NIL
F1 cooks up latest sponsorship deal with Barilla
F1 is heavily linked to Italy, including its current chief executive Stefano Domenicali (left). (Barilla) The elite motorsports series Formula 1 (F1) has confirmed a new multi-year partnership with leading Italian pasta brand Barilla. Barilla will gain both on- and off-track sponsorship rights, including trackside signage at races, with Barilla products to be used in F1’s […]


The elite motorsports series Formula 1 (F1) has confirmed a new multi-year partnership with leading Italian pasta brand Barilla.
Barilla will gain both on- and off-track sponsorship rights, including trackside signage at races, with Barilla products to be used in F1’s Paddock Club hospitality offering.
In addition, the pair will collaborate on digital activations and co-branded consumer promotions.
F1 is big business in Italy and hosts two Grand Prix events in the country each season: the Emilia Romagna Grand Prix, which will take place in 2025 on April 18, and the Italian Grand Prix at Monza, which will take place in 2025 on September 7.
Both these events will be focal points of the sponsorship, with the iconic Italian team Ferrari among the series’ biggest draws, while the grid’s sole Italian driver, Andrea Kimi Antonelli of Mercedes, is also likely to attract attention.
Barilla’s sports sponsorship portfolio to this point has mostly focused on individual athletes, with tennis star Coco Gauff and alpine skier Mikaela Shiffrin currently covered by the brand, though in the past it has also partnered the Italian national basketball team.
Barilla adds to an F1 partnership portfolio that includes a host of prominent global brands, including Italian tire manufacturer Pirelli, the series’ official tire provider since 2011.
Much of Barilla’s pasta output in North America is manufactured in the US, which is by far the biggest sponsorship benefactor of F1.
Findings from the GlobalData Sport Business of Formula 1 2025 report show that close to 30% of the series-wide sponsorship deals also hail from the US, investing a total of $126.25 million directly into the series every year.
With nine of the 31 total deals, that figure marks triple the next most common market for sponsorships (three from the UK and Germany each).
Elsewhere in F1, the reigning constructors’ champion McLaren has announced that it will enter the World Endurance Championship hypercar series from 2027 and participate in the iconic 24 Hours of Le Mans race.
Alongside F1, McLaren also competes in the F1 Academy women’s series from F1, the US single-seater series IndyCar as Arrow McLaren, and as NEOM McLaren in the all-electric racing series Formula E.
NIL
How a conference call gave Texas’ new NIL bill a push through the Senate
MIRAMAR BEACH, Fla. (KBTX) – Well after sunlight ceased permeating the windows of the Texas Senate chamber Tuesday, Senator Brandon Creighton stood to, again, present a bill he had sponsored for debate. His message to fellow senators was as complicated as the issue the bill addresses, but there was a simple point distributed throughout — […]

MIRAMAR BEACH, Fla. (KBTX) – Well after sunlight ceased permeating the windows of the Texas Senate chamber Tuesday, Senator Brandon Creighton stood to, again, present a bill he had sponsored for debate.
His message to fellow senators was as complicated as the issue the bill addresses, but there was a simple point distributed throughout — if House Bill 126 doesn’t pass in the final week of this legislative session, college football in the state of Texas would, in essence, die.
Ultimately, a 30-1 vote sent the new name, image and likeness (NIL) compensation legislation through the Senate and to the desk of Gov. Greg Abbott to sign into law. To Lt. Governor Dan Patrick, president of the Senate, it was his colleges that performed CPR on college athletics in the state.
“The Senate saved college sports in Texas,” Patrick boasted from the dais before moving on to other business.
However, an 11th-hour conference call between senators, coaches and athletic directors provided the necessary last push to get the important bill over the finish line in the Senate chambers after two evenings of confusion and debate.
“It seems that a lot of the members wanted to vent their frustration with their concerns about college football and where this is going and paying the athletes and the change in the NCAA… A lot of members have concerns about the rich getting richer and the small guy doesn’t have a chance and it’s not going to be competitive,” Rep. Carl Tepper (R-District 84), the bill’s original author, told KBTX. “And so, we’re still not really sure where this is headed, but this is certainly the right direction to keep Texas on par with the rest of the country.”
The current NIL bill on Texas’s books does not allow universities to enter into direct contracts with athletes and prohibits athletes from earning NIL money while participating in team activities. The pending settlement for the House v. NCAA antitrust case opens the door for athletic departments to share revenue up to $20.5 million per year for the use of athletes’ names, images and likenesses during game broadcasts and in promotion of the department. A clause in HB 126 also allows for flexibility in the state law should the NCAA or a court ruling change the landscape or rules regarding NIL compensation in the future. The state needed an update to its law to allow Texas universities to participate in these portions of the settlement.
