NIL
Colleges Using Field Logos and Higher Concession Prices to Pay NIL For Athletes
It was an exercise in corporate branding that wouldn’t have raised an eyebrow in most pro sports. In college sports, it bordered on revolutionary.
In a full room of reporters, boosters and executives, the University of South Carolina delivered the news that it was bringing on a new sponsor that would put its logo on the football field for Gamecocks home games, starting Sept. 6 against South Carolina State.
The deal with a machinery company was the centerpiece of a partnership that, Gamecocks athletic director Jeremiah Donati explained, represented the “largest single financial investment into our athletics department in our history, which will help us shape the future of our programs and our university for years to come.”
In a nod to the new realities of college sports, the NCAA just 14 months ago lifted a decades-old restriction on branding on the field of play. On Monday, Texas became the latest to announce it was putting a corporate logo on the field in a new deal with a health company.
It opened a new financing stream for universities that are sharing up to $20.5 million in revenue with their players over the next year while also doling out millions more in scholarships in an industry reshaped by the multibillion-dollar lawsuit settlement that has turned college sports into something that looks more like the pros.
Not everyone is seeing money walk through the door.
Just last week, the board Virginia Tech received a bracing message from athletic director Whit Babcock: Without an influx of around $44 million to bring the sports budget to $200 million, the Hokies would keep falling behind.
Field branding is part of a bigger set of tools that schools are using to try to stay competitive; often those tools involve asking students, fans and the public to pay more.
“As the financial requirements in college athletics continue to evolve and grow, the pressure on athletic departments, our multimedia partners and others to provide new and different revenue streams is certainly there,” said J Batt, the athletic director at Michigan State, which has partnered with Playfly Sports to identify new ways to raise money.
Ticket and concession prices
These have been couched in lots of different ways, but bottom line, it’s going to cost more to attend games at many schools.
Tennessee was among the first to introduce what it called a “talent fee,” which was a 10% surcharge on all athletic tickets.
Multiple Big Ten teams have increased student season ticket prices for football. Arkansas added a 3% “Student-Athlete Scholarship Enhancement Fee” to concessions sold at its sports events in what athletic director Hunter Yurachek told fans in a letter was a “small but meaningful way” to support athletes.
Nebraska, for the first time, will be selling beer to fans in general seating.
Adding to cost of tuition
Among the schools that added “athletic fees” to the cost of attendance are Clemson ($300 a year), South Carolina ($300), Louisville ($200) and West Virginia ($250). At Clemson, that fee is expected to raise around $7 million a year.
One possible hiccup: A bill making its way through Congress proposes to bar schools from using these sort of fees to bankroll college athletic programs.
Shifting money within the university
A 2023 analysis by Sportico estimated the “per student” level at which most schools subsidized their athletic departments through a mix of fees, direct and indirect financial support, government funding and other sources. At Power Four schools, it ranged from nothing to $1,400 per student. The numbers figure to trend upward.
Earlier this year, Texas Tech said it was earmarking an additional $9 million to support its athletic program, which has a budget of around $129 million and is also backed by its billionaire board of regents chair, Cody Campbell.
At Missouri, administrators covered a $15.2 million deficit in the athletics budget with an “internal loan,” and also increased financial support for fiscal 2024 by $2.9 million to $25.7 million.
Kentucky’s board of trustees recently approved a plan to lend the athletic department $141 million — $110 million of which will go to fund facility projects and the rest going to offset expected deficits in 2025 and 2026.
Michigan State floated a $12.1 million “internal loan” to the athletic department, with the expectation it will be repaid through increased revenue coming out of this new era in college sports.
Batt said Michigan State has signed a new concession deal with an outside provider, completed new, bigger scoreboards in the football stadium and is refurbishing its luxury boxes, all with an eye on generating more income.
“Finding those opportunities but staying true to the brand is part of those ‘win-wins’ that we’re looking for,” Batt said.
