsa, the potential top pick of the 2026 NBA draft, is the only non-football player ranked within the top 10. He recently signed a deal with Fanatics that the company described as one of the “most significant NIL deals ever,” and which Sportico’s Eric Jackson reported was worth eight figures.
Behind Dybantsa, Texas Tech’s JT Toppin is the highest-paid non-quarterback player with an On3 valuation of $2.8 million.
Smith is the only non-quarterback football player to make the top ten. He lived up to his status as the top recruit in the 2024 class by setting Ohio State records with 1,315 receiving yards and 15 touchdown catches in his freshman season.
The rest of the list is dominated by quarterbacks. Manning, the son of Cooper Manning and nephew of Eli and Peyton Manning, is projected to earn $2.5 million more than the second-ranked player.
Manning will be eligible for the 2026 NFL draft, as will Allar, Nussmeier, Klubnik, Sellers, Beck and Leavitt. Lagway will be draft-eligible in 2027.
The highest-ranked college athlete in women’s sports is LSU basketball player Flau’jae Johnson, who holds a projected valuation of $1.5 million according to On3.
NIL
Women’s basketball stars’ name, likeness and image brands carrying over into the WNBA
Caitlin Clark, Angel Reese and Paige Bueckers are part of the new generation of women’s basketball stars who have been able to profit off their name in college and build brands that have helped them excel off the court in the WNBA. All three players had national star power before stepping foot in the pros. […]
Caitlin Clark, Angel Reese and Paige Bueckers are part of the new generation of women’s basketball stars who have been able to profit off their name in college and build brands that have helped them excel off the court in the WNBA.
All three players had national star power before stepping foot in the pros. Clark and Reese have made the All-Star Game in each of their first two seasons and are two of the most popular players in the league.
Bueckers was voted a starter in her first All-Star Game this weekend.
The next group up in college that is led by Hannah Hidalgo, Flau’jae Johnson, Olivia Miles and JuJu Watkins has already benefitted from the name, likeness and image. According to On3, Johnson’s NIL valuation is $1.5 million.
“NIL, man, it is beautiful,” Johnson said. “This year in March Madness, I had about five commercials running and you know it was so cool watching the game, then seeing myself come on. It’s just a great opportunity.”
Johnson is a guard at LSU, one of the top schools for NIL in a variety of sports from football to women’s gymnastics to women’s basketball. Johnson, who also has a music career, has gained from the exposure the school has given her, doing national media campaigns with Experian and Powerade.
Hildago, who will be entering her junior year at Notre Dame, is happy that players can finally profit off their own images as opposed to the school getting it all.

USC guard JuJu Watkins (12) plays against Purdue during the first half of an NCAA college basketball game in West Lafayette, Ind., Wednesday, Jan. 22, 2025. Credit: AP/Michael Conroy
“It’s a blessing. Schools for decades have been able to make money off of college players’ names. So for now, for student athletes to be able to make money off of how they carry themselves, you know, we’re a brand ourselves,” she said. “I’m a brand myself and so be able to make money off of my name is honestly truly a blessing and just taking advantage of it is the biggest thing.”
Johnson, Hidalgo and Miles, who helped the U.S. qualify for the World Cup next year by winning gold at the AmeriCup earlier this month, all said that they don’t let the NIL deals they have get in the way of their sport. They credit having a strong support system around them as well as people who handle the deals for them.
“I really dedicate one or two times a week to kind of get all my stuff done,” Miles said. “My agent is very good at scheduling that, but most of my money comes from the collective deal, so for that I really don’t have to do much, which is nice. But any other of the other side deals, my agent will send a videographer out to help me or have her edit stuff or whatever it may be.”
Getting deals and earning money hasn’t just helped the players financially. Some have given back to their communities, including Johnson.

Guard Olivia Miles dribbles up court during practice at USA Basketball women’s Americup trials, Wednesday, June 18, 2025, at the USA Olympics training center in Colorado Springs, Colo. Credit: AP/David Zalubowski
“I just want to be one of those people that uses NIL the right way,” she said. “This year I did a campaign with Experian and we relieved $5 million in debt right for families in Louisiana and then every game we won we added $100,000 to the pot.”
Johnson said it was really touching and emotional when she would receive videos on Instagram from people she helped.
“I’m really using my platform for impact for real. So I think that’s the best part of NIL and just making it better for the young girls that’s coming behind us,” she said.
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The Associated Press’ women in the workforce and state government coverage receives financial support from Pivotal Ventures. AP is solely responsible for all content. Find AP’s standards for working with philanthropies, a list of supporters and funded coverage areas at AP.org.
NIL
Softball Adds Trio of Former Shockers as Graduate Assistants
Story Links WICHITA, Kan. – Wichita State head softball coach Kristi Bredbenner has added three graduate assistants to her staff, all three former All-Americans for the Shockers during their playing days. Sydney McKinney, Lauren Lucas and CC Wong will all make their return to the Shocker softball program after highly decorated playing […]

WICHITA, Kan. – Wichita State head softball coach Kristi Bredbenner has added three graduate assistants to her staff, all three former All-Americans for the Shockers during their playing days.
Sydney McKinney, Lauren Lucas and CC Wong will all make their return to the Shocker softball program after highly decorated playing careers in the Black and Yellow.
“We are ecstatic to have Sydney, Lauren and CC back,” Bredbenner said. “Their willingness to want to stay and give back to Shocker Softball says a lot about their experience. Most importantly, their knowledge, passion and desire to develop the next generation of Shocker is evident. All three of them continue to represent Wichita State at the highest level. We are proud of their accomplishments, and we are so excited to have them share their experiences with our program.”
McKinney, the former No. 1 overall draft pick is in her first season with the Bandits, the inaugural season of the AUSL (Athletes Unlimited Softball League). She is wrapping up her third professional season overall with Athletes Unlimited. McKinney is the most decorated softball player in program history, earning All-America honors three times and a two-time American Athletic Conference Player of the Year.
Lucas just completed her eligibility this past season at Wichita State, picking up First Team All-Conference honors for the third time in her career. Fresh out of college, Lucas is nearing the end of her first season as a professional with the New York Rise.
Wong made the most of her lone season in uniform for Wichita State, earning All-America honors and ranking 2nd nationally in batting average. She was a student assistant on the softball team in 2024-25 while finishing her bachelor’s degree. Wong is currently representing her home country on the Canadian National Team.
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