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NIL

Jeremiah Smith's $4M NIL valuation continues to rise with new deal

When a freshman wide receiver helps win a national title, breaks records, and commands a $4 million NIL valuation, it turns heads. When he signs a new deal with a celebrity-backed car empire? That’s when the college football world stops and pays attention. Ohio State’s Jeremiah Smith isn’t just rewriting the record books—he’s reshaping the […]

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Jeremiah Smith's $4M NIL valuation continues to rise with new deal

When a freshman wide receiver helps win a national title, breaks records, and commands a $4 million NIL valuation, it turns heads. When he signs a new deal with a celebrity-backed car empire? That’s when the college football world stops and pays attention.

Ohio State’s Jeremiah Smith isn’t just rewriting the record books—he’s reshaping the NIL landscape.

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Fresh off a dominant freshman campaign that saw him rack up 76 catches for 1,315 yards and 15 touchdowns, the 19-year-old phenom announced his latest endorsement: a deal with the Mark Wahlberg Auto Group, a dealership brand co-founded by the Hollywood icon and known for its sleek Columbus showroom.

“Glad to be joining the Mark Wahlberg Auto Group,” Smith posted, standing in front of a jet-black Mercedes-Benz, a smile as polished as the vehicle behind him.

The signing marks another major win for Smith’s expanding business empire. Already the top-valued wide receiver in college football, Smith ranks No. 4 on the On3 NIL 100 list—trailing only Arch Manning, Cooper Flagg, and Carson Beck. Notably, he’s the highest-ranked non-quarterback in the country.

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Smith’s brand portfolio already reads like a Fortune 500 shopping cart: Red Bull, Nintendo, Lululemon, The Foundation, The 1870 Society, Ricart Automotive, and Battle Sports.

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates.Adam Cairns/Columbus Dispatch / USA TODAY NETWORK via Imagn Images

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates.Adam Cairns/Columbus Dispatch / USA TODAY NETWORK via Imagn Images

His deal with Wahlberg’s auto group isn’t just another flashy post. It cements Smith’s presence in the Columbus market and positions him as a dual force—unstoppable on the field, magnetic off it.

With at least two more years of eligibility, Smith is just getting started. And with each play, each post, and each partnership, he’s redefining what it means to be a college athlete in the NIL era.

Get ready. Jeremiah Smith isn’t just building a legacy—he’s building a brand.

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Related: Tulane Football unleashes better NIL structure than some P4 programs

Related: USC star recruit stands out for donation to high school program

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NIL brands carrying over into WNBA | Sports

Caitlin Clark, Angel Reese and Paige Bueckers are part of the new generation of women’s basketball stars who have been able to profit off their name in college and build brands that have helped them excel off the court in the WNBA. All three players had national star power before stepping foot in the pros. […]

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Caitlin Clark, Angel Reese and Paige Bueckers are part of the new generation of women’s basketball stars who have been able to profit off their name in college and build brands that have helped them excel off the court in the WNBA.

All three players had national star power before stepping foot in the pros. Clark and Reese have made the All-Star Game in each of their first two seasons and are two of the most popular players in the league.



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Colin Cowherd calls out growing NIL imbalance in college football

During a recent segment on “The Herd with Colin Cowherd,” Cowherd sparked discussion by drawing attention to what he sees as a growing imbalance in college football, caused by the controversial Name, Image and Likeness (NIL) deals.  From Cowherd’s perspective, the NIL era has not leveled the playing field, but rather tilted things in favor […]

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During a recent segment on “The Herd with Colin Cowherd,” Cowherd sparked discussion by drawing attention to what he sees as a growing imbalance in college football, caused by the controversial Name, Image and Likeness (NIL) deals. 

From Cowherd’s perspective, the NIL era has not leveled the playing field, but rather tilted things in favor of well-funded programs that can now dominate the recruiting landscape. 

“Texas is the most well-funded program right now in the country. They’ve got more money than anybody,” Cowherd said.