Asking boosters for more
Aside from tying increased giving to ticket prices, athletic directors are being transparent with their fans and simply letting them know that things are going to cost more.
In a letter to the Michigan fan base from June, athletic director Warde Manuel said payments to players and an increase in scholarship budget had the department facing a $27 million deficit for the 2025-26 school year.
He gave a detailed analysis of measures Michigan has taken to cut the deficit to $15 million. It included staff reductions and a $6 million reduction in TV revenues the department gave back to the university. But the letter came with the overarching message: “We still need your continued support.”
At some schools, the support will come in the form of unique “experiences.” At Oklahoma, two fans can sit in on the postgame news conference for the price of somewhere between $500 and $700.
At Kansas, they might not have to get so creative.
Last week, billionaire alum David Booth gave $300 million — believed to be the largest donation in college history — to be targeted toward construction around the football stadium and to generate income that athletic director Travis Goff said could last for decades.
Could it turn a school known for one the nation’s best basketball programs into a behemoth on the football field, as well?
“Philanthropy, like investing, pays dividends over time,” Booth said.
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This story corrects that South Carolina’s opening home game is Sept. 6, not next Sunday.
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One of college football’s greatest rivalry games is set to come to an abrupt end as it was about to celebrate its 100th anniversary.
The annual Notre Dame vs. USC football rivalry game is no more after the schools failed to reach an agreement on future matchups, ending one of college football’s most recognizable traditions, according to Yahoo Sports’ Ross Dellenger.
Representatives from both schools had been involved in negotiations to preserve the rivalry over the last several months, but could not agree on terms going forward, at least temporarily ending a football series that had been ongoing since 1926.
Gone, but not for good?
Yes, there is some hope that we could see USC and Notre Dame on the same field in the future.
Administrators from both schools did reach an agreement to resurrect the series as soon as the 2030 season, according to the report.
Until now, just a world war and a global pandemic had prevented Notre Dame and USC from playing each other every season, but now the pressures of the modern college football season, and its postseason format, appear to have played a role.
Whose fault is this?
Concerns about scheduling and how the game would affect College Football Playoff positioning were the decisive factors in bringing an end to the rivalry, according to the report.
Most of that concern seemed to arise from the USC side of the equation, which felt that certain precedents established by the selection committee in punishing teams for losses put the program in a disadvantageous position.
USC hinted this would come
USC head coach Lincoln Riley signaled as much when speaking on the future of the rivalry last year.
“There [have] been a lot of teams that sacrifice rivalry games,” Riley told reporters at Big Ten Media Days last summer.
“As we get into this playoff structure, and if it changes or not, we get into this new conference, we’re going to learn some about this as we go and what the right and best track is to winning a national championship, that’s going to evolve.”
Still, even amid those comments, reps from USC signaled a desire to keep the Notre Dame rivalry, and Fighting Irish head coach Marcus Freeman was adamant on keeping the matchup, too, reflecting the position of his school.
Instead, Notre Dame is poised to finalize a home-and-home series with BYU over the next two seasons that will take the place of USC on its schedule, according to the Yahoo report.
We saw this coming
A recent Sports Illustrated report indicated that USC was hesitant to pledge itself to a long-term agreement with Notre Dame, citing concerns over the future of the College Football Playoff format and the Trojans’ existing schedule and travel demands.
“I want to play USC every year because I think it’s great for college football, that rivalry, USC-Notre Dame,” Marcus Freeman said.
“Before I even got to Notre Dame, everybody watched that game. Everybody remembers moments from that game that just stick out in their mind.”
Another college football tradition bites the dust
Losing a historic rivalry of this pedigree would be another stark reminder of the very strict conditions that schools have to work in in a new environment where playoff selection, and appeasing the College Football Playoff committee, is king.
Known as the greatest intersectional rivalry in college football, USC and Notre Dame have met almost every year since 1926, with World War II and the Covid pandemic being the only exceptions.
