NIL
NBA team the Atlanta Hawks bet on creators to boost advertiser appeal


Professional basketball team the Atlanta Hawks have launched the NBA’s first formalized creator collective.
The Atlanta Hawks Creator Collective is a group of 25 content creators that the NBA team has granted special access to home games and events such as training facility tours. The team soft-launched the program last year, with Atlanta-based creators including Dayna Bolden and Roxanne Kaiser attending — and posting about — Hawks events throughout the 2024-2025 basketball season.
The collective spans across both platforms and genres, and includes non-sports creators such as Kaiser and Julio Angel Muñoz. Members of the collective are paid a fee to create content about the games they attend, in addition to a mixture of other paid and unpaid opportunities. The past year represented a beta test of sorts for the program. Pleased with its performance, Hawks executives plan to officially announce the collective tomorrow, at Atlanta’s State of Creators of Color summit.
“In some cases, they do get an honorarium or a fee to do certain things, and in other cases they do it because we’re a team,” said Hawks vp of entertainment industry relations Levetta Futrell. “For example, when they came to [dinner event] Taste of the Hawks, there was no money exchange; they came as guests and as part of the quote-unquote ‘team.’ They captured content and they posted on their own.”
The Atlanta Hawks intend for the Creator Collective to eventually act as a source of sponsorship inventory for the team, although it has not yet signed any specific partnerships tied to the collective. However, Hawks executives said they are pleased with the results of the initiative so far, which is why the team is leaning into the collective with this week’s official announcement.
The combined reach of the Atlanta Hawks Creator Collective is 14.9 million followers, according to Hawks svp of marketing Narcis Alikhani, who did not break the number down between specific platforms. Over the past season, members of the collective published 68 videos about their experiences at Hawks games, generating 1.7 million impressions and $113,000 in earned media value, per Alikhani, who cited numbers from Sprout Social. At the moment, the Hawks team does not share a cut of sponsorship revenue with collective members, but Alikhani said the team was “open to exploring” a revenue share structure as the program grows.
“That is the plan, essentially — to create a platform for sponsors to be able to be involved,” Alikhani said.
With advertisers wary of a coming recession, ad spend is projected to slow down across the board in 2025. Although the Atlanta Hawks boast millions of followers across the team’s social accounts and include brands such as Kia and Coca-Cola among its sponsors, launching a creator collective creates more opportunities for the team to glean an even greater share of brands’ media budgets, in addition to their sponsorship spend.
“Sponsorship spend has slower deal cycles; it takes brands a lot longer to make decisions, and their partnerships are longer-lasting,” said Malph Minns, managing director of sports marketing agency Strive Sponsorship. “Media deals are more buying eyeballs — their spend is more frequent and faster, but the tenure of those agreements is often shorter, because they’re essentially buying exposure. What creators offer you is potentially an opportunity to go to media agencies and media buyers and start to sell to them, where, previously, you hadn’t had anything to sell to them.”
Creator benefits
Participating creators view the Hawks Creator Collective as both an opportunity to make some extra cash and a chance to create videos that resonate with their fans. The 25 members of the Creator Collective are all mid-sized creators, with followings that range between the thousands and the hundreds of thousands. No individual member has more than a million followers.
The first class of the Creator Collective was recruited directly by Hawks manager of entertainment industry relations Chris Thorkilsen, but creators interested in participating next season can apply through an official NBA web page that opened last week. Brands are a key part of the value proposition for creators, with the page listing “brand partnership opportunities” among the benefits for interested creators.
Thus far, however, the opportunities for brands to actually engage with individual collective members are relatively limited. Aside from attending “suite nights” with executives from sponsors such as BMW — an opportunity offered to both Creator Collective members and other influencers — members of the collective said that it has not yet helped them gain new brand partnership opportunities.
Bringing in more brands and advertisers is a clear goal of the collective, but for now, that part of the program appears to still be a work in progress.
“I’m not going to lie, this is the first time I’ve heard the details of that. I think it is just so new that they haven’t been saying much about it,” Kaiser, the Creator Collective member, said regarding the brand partnership opportunity. “I’ve heard little rumblings about what they’re trying to make it into — which is awesome, because it’s an incentive for us.”
A formalized approach
Media buyers and agency executives are excited by the prospect of an official creator collective backed by an NBA team, although some pointed out that the Hawks Creator Collective is simply a more official version of the collaborations that have taken place between NBA teams and prominent influencers for years. The NBA itself also launched an expanded creator program in late 2024, but that program is framed as a set of resources for creators, rather than a piece of sponsorship inventory in its own right.
