Change is the order of the day in college football, whether it be NIL, the transfer portal, conference realignment, the expansion of the playoff to 12 and possibly 16 teams, and the future prospect of directly paying players.

While scores of fans and purists see a distortion of the game they love and its tradition, USC coach Lincoln Riley thinks opportunity is right around the corner.

“There are some changes that we’ve all just gotta accept, because it’s just part of it right now,” Riley said in comments to Always College Football.

“Obviously that continues to move, and we’ll see how it evolves. But I think any door that closes, there’s also a new, really exciting door that’s getting opened.”

He added: “I think we can still love what was in the past, but let’s don’t miss that there’s some pretty cool things happening right in front of our faces right now that we’re kind of all in the forefront of.”

Riley’s comments come against the backdrop of a Sports Illustrated report that USC’s rivalry series against Notre Dame could be “on the brink of ending” as the schools don’t have a contract in place to play again after the 2025 football season.

Riley himself addressed the possibility of USC no longer playing Notre Dame in comments last offseason, noting that schools have to adapt to the current incentives.

Losing a historic rivalry like that, which is set to turn 100 next season, is another stark reminder of the very strict conditions that schools have to work in in a new environment where playoff selection, and appeasing the CFP committee, is king.

But even if other rivalry games may be the cost we pay for college football’s changes, other interesting series will result from it, Riley assures fans.

“If you love college football, then are you going to scroll on your TV past USC-Ohio State? No, you’re not,” he said.

“All of these things have to start somewhere. Is there some change that I understand people are having a hard time coming to grips with? Sure. I get it. But the alternative is pretty darn good. It’s creating some incredible matchups.”

He added: “Our sport’s in a great place. We still have one of the greatest products in the greatest sport in the world. Let’s don’t forget that.”

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NIL partnerships are best when they fit with the traits of the college sports star promoting them.

Some capitalize off their unique name, be it their own or a famous family heritage. Waterboys even landed deals with leading beverage manufacturers.

That frenzy during the NCAA college basketball tournament was a great reminder of the expansive landscape of name, image, and likeness.

While the majority of the NIL conversation focuses on college football and basketball players, college baseball stars are securing lucrative deals too.

Georgia Bulldogs pitcher Kolten Smith and TCU Horned Frogs pitcher Kaden Smith are the latest to land a perfect NIL campaign that highlights their sibling rivalry and love for the sport.

Ace junior pitcher Kolten Smith hails from Ocala, Fl., as does his freshman pitcher brother Kaden Smith, as they reach their dreams to pitch at the Division 1 level.

While their college baseball paths took them to separate states, the Bulldogs and Horned Frogs pitchers landed a perfect NIL deal for their strong sibling bond.

No Rivals, a hat company focused on changing the collegiate apparel industry, is partnering with the brothers in a campaign that celebrates their sibling and school pride and the rivalry only siblings can share—making it an apt brand name.

Both siblings selected their favorite hats from the fresh new line that is looking to promote athlete authenticity with bold, collegiate-forward fashion.

Kolten Smith posted a reel on Instagram to launch the new deal with Kaden.

He also spoke in a press release about how grateful he was for the opportunity to have an NIL deal alongside his brother.

“Getting to do this with my little brother is special,” said Kolten Smith. “We’ve always competed growing up, but now we’re rocking different schools and different hats—so it’s a win for the family.”

Co-Founder and CEO of No Rivals, Nick Hight, explained why the duo embodies the idea behind the brand.

“Working with Kolten and Kaden represents exactly why we started No Rivals,” Hight said. “They bring authenticity, school pride, and brotherhood to the campaign, and it’s the perfect fit as we stake our claim in collegiate licensing. We’re excited to bring fans the best hats in the game — both in quality and personality.”

The Smith brothers are a strong example to emulate in the NIL space, showing the importance of personal branding and resonating with partners.