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Grassroots Sports and the New Marketing Playbook

For decades, Indian sports marketing has been dominated by a familiar formula- big names, bigger stadiums, and astronomical sponsorship deals. Cricket, of course, sat at the centre of it all. If you were a brand looking to be seen, you found your way to an IPL team jersey or a primetime TV slot. But beneath […]

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Grassroots Sports and the New Marketing Playbook

For decades, Indian sports marketing has been dominated by a familiar formula- big names, bigger stadiums, and astronomical sponsorship deals. Cricket, of course, sat at the centre of it all. If you were a brand looking to be seen, you found your way to an IPL team jersey or a primetime TV slot. But beneath this glitzy surface, a quieter movement has been gaining ground; grassroots sports, once seen as the less privileged cousin of professional leagues, are fast becoming the new playground for marketers looking to build real, lasting connections.

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How This Shift is Beyond CSR

Supporting local sports is no longer a token CSR initiative; it’s emerging as a smart, scalable strategy for long-term brand building. What began as a way to “give back” is now a calculated investment, as hyperlocal tournaments in football, kabaddi, athletics, and kho-kho start drawing dedicated audiences through digital platforms.

A report by GroupM ESP notes that non-cricket sports sponsorships in India crossed ₹2,000 crore in 2023, a sign of growing diversification in the sports marketing mix. And while elite leagues like the Pro Kabaddi League and ISL are gaining ground, it’s the raw, unpolished, deeply rooted appeal of grassroots competitions that brands are beginning to chase. Take Hero MotoCorp, for example. Beyond its involvement in the Indian Super League (ISL), the brand has actively backed school-level and regional football tournaments through its partnership in the Mission XI Million initiative, which reached over 11 million kids across the country.

Tech Meets Turf

The real game-changer driving this shift has been technology. Remote production, affordable live-streaming setups, and smartphone penetration have democratised visibility. A district kabaddi final can now be broadcasted on YouTube, while school-level cricket matches trend locally on Instagram reels. Moreover, there are special streaming platforms for lesser-known sports and youth competitions, helping overcome this visibility gap. What was once out of sight, and therefore out of mind for marketers, is now being watched, shared, and talked about in real-time.

The Social Currency of the Athlete-Creator

In small towns across India, young athletes double up as content creators, capturing behind-the-scenes footage, workout routines, and match highlights on social media. These aren’t polished influencers with brand managers; they’re relatable, self-made local heroes, and their influence is both personal and powerful. For marketers, that translates to an opportunity to build brand loyalty through authentic, user-generated narratives.

Smaller Budgets, Bigger Impact

A single IPL team sponsorship can run upwards of ₹100 crore. In contrast, sponsoring multiple district tournaments, installing turf grounds, or equipping a local girls’ football team might cost under ₹10 lakh, but it builds brand equity at a grassroots level, where recall and gratitude run deep.

It’s not just about spending, it’s about staying power. A logo on a jersey worn proudly in a village tournament, a water station at a school athletics meet, or travel support for a promising kabaddi player builds associations that last far longer than a 30-second TV ad.

Perhaps the most underrated strength of grassroots sports is emotional proximity. In small-town India, a local player’s win is the community’s win. The cheers are louder, the pride is personal, and the memories linger. Brands that embed themselves in this ecosystem are remembered and not just seen.

As India’s sporting landscape diversifies and digitises, the marketing spotlight is moving away from stadiums and screens, and towards school playgrounds, community fields, and neighbourhood leagues. The future of sports marketing in India won’t be built on celebrity alone; it will be built on connection.

(Views are personal)

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NIL promises made to recruits, now coaches wait for key decision to learn whether they can keep them

Uncertainty over a key element of the $2.8 billion NCAA antitrust settlement that is reshaping college sports has placed recruiters on a tightrope. FILE – Ohio State head coach Ryan Day looks on before the College Football Playoff national championship game against Notre Dame, Jan. 20, 2025, in Atlanta. (AP Photo/Jacob Kupferman, File)(AP/Jacob Kupferman) FILE […]

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Uncertainty over a key element of the $2.8 billion NCAA antitrust settlement that is reshaping college sports has placed recruiters on a tightrope.


FILE – Ohio State head coach Ryan Day looks on before the College Football Playoff national championship game against Notre Dame, Jan. 20, 2025, in Atlanta. (AP Photo/Jacob Kupferman, File)(AP/Jacob Kupferman)

LAS VEGAS (AP) — Next week, college football coaches can put the recruiting promises they have made to high school seniors on paper.

