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Schools use field logos, higher concession prices and more to pay for the new era in college sports

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It was an exercise in corporate branding that wouldn’t have raised an eyebrow in most pro sports. In college sports, it bordered on revolutionary.

In a full room of reporters, boosters and executives, the University of South Carolina delivered the news that it was bringing on a new sponsor that would put its logo on the football field for Gamecocks home games, starting Sept. 6 against South Carolina State.

The deal with a machinery company was the centerpiece of a partnership that, Gamecocks athletic director Jeremiah Donati explained, represented the “largest single financial investment into our athletics department in our history, which will help us shape the future of our programs and our university for years to come.”

In a nod to the new realities of college sports, the NCAA just 14 months ago lifted a decades-old restriction on branding on the field of play.

It opened a new financing stream for universities that are sharing up to $20.5 million in revenue with their players over the next year while also doling out millions more in scholarships in an industry reshaped by the multibillion-dollar lawsuit settlement that has turned college sports into something that looks more like the pros.

Not everyone is seeing money walk through the door.

Just last week, the board Virginia Tech received a bracing message from athletic director Whit Babcock: Without an influx of around $44 million to bring the sports budget to $200 million, the Hokies would keep falling behind.

Tennessee fans gather outside Neyland Stadium before an NCAA college...

Tennessee fans gather outside Neyland Stadium before an NCAA college football game between Tennessee and Kent State in Knoxville, Tenn., Sept. 14, 2024. Credit: AP/George Walker IV

“If we don’t radically leap forward now,” Babcock said, “we’re likely sealing our own fate for years and generations to come.”

Field branding is part of a bigger set of tools that schools are using to try to stay competitive; often those tools involve asking students, fans and the public to pay more.

“As the financial requirements in college athletics continue to evolve and grow, the pressure on athletic departments, our multimedia partners and others to provide new and different revenue streams is certainly there,” said J Batt, the athletic director at Michigan State, which has partnered with PlayFly Sports to identify new ways to raise money.

Ticket and concession prices

These have been couched in lots of different ways, but bottom line, it’s going to cost more to attend games at many schools.

Kansas fans fill David Booth Kansas Memorial Stadium for the...

Kansas fans fill David Booth Kansas Memorial Stadium for the third straight time for an NCAA college football game against TCU, Oct. 8, 2022, in Lawrence, Kan. Credit: AP/Reed Hoffmann

Tennessee was among the first to introduce what it called a “talent fee,” which was a 10% surcharge on all athletic tickets.

Multiple Big Ten teams have increased student season ticket prices for football. Arkansas added a 3% “Student-Athlete Scholarship Enhancement Fee” to concessions sold at its sports events in what athletic director Hunter Yurachek told fans in a letter was a “small but meaningful way” to support athletes.

Nebraska, for the first time, will be selling beer to fans in general seating.

Adding to cost of tuition

Among the schools that added “athletic fees” to the cost of attendance are Clemson ($300 a year), South Carolina ($300), Louisville ($200) and West Virginia ($250). At Clemson, that fee is expected to raise around $7 million a year.

One possible hiccup: A bill making its way through Congress proposes to bar schools from using these sort of fees to bankroll college athletic programs.

Shifting money within the university

A 2023 analysis by Sportico estimated the “per student” level at which most schools subsidized their athletic departments through a mix of fees, direct and indirect financial support, government funding and other sources. At Power Four schools, it ranged from nothing to $1,400 per student. The numbers figure to trend upward.

Earlier this year, Texas Tech said it was earmarking an additional $9 million to support its athletic program, which has a budget of around $129 million and is also backed by its billionaire board of regents chair, Cody Campbell.

At Missouri, administrators covered a $15.2 million deficit in the athletics budget with an “internal loan,” and also increased financial support for fiscal 2024 by $2.9 million to $25.7 million.

Kentucky’s board of trustees recently approved a plan to lend the athletic department $141 million — $110 million of which will go to fund facility projects and the rest going to offset expected deficits in 2025 and 2026.

Michigan State floated a $12.1 million “internal loan” to the athletic department, with the expectation it will be repaid through increased revenue coming out of this new era in college sports.

Batt said Michigan State has signed a new concession deal with an outside provider, completed new, bigger scoreboards in the football stadium and is refurbishing its luxury boxes, all with an eye on generating more income.

“Finding those opportunities but staying true to the brand is part of those ‘win-wins’ that we’re looking for,” Batt said.

Asking boosters for more

Aside from tying increased giving to ticket prices, athletic directors are being transparent with their fans and simply letting them know that things are going to cost more.

In a letter to the Michigan fan base from June, athletic director Warde Manuel said payments to players and an increase in scholarship budget had the department facing a $27 million deficit for the 2025-26 school year.

He gave a detailed analysis of measures Michigan has taken to cut the deficit to $15 million. It included staff reductions and a $6 million reduction in TV revenues the department gave back to the university. But the letter came with the overarching message: “We still need your continued support.”

At some schools, the support will come in the form of unique “experiences.” At Oklahoma, two fans can sit in on the postgame news conference for the price of somewhere between $500 and $700.

At Kansas, they might not have to get so creative.

Last week, billionaire alum David Booth gave $300 million — believed to be the largest donation in college history — to be targeted toward construction around the football stadium and to generate income that athletic director Travis Goff said could last for decades.

Could it turn a school known for one the nation’s best basketball programs into a behemoth on the football field, as well?

“Philanthropy, like investing, pays dividends over time,” Booth said.

___

This story corrects that South Carolina’s opening home game is Sept. 6, not next Sunday.