Now, to that list of historical anomalies, the very format of modern college football itself could be the decisive factor that puts this great rivalry on the shelf.
(Yahoo)
Read more from College Football HQ
The Oregon Ducks are coming off of a 51-34 win over the James Madison Duke at Autzen Stadium on Saturday in the first round of the College Football Playoff.
The Ducks now advance to face the No. 4 Texas Tech Red Raiders in the CFP Quarterfinals at the Orange Bowl in Miami, FL. on Jan. 1, but two more members of the Oregon secondary won’t be in attendance.
Per reports from On3’s Hayes Fawcett, Oregon cornerback Sione Laulea is entering the portal and won’t be with the team for the rest of the CFP. Joining him in the portal will be Oregon safety Kingston Lopa, who will have three years of eligibility left. He also won’t be with the Ducks during what hopes to be a run to the National Championship.
Laulea, who arrived to Eugene before the 2024 season, was the top JUCO cornerback prospect out of San Mateo College headed into his first year at Oregon.
Sione Laulea Chose Oregon for Development
He told the media before this season that he chose the Ducks because he thought it was the best fit for him from a developmental standpoint.
“I transferred from junior college, and the biggest fit for me was just development, because I feel like I used two years, so with two years left in eligibility, I feel like I had to make the most out of my two years,” he said. “So the place that was going to develop me the most and where I fit most in the scheme, and I felt like this was a place, especially with the coaching staff, with Tosh (Lupoi) being such an aggressive caller, and (Chris Hampton) as a secondary coach.”
“I feel like it’s been great,” he continued. “As you guys know, there’s not a lot of experience in our back end, specifically the corner room, but there’s some dogs either way, whether we touch the field or not. You can see it clearly in practice that everyone’s making plays on the ball, and it’s pretty much neck and neck.”
MORE: Three Biggest Takeaways From Oregon’s Playoff Win Over James Madison
MORE: Oregon Coach Dan Lanning Is Turning Heads For Ducks’ Playoff Entrance
MORE: National Championship Betting Odds After Oregon’s Win Over James Madison
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However, things never quite worked out for Laulea. He appeared in 10 games with Oregon while posting just 10 total tackles (five solo), three pass breakups and one pick. His only interception as a Duck came in the 38-9 win over No. 20 Illinois last season.
As for Lopa, he arrived to Oregon as a four-star prospect in the 2024 recruiting class out of Grant Union in Sacramento, CA.
He received some notable praise from Oregon head coach Dan Lanning during the spring.
“It’s just what he does every day in practice. You know, the part that we get to see, and Kingston to be an unbelievable player for us. You know, he’s had a really good spring so far. But you know, he earned those moments by what he did in practice,” Lanning said.
Lopa appeared in 13 games this season while posting 12 total tackles and one pass breakup.
Florida wide receiver Naeshaun Montgomery is planning to enter the NCAA Transfer Portal, On3 has learned. He caught three passes for 26 yards in 2025.
Montgomery played high school football at Miami Central (West Palm Beach, FL), where he was a four-star prospect. He was the No. 262 overall recruit in the 2025 cycle, according to the Rivals Industry Ranking, a weighted algorithm that complies all major recruiting media services.
He had a bunch of different premier programs interested in his services as a recruit. We’ll see who comes calling this time around for the wide receiver.
To keep up with the latest players on the move, check out On3’s Transfer Portal wire. The On3 Transfer Portal Instagram account and Twitter account are excellent resources to stay up to date with the latest moves.
More on Naeshaun Montgomery, NCAA Transfer Portal
Meanwhile, the NCAA Division I Administrative Committee passed dates for the one-time-only college football transfer portal back earlier in October. As it stands, the 2025-26 college football transfer portal will last 15 days. It’ll span Jan. 2 to Jan. 16, the NCAA announced.