Cowherd pointed to a school like Texas, which has great donor backing and a massive alumni network, as an example of a program that can essentially buy its way into national recruiting battles by outspending other programs. 

While the NIL model was initially envisioned as a way to give student-athletes more control over their financial future, Cowherd believes it has now become a tool for wealthier programs to load their rosters with top-end recruits and transfers. 

He notes that this financial power has completely reshaped the recruiting process. Recruiting has become largely about who can offer the most attractive payment packages. 

“Alabama’s economy is not Texas’s economy. Go look up their GDP’s, gross domestic product, there’s a lot more money in Texas than Bama. And Nick Saban saw it and got out.” Cowherd stated.

This economic disparity, Cowherd argues, is the major deciding factor as to who wins recruiting battles. But it is not just about recruiting, either; it’s about who will dominate college football for years to come. 

Programs like Texas, Ohio State, and recently, Texas Tech, have aggressively embraced NIL, whereas other schools struggle to keep up due to a lack of resources. Even Texas head coach Steve Sarkisian acknowledges the shift; however, he offers an interesting perspective on how NIL is used in recruiting.

“One of the first things we do… we don’t talk about NIL or revenue sharing or publicity rights until the very end,” Sarkisian said at SEC Media Days. “And that may hurt us on some kids, but if a kid is coming to Texas for that reason, we don’t want them anyway.”

Still, Cowherd’s larger points remain the same: NIL is creating an imbalance in recruiting, and this is having a direct impact on who ultimately dominates the sport. 

Whether you are in favor of NIL or not, one thing is very clear: the sport needs stronger regulations. College football should not be a sport dictated by money; instead, it should be driven by great programs recruiting players who want to play for that coach, or that brand, or in that stadium, rather than for the money. 





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House Settlement Provides Level NIL Playing Field in SEC, Says Arkansas Coach

Arkansas head coach Sam Pittman says a $2.8 billion antitrust settlement that went into effect this month has leveled the college football playing field in a good way. Pittman said Arkansas now has a chance to compete on more even terms with other SEC powers like Georgia, Alabama and Texas. Pittman said at SEC media […]

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Arkansas head coach Sam Pittman says a $2.8 billion antitrust settlement that went into effect this month has leveled the college football playing field in a good way.

Pittman said Arkansas now has a chance to compete on more even terms with other SEC powers like Georgia, Alabama and Texas. Pittman said at SEC media days that his program had previously dealt with a financial disadvantage against schools with more established name, image and likeness collectives since NIL payments began in 2022.

According to the terms of the House settlement, each school can now share up to about $20.5 million with their athletes.

“Financially, with revenue sharing, I think we are finally back on [an] even keel with everybody, which we weren’t,” said Pittman, whose team finished 7-6 in 2024. “If I was going to make an excuse, it would be financially is why we haven’t done quite as well. … But I think now with it being even, look out, the Razorbacks are coming.”

Pittman and most other coaches brought seniors and graduate players to represent their teams at SEC media days, which concluded Thursday. Pittman brought two 2021 recruits and a transfer, but Arkansas could have difficulty finding seniors next year from his original 2022 signing class because many members of that class have transferred.

Pittman, whose Razorbacks have earned bowl bids in four of his five seasons, said players have different reasons for transferring but that many were lured away from Arkansas by more attractive NIL packages at other schools. When asked about the 2022 class, Pittman said, “Here’s what it’s not because of: the way they’re treated, because of the way they’re developed, because of the way they’re taught.”

“That’s not the reason. It could be playing time. It could be finances. Probably the majority of it is finances.”

The House settlement era began on July 1.

The enforcement of the House settlement is still being worked out as the new College Sports Commission informed athletic directors in letters last week that it was rejecting payments to players from collectives created only to pay players instead of as payment for NIL.

