NIL
Five ways Covid

Several US sports leagues, including MLB and the National Hockey League (NHL), also opened up new inventory on team uniforms to help franchises rebuild their sponsorship revenue and offer further value to partners.
More pertinently, though, many sports realised that they were sitting on digital and social media assets that would enable their sponsors to engage with their fans in more innovative, creative ways while events either weren’t taking place or happening behind closed doors.
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If ‘force majeure’ was the most-searched term in sponsorship contracts during Covid-19, then ‘make good’ will have been among the most used in the industry.
1. An evolution of the rights holder-sponsor relationship
Some of those sectors remain more active than others, but few have made as big a splash in sports sponsorship than the cryptocurrency category. The industry was responsible for deals cumulatively worth hundreds of millions of dollars in the years immediately after the pandemic, only for a large chunk of those to collapse when FTX slipped into bankruptcy.
Influencers might now feel like an accepted part of the sports ecosystem, but the role Covid played in thrusting them further into the limelight shouldn’t be underestimated.
Some influencers have launched their own brands which have used sports sponsorship to boost their awareness and grow credibility, while others continue to sell out huge venues for exhibition boxing bouts and soccer matches that have been watched by millions around the world.
“Some brands have maintained a strong commitment to purpose-driven initiatives, recognising the long-term brand equity they generate, while others have shifted focus back to performance-driven metrics and commercial objectives,” he continues.
According to Matt House, the chief executive of sports marketing agency SportQuake, what brands expect from their partnerships has therefore changed.
For example, Brazilian streamer Ibai Llanos launched the Fifa 20 LaLiga Santander Challenge, which was watched by more than one million viewers and won by then-Real Madrid player Marco Asensio.
Virtual competitions held in place of in-person events created some opportunities for new and existing sponsors, but months went by where only a handful of new deals were announced as brands waited for more certainty around when things would return to normal.
To that end, it’s been no surprise to see an increasing number of sports properties investing in fan data platforms or partnering with specialists who can enable them to show brands that they can reach their target audience by partnering with them.
While many brands chose to stand by their partners, perhaps wary of the optics of walking away from a sport in its hour of need, others spied an opportunity to make use of infamous ‘force majeure’ clauses, allow contracts to wind down quietly without renewing, or withhold payments if seasons were not completed.
2. Crypto headlines emerging digital-first sponsorship categories
From a marketing standpoint, brands swiftly realised that a pandemic wasn’t the time for them to be parading their products in front of consumers or making a lot of noise about their sponsorships.
By this point, event cancellations and suspensions were very much the norm, with the health crisis already putting domestic sports seasons, globe-trotting series and international tournaments on hold.
“Brands are exhibiting a heightened focus on measuring return on investment or return on objectives,” he explains. “There is an increased need to demonstrate tangible outcomes, such as increased brand awareness, purchase intent, and direct customer acquisition.
To illustrate just how much things have moved on, a recent study from Relo Metrics found that social media accounted for 54 per cent of Major League Soccer’s (MLS) sponsor media value in 2024, as well as 41 per cent for the Women’s National Basketball Association (WNBA) and 32 per cent for the National Basketball Association (NBA).
Even as sport enters a new era of marketing, House believes there’s still room for a balance.
Perhaps emboldened by the success of those one-off events, a more recent trend has seen creators help launch new sports properties such as Kings League and Baller League. With influencers at the heart of the action, quirky rules, and streaming-first distribution, they have already been able to secure sponsorships from major brands seeking to engage with their youthful audience.
Instead, this was a time for sponsors to show that they were suffering with their consumers, and several launched charitable campaigns where they could organically contribute to their communities.
“It will be interesting to see what potential impact the Trump government stance might have on this type of spending, particularly in the key US sports market and beyond.”
House points out that sponsors now want “unique marketing rights” that help them stand out and deliver against their brand objectives. Today, in a world where more content is being distributed across streaming and social platforms and some younger audiences primarily engage with sports on apps like TikTok, rights holders are carving out packages containing assets better suited to their partners’ needs.
While already an emerging trend prior to Covid-19, influencer marketing became a crucial medium through which brands could engage with their consumers during the pandemic.
In sport, the shift to online formats gave internet personalities an opportunity to further boost their profile by collaborating with professional athletes.
3. ‘Make goods’ stand the test of time as Covid accelerates shift to digital activation
Faced with significant revenue holes to plug, sports rights holders swiftly turned to new categories both during and in the immediate aftermath of the pandemic in the hope of generating additional sponsorship income.