What makes the Atlanta Hawks Creator Collective unique is its formalized nature. Rather than recruiting creators to attend one-off suite nights or create content for specific campaigns or activations, the Hawks are raising the profile of a discrete group of creators — and tying those creators directly to the team’s brand, with the explicit goal of generating brand sponsorship opportunities.
“I do think what they’re trying to do with actually monetizing it with their sponsorships is innovative, and I have not seen that done before in the sports space,” said Gabe Gordon, CEO of influencer marketing company Reach Agency.
As the Atlanta Hawks recruits more creators to the collective, the team’s ability to successfully sell advertisers on the media opportunity could determine whether more sports teams dip their toes into the creator space in a more formalized way.
“I can almost guarantee that a lot of other teams, not just in basketball, but across leagues, are going to keep their eye on that to see if it is an actual, sellable piece of inventory,” said Ryan Dow, a vp at sports marketing agency Sportfive.
NIL
Penn State ends 54-day search with hire of $40 million college football coach
Ding dong! The wicked Penn State football head coaching search is dead at last, or so it seems. The Nittany Lions fired James Franklin from the position a long 54 days ago in mid-October. Now, in the first week of December, all reports indicate that Penn State has found their new leader.
According to both On3’s Pete Nakos and ESPN’s Pete Thamel, two of the highly trusted college football insiders, Penn State is working towards a deal with longtime Iowa State head coach Matt Campbell. On3 tweeted out Friday afternoon that “Penn State is working to finalize a deal to hire Iowa State’s Matt Campbell” according to their man Nakos.
Shortly after that report reached X, Pete Thamel posted his own report confirming that Campbell and Penn State had entered talks for him to assume the school’s head football coaching job.
The sides met in Iowa on Thursday night and have been working toward an agreement since. Nothing is signed, and there’s still a few steps remaining for this to come to fruition.
— Pete Thamel (@PeteThamel) December 5, 2025
“Sources: Matt Campbell and Penn State are working toward a deal for him to become the next coach at Penn State,” Thamel wrote Friday afternoon. “There’s multiple steps needed to finalize, including agreeing to terms and formal approval of compensation.” He reiterates that no official documentation has been dotted.
“The sides met in Iowa on Thursday night and have been working toward an agreement since,” said Thamel. “Nothing is signed, and there’s still a few steps remaining for this to come to fruition.” Don’t count those chickens yet, says the insider, but it’s likely that Penn State’s is teeing Campbell up as the program’s next head coach.

Iowa State inked Campbell to a major long-term deal this summer, just weeks before the season. Starting in 2025, Campbell was signed for eight years, through 2032, at a salary of $5 million per year before incentives. That comes out to a cool $40 million total over the deal, making him a very well-compensated Big 12 coach now that he’s been around for 10 full seasons.
Penn State coaching search was a wild ride
Penn State’s search ends, at last, following nearly two straight months of chaos. Athletic director Pat Kraft received a hoard of praise for pulling the trigger on James Franklin’s firing following the two-loss start to Big Ten play that was wholly unacceptable. But since, Penn State certainly didn’t execute a clean investigation for their next program leader.
Almost too many names to monitor came and went as either sourced candidates, rumored possibilities, or options on various betting markets. Either way, Penn State certainly missed on several top options, earning extensions for several.
In that department, Curt Cignetti and Matt Rhule stick out. Cignetti was an obvious first call but Indiana didn’t even allow his name to escape Pat Kraft’s mouth before he was set with a $93 million extension. Rhule also received a pay bump to stay at Nebraska as soon as Penn St. rumors kicked up. More recently, Penn State made a big push for Kalani Sitake, but BYU boosters and fans publicly rallied to tie down their Tongan war general in Provo.
Did Iowa State make the huge offer for Campbell to stay put? Are the Cyclones preparing a final last-ditch offer this minute to try and stall PSU negotiations? After 10 years, is Campbell simply ready to leave Ames, Iowa? We’ll get answers to all of those questions soon. It sure seems like a Matt Campbell and Penn State union is about to happen.
More on College Football HQ
NIL
Georgia seeks $390K from ex-linebacker Damon Wilson in NIL dispute
Missouri Tigers defensive end Damon Wilson II (8) on the sidelines during a college football game between the Central Arkansas Bears and Missouri Tigers on August 28, 2025 at Memorial Stadium in Columbia, MO. (Photo by Scott Winters/Icon Sportswire v
ATHENS, Ga. – Former Georgia edge rusher Damon Wilson II is facing a push from the University of Georgia Athletic Association to repay $390,000 after the school accused him of breaking a name, image and likeness agreement tied to his transfer from the Bulldogs.