Sen. Brandon Creighton, who sponsored the bill in the Senate, first presented HB 126 on Sunday evening. However, the legislation faced immediate pushback from Sen. Royce West (D-District 23) and Sen. Lois Kolkhorst (R-District 18), questioning whether loosening NIL restrictions would allow college programs to offer NIL deals to students as young as middle school.
“Colleges can go and start talking about NIL money to, like, children,” Kolkhorst said on the Senate floor. “What is going to happen is the agents, now, are going to be working through children. I’m not mad at [Creighton] and I’m not mad at Rep. Tepper. I think I’m mad at the United States of America for truly having a collapse of amateur athleticism and we’re going to have agents going and talking to 12 year olds.”
Patrick, noting the late hour, called Creighton forward for a side conversation, the result of which was tabling the bill for a later debate.
In the interim, the concerned senators held a conference call with administrators, coaches and legal council from athletic departments across the state to help clarify the purpose of the new NIL bill. To ease concerns about financially predatory actors preying on talented younger athletes, the Senate drafted an amendment to the legislation that said universities or third-party entities could not enter into an NIL contract with athletes younger than 17.
“I think it allayed some concern, but the bill already doesn’t allow any payment to any student that’s not enrolled at the school,” Tepper said. “So, you can do 100 contracts, but you actually have to show up until the contract is executed and commenced.”
Texas athletic director Chris Del Conte, who was part of the conference call, said he understood the senators’ concerns and had no problem with the amendment.
“I think they’re very thoughtful in the state of Texas that publicity rights are a collegiate opportunity,” he said Wednesday at SEC Spring Meetings. “It’s protecting high school, middle school and junior high. They wanted to do that and I understood that.”
Texas A&M athletic director Trev Alberts was unavailable for comment due to his commitments presenting at SEC Spring Meetings, according to a spokesperson. Requests for comment from many of the senators involved in the debate were not returned.
Two days and a conference call later, Creighton presented the bill once again on the Senate floor to a mostly united chamber. Sen. Kelly Hancock (R-District 9) took the floor in support of the bill.
“I have had constituents with young men and women that, because they live in our state and we have not done this, have contacted my office and said, ‘Hey, y’all need to pass something. My child wants to go to school in the state of Texas, but y’all are going to have to compete with the other people talking to my child,’” Hancock said.
Eventually, with the flick of the gavel, Patrick called for a vote to suspend the three-day rule resulting in an immediate vote on the bill. The count tallied 30 in favor and one “non sports fan,” he announced.
“Here’s to winning in Texas,” Patrick said, putting finality on the issue.
Now, the amended bill must be approved by the House before it finds its way to Gov. Greg Abbott’s desk to sign into law. Coaches across the state desire a two-thirds majority vote in the House that will put the law into effect as soon as it is signed. If it gets less, the bill will become law on Sept. 1, losing valuable months of signing contracts and recruiting, should the House settlement be approved.
Tepper said he is hopeful his colleges will understand the importance of the two-thirds vote.
“I hate to predict things, because you just own’t want to muck it up somehow, but I’m confident that my colleges see the importance of this. I’m confident that they realize this has been hashed out as much as it can be hashed out as much as it can be hashed out. The situation is the situation and also, this is an opportunity for these high school and college athletes. I”m hoping and pleading and praying that they concur.”
But, Tepper sees the light at the end of a long tunnel that provided new life to college athletics in Texas.
“It’s more like satisfying that you know that you might have had a small hand in saving college football in Texas,” he said.
Copyright 2025 KBTX. All rights reserved.
NIL
Three schools are in 4
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NIL
Texas' Sean Miller
Open Extended Reactions DESTIN, Fla. — In the wake of a historic men’s basketball season that saw the conference land a record 14 teams in the NCAA tournament and Florida win the national championship, the SEC is looking to repeat history. One interesting headwind for the SEC and other top conferences for 2025-26 was mentioned […]


DESTIN, Fla. — In the wake of a historic men’s basketball season that saw the conference land a record 14 teams in the NCAA tournament and Florida win the national championship, the SEC is looking to repeat history.
One interesting headwind for the SEC and other top conferences for 2025-26 was mentioned at the league meetings this week, and it’s a looming factor hovering over the next men’s basketball season.