Some seniors at SEC media days said NIL payments and the transfer portal have contributed to their decisions to complete their eligibility instead of leaving school early to pursue opportunities in the NFL.

“I would most definitely say so,” Missouri offensive lineman Connor Tollison said. “Obviously, you know, you have a chance to make some money these days. … With the transfer portal, if you don’t have [a necessarily good] opportunity at this place you’re at, you have the chance to go somewhere else and get a fresh start. 

“It wasn’t necessarily something I experienced to my college career, but I’ve seen it. You know, it works for plenty of players. So yeah, I think it’s good for the players.”

When asked if NIL makes it easier for players to complete their eligibility, Kentucky coach Mark Stoops, coming off a 4-8 season, said, “Listen, we all love our players, whether they’re one year in our program, six months, or four years.”

Linebacker Alex Afari, defensive back Jordan Lovett and tight end Josh Kattus were the seniors who accompanied Stoops to Atlanta. “Of course I love making money from name, image and likeness,” Lovett said. “But I love football first. You know, football was my first love. So I play for the game, not for money.”

Lovett added his primary motivation for returning was to earn his first win over Georgia.

“It’s the big part of college football now because some dudes just make decisions off, you know, the financial stuff,” Lovett said. “I love football. … I still haven’t, you know, beat Georgia yet. You know, Georgia’s one of my goals.”

Reporting by The Associated Press.

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LOTTO Signs 14-Year-Old Soccer Star Loradana Paletta of Syosset, N.Y. to Brand’s First U.S. Amateur NIL Partnership

14-Year-Old Phenom Joins LOTTO’s Roster of U.S. Soccer Partners Including Pros Sofia Huerta, Kellyn Acosta & Tim Parker, Plus Legend Stu Holden NEW YORK, July 17, 2025 /PRNewswire/ — LOTTO, premier Italian sports brand, announced today its first-ever U.S. name, image and likeness (NIL) partnership with soccer phenom Loradana Paletta – 14-year-old from Syosset, N.Y. Paletta […]

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14-Year-Old Phenom Joins LOTTO’s Roster of U.S. Soccer Partners Including Pros Sofia Huerta, Kellyn Acosta & Tim Parker, Plus Legend Stu Holden

NEW YORK, July 17, 2025 /PRNewswire/ — LOTTO, premier Italian sports brand, announced today its first-ever U.S. name, image and likeness (NIL) partnership with soccer phenom Loradana Paletta – 14-year-old from Syosset, N.Y. Paletta is a standout member of the U.S. Soccer Under-16 Girls National Team and the NYCFC Youth U14 Academy Boys Team. Paletta stands beside a roster of more than 500 professional athletes around the world who are partnered with LOTTO – including NWSL star Sofia Huerta, MLS stars Kellyn Acosta and Tim Parker, plus legendary soccer player and broadcaster Stu Holden.

LOTTO
LOTTO

“I’m honored to be the first NIL partner for such an iconic soccer brand like LOTTO,” said Loradana Paletta. “As I continue to develop my game, having gear I trust makes a huge difference—LOTTO’s Solista and Stadio cleats give me confidence and comfort every time I step on the field. I’m excited to help grow the brand in the U.S. alongside amazing athletes like Sofia, Kellyn, Tim, and Stu. Off the field, I also love LOTTO’s lifestyle pieces—especially the Brasil Select shoes and their unique, stylish apparel. Everything I wear from LOTTO stands out and lets me express who I am, and I am so excited to be their partner.”

LOTTO, premier Italian sports brand established in 1973, is world-renowned for its innovative performance-driven footwear. The brand has a long and storied history in soccer and tennis, and recently expanded into pickleball. In 2023, LOTTO launched a partnership with DICK’s Sporting Goods to serve as the U.S. anchor retail partner for LOTTO’s soccer and racquet sport products.

