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New college sports agency rejecting some athlete NIL deals with donor-backed collectives

The new agency in charge of regulating name, image, likeness deals in college sports sent a letter to schools Thursday saying it had rejected deals between players and donor-backed collectives formed over the past several years to funnel money to athletes or their schools. Those arrangements hold no “valid business purpose,” the memo said, and […]

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The new agency in charge of regulating name, image, likeness deals in college sports sent a letter to schools Thursday saying it had rejected deals between players and donor-backed collectives formed over the past several years to funnel money to athletes or their schools.

Those arrangements hold no “valid business purpose,” the memo said, and don’t adhere to rules that call for outside NIL deals to be between players and companies that provide goods or services to the general public for profit.

The letter to Division I athletic directors could be the next step in shuttering today’s version of the collective, groups that are closely affiliated with schools and that, in the early days of NIL after July 2021, proved the most efficient way for schools to indirectly cut deals with players.

Since then, the landscape has changed yet again with the $2.8 billion House settlement that allows schools to pay the players directly as of July 1.

Already, collectives affiliated with Colorado, Alabama, Notre Dame, Georgia and others have announced they’re shutting down. Georgia, Ohio State and Illinois are among those that have announced plans with Learfield, a media and technology company with decades of licensing and other experience across college athletics, to help arrange NIL deals.

Outside deals between athlete and sponsor are still permitted, but any worth $600 or more have to be vetted by a clearinghouse called NIL Go that was established by the new College Sports Commission and is being run by the auditing group Deloitte.

In its letter to the ADs, the CSC said more than 1,500 deals have been cleared since NIL Go launched on June 11, “ranging in value from three figures to seven figures.” More than 12,000 athletes and 1,100 institutional users have registered to use the system.

But the bulk of the letter explained that many deals could not be cleared because they did not conform to an NCAA rule that sets a “valid business purpose” standard for deals to be approved.

The letter explained that if a collective reaches a deal with an athlete to appear on behalf of the collective, which charges an admission fee, the standard is not met because the purpose of the event is to raise money to pay athletes, not to provide goods or services available to the general public for profit.

The same would apply to a deal an athlete makes to sell merchandise to raise money to pay that player because the purpose of “selling merchandise is to raise money to pay that student-athlete and potentially other student-athletes at a particular school or schools, which is not a valid business purpose” according to the NCAA rule.

Sports attorney Darren Heitner, who deals in NIL, said the guidance “could disproportionately burden collectives that are already committed to spending money on players for multiple years to come.”

“If a pattern of rejections results from collective deals submitted to Deloitte, it may invite legal scrutiny under antitrust principles,” he said.

On a separate track, some college sports leaders, including the NCAA, are seeking a limited form of antitrust protection from Congress.

The letter said a NIL deal could be approved if, for instance, the businesses paying the players had a broader purpose than simply acting as a collective. The letter uses a golf course or apparel company as examples.

“In other words, NIL collectives may act as marketing agencies that match student-athletes with businesses that have a valid business purpose and seek to use the student’s NIL to promote their businesses,” the letter said.

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Austin Cox hired as Bradley basketball director of operations role

Austin Cox has been hired as the new director of basketball operations for the Bradley Braves men’s basketball team. He is an experienced basketball front office operations leader at the collegiate level, and comes to Bradley to work under longtime Braves coach Brian Wardle after spending the last three years as basketball chief of staff […]

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Austin Cox has been hired as the new director of basketball operations for the Bradley Braves men’s basketball team.

He is an experienced basketball front office operations leader at the collegiate level, and comes to Bradley to work under longtime Braves coach Brian Wardle after spending the last three years as basketball chief of staff for the University of Texas at El Paso.

At UTEP, Cox handled all facets of program operations, served as the primary liaison between coach Joe Golding and university athletic administration, and led the Miners’ NIL strategy.

He was director of basketball operations at Stephen F. Austin for the 2021-22 season, where the team produced a 20-win season and share of the WAC regular-season championship.

Cox also served as chief of staff (2015-18) at Southern Miss, where he led initiatives in external relations, donor engagement, and high-profile coaching searches.