What we know:
Wilson, now a rising pass rusher at Missouri, was served the lawsuit on Nov. 19 in Clarke County. Court filings say Wilson signed the licensing deal with Classic City Collective on Dec. 21, 2024. The agreement was scheduled to run through January 2026 and paid him $30,000 per month plus additional bonuses for a total contract value of $500,000.
The contract allowed the Collective to immediately terminate the deal if Wilson left the football team, failed to remain enrolled at Georgia, or notified the program of his intent to transfer. If that happened, he was required to repay “liquidated damages” equal to all remaining unpaid licensing fees.
According to the lawsuit, Wilson told Georgia on Jan. 6, 2025, that he planned to transfer. He withdrew from the university on Jan. 13 and left the team the next day. Classic City Collective terminated the agreement on Jan. 14 and demanded repayment of the remaining $390,000.
The Collective later assigned its rights to the University of Georgia Athletic Association.
What we don’t know:
On Aug. 25, 2025, UGAA sent Wilson a formal demand for arbitration under the agreement’s mandatory arbitration clause. Attorneys say Wilson did not respond and has not asked a court to intervene.
What’s next:
UGAA is now asking a judge to appoint an arbitrator and order Wilson to participate in the dispute process. The petition includes a list of proposed arbitrators from the American Arbitration Association’s sports panel and notes that the contract does not specify a method for selecting one.
The motion was filed on Oct. 17, 2025. Court records show Wilson has not submitted a response.
Why you should care:
Classic City Collective is the primary NIL organization supporting Georgia athletes. Wilson appeared in 11 games as a freshman in 2024 before entering the transfer portal and committing to Missouri.
The case carries significance because it tests how far schools and collectives can go to enforce NIL contracts when athletes transfer.
A ruling could influence how players approach the transfer portal while still under contract and may shape how future NIL agreements are written.
The dispute also underscores the limited protections college athletes have in contracting and is drawing attention because Wilson is a high-profile SEC player whose situation could affect others across the sport.
The Source: The details in this article come from Clarke County court documents and previous FOX 5 Atlanta reporting.
NIL
SCORE Act Fails After Congress Gets Distracted by Lane Kiffin’s $90M LSU Payday
The SCORE Act collapses on Capitol Hill as NIL chaos, political infighting, and Lane Kiffin’s blockbuster LSU deal had Rep. Hakeem Jeffries all sorts of befuddled.
What was once thought to be an easy path to the Senate floor, the SCORE Act, which has been long debated over the past two years, fell apart this week before it could be voted on in the House. And, Lane Kiffin’s new contract with LSU was a main point of contention between congressional leaders, thanks to House Minority Leader Hakeem Jeffries.
Can you imagine college athletics getting any crazier than what we witnessed this week between Kiffin, Ole Miss and LSU?
Oh, think again.
House Settlement Aftermath: Lawmakers Present Two Different NIL Bills That Aim To Regulate College Athletics
I’ve said from the start that the country has better things to worry about right now than having to argue over protecting organizations like the NCAA or even the new College Sports Commission from lawsuits that would come from trying to limit what athletes could make in the future.
Don’t forget, with the House settlement passing, this opened a whole new can of worms. Schools can now directly pay athletes for their services, with a salary cap set at over $20.5 million per year to be divided up between different sports on college campuses.
This hit a boiling point on Wednesday, with new LSU head coach Lane Kiffin being a point of emphasis. No, we’re not kidding.
The ‘Lane Kiffin Protection Act’ Is One Way To Describe It
There was always going to be infighting in regard to the timing and the optics of this entire ordeal. I just didn’t expect a college football move would be a major talking point, though Lane Kiffin does draw headlines.
At the same time as congressional leaders were trying to garner the votes that would protect the NCAA, Lane Kiffin signed a deal that would pay him over $90 million to coach the LSU Tigers.
Ole Miss AD Keith Carter Debunks Lane Kiffin’s Timeline: Players Begging Him To Stay Was ‘Overstatement’
Speaker Mike Johnson from Louisiana and House Majority Leader Steve Scalise (R-La) took the brunt of criticism from House Minority Leader Hakeem Jeffries (D-NY) on Thursday during a press conference to discuss ongoing issues that should take priority over a bill that would protect the NCAA, along with others.
