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SBJ Power Up

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SBJ Power Up

“We’ve never had anything like this that we can offer to our players, to have a product where it does all that AI performance [analysis],” Hula Bowl owner Jennifer Logan said. “That’s our biggest thing, to be able to give that knowledge to our players, because this is a very important week for them, where they’re having this opportunity to showcase and they want to be at their best.”In today’s edition of Power Up:

  • NFL, Sony debut new coaches’ comms
  • BeOne providing data at Hula Bowl
  • TGL adds FanDuel, KPMG as corporate sponsors
BeOne needs only a smartphone camera to collect data on athlete movements and joint angles. Where it differs from other products is its generalized approach that can be applied across a dozen sports, an NIL-centric model for training its algorithms and spreading its brand, and a stated willingness to collaborate with other tech companies.

Sony and the NFL introduced a prototype of the league’s new official coach-to-coach communication headset on stage at CES on Monday night. NFL Commissioner Roger Goodell joined Sony Group Corporation President Hiroki Totoki and Sony Electronics President Neal Manowitz on stage for the unveiling of the device, which will include Sony’s noise-cancelling and sound quality technologies and be powered by Verizon’s 5G network. Sony became an official NFL technology partner in July, and the new headset will debut on the sidelines during the 2025 season. Goodell referred to coach-to-coach communication as “one of the most critical parts of our game.” The headset branding is perhaps the most camera-visible sponsorship inventory in the league. In 2023, Navigate research estimated coaches’ headset TV exposure at more than eight minutes per game, which equates to a media value of $72M. The sponsorship category had remained vacant since Bose left in 2022.  

Players’ personalities will be on display as they will be wearing mics, but it will be on those players to deliver. The “Showdown” and past iterations of “The Match” series have fallen flat due to a lack of trash talk, or players just not giving much emotion period.

Mobile motion capture provider BeOne Sports is the official technology partner of this week’s Hula Bowl, where it will track the college football All-Star Game’s athletes through practice and combine drills.TGL made its debut last night, and SBJ’s Josh Carpenter was on location at SoFi Center in Palm Beach Gardens, Fla. to offer his analysis of the new league’s rollout. Perhaps the biggest victory of the league? A blazing pace of play. – Ethan Joyce“With the advent of NIL and the NCAA and everything else that student athletes are actually earning money passively,” he added, “but also engaged in this global goal to train kids around the world.”Deans said too much emphasis in sports continues to be placed on the output — ball trajectory, exit velocity, spin rate, etc. — and not enough on the human input creating that outcome. One of BeOne’s key executives, Chief Data Scientist James McNaney, is also a user. He is a two-time All-American javelin thrower who finished 17th at the 2024 US Olympic trials.A number of questions remain for TGL to answer. Non-major golf struggled mightily last year on TV, with PGA Tour Sundays down 19% and LIV Golf failing to gain much traction on The CW. The recent “Showdown,” featuring four of the most popular players in the game, barely cracked 600,000 viewers. How will TGL fare on Monday and Tuesday nights during the winter months? Tiger Woods and Rory McIlroy, the league’s founders alongside Mike McCarley, won’t compete until later in the season (Woods next week), a strategic move by the league to attract more viewers past Week 1.The opening match tees off at 9pm ET.Founded by a self-described “former almost professional athlete” — Scott Deans, a kicker/punter at Portland State in the late 1990s, had a tryout with the 49ers but didn’t make the team — BeOne has partnered with 165 pro and college athletes to be brand ambassadors. Among them is Inter Miami FC goalkeeper Drake Callender, University of Texas kicker Bert Auburn and Kansas basketball All-American Hunter Dickinson.
BeOne is now seeking primarily B2B clients, such as schools, clubs and academies. Rice University is the first NCAA athletic department to sign on, with the school’s office of innovation also joining as a strategic partner. At the Hula Bowl, BeOne will be used during practice sessions and individual work — such as 40-yard dash running mechanics, vertical jump and more — to compile a player performance package on each of the 100-plus participants that will be shared with athletes, coaches and scouts.After pro football didn’t work out, Deans became an architect and then a manager overseeing data analysis for oil company BP. While enrolled in Rice’s executive MBA program, the idea for BeOne began as a class project and evolved into a business upon graduation, with the startup raising 0,000 to date and in the process of a subsequent .4 million investment round.The potential of biomechanics is important — 3MotionAI, Sportsbox, Mustard and Uplift Labs are among the competitors to operate within the smartphone sector of the category — Deans is quick to acknowledge that such a solution won’t answer every question. That’s why he has put out an open call to complementary technologies to collaborate, and he’s noted a few early-development projects seeking to do exactly that.BeONE SportsGetty ImagesDespite the questions, TGL has reason for optimism. It’s on ESPN and features a strong lead-in tonight with No. 4 Duke taking on Pitt. In addition to KPMG and FanDuel, it has 11 other official corporate partners and has well-heeled stick-and-ball sports owners as financial backers. And it offers something different, with matches expected to take only two hours.