While the health crisis created significant challenges for companies in more traditional sponsorship sectors like travel, several digital-first brands were able to prosper because of their ability to meet the changing needs of consumers now living in lockdown.
As House puts it, crypto has experienced “a rollercoaster ride from boom to bust and back again”.
That format was recreated across multiple sports as fans became increasingly familiar with streaming platforms like Twitch and the individuals regularly broadcasting to hundreds of thousands of engaged followers.
Plus, with more digital-first and high-growth technology brands investing in sports sponsorship, activations have evolved and range from online content series and branded metaverse experiences to challenges around digital collectibles and trophies generated using artificial intelligence (AI).
Half a decade later, SportsPro picks out five ways the pandemic reshaped the sector – and which trends have endured.

The pandemic, alongside the civil unrest in North America sparked by the police killing of George Floyd, meant consumers were now looking for brands to stand for something, which led to a rise in purpose-driven marketing as sponsors looked to partner with socially conscious sports which could help them tell their story.
“While traditional marketing rights and assets remain crucial, digital and social media have become more integral to sponsorship activations,” he adds. “Experiential activations, amplified by digital and social, are also enjoying a comeback, showcasing the power of hybrid engagement models – like Nike’s recent activation with the London Eye.”
The rest, as they say, is history. Fast forward to today and creators have only become more influential in sports marketing.
The Covid-19 pandemic decimated the revenues of sports rights holders unable to fulfil their contractual obligations. At the time, Two Circles predicted that global sports sponsorship rights fees would fall by US billion in 2020, a drop of 37 per cent compared to the previous year.
4. Online formats and the mainstreaming of influencers
Despite its challenges, crypto is now an established sponsorship category in sports (Image credit: Getty Images)
On this day five years ago, the Rugby Football Union (RFU), Ladies Professional Golf Association (LPGA) and the World Snooker Tour (WST) were among the sports organisations to postpone or cancel events in response to the coronavirus pandemic.
No events meant no exposure for sponsors. Sports properties were forced to think on their feet about how to deliver value to their partners. And, as time went on, it led to calls for a rethink of how the sports sponsorship and marketing industry operates.
If Covid taught sports properties anything, then, it was that they needed to be more flexible to accommodate the evolving requirements of their partners.
However, as the world moves on from the pandemic, purpose has become less of a priority for brands shifting back towards performance marketing, particularly against the backdrop of an increasingly fractured political landscape.
In August 2020, IEG reported that US billion in sponsorship value needed to be made up, equal to more than 50 per cent of rights fees paid for that year. Indeed, the pandemic forced rights holders to find other ways to compensate partners for lost exposure and engagement, including through visibility during hastily arranged esports tournaments and virtual fan events.
While that is undoubtedly positive, macroeconomic headwinds mean brands are likely being more selective about where they deploy their sponsorship and marketing budgets, meaning measurement can no longer be an afterthought for rights holders.
5. Purpose comes and goes as priorities shift
“Crypto’s intersection with financial services and digital marketing suggests it could become a scaled sponsorship category akin to online sports betting, which went from being non-existent in 2004 to one of the top five spenders in sports sponsorship by 2024,” he adds.
“However, its future growth will depend on mainstream adoption and regulatory landscapes.”
Some rights holders, like Major League Baseball (MLB), made the best of games being played behind closed doors by replacing empty seats with sponsor branding. In many cases, that was delivered through virtual advertising technology, which has achieved much wider adoption in the wake of the pandemic.
“One key shift has been the greater use of first-party data, allowing brands to drive more targeted and measurable acquisition strategies.”
FTX’s demise – and so-called ‘crypto winter’ periods marked by a downturn in currency values and trading activity – reset sport’s relationship with the category. But the industry has shown signs of recovery over the last 18 months, with SportQuake tracking 22 deals between crypto businesses and rights holders up to late February, compared to 18 in the same period last year.
Previously unheard-of online car marketplaces such as Cazoo and Cinch and food delivery services like Uber Eats, Deliveroo and Getir moved swiftly to cement their brands in the minds of sports fans. There was also a notable increase in activity from companies specialising in areas such as video conferencing, cybersecurity, health tech, cashless payments and ecommerce.
Covid accelerated the rise of already popular streamers like Ibai Llanos (pictured above, left), who is now a prominent figure in Gerard Pique’s Kings League (Image credit: Getty Images)
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Chiefs Stadium Deal Is Insane
stl.pony said:
Feel like it’s largely being paid for by sales tax the new stadium development will generate.