When asked about the SEC’s quest to replicate history, first-year Texas coach Sean Miller pointed out that the latest numbers in the NCAA transfer portal essentially show “25 percent of the pie missing” in terms of quality veteran players because of a reduction in numbers of those with an extra year of eligibility from the COVID-19 eligibility rules.
He said that as “wild” as everyone considered this men’s basketball portal to set up the 2025-26 season, there was a missing notion.
“One thing that’s definitely going to change, and I don’t think it’s talked a lot about in basketball, is the no COVID year,” Miller said. “In our case, we had a number of players in my three years at Xavier that were exercising their fifth year. It’s a year that doesn’t exist right now.”
He said this probably will end up hurting the power conferences with the most to spend, as there’s simply less veteran, high-end talent available.
“I think just that alone, taking that one layer of talent, where you can convince an All-SEC player to return for a fifth year, and now that that’s not in play, I don’t think our league will remain as old,” Miller said. “So I think just with that alone, I don’t know if 14 of 16 [bids], I hope, but I can certainly see the effect of that moving forward.
“Even in the Final Four, when you looked closely at Auburn and Florida, two remarkable rosters, part of their greatness was that they had this gift of a blend of talent, but their older players, they were a big part of their success.”
SEC commissioner Greg Sankey told ESPN in March that the conference’s season was a “unicorn.” He’s looking for another, as he said the goal for the league is to get 16 men’s basketball teams in the NCAA tournament.
“So that’s what I expect,” Sankey said. “Is it a failure that we only had 14? I thought it was pretty cool. Can we do that again? You walk in the room of coaches … we got a heck of a roster of men’s basketball coaches and I can say that about a lot of sports. And when you look back 10 years, [it’s a] very different dynamic as far as that roster of coaches. So I think there’s a chance to compete at a high level.”
Florida has fortified its roster with the return of star forward Alex Condon, and should be in the conversation to repeat as champion.
Gators coach Todd Golden said he was unsure if the league could get 14 bids again, but he was confident the SEC was primed for a run of overall dominance.
“I think the league will be very good again, this coming year, I do,” he said. “The teams have recruited well, and we’re the premier basketball conference right now. I think it’s pretty clear. So will it be as elite as it was this past year? I’m not sure … but I do think we have a chance to have another great year.”
NIL
Big 12 coach sets high expectations for Texas Tech given TTU’s strong NIL push
Heading into the 2025 season, the Texas Tech Red Raiders are aiming to have a much different sort of season than what we’ve seen from them in recent years. With an abundance of NIL spending, a ton of recruiting success, and an emphasis on hiring incredibly brilliant young coordinators to come in and enhance things […]

Heading into the 2025 season, the Texas Tech Red Raiders are aiming to have a much different sort of season than what we’ve seen from them in recent years.
With an abundance of NIL spending, a ton of recruiting success, and an emphasis on hiring incredibly brilliant young coordinators to come in and enhance things a bit for the Red Raiders, it’s clear that TTU is investing heavily in having a successful 2025 college football season.
And it’ll be interesting to see how that plays out. With Joey McGuire at the helm, Tech hasn’t really broken through yet. He’s had a couple of eight win seasons lately, which is fine, but it’s not what Red Raider fans really want. It’s been nearly 17 years since Mike Leach had a double digit win season in Lubbock and that sort of success would certainly be welcomed once more.
Is that feasible? Is that fair to expect? I don’t know. And to be fair, at least one rival Big 12 coach also doesn’t know if that’s fair. But it’s going to be something of a common expectation for McGuire and his Red Raiders in 2025.
Anonymous Big 12 coach highlights Texas Tech’s NIL success while pointing out elevated expectations for the Red Raiders
As Athlon does on an annual basis in sourcing anonymous quotes from coaches across the Big 12, there were some truly interesting ones this year. Like the pondering about what success could look like for the Red Raiders this year.
As one coach put it, McGuire likely needs to win 10 or more games this season for things to really be worth bragging about.
“If they’re not a double-digit win team this season, it will be considered a failure. It’s hard to know if that’s fair, or if spending like this is a smart long-term strategy,” a Big 12 coach anonymously told Athlon Sports.
And yeah, I have no clue how fair that sort of expectation is. It’s really hard to win 10 or more games at any institution and it hasn’t been done in Lubbock in quite some time. But, given the roster improvements and the amount of NIL spend that Texas Tech has had, winning at a high level is certainly feasible (at least in theory) this season.
The Big 12 is a volatile conference that is incredibly competitive and that could allow for the Red Raiders to have a lot of fun this season. We’ll see how it all pans out.