Then the question becomes whether they can keep them.

Uncertainty over a key element of the $2.8 billion NCAA antitrust settlement that is reshaping college sports has placed recruiters on a tightrope.

They need clarity about whether the third-party collectives that were closely affiliated with their schools and that ruled name, image, likeness payments over the first four years of the NIL era can be used to exceed the $20.5 million annual cap on what each school can now pay players directly. Or, whether those collectives will simply become a cog in the new system.

Only until that issue is resolved will many coaches know if the offers they’ve made, and that can become official on Aug. 1, will conform to the new rules governing college sports.

“You don’t want to put agreements on the table about things that we might have to claw back,” Ohio State coach Ryan Day explained at this week’s Big Ten media days. “Because that’s not a great look.”

No coach, of course, is going to fess up to making an offer he can’t back up.

“All we can do is be open and honest about what we do know, and be great communicators from that standpoint,” Oregon’s Dan Lanning said.

Aug. 1 is key because it marks the day football programs can start sending written offers for scholarships to high school prospects starting their senior year.

This process essentially replaces what used to be the signing of a national letter of intent. It symbolizes the changes taking hold in a new era in which players aren’t just signing for a scholarship, but for a paycheck, too.

Paying them is not a straightforward business. Among the gray areas comes from guidance issued earlier this month by the newly formed College Sports Commission in charge of enforcing rules involved with paying players, both through the $20.5 million revenue share with schools and through third-party collectives.

The CSC is in charge of clearing all third-party deals worth $600 or more.

It created uncertainty earlier this month when it announced, in essence, that the collectives did not have a “valid business purpose.” if their only reason to exist was ultimately to pay players. Lawyers for the players barked back and said that is what a collective was always met to be, and if it sells a product for a profit, it qualifies as legit.

The parties are working on a compromise, but if they don’t reach one they will take this in front of a judge to decide.

With Aug. 1 coming up fast, oaches are eager to lock in commitments they’ve spent months, sometimes years, locking down from high school recruits.

“Recruiting never shuts off, so we do need clarity as soon as we can,” Buckeyes athletic director Ross Bjork said. “The sooner we can have clarity, the better. I think the term ‘collective’ has obviously taken on a life of its own. But it’s really not what it’s called, it’s what they do.”

In anticipating the future, some schools have disbanded their collectives while others, such as Ohio State, have brought them in-house. It is all a bit of a gamble. If the agreement that comes out of these negotiations doesn’t restrict collectives, they could be viewed as an easy way to get around the salary cap. Either way, schools eyeing ways for players to earn money outside the cap amid reports that big programs have football rosters worth more than $30 million in terms of overall player payments.

“It’s a lot to catch up, and there’s a lot for coaches and administrators to deal with,” Big Ten Commissioner Tony Petitti said, noting the terms only went into play on July 1. “But I don’t think it’s unusual when you have something this different that there’s going to be some bumps in the road to get to the right place. I think everybody is committed to get there.”

Indiana coach Curt Cignetti, whose program tapped into the transfer portal and NIL to make the most remarkable turnaround in college football last season, acknowledged “the landscape is still changing, changing as we speak today.”

“You’ve got to be light on your feet and nimble,” he said. “At some point, hopefully down the road, this thing will settle down and we’ll have clear rules and regulations on how we operate.”

At stake at Oregon is what is widely regarded as a top-10 recruiting class for a team that finished first in the Big Ten and made the College Football Playoff last year along with three other teams from the league.

“It’s an interpretation that has to be figured out, and anytime there’s a new rule, it’s how does that rule adjust, how does it adapt, how does it change what we have to do here,” Lanning said. “But one thing we’ve been able to do here is — what we say we’ll do, we do.”

___

AP college sports: https://apnews.com/hub/college-sports

Copyright
© 2025 The Associated Press. All rights reserved. This material may not be published, broadcast, written or redistributed.



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NIL promises made to recruits, now coaches wait for key decision to learn whether they can keep them | Football

LAS VEGAS (AP) — Next week, college football coaches can put the recruiting promises they have made to high school seniors on paper. Then the question becomes whether they can keep them. Uncertainty over a key element of the $2.8 billion NCAA antitrust settlement that is reshaping college sports has placed recruiters on a tightrope. […]

Published

on


LAS VEGAS (AP) — Next week, college football coaches can put the recruiting promises they have made to high school seniors on paper.

Then the question becomes whether they can keep them.

Uncertainty over a key element of the $2.8 billion NCAA antitrust settlement that is reshaping college sports has placed recruiters on a tightrope.