Not in finance, so someone should absolutely check my math/analysis on this.
State of Kansas has an 8.25% sales tax. For the sales tax to generate 3 billion, the total sales would need to be about 36 billion. According to this article the Royals stadium and Arrowhead stadium collectively generate 55 million a year in tax revenue. (Don’t know what the analysis is to produce that; admit it could be wrong.) If you round it up to 60 million a year, the break even point is 600+ years.
If you take the numbers the Chiefs put out, 1 billion in economic impact for the region and 29 million in tax revenue per year. The break even point from tax revenue would be 1800 years?
I don’t know what is considered the region for the economic impact evaluation and how that changes based on if the stadium is on the Missouri side or the Kansas side of Kansas City. I also remember reading a report about the state fair of Texas that claimed that events like the state fair and sporting events don’t necessarily generate additional economic activity in a region, it just concentrates it into the event rather the wider community. (Admittedly, that could mean more tax revenue for one city in the region over another.) In my layperson’s opinion, a sports stadium deal like this doesn’t seem to be as smart of a decision as offering economic incentives to a Toyota or other non-entertainment business to move to your city.
NIL
Michigan urged to hire SEC coordinator over head coaches to replace Sherrone Moore
As Michigan’s coaching search drags on, some overlooked possibilities could be floating back to the forefront. After apparently striking out on established head coaches like Kenny Dillingham and Kalen DeBoer, one SEC coordinator is exactly such a possibility for the Wolverines.
In a recent episode of Andy and Ari On3, Andy Staples and Ari Wasserman pointed out that the current coaching carousel has been virtually obsessed with established head coaches. Kentucky hired Oregon offensive coordinator Will Stein as its next coach, but otherwise, schools have passed on coordinators in favor of coaches with head coaching experience.
Both Staples and Wasserman singled out Georgia defensive coordinator Glenn Schumann as a strong coaching possibility who Michigan should consider. “Why hasn’t he been in the conversation,” asked Wasserman. “He’s been intereviewed by schools, they just haven’t hired him,” noted Staples. “Normally, multiple coordinators would have either gotten these jobs or been finalists for these jobs.”
“If I were Michigan, I would hire Schumann over all the others,” said Wasserman. “I feel like if you’re Michigan, you want to get the guy that reshapes how you do things. It’s not that Jedd Fisch wouldn’t or Jeff Brohm wouldn’t….Don’t you want to go get the younger coordinator from Georgia who recruits his ass off and has been around big builds and has he defense playing like this at the right time and try to build you program around that?”

Schumann is only 35 years old, but has spent the last 17 seasons with either the Alabama or Georgia programs. He went to Alabama to be a student assistant coach under Nick Saban, then moved up to graduate assistant and then to Director of Football Operations.
When Kirby Smart left Alabama to take the Georgia head coaching job, Schumann went with him. First, he was the inside linebacker coach. In 2019, he added co-defensive coordinator to his responsibilities and ahead of 2024, he became the sole defensive coordinator
Georgia has historically been a very aggressive big-play-oriented defense, but Schumann has helped remake them on the fly. In 2025, the Bulldogs have held opponents to 15.9 points per game, second in the SEC, despite being near the bottom of the conference standings in sacks (tied for last), tackles for loss (next to last), and turnovers forced (13th).
Schumann was considered in 2023 for the Philadelphia Eagles defensive coordinator role, but hasn’t been significantly linked with another collegiate job. Despite his relative youth, his experience inside two of the foremost college football dynasties of recent vintage makes him an intriguing possibility, should Michigan decide to take a chance.
NIL
No easy fix for what ails college football, but it’s still fun
As much as the state of college athletics these days drives people to distraction, coaches and administrators don’t have many options.
So, you don’t like players being paid? You don’t like players have the ability to transfer to another program anytime they choose? You don’t like lawyers and agents raking in huge amounts of cash? What can unhappy fans do about it?

You can stop supporting your favorite program. You can stop going to games or even watching games. If enough people do that, what they will accomplish is making it more difficult for their favorite programs to win. They will change nothing.
Despite all of it, coaches are expected to win. Athletics directors are expected to provide the resources for them to win. They have no choice but to play the game with the rules – or lack thereof – in place today.
Is it out of control? Of course it is, in football and basketball. Will there be efforts to mitigate the damage that is being done to the sports so many love? There will be. Will they be successful? Maybe, but so far we’re not seeing it. Yet, TV ratings are higher than ever. Stadiums are filled. It’s still fun, which is what it was always meant to be.