His four years at Southern Miss were spent in multiple roles, including assistant to the athletic director in 2014-15.

His collegiate career began as a student manager Texas Tech under Hall of Fame coach Tubby Smith from 2012-14.

Cox is the son of former UTEP associate head coach Jeremy Cox, now a top assistant at Oklahoma State.

Dave Eminian is the Journal Star sports columnist, and covers Bradley men’s basketball, the Rivermen and Chiefs. He writes the Cleve In The Eve sports column for pjstar.com. He can be reached at 686-3206 or deminian@pjstar.com. Follow him on X.com @icetimecleve.



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Colorado Buffaloes Baseball To Return? Athletic Director Makes $10 Million Ask

With the Colorado Buffaloes at Big 12 Media Day in Frisco, Texas, there’s been no shortage of storylines surrounding the Buffs, and Colorado athletic director Rick George found a way to get in the mix, too. On Wednesday, a fan reached out to George on social media, asking, “Any movement yet on Softball and Baseball […]

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With the Colorado Buffaloes at Big 12 Media Day in Frisco, Texas, there’s been no shortage of storylines surrounding the Buffs, and Colorado athletic director Rick George found a way to get in the mix, too.

On Wednesday, a fan reached out to George on social media, asking, “Any movement yet on Softball and Baseball yet?” George reposted the message with a blunt response: “When we get a $10M gift, we will have some movement. Until then, no movement.”

Nov 19, 2016; Boulder, CO, USA; Colorado Buffaloes athletic director Rick George before the game against the Washington State

Nov 19, 2016; Boulder, CO, USA; Colorado Buffaloes athletic director Rick George before the game against the Washington State Cougars at Folsom Field. Mandatory Credit: Ron Chenoy-Imagn Images / Ron Chenoy-Imagn Images

It was a candid statement, but not a surprising one. Nine months ago, George offered a similar take on the idea of Colorado bringing back baseball.

“I would love to have baseball. If you’re going to have baseball, you’re going to have softball from a Title IX perspective,” George said at the time.

“That’s something I’d love to have at some point in the future, but it’s not something that’s going to happen in the near-term, in my opinion.”

Colorado hasn’t had a varsity baseball program since the early 1980s. Today, the Buffaloes are one of just two Big 12 programs without a baseball team—the other being Iowa State.

When it comes to softball, CU is one of five Big 12 schools that doesn’t sponsor the sport, along with Cincinnati, Kansas State, TCU, and West Virginia.

But the roadblocks in place aren’t just institutional—they’re also financial, tied to the growing costs of modern college athletics and the realities of Title IX compliance.

In June, the NCAA finalized a landmark revenue-sharing settlement that will allow schools to directly distribute up to $20 million annually across their athletes.

With athletic departments preparing for this new financial era, launching two new varsity programs in baseball and softball becomes a far more difficult proposition.

However, George’s background in professional baseball adds depth and a hint of optimism to the conversation.

George previously served as an executive with the Texas Rangers, which gives him a first-hand understanding of what building and maintaining a baseball operation entails, both logistically and financially.

Then there’s coach Deion Sanders, who spent nearly a decade as a Major League Baseball player.

Mar 1992; West Pam Beach, FL, USA; FILE PHOTO; Atlanta Braves outfielder DEION SANDERS in a spring training portrait at West

Mar 1992; West Pam Beach, FL, USA; FILE PHOTO; Atlanta Braves outfielder DEION SANDERS in a spring training portrait at West Palm Beach Municipal Stadium. Mandatory Credit: Photo By Imagn Images (c) Copyright Imagn Images / RVR Photos-Imagn Images

Sanders remains closely tied to the game and has credited baseball with shaping his discipline, vision, and approach to athletics.

With his charisma and potential recruiting reach, it’s easy to imagine how “Coach Prime” could help ignite interest, fundraising, and visibility if Colorado were to make a move toward reintroducing baseball.

However, while the Buffs have leadership with ties to the baseball diamond, that doesn’t mean a baseball or softball program is imminent.