NIL
College Basketball Winners and Losers After NBA Draft Withdrawal Deadline
The decision deadline for players to withdraw from the NBA draft and return to college basketball has come and gone. All in all, most players who seemed on the fence on staying versus going ended up heading back to school, including several players you’d expect to be among the sport’s best players in 2025–26. Which […]

The decision deadline for players to withdraw from the NBA draft and return to college basketball has come and gone. All in all, most players who seemed on the fence on staying versus going ended up heading back to school, including several players you’d expect to be among the sport’s best players in 2025–26.
Which teams had the best and worst deadline? Here’s a look at those who are smiling and those with work to do as the dust settles.
The highest-rated draft prospect to stay in school was Yaxel Lendeborg, who’ll head to Ann Arbor, Mich., after garnering legitimate first-round interest. Lendeborg dominated the AAC last season at UAB, becoming just the fifth player in the last decade nationally to average at least 17 points, 10 rebounds and four assists per game across an entire season. He quickly committed to the Wolverines in the transfer portal, but there were lingering questions of whether he’d actually make it to campus given how much interest he garnered from NBA teams. Spurning the NBA, where he’d almost assuredly have at least gotten a guaranteed contract, was a huge decision with the potential to shake up the Big Ten race.
The fit at Michigan makes a ton of sense. Lendeborg is a different player than 7-footer Danny Wolf, but coach Dusty May can use him in similar ways as a jumbo ballhandler capable of making plays for others as a big. He’s physical enough to play some small-ball center, though the Wolverines have a pair of good ones already in Morez Johnson Jr. and Aday Mara. He won’t be able to overwhelm opponents in the Big Ten with his size and athleticism as easily, but Lendeborg has the skill set and motor to be among the league’s best players. He lifts Michigan into a likely preseason top-10 team.
It had already been a strong offseason for Florida after Thomas Haugh elected to return for his junior season and star portal guards Xaivian Lee (Princeton) and Boogie Fland (Arkansas) committed to the Gators. That said, a huge part of Florida’s national title run in 2024–25 was its frontcourt, and Todd Golden will officially bring back the top four bigs from that squad with potential first-rounder Alex Condon returning to school. Condon will be the Gators’ leading returning scorer and rebounder as he continues his upward trajectory from former Australian Rules Football star into serious NBA prospect. His toughness, versatility and feel for the game make him one of the most effective bigs in the SEC, and as he continues to get more comfortable on the perimeter he could enter the All-American conversation. Condon’s return gives the Gators a legitimate chance to repeat as national champions and positions them as a likely top-five team in the preseason.
The point guard position has been essential to Houston’s dominance over the last half-decade, so getting Milos Uzan back for his senior season is a huge lift as Kelvin Sampson chases that elusive national championship. Uzan was presumed to be turning pro for much of this process, with a replacement lined up by the Cougars in Creighton transfer Pop Isaacs. But after an underwhelming showing at the NBA draft combine, the door cracked open for a potential return for Uzan and he finalized those plans Tuesday morning. Isaacs, who’s represented by the same agency as Uzan, quickly rerouted to Texas A&M, but that’s a trade the Cougars will gladly make. Uzan was phenomenal a season ago, especially as the season wore on. Having three experienced starting-caliber guys in Uzan, Emanuel Sharp and JoJo Tugler back gives Houston the highest floor in the country and a veteran nucleus to help along a loaded freshman class.
Auburn had to wait until decision day to get the final word on Tahaad Pettiford, but the dynamic point guard decided to return despite his strong NBA draft combine performance. After serving as the sixth man on a veteran Auburn team in 2024–25, he’ll step into the spotlight this season and figures to be among the highest-usage players in the SEC and a likely preseason all-conference player. Pettiford was Auburn’s third-leading scorer a year ago despite playing fewer than 23 minutes per game, and he could be positioned to explode as a sophomore with another year of seasoning. Auburn also added a key international piece Wednesday in Filip Jovic, a high-flying big who bolsters the Tigers’ frontcourt and likely is the final major piece of the puzzle for an Auburn team that has totally reshaped its roster this offseason.
Jamir Watkins and RJ Luis Jr. were the two top uncommitted players in the transfer portal heading into the withdrawal deadline, and both players elected to keep their names in the draft. Both profiled as likely options for the Jayhawks to consider after missing on wing options Dame Sarr (Duke) and Darrion Williams (NC State) in recent days. Kansas clearly needs at least one high-level wing option to round out its roster, and options are dwindling. The international market could be an option, as could potential reclassifiers from the 2026 high school class.