For sure, there are some misconceptions out there.
Players, in fact, can and do sign contracts. There is nothing to keep them from signing multi-year contracts, but those are iffy for both sides. Maybe a player turns out not to be worth what he is being paid. Or maybe he turns out to be worth more than he’s being paid.
None of this is simple. It is further complicated by agents who are neither qualified nor interested in much anything beyond making money for themselves.
Maybe, one day, someone will find a solution. Maybe Congress will step in and help, though there has been no indication that is close to happening.
Players and coaches are better-trained, better-informed and more knowledgeable than they have ever been. Players are not the spoiled, entitled young men they are accused of being. They are being pulled in all sorts of directions by family, agents, boosters and others with agendas of their own.
Almost every effort to find common ground has blown up.
The December signing period was meant to give players who had made up their minds opportunities to get the recruiting process over with. Previous to that move, it was rare for players to graduate early and enroll in time for spring practice. Now, it’s what every coach wants and most players want.
NIL was supposed to be about players having opportunities to earn spending money, maybe even get a car. It was never meant to make anybody wealthy. Along came collectives, and that changed.
Penalty-free transfers were supposed to be about players having opportunities to go in search of more playing time. Instead, added to NIL, it become a monster. Without penalty-free transfers, things would be different today.
For now, if people let this destroy their love for the game, they are letting the forces of chaos win. It’s still college students – yes, they are students – playing football. And they pay a fearsome price in blood, sweat and mental challenges to do it.
Once the portal has opened and closed and rosters begin to be set, things will calm down. The focus will return to where it should be, on those who play the game and the season ahead.
***
To all of you who do us the honor of coming here to read and comment and debate, and to Ron Sanders, Nathan King, Christian Clemente, Jason Caldwell and Patrick Bingham, my valued colleagues, I wish joy, peace and love on this day.
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Oregon Ducks Could Steal Another Transfer Portal Player From USC Trojans
The Oregon Ducks are in the middle of what hopes to be a memorable run to the National Championship after beating the James Madison Dukes 51-34 in the first round of the College Football Playoff at Autzen Stadium on Saturday.
But with the way the transfer portal calendar works, the coaching staff is still having to do its due diligence when it comes to targeting new additions for next year’s roster.

The Ducks have already been connected to some notable portal players, including Arizona State quarterback Sam Leavitt. More names will certainly be added to the list in the coming weeks, but one interesting player could be joining the mix.
Per reports from On3’s Pete Nakos, Oregon is a potential team to watch for USC Trojans defensive lineman Devan Thompkins. He spent the past three years with the Trojans and
This mirrors what Oregon did last offseason with defensive lineman Bear Alexander, who spent the 2023 and ’24 seasons at USC before transferring to Eugene. This proved to be a
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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Alexander, who played his freshman season with the Georgia Bulldogs before joining USC, has already confirmed that he will be returning to Oregon for the 2026 season.
“I prayed for this moment. Grateful beyond words to be back on the field. Every doubt, every setback, every hard day led me back here. I am truly thankful for my staffs commitment to my growth both personally and professionally. Stepping back onto this field felt like breathing again and I’m forever grateful. Being away from the game last year was tough, I really missed this more than I can explain. Thankful for the strength, support, and grace that brought me back to this point in my life with all my dreams within reach,” wrote Alexander onto social media.
Alexander posted 45 total tackles and one sack during the regular season with Oregon. In his second-career CFP game against James Madison on Saturday, he had four total tackles (two solo).

As for Thompkins, it’s a bit too early to know which team he will end up choosing, as the portal is set to open on Jan. 2 after the College Football Playoff Quarterfinals.
However, if he does end up choosing Oregon, the Ducks would be getting an experienced player on the defensive line while simultaneously snagging him away from a Big Ten rival.
This past season, Thompkins had 31 total tackles (18 solo), three sacks, one forced fumble and two pass breakups. He had 4.5 career sacks in three seaons with the Trojans.
But before looking too far ahead when it comes to the portal, the Ducks will look to keep their championship hopes alive on New Year’s Day at the Orange Bowl in Miami against the Texas Tech Red Raiders.
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Report: Terry Smith’s lack of FBS head coaching prevented him from landing Penn State job
Despite being one of the first major Power Four openings following the Oct. 12 firing of James Franklin six games into the season, Penn State was without a full-time head football coach for 58 days until Iowa State‘s Matt Campbell was formally hired on Dec. 5.