Still, for Colorado fans, the dream lives on.

MORE: Deion Sanders Gives Positive Update On Health Issues At Big 12 Media Days

MORE: Deion Sanders Shares Truth About Colorado Buffaloes After Losing Shedeur Sanders, Travis Hunter

MORE: Deion Sanders Wants Salary Cap In College Football, Transfer Portal Investigations, NFL Rules

The idea of a Friday night baseball game under the lights in Boulder, with the Flatirons forming a postcard-perfect backdrop, remains an enticing vision.

Folsom Field has already shown what nighttime energy in Boulder can look like. A baseball stadium could someday capture that same magic.

And while the idea might not be at the top of George’s priority list in 2025, the growing success of Colorado football could shift the conversation.

Jul 9, 2025; Frisco, TX, USA; Colorado head coach Deion Sanders speaks with the media during 2025 Big 12 Football Media Days

Jul 9, 2025; Frisco, TX, USA; Colorado head coach Deion Sanders speaks with the media during 2025 Big 12 Football Media Days at The Star. Mandatory Credit: Raymond Carlin III-Imagn Images / Raymond Carlin III-Imagn Images

If “Coach Prime” continues to elevate the Colorado football program, the resulting revenue might someday fund more than just Name, Image, and Likeness (NIL) deals.

It could help bring America’s pastime back to the Rocky Mountains in Boulder. Until then, Rick George has made it clear: It all starts with $10 million.





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2025 College Football Predictions, Picks: Back Penn State To Eclipse Win Total

Geoff Schwartz FOX Sports Betting Analyst Winning games in college football can boil down to one simple factor: Do you have a roster that’s far better than your opponent?  Usually, the Xs and Os don’t matter when you’ve got the Jimmys and Joes.  Now, add elite-level coaching and a system that produces both wins and […]

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Winning games in college football can boil down to one simple factor: Do you have a roster that’s far better than your opponent? 

Usually, the Xs and Os don’t matter when you’ve got the Jimmys and Joes. 

Now, add elite-level coaching and a system that produces both wins and NFL players, and you’ve got a baseline for success.

That is where Penn State sits entering this upcoming season. 

Penn State went 11-1 in the 2024 regular season after finishing 10-2 in both 2022 and 2023. The five regular-season losses were all in conference play and against either Ohio State or Michigan.

One hallmark of a James Franklin team is the ability to win the games it should. 

The Nittany Lions often win those games by over a touchdown and they are games with no sweat. Penn State returns Drew Allar at quarterback, who’s continuing to improve going into his third season. There are still some question marks there, but with the Penn State ground game, Allar doesn’t need to be a superhero. 

The Nittany Lions’ running back duo is the best in the country. Kaytron Allen had 220 carries with 1,108 yards and eight touchdowns last season. Nick Singleton finished with 172 carries for 1,099 yards and 12 touchdowns. These backs come downfield fast and are able to help the offense lean on opposing defenses and break out late for scores. 

It’s thunder and thunder. 

Kaytron Allen makes up one half of Penn State’s dynamic running back duo.

Penn State did lose tight end Tyler Warren to the NFL, but added three transfer-portal wide receivers. The passing game needs to be more explosive, and offensive coordinator Andy Kotelnicki is one of the best in the game. He will have this offense humming all season.

Penn State’s defense has been one of the best in the sport for years now. The Nittany Lions ranked eighth in points allowed last season after finishing third in 2023. They finished with the fifth-most sacks, after leading the country in that number in 2022. They will be replacing Abdul Carter but are returning Dani Dennis-Sutton, who corralled the quarterback 8.5 times last season. 

Penn State returns most of the backend of its defense, including third-team All-Big Ten cornerback AJ Harris. Penn State’s biggest addition this offseason was Jim Knowles, the former Ohio State defensive coordinator. Fresh off a championship, he heads to a Big Ten rival to help them do the same. 

That’s a legit coaching staff in Happy Valley.