Moving forward, the entire Division I football notification of transfer windows is slated for Jan 2-16. As has been the previous standard, athletes on College Football Playoff teams still playing would have 5 days beginning the day after their team’s final game to enter the transfer portal.
Additionally, players have 15 days to enter the portal, but they’re not under a deadline to commit when they enter. Traditionally, the deadline for committing is how late a school can enroll a player through admissions.
One caveat is that if a head coach is fired, the transfer portal will not open for players immediately. The NCAA revealed that moving forward, players will only have 15 days to enter the portal after a coaching change, instead of the former allocation of 30 days. Players will also have to wait five days after a new coach is hired or announced.
Finally, graduate transfers also cannot enter the transfer portal until Jan. 2 with the new one-time-only portal window. All these new guidelines are bound to shake things up, but the transfer portal will still remain as interesting and entertaining as ever.
Dec. 22, 2025, 5:00 a.m. ET
- Some Tennessee football players are expected to negotiate for higher NIL pay after strong performances in the 2025 season.
- Since July, schools can directly pay athletes through revenue sharing, in addition to third-party NIL deals.
- Players who have likely increased their value include DeSean Bishop, Braylon Staley, and several standout freshmen.
- NIL negotiations have become a regular part of the college football calendar, influencing player decisions on transfers and the NFL draft.
Some Tennessee football players will negotiate a raise in NIL pay after overperforming in the 2025 season.
Those discussions have become part of the college football calendar in this era of frequent player movement, and money is a driving force in big decisions.
Negotiations likely started long before No. 23 Tennessee (8-4) plays Illinois (8-4) in the Music City Bowl on Dec. 30 (5:30 p.m. ET, ESPN). And they’ll continue when the transfer portal opens on Jan. 2.
The top players with eligibility remaining consider declaring for the 2026 NFL Draft. Some players consider testing the transfer market by entering the portal. And overperforming players hope to cash in with a pay raise from their school.
Since July, schools have been allowed to pay athletes directly with revenue shares, essentially a royalty for use of their name, image and likeness. Players can earn additional money in third-party NIL pay from collectives, corporations and business owners.
Some players get raises. Other players get pay cuts.
Schools pay players directly under a salary cap of sorts. The payroll works out to about $13.5 million for each college football team, or approximately $170,000 per scholarship player. Those distributions and payroll strategies vary between teams.
And third-party NIL pay can double the earnings of the best players.
None of that payroll information is available to the public, which means it’s impossible to know whether a player is overpaid, underpaid or fairly paid. But it’s reasonable to believe their pay corresponds to their projected level of play.
And if they exceed those expectations, a raise is in order. With that being said, let’s take an educated guess at which players have increased their value.
DeSean Bishop
No Tennessee player has increased his value over the past year as much as running back DeSean Bishop. In January, the former Karns High standout was promoted from walk-on to scholarship player. That likely didn’t come with a big NIL payday because he wasn’t even a starter yet.
But Bishop earned that scholarship, and then some, in the 2025 season. He was named All-SEC second team after rushing for 983 yards and 14 TDs in the regular season. If Bishop wasn’t paid NIL this season, he certainly will next season. And if he was paid this season, it likely didn’t align with an all-conference season.
Braylon Staley
Braylon Staley showed promise heading into the 2025 season, but he was unproven. That quickly changed when he played well in UT’s biggest games and earned SEC Freshman of the Year with 64 receptions, 806 yards and six TDs.
UT may have already paid Staley a solid NIL amount. After all, he was a four-star recruit and top 100 player coming out of high school. But it’s doubtful that Staley was paid like one of the SEC’s top receivers, which he clearly now is.
Wendell Moe
This one is debatable, but leverage could come into play. Wendell Moe was a solid pick-up in the portal in 2025, but he turned into an AP All-SEC performer.
It’s difficult to predict how much UT paid Moe in the 2025 season without knowing the transfer market for his position. If he was coveted by multiple teams, Moe may have been paid well and simply played to that level.