They need clarity about whether the third-party collectives that were closely affiliated with their schools and that ruled name, image, likeness payments over the first four years of the NIL era can be used to exceed the $20.5 million annual cap on what each school can now pay players directly. Or, whether those collectives will simply become a cog in the new system.

Only until that issue is resolved will many coaches know if the offers they’ve made, and that can become official on Aug. 1, will conform to the new rules governing college sports.

“You don’t want to put agreements on the table about things that we might have to claw back,” Ohio State coach Ryan Day explained at this week’s Big Ten media days. “Because that’s not a great look.”

No coach, of course, is going to fess up to making an offer he can’t back up.

“All we can do is be open and honest about what we do know, and be great communicators from that standpoint,” Oregon’s Dan Lanning said.

Aug. 1 is key because it marks the day football programs can start sending written offers for scholarships to high school prospects starting their senior year.

This process essentially replaces what used to be the signing of a national letter of intent. It symbolizes the changes taking hold in a new era in which players aren’t just signing for a scholarship, but for a paycheck, too.

Paying them is not a straightforward business. Among the gray areas comes from guidance issued earlier this month by the newly formed College Sports Commission in charge of enforcing rules involved with paying players, both through the $20.5 million revenue share with schools and through third-party collectives.

The CSC is in charge of clearing all third-party deals worth $600 or more.

It created uncertainty earlier this month when it announced, in essence, that the collectives did not have a “valid business purpose.” if their only reason to exist was ultimately to pay players. Lawyers for the players barked back and said that is what a collective was always met to be, and if it sells a product for a profit, it qualifies as legit.

The parties are working on a compromise, but if they don’t reach one they will take this in front of a judge to decide.

With Aug. 1 coming up fast, oaches are eager to lock in commitments they’ve spent months, sometimes years, locking down from high school recruits.

“Recruiting never shuts off, so we do need clarity as soon as we can,” Buckeyes athletic director Ross Bjork said. “The sooner we can have clarity, the better. I think the term ‘collective’ has obviously taken on a life of its own. But it’s really not what it’s called, it’s what they do.”

In anticipating the future, some schools have disbanded their collectives while others, such as Ohio State, have brought them in-house. It is all a bit of a gamble. If the agreement that comes out of these negotiations doesn’t restrict collectives, they could be viewed as an easy way to get around the salary cap. Either way, schools eyeing ways for players to earn money outside the cap amid reports that big programs have football rosters worth more than $30 million in terms of overall player payments.

“It’s a lot to catch up, and there’s a lot for coaches and administrators to deal with,” Big Ten Commissioner Tony Petitti said, noting the terms only went into play on July 1. “But I don’t think it’s unusual when you have something this different that there’s going to be some bumps in the road to get to the right place. I think everybody is committed to get there.”

Indiana coach Curt Cignetti, whose program tapped into the transfer portal and NIL to make the most remarkable turnaround in college football last season, acknowledged “the landscape is still changing, changing as we speak today.”

“You’ve got to be light on your feet and nimble,” he said. “At some point, hopefully down the road, this thing will settle down and we’ll have clear rules and regulations on how we operate.”

At stake at Oregon is what is widely regarded as a top-10 recruiting class for a team that finished first in the Big Ten and made the College Football Playoff last year along with three other teams from the league.

“It’s an interpretation that has to be figured out, and anytime there’s a new rule, it’s how does that rule adjust, how does it adapt, how does it change what we have to do here,” Lanning said. “But one thing we’ve been able to do here is — what we say we’ll do, we do.”


AP college sports: https://apnews.com/hub/college-sports

Copyright 2025 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.



Link

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NIL promises made to recruits, now coaches wait for key decision to learn whether they can keep them

LAS VEGAS — Next week, college football coaches can put the recruiting promises they have made to high school seniors on paper. Then the question becomes whether they can keep them. Uncertainty over a key element of the $2.8 billion NCAA antitrust settlement that is reshaping college sports has placed recruiters on a tightrope. They […]

Published

on


LAS VEGAS — Next week, college football coaches can put the recruiting promises they have made to high school seniors on paper.

Then the question becomes whether they can keep them.

Uncertainty over a key element of the $2.8 billion NCAA antitrust settlement that is reshaping college sports has placed recruiters on a tightrope.

They need clarity about whether the third-party collectives that were closely affiliated with their schools and that ruled name, image, likeness payments over the first four years of the NIL era can be used to exceed the $20.5 million annual cap on what each school can now pay players directly. Or, whether those collectives will simply become a cog in the new system.