“LOTTO has a great fifty-plus year heritage in soccer and adding Loradana as our first NIL partner in the U.S. is the latest example of our dedication to the future of the sport and our continued growth in market as the country’s soccer participation and interest is skyrocketing,” said Jameel Spencer, Chief Marketing Officer, Fashion & Athletic Verticals, at WHP Global, which owns the LOTTO brand. “At only 14 years-old, Loradana Paletta is everything LOTTO stands for. Fearless, authentic, and driven by passion. She’s a dynamic leader on the pitch and rewriting the story for young female athletes in this country, and we’re proud to be a part of that. Her energy and attitude mirror our DNA, and she’s already leading the next generation by example.”





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Arkansas coach Sam Pittman says House settlement provides level NIL playing field in competitive SEC

ATLANTA (AP) — Sam Pittman says a $2.8 billion antitrust settlement that went into effect this month levels the college… ATLANTA (AP) — Sam Pittman says a $2.8 billion antitrust settlement that went into effect this month levels the college football playing field in a good way for his Arkansas team. Pittman said Arkansas now […]

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ATLANTA (AP) — Sam Pittman says a $2.8 billion antitrust settlement that went into effect this month levels the college…

ATLANTA (AP) — Sam Pittman says a $2.8 billion antitrust settlement that went into effect this month levels the college football playing field in a good way for his Arkansas team.

Pittman said Arkansas now has a chance to compete on more even terms with other Southeastern Conference powers like Georgia, Alabama and Texas. Pittman said Thursday at SEC media days his program previously dealt with a financial disadvantage against the schools with more established name, image and likeness collectives since NIL payments began in 2022.

According to the terms of the House settlement, each school now can share up to about $20.5 million with their athletes.

“Financially with revenue sharing I think we are finally back on even keel with everybody, which we weren’t,” said Pittman, whose team finished 7-6 in 2024. “If I was going to make an excuse, it would be financially is why we haven’t done quite as well. … But I think now with it being even, look out, the Razorbacks are coming.”

Pittman and most other coaches brought seniors and graduate players to represent their teams at SEC media days, which concluded on Thursday. Pittman brought two 2021 recruits and a transfer, but Arkansas could have difficulty finding seniors next year from his original 2022 signing class because many members of that class have transferred.

Pittman, whose Razorbacks have earned bowl bids in four of his five seasons, said players have different reasons for transferring but many were lured away from Arkansas by more attractive NIL packages at other schools. When asked about the 2022 class, Pittman said, “Here’s what it’s not because of: the way they’re treated, because of the way they’re developed, because of the way they’re taught.”

“That’s not the reason. It could be playing time. It could be finances. Probably the majority of it is finances.”

The House settlement era began on July 1.

The enforcement of the House settlement is still being worked out as the new College Sports Commission has informed athletic directors in letters last week it was rejecting payments to players from collectives created only to pay players instead of as payment for name, likeness and image.

Some seniors at SEC media days said NIL payments and the transfer portal have contributed to their decisions to complete their eligibility instead of leaving school early to pursue opportunities in the NFL.

“I would most definitely say so,” Missouri offensive lineman Connor Tollison said. “Obviously, you know, you have a chance to make some money these days. … With the transfer portal, if you don’t have a necessarily a good opportunity at this place you’re at, you have the chance to go somewhere else and get a fresh start. It wasn’t necessarily something I experienced to my college career, but I’ve seen it. You know, it works for plenty of players. So yeah, I think it’s good for the players.”

When asked if NIL makes it easier for players to complete their eligibility, Kentucky coach Mark Stoops, coming off a 4-8 season, said, “Listen, we all love our players, whether they’re one year in our program, six months, or four years.”

Linebacker Alex Afari, defensive back Jordan Lovett and tight end Josh Kattus were the seniors who accompanied Stoops to Atlanta.

“Of course I love making money from name, image and likeness,” Lovett said. “But I love football first. You know, football was my first love. So I play for the game, not for money.”

Lovett added his primary motivation for returning was to earn his first win over Georgia.