Urban Meyer on the Big Ten’s rise, James Franklin title shot with PSU

Urban Meyer on the Big Ten's rise, James Franklin title shot with PSU

The decision to wager on the Penn State Over or Under depends on how you feel the Nittany Lions play in just two games this season. 

Their non-conference schedule is a joke. Nevada, FIU and Villanova are all home games to start the season. Then, after a bye, they host Oregon in Week 5. Penn State will be under a touchdown favorite in that game but will still be expected to win. 

Five weeks later, Penn State plays its toughest game of the season at Ohio State, also off a bye week. If the Nittany Lions continue their trend of winning as a favorite, they will beat Oregon and then lose as an underdog to Ohio State. That would be 11-1 and Over. 

If you believe they will lose both games, they are going Under. 

I’m in the camp of Penn State being good enough to at least split those games, if not win both of them. I’d play Penn State’s Over and if they have a loss entering Ohio State, you can play the Buckeyes to hedge a bit.

PICK: Penn State Over 10.5 regular-season wins

Geoff Schwartz is an NFL analyst for FOX Sports. He played eight seasons in the NFL for five different teams. He started at right tackle for the University of Oregon for three seasons and was a second-team All-Pac-12 selection his senior year. Follow him on Twitter @GeoffSchwartz.

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The new college sports agency is rejecting some athlete NIL deals with donor-backed collectives

(AP) – The new agency in charge of regulating name, image, likeness deals in college sports sent a letter to schools Thursday saying it had rejected deals between players and donor-backed collectives formed over the past several years to funnel money to athletes or their schools. Those arrangements hold no “valid business purpose,” the memo […]

Published

on


(AP) – The new agency in charge of regulating name, image, likeness deals in college sports sent a letter to schools Thursday saying it had rejected deals between players and donor-backed collectives formed over the past several years to funnel money to athletes or their schools.

Those arrangements hold no “valid business purpose,” the memo said, and don’t adhere to rules that call for outside NIL deals to be between players and companies that provide goods or services to the general public for profit.

The letter to Division I athletic directors could be the next step in shuttering today’s version of the collective, groups that are closely affiliated with schools and that, in the early days of NIL after July 2021, proved the most efficient way for schools to indirectly cut deals with players.

Since then, the landscape has changed yet again with the $2.8 billion House settlement that allows schools to pay the players directly as of July 1.

Already, collectives affiliated with Colorado, Alabama, Notre Dame, Georgia and others have announced they’re shutting down. Georgia, Ohio State and Illinois are among those that have announced plans with Learfield, a media and technology company with decades of licensing and other experience across college athletics, to help arrange NIL deals.

Outside deals between athlete and sponsor are still permitted, but any worth $600 or more have to be vetted by a clearinghouse called NIL Go that was established by the new College Sports Commission.

In its letter to the ADs, the CSC said more than 1,500 deals have been cleared since NIL Go launched on June 11, “ranging in value from three figures to seven figures.” More than 12,000 athletes and 1,100 institutional users have registered to use the system.

But the bulk of the letter explained that many deals could not be cleared because they did not conform to an NCAA rule that sets a “valid business purpose” standard for deals to be approved.

The letter explained that if a collective reaches a deal with an athlete to appear on behalf of the collective, which charges an admission fee, the standard is not met because the purpose of the event is to raise money to pay athletes, not to provide goods or services available to the general public for profit.

The same would apply to a deal an athlete makes to sell merchandise to raise money to pay that player because the purpose of “selling merchandise is to raise money to pay that student-athlete and potentially other student-athletes at a particular school or schools, which is not a valid business purpose” according to the NCAA rule.

A deal, however, could be approved if, for instance, the businesses paying the players had a broader purpose than simply acting as a collective. The letter uses a golf course or apparel company as examples.

“In other words, NIL collectives may act as marketing agencies that match student-athletes with businesses that have a valid business purpose and seek to use the student’s NIL to promote their businesses,” the letter said.

___

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



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The new college sports agency is rejecting some athlete NIL deals with donor-backed collectives

The new college sports agency is rejecting some athlete NIL deals with donor-backed collectives – myMotherLode.com   Link 0

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