“Why would Mike Johnson and Steve Scalise think it was a good idea to bring the Lane Kiffin Protection Act to the floor of the House of Representatives? Legislation that would do nothing to benefit college athletes and everything to benefit coaches like Lane Kiffin, who got out of town, abandoned his players in the middle of a playoff run to go get a $100 million contract from LSU, the home state of Mike Johnson and Steve Scalise.
“People are asking the question, why did you decide to bring this bill this week with all the other issues that the country is demanding that we focus on. “
People in Johnson’s office told OutKick that they are aware of the statements made, but have no comment on the matter.
According to multiple people connected to the situation in Washington, the Lane Kiffin saga has not helped this week when it comes to public perception.
A number of representatives have received push back, with the new LSU football coach being used as a prop as to why the college athletics business is hard to take seriously when a head coach is bailing on their team during such a pivotal time.
Also, add the comments from Louisiana Governor Jeff Landry last month pertaining to LSU having to pay the massive $54 million buyout for former head coach Brian Kelly, and congressional leaders are not going to get much sympathy from those looking to prevent an organization like the NCAA from having to answer for certain aspects of potential antitrust cases down the road.
During his SEC Championship press conference on Thursday, commissioner Greg Sankey even commented on the ongoing SCORE ACT debate, mentioning he was in Washington on Wednesday.
“There was an opportunity to vote yesterday in the House. It did not happen,” Sankey noted. “We’ll continue in our educational efforts. We’re going to take the time needed to try to address the questions that are being asked by members of Congress. Again, this is on both sides of the aisle.
“The fact that there’s so much interest, I think, is an indication of the serious nature of college sports, the importance to our nation, our culture.”
Yes, this is where we are at right now in college athletics, along with the politics that come with it.
NIL
Penn State reportedly putting huge investment into football program under next head coach Matt Campbell
Penn State has landed on Iowa State’s Matt Campbell as its next head coach, ending a wild 54-day search after firing James Franklin.
In addressing the media following the choice to part with Franklin, athletic director Pat Kraft clearly laid out his idea for the next head coach in Happy Valley.
“We want someone who will attract elite talent, retain players in the NIL era and make Penn State a destination,” Kraft said on Oct. 13. “This is also about the modern era of college football. Our next coach needs to be able to maximize elite-level resources, attack the transfer portal and develop at the highest level.”
Now, we reportedly have some details on what those “elite-level resources” actually are.
Kraft and Penn State are committing about $30 million in NIL money for the football roster and $17 million for Campbell’s coaching staff, according to a report from Matt Fortuna.
That’s on top of an eight-year contract for Campbell that will place him among the top-10 coaching salaries in the country, according to ESPN and Yahoo Sports.
Under Franklin, Penn State had well-compensated rosters, but the model was not what Kraft envisioned.
Franklin preferred not to set the market on high school recruits and did not embrace the transfer portal fully, instead choosing to fill holes here and there.
Campbell will be tasked with flipping that script.
“We have invested at the highest level. With that comes high expectations,” Kraft added in October. “Ultimately, I believe a new leader can help us win a national championship.”
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NIL
Why Georgia is in court to seek damages from Damon Wilson’s NIL deal
Updated Dec. 5, 2025, 4:33 p.m. ET
The Georgia Athletic Association is seeking $390,000 from former Georgia football player Damon Wilson after he transferred to Missouri in January, weeks after agreeing to an NIL deal with the Classic City Collective.
The Classic City Collective, which shut down earlier this year, demanded that Wilson pay liquidated damages, based off the language of the contract. Wilson did not respond, according to online records in Superior Court of Athens-Clarke County.
The UGAAA then served a demand for arbitration on Wilson on Aug. 25, and he again did not respond, court records state. UGAAA holds all rights under agreements formerly held by the collective, Wilson was told in a letter sent to him by attorney Spence Johnson, representing UGAAA.
“When the University of Georgia Athletic Association enters binding agreements with student-athletes, we honor our commitments and expect student-athletes to do the same,” Georgia deputy athletic director Steven Drummond said Dec. 5 in a prepared statement given to the Athens Banner-Herald.
The application to compel arbitration was filed in court on Oct. 17. ESPN first reported about the dispute on Dec. 5.
Wilson and the Classic City Collective agreed to a contract worth $500,000, to run from Dec. 1, 2024 to Jan. 31, 2026. Wilson received the first monthly payment of $30,000 on Dec. 25, 2024, court records state.