“It’s the big part of college football now because some dudes just make decisions off, you know, the financial stuff,” Lovett said. “I love football. … I still haven’t, you know, beat Georgia yet. You know, Georgia’s one of my goals.”

___

AP college football: https://apnews.com/hub/ap-top-25-college-football-poll and https://apnews.com/hub/college-football

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



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Arkansas coach Sam Pittman says House settlement provides level NIL playing field in competitive SEC

By CHARLES ODUM ATLANTA (AP) — Sam Pittman says a $2.8 billion antitrust settlement that went into effect this month levels the college football playing field in a good way for his Arkansas team. Pittman said Arkansas now has a chance to compete on more even terms with other Southeastern Conference powers like Georgia, Alabama […]

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By CHARLES ODUM

ATLANTA (AP) — Sam Pittman says a $2.8 billion antitrust settlement that went into effect this month levels the college football playing field in a good way for his Arkansas team.

Pittman said Arkansas now has a chance to compete on more even terms with other Southeastern Conference powers like Georgia, Alabama and Texas. Pittman said Thursday at SEC media days his program previously dealt with a financial disadvantage against the schools with more established name, image and likeness collectives since NIL payments began in 2022.

According to the terms of the House settlement, each school now can share up to about $20.5 million with their athletes.

“Financially with revenue sharing I think we are finally back on even keel with everybody, which we weren’t,” said Pittman, whose team finished 7-6 in 2024. “If I was going to make an excuse, it would be financially is why we haven’t done quite as well. … But I think now with it being even, look out, the Razorbacks are coming.”

Pittman and most other coaches brought seniors and graduate players to represent their teams at SEC media days, which concluded on Thursday. Pittman brought two 2021 recruits and a transfer, but Arkansas could have difficulty finding seniors next year from his original 2022 signing class because many members of that class have transferred.

Pittman, whose Razorbacks have earned bowl bids in four of his five seasons, said players have different reasons for transferring but many were lured away from Arkansas by more attractive NIL packages at other schools. When asked about the 2022 class, Pittman said, “Here’s what it’s not because of: the way they’re treated, because of the way they’re developed, because of the way they’re taught.”

“That’s not the reason. It could be playing time. It could be finances. Probably the majority of it is finances.”

The House settlement era began on July 1.

The enforcement of the House settlement is still being worked out as the new College Sports Commission has informed athletic directors in letters last week it was rejecting payments to players from collectives created only to pay players instead of as payment for name, likeness and image.

Some seniors at SEC media days said NIL payments and the transfer portal have contributed to their decisions to complete their eligibility instead of leaving school early to pursue opportunities in the NFL.

“I would most definitely say so,” Missouri offensive lineman Connor Tollison said. “Obviously, you know, you have a chance to make some money these days. … With the transfer portal, if you don’t have a necessarily a good opportunity at this place you’re at, you have the chance to go somewhere else and get a fresh start. It wasn’t necessarily something I experienced to my college career, but I’ve seen it. You know, it works for plenty of players. So yeah, I think it’s good for the players.”

When asked if NIL makes it easier for players to complete their eligibility, Kentucky coach Mark Stoops, coming off a 4-8 season, said, “Listen, we all love our players, whether they’re one year in our program, six months, or four years.”

Linebacker Alex Afari, defensive back Jordan Lovett and tight end Josh Kattus were the seniors who accompanied Stoops to Atlanta.

“Of course I love making money from name, image and likeness,” Lovett said. “But I love football first. You know, football was my first love. So I play for the game, not for money.”

Lovett added his primary motivation for returning was to earn his first win over Georgia.

“It’s the big part of college football now because some dudes just make decisions off, you know, the financial stuff,” Lovett said. “I love football. … I still haven’t, you know, beat Georgia yet. You know, Georgia’s one of my goals.”

___

AP college football: https://apnews.com/hub/ap-top-25-college-football-poll and https://apnews.com/hub/college-football





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