TGL

TGL has added a pair of new partners ahead of its launch on Tuesday night, with both FanDuel and KPMG joining the league’s growing portfolio of sponsors. FanDuel joins TGL as an official sports betting partner and will have social and digital integrations and sponsor an intermission between two sessions on match nights. KPMG is signing with TGL as its official performance insights and analytics provider, and its “Performance Insights” program will be used for TGL matches. KPMG will have both broadcast and digital integration.“I believe there’s an irony occurring in sports tech, which is there’s very little teamwork,” Deans said. “It’s understandable — sports founders and competitors, we want to win. We’re out to build value for our customers and our stakeholders and everything. But I’m sitting here going, ‘Well, there’s nobody, no company, who has the full performance picture. We’re all building really cool things, but if we just got together and actually built stuff together, we’d make a major impact.’”“Motion capture allows us to focus on the human,” he said, noting the use of AI to understand patterns in movement and producing “rapid feedback on the field, not later, while you’re assessing all your data and looking at film. It’s on-field AI in order to make the very next rep better with this new information, so flattening the learning curve, if you will.”The league makes its long-awaited debut tonight in Palm Beach Gardens, Fla., featuring a matchup of New York Golf Club and The Bay Golf Club at the SoFi Center. Officials said tickets have sold out for the opening two weeks at the venue, which has a capacity of around 1,500.“They have become the proxy for learning in our database,” Deans said. “The whole BeOne concept is that we can use technology to unlock the talents that currently live in all the amazing athletes of today, and those movements, those skill sets, are digitized into our platform.”“The convergence of my careers — from architecture and systems design, with performance and understanding data, with the latest now becoming an expert in AI/ML applications in business — I said, ‘Well, I need to go converge all this into my sports passion, which is really about using technology to help people learn,’” Deans said. “So BeOne is really focused on democratizing access to the cutting edge for people who you likely don’t know it’s for them. So we’re building it simpler, faster and more versatile than really anything on the market.”On Tuesday’s edition of Buzzcast, SBJ’s Abe Madkour touches on the launch of TGL Tuesday night and the start of a new era for the sport.

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Georgia seeks $390K from ex-linebacker Damon Wilson in NIL dispute

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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

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.

College FootballNewsAthens-Clarke CountyUniversity of GeorgiaGeorgia BulldogsMoney



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SCORE Act Fails After Congress Gets Distracted by Lane Kiffin’s $90M LSU Payday

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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. 





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Penn State reportedly putting huge investment into football program under next head coach Matt Campbell

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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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Why Georgia is in court to seek damages from Damon Wilson’s NIL deal

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Updated Dec. 5, 2025, 4:33 p.m. ET



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Buddie Defends Dykes as TCU Fans Fume Over 8–4 Season

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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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Penn State football AD Pat Kraft rips recruiting, NIL in audio leak

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Updated Dec. 5, 2025, 5:27 p.m. ET



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