Only until that issue is resolved will many coaches know if the offers they’ve made, and that can become official on Aug. 1, will conform to the new rules governing college sports.

“You don’t want to put agreements on the table about things that we might have to claw back,” Ohio State coach Ryan Day explained at this week’s Big Ten media days. “Because that’s not a great look.”

No coach, of course, is going to fess up to making an offer he can’t back up.

“All we can do is be open and honest about what we do know, and be great communicators from that standpoint,” Oregon’s Dan Lanning said.

Aug. 1 is key because it marks the day football programs can start sending written offers for scholarships to high school prospects starting their senior year.

This process essentially replaces what used to be the signing of a national letter of intent. It symbolizes the changes taking hold in a new era in which players aren’t just signing for a scholarship, but for a paycheck, too.

Paying them is not a straightforward business. Among the gray areas comes from guidance issued earlier this month by the newly formed College Sports Commission in charge of enforcing rules involved with paying players, both through the $20.5 million revenue share with schools and through third-party collectives.

The CSC is in charge of clearing all third-party deals worth $600 or more.

It created uncertainty earlier this month when it announced, in essence, that the collectives did not have a “valid business purpose.” if their only reason to exist was ultimately to pay players. Lawyers for the players barked back and said that is what a collective was always met to be, and if it sells a product for a profit, it qualifies as legit.

The parties are working on a compromise, but if they don’t reach one they will take this in front of a judge to decide.

With Aug. 1 coming up fast, oaches are eager to lock in commitments they’ve spent months, sometimes years, locking down from high school recruits.

“Recruiting never shuts off, so we do need clarity as soon as we can,” Buckeyes athletic director Ross Bjork said. “The sooner we can have clarity, the better. I think the term ‘collective’ has obviously taken on a life of its own. But it’s really not what it’s called, it’s what they do.”

In anticipating the future, some schools have disbanded their collectives while others, such as Ohio State, have brought them in-house. It is all a bit of a gamble. If the agreement that comes out of these negotiations doesn’t restrict collectives, they could be viewed as an easy way to get around the salary cap. Either way, schools eyeing ways for players to earn money outside the cap amid reports that big programs have football rosters worth more than $30 million in terms of overall player payments.

“It’s a lot to catch up, and there’s a lot for coaches and administrators to deal with,” Big Ten Commissioner Tony Petitti said, noting the terms only went into play on July 1. “But I don’t think it’s unusual when you have something this different that there’s going to be some bumps in the road to get to the right place. I think everybody is committed to get there.”

Indiana coach Curt Cignetti, whose program tapped into the transfer portal and NIL to make the most remarkable turnaround in college football last season, acknowledged “the landscape is still changing, changing as we speak today.”

“You’ve got to be light on your feet and nimble,” he said. “At some point, hopefully down the road, this thing will settle down and we’ll have clear rules and regulations on how we operate.”

At stake at Oregon is what is widely regarded as a top-10 recruiting class for a team that finished first in the Big Ten and made the College Football Playoff last year along with three other teams from the league.

“It’s an interpretation that has to be figured out, and anytime there’s a new rule, it’s how does that rule adjust, how does it adapt, how does it change what we have to do here,” Lanning said. “But one thing we’ve been able to do here is — what we say we’ll do, we do.”

___

AP college sports: https://apnews.com/hub/college-sports



Link

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NIL promises made to recruits, now coaches wait for key decision to learn whether they can …

LAS VEGAS (AP) — Next week, college football coaches can put the recruiting promises they have made to high school seniors on paper. Then the question becomes whether they can keep them. Uncertainty over a key element of the $2.8 billion NCAA antitrust settlement that is reshaping college sports has placed recruiters on a tightrope. […]

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NIL promises made to recruits, now coaches wait for key decision to learn whether they can ...

LAS VEGAS (AP) — Next week, college football coaches can put the recruiting promises they have made to high school seniors on paper.

Then the question becomes whether they can keep them.

Uncertainty over a key element of the $2.8 billion NCAA antitrust settlement that is reshaping college sports has placed recruiters on a tightrope.

They need clarity about whether the third-party collectives that were closely affiliated with their schools and that ruled name, image, likeness payments over the first four years of the NIL era can be used to exceed the $20.5 million annual cap on what each school can now pay players directly. Or, whether those collectives will simply become a cog in the new system.

Only until that issue is resolved will many coaches know if the offers they’ve made, and that can become official on Aug. 1, will conform to the new rules governing college sports.