Wilson was served a summons on Nov. 25 in Missouri and has 30 days to respond.
Wilson, a defensive end, is third in the SEC in sacks with 9 this season for the Tigers. Georgia, meanwhile, is last in the SEC this season with 17 sacks as a team.
Wilson played 26 games for Georgia in 2023 and 2024, registering 3.5 sacks and two caused fumbles. His departure was a blow for a defense that also lost eventual NFL first-rounders Mykel Williams and Jalon Walker after last season.
NIL
Buddie Defends Dykes as TCU Fans Fume Over 8–4 Season
TCU’s just-passed 8-4 regular season had many in the purple people masses as angry as a tourist who just paid $40 to park, and for many others as disappointed as when Junior brought home an F in civics.
Many have expressed themselves in much the same way of our old friend, the frontier prospector Gabby Johnson of “Blazing Saddles” fame: No sidewindin’, bushwackin’, hornswagglin’ cracker croaker is gonna rouin me bishen cutter!
TCU Athletic Director Mike Buddie gets it.
“I think there were 11 teams in our league this year whose fan bases wanted their coaches fired,” Buddie said on Friday morning at the FIFA World Cup Draw party at Billy Bob’s Texas, the world’s largest honky tonk. “That’s the culture that we live in. You can win [against a] ranked opponent, [next week against] ranked opponent, [a third straight win against a] ranked opponent, and then lose — they want you gone.
“It’s a new day and age.”
Like the mood of Paris in 1793 — cheers in the morning, pitchforks and the guillotine by dusk.
TCU finished in the middle of a congested Big 12 at 5-4. To put some perspective on its season, Texas finished 9-3. Of course, many UT fans think the Longhorns should win every game, too. No. 25 Missouri, like TCU, finished 8-4. So, too, did Tennessee and Iowa, two teams receiving votes in the AP poll. In the end, after 12 regular-season games, only two teams finished undefeated — Ohio State and Indiana. One of those teams will lose this weekend; they play each other.
North Carolina — guided by renowned football genius Bill Belichick — stumbled to 4–8, taking a season-opening black eye from TCU.
Just last year, Ohio State fans wanted coach Ryan Day on the nearest interstate out of town after the Buckeyes took the worst kind of a second loss of the season — to Michigan. That was on Nov. 30. By the end of January, they wanted to elect him governor after winning the national championship.
The Horned Frogs will learn their postseason bowl destination on Sunday.
Dykes has gone 35-17 over four seasons at TCU, including 13-2 and a berth in the College Football Playoff championship game in his first season. That campaign included a victory over No. 2 Michigan in the Fiesta Bowl CFP semifinals.
TCU slipped to 5-7 in 2023 but went 9-4 last year and could do the same in 2025 with one last victory.
“We need to be better,” Buddie said. “We’re committed to getting better. I’m excited because nobody realizes that more than Sonny Dykes.
“He’s committed to addressing some needs that I think we have and more than ever before, what I do and how we strategically fundraise and approach people financially has a direct impact on your football program. I think Texas Tech showed us all that if you can build the most talented roster and develop them, really good things happen.”
Texas Tech, which is playing in the Big 12 Championship Game on Saturday against BYU, spent, according to reports and speculation, as much as $28 million on its football roster this season. The Red Raiders are No. 4 in the most recent CFP rankings.
Spending that kind of money is the result of a completely transformed landscape in college football. Colleges can now spend as much as $20.5 million on payroll for athletes in its various programs. That mostly impacts football and men’s basketball — those sports that generate the most revenue, the “revenue sports.”
Before that, each Division I school had an adjacent collective designed to allow athletes to cash in on their name, image, and likeness. That quickly evolved — devolved? — into merely paying athletes by writing checks out of the collective’s pool. Now completely legal after a U.S. Supreme Court case permitting athletes to receive compensation beyond traditional scholarships. The collectives simply became the mechanism to funnel those payments.
Most, if not all, of the collectives have now been merged with universities’ traditional athletics fundraising arm. NIL endorsement deals are now supposed to be just exactly that — an athlete endorsing a product, for example. I’m not exactly sure how all that sorts out.
“The landscape has changed, but we still have a ton of advantages in facilities and where we’re located and historical success,” said Buddie, who added that TCU also is “thoughtful and strategic in how we employ people.”
“We’re not in the business of paying $50 million buyouts for people to go away. And when you believe you’ve got the right person who’s already proven that he can win in the College Football Playoff, it’s incumbent on me to provide him every resource that he needs to be successful.”
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