But now Moe has proven to be a good SEC offensive lineman and potential NFL draft prospect. That could land him at least a moderate NIL raise to return in 2026.
Jesse Perry
In the 2024 class, offensive lineman Jesse Perry was rated fifth among five offensive linemen signed by Tennessee, according to 247Sports Composite. He was a three-star recruit.
NIL pay doesn’t always correspond to recruit ratings. But Perry’s moderate grades indicate that he had to prove his value on the field before earning a notable NIL check.
Perry did that in the 2025 season. He started 11 games, including seven at right tackle and four at right guard, and earned Freshman All-America honors.
Granted, his future NIL pay will depend on whether he’s a surefire starter or a versatile backup, but Perry is certainly in a stronger position than a year ago.
Ty Redmond
Like Perry, cornerback Ty Redmond probably entered the 2025 season with a low NIL value and had to prove himself. In the 2025 class, Redmond was rated fourth among five defensive backs signed by Tennessee, according to 247Sports Composite. He was a three-star recruit.
But Redmond, after some early growing pains, turned into a promising young cornerback. He was an All-SEC third-team selection and Freshman All-SEC performer. He tied for the SEC lead with 13 passes defended and led the Vols with three interceptions.
Regardless of what Redmond earned in 2025, he is in a stronger position after his freshman season.
Jordan Ross
This one is more speculative than the rest on this list. After all, edge rusher Jordan Ross was a five-star signee in the 2024 class, so he may already command high pay in NIL money based on his recruit rating.
That being said, Ross is on this list because of his play, his position and his perceived essential status in new defensive coordinator Jim Knowles’ defensive scheme. Knowles values edge rushers, and Ross is UT’s most dynamic.
Before being slowed by injuries, Ross showed flashes as a playmaker in the mold of former UT edge rushers Byron Young, James Pearce and Joshua Josephs. He had three tackles-for-loss, 1.5 sacks, six quarterback hurries, one fumble recovery and one forced fumble.
Adam Sparks is the Tennessee football beat reporter. Emailadam.sparks@knoxnews.com. X, formerly known as Twitter@AdamSparks. Support strong local journalism by subscribing at knoxnews.com/subscribe.
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The No. 10 seed Miami Hurricanes defeated the No. 7 Texas A&M Aggies 10-3 in the first round of the College Football Playoff. It was a defensive battle, ultimately decided by a late fourth-quarter score and red-zone interception by Miami.
With the score tied at 3 and 1 minute, 44 seconds left in the game, Hurricanes wide receiver Malachi Toney scored on an 11-yard touchdown pass thrown by quarterback Carson Beck.
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Up next for the Hurricanes is a Goodyear Cotton Bowl Classic matchup against the No. 2 Ohio State Buckeyes. It’s an uphill battle, as ESPN’s matchup predictor gives the Hurricanes a 29.5% chance of winning.
Miami Hurricanes wide receiver Malachi Toney (10).© Robert Myers-Imagn Images
Before his heroic performance, though, the wide receiver revealed an exciting Name, Image and Likeness (NIL) update. In a joint Instagram post, Toney revealed a new NIL partnership with Hellstar, a popular clothing brand that has a sports training component.
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“We are so proud to announce our first Hellstar Sports College Athlete NIL signing – Malachi Toney🌟.,” the post caption read. “We had the privilege to coach @malitoney10 while he was apart of our high school 7 on 7 program, so now seeing him shine on the collegiate level we couldn’t be more proud.”
Toney’s On3 NIL valuation of $878,000 is the 12th-highest among college football wide receivers. Among players on Miami, it’s the fourth-highest, behind quarterback Carson Beck ($3.1 million), EDGE Rueben Bain Jr. ($1.2 million) and offensive tackle Francis Mauigoa ($1.1 million).