“You don’t want to put agreements on the table about things that we might have to claw back,” Ohio State coach Ryan Day explained at this week’s Big Ten media days. “Because that’s not a great look.”

No coach, of course, is going to fess up to making an offer he can’t back up.

“All we can do is be open and honest about what we do know, and be great communicators from that standpoint,” Oregon’s Dan Lanning said.

Aug. 1 is key because it marks the day football programs can start sending written offers for scholarships to high school prospects starting their senior year.

This process essentially replaces what used to be the signing of a national letter of intent. It symbolizes the changes taking hold in a new era in which players aren’t just signing for a scholarship, but for a paycheck, too.

Paying them is not a straightforward business. Among the gray areas comes from guidance issued earlier this month by the newly formed College Sports Commission in charge of enforcing rules involved with paying players, both through the $20.5 million revenue share with schools and through third-party collectives.

The CSC is in charge of clearing all third-party deals worth $600 or more.

It created uncertainty earlier this month when it announced, in essence, that the collectives did not have a “valid business purpose.” if their only reason to exist was ultimately to pay players. Lawyers for the players barked back and said that is what a collective was always met to be, and if it sells a product for a profit, it qualifies as legit.

The parties are working on a compromise, but if they don’t reach one they will take this in front of a judge to decide.

With Aug. 1 coming up fast, oaches are eager to lock in commitments they’ve spent months, sometimes years, locking down from high school recruits.

“Recruiting never shuts off, so we do need clarity as soon as we can,” Buckeyes athletic director Ross Bjork said. “The sooner we can have clarity, the better. I think the term ‘collective’ has obviously taken on a life of its own. But it’s really not what it’s called, it’s what they do.”

In anticipating the future, some schools have disbanded their collectives while others, such as Ohio State, have brought them in-house. It is all a bit of a gamble. If the agreement that comes out of these negotiations doesn’t restrict collectives, they could be viewed as an easy way to get around the salary cap. Either way, schools eyeing ways for players to earn money outside the cap amid reports that big programs have football rosters worth more than $30 million in terms of overall player payments.

“It’s a lot to catch up, and there’s a lot for coaches and administrators to deal with,” Big Ten Commissioner Tony Petitti said, noting the terms only went into play on July 1. “But I don’t think it’s unusual when you have something this different that there’s going to be some bumps in the road to get to the right place. I think everybody is committed to get there.”

Indiana coach Curt Cignetti, whose program tapped into the transfer portal and NIL to make the most remarkable turnaround in college football last season, acknowledged “the landscape is still changing, changing as we speak today.”

“You’ve got to be light on your feet and nimble,” he said. “At some point, hopefully down the road, this thing will settle down and we’ll have clear rules and regulations on how we operate.”

At stake at Oregon is what is widely regarded as a top-10 recruiting class for a team that finished first in the Big Ten and made the College Football Playoff last year along with three other teams from the league.

“It’s an interpretation that has to be figured out, and anytime there’s a new rule, it’s how does that rule adjust, how does it adapt, how does it change what we have to do here,” Lanning said. “But one thing we’ve been able to do here is — what we say we’ll do, we do.”

___

AP college sports: https://apnews.com/hub/college-sports

Copyright 2025 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.

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Money behind No. 1 QB’s NIL deal backs up Kirby Smart’s blueprint at Georgia

As some college football programs share millions of dollars in NIL packages to high school recruits, head coach Kirby Smart’s Georgia Bulldogs claim they are prioritizing relationships. NIL money is beginning to build on the high school recruiting trail in the post-House settlement era, as schools are allowed to share up to $20.5 million directly […]

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As some college football programs share millions of dollars in NIL packages to high school recruits, head coach Kirby Smart’s Georgia Bulldogs claim they are prioritizing relationships.

NIL money is beginning to build on the high school recruiting trail in the post-House settlement era, as schools are allowed to share up to $20.5 million directly to athletes this year.

Five-star recruits like offensive tackle Felix Ojo (Texas Tech commit) and tight end Mark Bowman (USC), among others, have reportedly signed lofty rev-share deals in exchange for their commitments.

Ojo’s three-year, $5.1 million rev-share deal with Texas Tech is believed to be the largest such agreement in history at the time. And Bowman is expected to be the highest-paid tight end recruit in history on a multi-year deal worth upwards of $5 million, according to On3’s Pete Nakos.

Smart and Co. missed out on Bowman and others in the 2026 class. But not in the race for No. 1 quarterback Jared Curtis, who re-committed to UGA over Oregon back in May.