Penn State kept Yanic Konan Niederhauser out of the transfer portal after heavy pursuit from other college programs, but his stock surged in May at the G League Elite Camp and NBA draft combine enough for him to make the move to turn pro now. Losing Niederhauser is a massive blow to the Nittany Lions’ hopes of climbing up the Big Ten ladder, especially this late in the process with few options to replace him. The PSU staff’s best bet is likely to hit the international market, but finding a starting-caliber center option at this stage will be difficult (and pricey).
Thomas Sorber had largely closed the door on a return to Georgetown by the time the NBA draft combine came around, but his departure is still a big blow for Georgetown’s hopes of ascending the Big East hierarchy in Ed Cooley’s third year. The Hoyas have upgraded their talent level this spring, especially on the wing, but now are unproven up front with center options like redshirt freshman Julius Halaifonua and St. John’s transfer Vince Iwuchukwu. It wouldn’t be surprising to see them attempt a late splash either in the portal or international markets, but options are dwindling.
It’s tough to call Arkansas a loser after getting Karter Knox back and overall having the most roster continuity in the SEC, but there was some late hope that perhaps star wing Adou Thiero might renege on his plans to turn pro and head back to Fayetteville, Ark. Had that happened, we might have been talking about the Razorbacks as SEC favorites and national title contenders. The Hogs’ roster is still in a good place, but they could use one more bigger wing to push them over the top and the main options available in the portal (Watkins and Luis) both also kept their names in the draft. Still, coach John Calipari will be pleased to have a breakout candidate in Knox back on the wing, as well as starting guard D.J. Wagner and a loaded high school recruiting class.
NIL
New Balance, Men in Blazers to Highlight Soccer Stars in Partnership Deal
New Balance is turning its sights on soccer. The sports brand is partnering with Men in Blazers Media Network, or MIBMN, the largest soccer-focused media country in North America, on a multiyear sponsorship deal. The collaboration will include highlighting global soccer stars with exclusive content and storytelling beginning with the 2025 Club World Cup and […]

New Balance is turning its sights on soccer.
The sports brand is partnering with Men in Blazers Media Network, or MIBMN, the largest soccer-focused media country in North America, on a multiyear sponsorship deal.
The collaboration will include highlighting global soccer stars with exclusive content and storytelling beginning with the 2025 Club World Cup and building to the 2026 Men’s World’s Cup. Among those that will be featured are new Balance athletes Bukayo Saka (Arsenal FC), Tim Weah (Juventus), Eberechi Eze (Crystal Palace), Jeremie Frimpong (Bayer Leverkusen), Endrick (Real Madrid), Michelle Cooper (Kansas City Current), Jordyn Huitema (Seattle Reign FC), Sadio Mané (Al Nassr) and James Rodríguez (Club Leon).
In addition, starting this summer, the two companies will host a series of live events across the U.S., beginning with a pop-up experience in New York City on June 14 celebrating FC Porto’s participation in the Club World Cup. That afternoon, MIBMN will host a ticketed live show with conversation around the sport, Porto, the players and how the game is growing in the U.S.
“This is a game-changing deal for us at the Men in Blazers Media Network ” said Roger Bennett, chief executive officer and founder of MIBMN. “We have long admired the joy and quality New Balance embodies as a brand, and so this opportunity to partner and story-tell in such a multilayered way across our platforms is essentially why we exist. New Balance has such an inspirational roster of players. To film with them, and articulate their journeys will bring a depth of meaning to so many fans across the world, especially as we charge toward the biggest global football events in 2026 and 2027. We know football is at its best when it transcends football and to work at this scale, with a brand as human as New Balance will allow us to do that in a way we have longed dreamed of.”
As part of the deal, MIBMN’s broadcasters, including Sam Mewis and Herculez Gomez, will wear New Balance during interviews and live shows.
“We are thrilled to welcome the Men in Blazers team into our soccer branding strategy,” said Chris Davis, chief marketing officer and brand president at New Balance. “Rog and the team are world-class storytellers in the realm of sport and culture, and are perfectly positioned to engage our growing soccer fanbase throughout the U.S. – especially as we look forward to hosting on a global stage in 2025 and 2026. They’re a partner that embodies our fun brand personality with authenticity.”
Ahead of the events in 2026, MIBMN will launch “The Craft,” a six-part interview series hosted by Bennett, that will offer a behind-the-scenes look at New Balance athletes such as Saka and will explore their challenges and triumphs on their road to success. It will be available across social media, YouTube and other platforms.
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