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Through 14 games, Toney has been a major contributor to Miami’s success. He leads the team in receptions (89), yards (992) and touchdowns (eight).
With an exciting NIL opportunity under his belt, he and Miami look to stay hot against Ohio State. Kickoff is Dec. 31 at 7:30 p.m. ET at AT&T Stadium, airing on ESPN and streaming on the ESPN app.
Related: Texas Receives Clear Message From Nation’s No. 2 WR Amid Intense Recruiting Battle
This story was originally published by Athlon Sports on Dec 21, 2025, where it first appeared in the College Football section. Add Athlon Sports as a Preferred Source by clicking here.
In the growing landscape of college athletics, Name, Image, and Likeness (NIL) deals play a vital role in sports. Some programs are set up better than others based on a program’s valuation. Programs with higher valuations can help some of the top-performing teams stay successful.
CNBC released its valuation rankings for the country’s athletic departments, showing their growth from the 2024 fiscal year. The Colorado Buffaloes are ranked No. 47 in the nation, a rise from No. 55 in 2024.
Breaking Down Colorado Buffaloes’ Valuation Ranking
Colorado’s 2025 valuation is $574 million, with a year-over-year value change of 22 percent. The program’s 2024 revenue is set at $147 million, with a 16 percent year-over-year revenue change.
A program’s valuation determines its monetary worth, and it is important to look at the growth, which shows that Colorado is trending in the right direction. It is also important to note that the valuation rankings are based on all of the athletics, not just the football program.
Where Colorado Ranks In The Big 12
When focusing on the Big 12 conference, several of the programs are in the same vicinity with their valuation ranking.
- No. 39 Kansas: $620M
- No. 41 Oklahoma State: $600M
- No. 42 Baylor: $585M
- No. 46 Iowa State: $575M
- No. 47 Colorado: $574M
- No. 49 Texas Tech: $570M
- No. 50 TCU: $568M
- No. 55 Arizona: $529M
- No. 57 BYU: $500M
- No. 58 West Virginia: $481M
- No. 60 Utah: $451M
- No. 62 Kansas State: $435M
- No. 63 Arizona State: $430M
- No. 68 Cincinnati: $280M
- No. 70 UCF: $262M
- No. 73 Houston: $222M
MORE: Colorado Gets Hit With Biggest Transfer Portal Loss Yet
MORE: Michael Irvin Gets Real On Blame Surrounding Shedeur Sanders
MORE: Deion Sanders Faces Recruiting Problem After Omarion Miller Transfer News
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While from the top valuation of Kansas to the bottom, which is Houston is a significant difference in the Big 12, the conference teams are still in a similar vicinity overall. With it having to do with all athletics, the programs that have consistently strong teams, such as Kansas’ basketball team, make sense to have a higher valuation.
Looking at the Big 12 as a whole shows that the Colorado Buffaloes are in the top five for their valuation and trending upward.
Calling Back To Deion Sanders’ Comments On Fairness
While valuation is not the same as revenue, seeing the difference in the conferences does call back to Colorado coach Deion Sanders’ comments on the fairness between programs. The schools in the top five for their valuation are either in the Big Ten or the SEC, and all are in the billions.
“You talk about equality,” Sanders said during the Big 12 media day. “All you have to do is look at the playoffs and see what those teams spent, and you understand darn near why they’re in the playoffs. It’s kind of hard to compete with somebody who’s giving $25, $30 million to a darn freshman class.”
Although the valuation is on the programs’ overall athletics, Sanders has been outspoken about money when it comes to building the football program. With the Buffaloes facing a mass exodus through the transfer portal, Sanders has highlighted that several players are leaving because of money.
The positive side is that the Buffaloes’ valuation is growing with a 22 percent increase. This shows that the school’s athletics overall are being valued higher, and will help lead to more money poured into the program. With more money, the Buffaloes can put more of an emphasis on NIL as they look to build their roster and compete in the Big 12.
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