Holding a $1.8 million On3 NIL valuation before his senior high school season, Curtis is expected to make approximately $750,000 during his true freshman season at Georgia, per Nakos.

In a world where players like Ojo and Bowman are inking NIL deals worth millions in their first season, Curtis’ agreement isn’t as valuable as one might expect. According to Smart, though, that deal backs up UGA’s blueprint.

“We sell relationships over transactions,” Smart said at SEC Media Days. “We think the relationship still wins out, because the relationship allows you to push people and demand excellence. And we’re going to continue to do that at Georgia.”

It’s unclear what Smart and Co. are sharing to players this year, but the recruiting train in Athens is still rolling. The Bulldogs, which rank second in blue-chip ratio, hold the nation’s No. 2 class in the 2026 cycle and haven’t finished outside the top-five under Smart.



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SCORE Act advances through committee, moving college sports reform closer to House floor

A bill that would help regulate college sports and how athletes are compensated by schools made it through a House committee on Wednesday — a notable step on the way to it conceivably being put to a vote — while public criticism of the potential legislation also mounted. After years of lobbying for help from […]

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A bill that would help regulate college sports and how athletes are compensated by schools made it through a House committee on Wednesday — a notable step on the way to it conceivably being put to a vote — while public criticism of the potential legislation also mounted.

After years of lobbying for help from Congress by college sports leaders, the SCORE Act is the first bill to move through committees in either chamber. The House Energy and Commerce committee and the Committee on Education and the Workforce both approved the bill with only Republican votes and no Democratic support.

That clears the way for the bill to go to the floor of the House for a vote, but the soonest that could happen is in the fall Congressional session starting in September, with summer recess looming.

Before either hearing was held, attorneys general from Florida, Ohio, New York, Tennessee and the District of Columbia sent a letter to six committee chairs and ranking members of Congress, detailing their strong opposition to the bill.

“The SCORE Act is a misguided effort that will enshrine in federal law the arbitrary and biased authority of the NCAA at its worst,” the letter said.

The proposed legislation from seven Republican and two Democratic sponsors prevents athletes from obtaining employment status and mirrors many of the terms of the recent House v. NCAA settlement. It would officially end most administrative restrictions on athletes’ name, image and likeness (NIL) compensation, but it allows schools and conferences to establish what is and isn’t permissible. Should it pass, it would override current NIL laws, which vary from state to state, and grant antitrust protections to the NCAA and conferences.

Critics say the bill is too deferential to the NCAA and power conferences, who have led the efforts to push for a federal law.

Even if the SCORE Act passes a House vote on partisan lines with Republicans in control, it faces a much higher bar in the Senate. The bill would need 60 votes to pass in the Senate, including seven Democrats.

One of those Democrats, Sen. Maria Cantwell, has already voiced opposition to the SCORE Act, calling it the “national championship of all heists.” The players’ associations of several professional sports leagues also came out with a joint statement, encouraging lawmakers to reject the bill.

Big West commissioner Dan Butterly wrote in a letter to Rep. Michael Baumgartner (D-Wash.), another SCORE Act critic, that too many of the bill’s provisions are skewed toward what would work for schools in the wealthiest conferences rather than the majority of Division I schools.

“Institutions within The Big West are proud to offer meaningful educational and competitive experiences to student-athletes. But without financial safeguards, structural flexibility and inclusive policymaking, reforms like the SCORE Act may unintentionally harm the very programs they seek to protect,” Butterly wrote.

As written, the SCORE Act probably has little chance of garnering enough support to pass the Senate, if it gets there.

Still, the progress is meaningful. For the first time, lawmakers have prioritized the need to help college sports sort out its issues enough for a bill to be debated in committee and possibly sent to the full body for consideration.

The next notable step out of Washington on college sports could be coming from the executive branch.

President Donald Trump has signaled his interest in getting involved in the issue, possibly by forming a commission to search for solutions or by signing an executive order.

A draft of “Saving College Sports,” obtained by The Athletic, directs the Secretary of Labor and the National Labor Relations Board to address the debate over the employment status of college athletes.

It also calls for members of Trump’s cabinet and other political officials to pursue policy and protections in a number of other areas related to college sports, including rules that could be challenged by antitrust complaints and continued opportunity for scholarships and roster spots, along with preventing “unqualified or unscrupulous agents from representing athletes.”

— Stewart Mandel and Justin Williams contributed reporting.

(Photo: Chip Somodevilla / Getty Images)



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