During the two-month-long coaching search, more than 10 candidates — from Alabama‘s Kalen DeBoer to Nebraska‘s Matt Rhule — were reportedly mentioned in connection to the Nittany Lions opening, even if most were never serious options. Several of those candidates — Rhule, Indiana‘s Curt Cignetti and BYU‘s Kalani Sitake — received lucractive contract extensions just for being mentioned in connection to Penn State.
In the meantime, longtime assistant and interim head coach Terry Smith did his best to pick up the pieces of the once-promising season and closed out on a three-game win streak to secure bowl eligibility for Penn State (6-6). That late-season surge helped boost support for Smith to be promoted to full-time head coach, especially among current and former players.
During Penn State’s victory over Rutgers, multiple players held up signs that read, “Hire Terry Smith,” which showed the amount of support the veteran coach had built within the program. Former PSU star Michael Robinson also advocated for Smith to get the top job.
Terry Smith on support from PSU alumni: ‘It means everything’
“It means everything,” Smith said in late November. “Obviously, the support that the lettermen are giving me, especially Michael Robinson doing that, obviously it means we’re doing something right. Just trying to create a culture for our team to play hard, play tough, and for our fans to get behind us and support us and stay in our corner.”
Smith, a four-year letter winner between 1987-91 under legendary head coach Joe Paterno, was ultimately retained and will return as the associate head coach under Campbell. But the lengthy search left many wondering why the 56-year-old alum and longtime associate head coach wasn’t given more serious consideration.
Turns out Smith was a “legitimate candidate,” according to a detailed report from ESPN’s Adam Rittenberg, Max Olson and Eli Lederman released on Christmas Eve. The ESPN report revealed Smith was among five candidates that actually interviewed with PSU athletic director Pat Kraft, though he “ultimately lacked the FBS head coaching experience Penn State desired.”
Of course, prior to his interim gig this season, Smith has never led his own collegiate football program. The former collegiate receiver nicknamed “Superfly” has served as the Nittany Lions’ cornerbacks coach since 2014, adding the title of assistant head coach two years later in 2016 before becoming the associate head coach in 2021. Given that wealth of experience, Smith was a priority for Campbell and Penn State, which reportedly made him college football’s highest-paid non-coordinator, according to NFL insider Jordan Schultz.
NIL
Kaleb Glenn gives perfect example of how NIL can be used the right way
Tom Izzo has been vocal about disliking the direction in which college athletics are headed, and it has a lot to do with the transfer portal and the crazy NIL deals that players are signing.
Some college athletes are making more than professionals and that irks Izzo. He also thinks that it’s doing these athletes a disservice. He’s not against NIL, if it’s used correctly.
Izzo has to love what Kaleb Glenn is doing with his NIL money, however.
Huge shout out to Kaleb Glenn, a @MSU_Basketball player and native Louisvillian, who donated $5,000 of his NIL proceeds to our Hardship to Hope effort.
Thank you, Kaleb, for giving back to our community and for setting such a great example! ♥️#UnitedIsTheWay pic.twitter.com/rj6hgnmkFZ
— Metro United Way (@MetroUnitedWay) December 23, 2025
Glenn donated $5,000 to his local United Way for their Hardship to Hope effort over the holiday break, and that’s something that no one told him to do, but he wanted to give back. Glenn is from Louisville, so he’s giving back to his hometown’s United Way. That’s exactly why NIL can be a good thing because these players want to be able to give back.
The FAU transfer hasn’t even played a game this season, but he’s now the second Spartan that has done charity work during the holidays (at least publicly).
Earlier this month, Trey Fort provided food at a local food bank for people in need. Izzo has built a program of players who are willing to give some of their hard-earned NIL money back. That’s something that not a lot of programs have.
Tom Izzo has assembled a roster of OKGs
Not often does it feel like all the players on a team are great for the program, but you can just tell that Michigan State’s roster is full of “OKGs”, as Izzo calls them.
Jeremy Fears Jr. is one of the best leaders that Izzo has ever coached, Jaxon Kohler has turned into a great leader, too, Carson Cooper and Coen Carr have also grown into that role, the freshmen seem to be learning quickly, and the transfers are doing charity work left and right.
The entire team feels like a perfect Izzo mold.
Rarely has Izzo had guys who didn’t buy into his culture or sense of family, but this year’s team seems to be exactly what he hoped for — much like last year’s squad.
We’ll see if this pays off with a run at a national title.
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