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North Texas QB Drew Mestemaker transfers to Oklahoma State in big portal splash

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Oklahoma State just got itself a boost at the quarterback position.

Drew Mestemaker, who led all of FBS college football in passing yards with North Texas this season, will be transferring to Oklahoma State next season, according to multiple reports.

According to On3, Mestemaker also has a “two-year deal” worth $7 million attached to his commitment to Oklahoma State, which is seemingly connected to an NIL contract.


North Texas quarterback Drew Mestemaker (17) looks to throw during the American Conference championship.
North Texas quarterback Drew Mestemaker (17) looks to throw against Tulane during the first half of the American Conference championship NCAA college football game in New Orleans, Friday, Dec. 5, 2025. AP

Mestemaker, who just completed his freshman season with the Mean Green, will be joining former North Texas coach Eric Morris, who signed a five-year deal with Oklahoma State to replace Mike Gundy in December.

“I think just the relationships that I’ve built there with Coach Morris, Coach [Sean] Brophy and that whole staff, offense and defense,” Mestemaker said to ESPN. “I think Coach Morris is the best play-caller in the nation. The insight he has, and the way he sees offense, and the way he makes me at quarterback comfortable in everything we are running.

“I feel like sets me up for success in everything that he calls.”

Mestemaker led the FBS by throwing for 4,379 yards and 34 touchdowns while completing 68.9 percent of his passes, helping lead North Texas to a 12-2 record and a bowl win over San Diego State.


North Texas Mean Green head coach Eric Morris talks to an official during the 2025 American Conference Football Championship against the Tulane Green Wave.
Head coach Eric Morris of the North Texas Mean Green talks to an official during the 2025 American Conference Football Championship against the Tulane Green Wave at Yulman Stadium on December 5, 2025 in New Orleans, Louisiana. Getty Images

The 20-year-old chose to remain loyal to Morris, saying that he is excited to continue playing under him in Stillwater.

“To be the starting point of it all, and the one that’s locked in first, I hope getting that out there will help more name [players] realize how special this staff really is,” Mestemaker added. “If I didn’t 100 percent trust these guys with my career, I’d take longer to see what’s out there and test out the waters.”

The move comes following another underwhelming season for the Cowboys, who finished with a 1-11 record, failing to land a win in the Big 12.

Mestemaker acknowledged that there is a lot of work to do in Stillwater for a potential turnaround.

“I know Coach Morris knows there’s work to do,” he said. “But he’s never shied from that. We knew last year, there was work to do. People thought we’d be struggling to make a bowl game again.

“I know this staff on offense and defense never shied away from a challenge.”



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Bruce Pearl calls for collective bargaining, multi-year contracts in college sports

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With collective bargaining at the forefront of the college sports conversation, former Auburn coach Bruce Pearl voiced his support. He discussed his plan to help try and settle the landscape.

Pearl, now an analyst for TNT Sports, broke down four things he would do differently. One would be to pave the way for collective bargaining, allowing for the players to be involved in talks about the rules. That, he argued, would take the courts out of the equation.

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Pearl then argued for multi-year contracts and a new approach to revenue-sharing with different funds for football and basketball. Finally, he said players should get five years of eligibility without the ability to appeal.

“No. 1, we’ve got to get Congress to help us establish some collective bargaining,” Pearl said Saturday. “What that would do is, that would have the players and both parties be able to agree. That’s where the courts would have no say. We’d have to adjust the transfer portal. My idea is to let the kids sign two- or three-year contracts. If you want out of a two-year contract, both have to agree.

“I think we’ve got to decide what the rev-share is going to be. … The last thing is, five years of eligibility, no appeals. That takes a lot of the legislation out of it.”

Bruce Pearl: Collective bargaining is ‘where we need to go’

While there’s still a debate around whether college athletes could be considered employees, collective bargaining continues to be floated as a potential answer. Tennessee athletics director Danny White most recently spoke in support of the idea, and ESPN analyst Jay Bilas – a practicing attorney – has done so, as well.

In August, On3’s Pete Nakos reported 23 Power Four football general managers also backed collective bargaining in a closed-door meeting. Bruce Pearl is also among those in favor of the move, calling the current off-court situation “out of control.”

“Guys, collective bargaining, for me, is where we need to go,” Pearl said. “I just don’t see Congress fixing it. In other words, somebody representing college basketball, college football. Somebody representing the players. Have them get together, decide what the rules are going to be. Agree to it, then the courts are out of it.

:Right now, the game is terrific on the court. But it’s completely out of control off the court.”



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College football’s top 5 transfer portal commitments so far

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Less than 48 hours into the transfer portal window, there’s already been a handful of top talents who have found landing spots. While many of the nation’s top players are just starting to figure out visits, others have the portal decision completely wrapped up.

According to On3’s rankings, here are the top five transfer portal commitments who made near-instant decisions on their portal destination.

Drew Mestemaker, North Texas QB to Oklahoma State

A nearly out-of-nowhere star at North Texas, Mestemaker passed for 4,379 yards and 34 touchdowns for the Mean Green and coach Chad Morris. So when Morris hit the road for a new job following Oklahoma State legend Mike Gundy, Mestemaker didn’t need much time to make his decision. He’s got three seasons to play and is now the presumptive starter at an Oklahoma State team that will need plenty of help to rebuild off a 1-11 season in 2025.

Benjamin Brahmer, Iowa State TE to Penn State

Brahmer

Iowa State tight end Benjamin Brahmer is one of the best early commitments of the early days of the transfer portal window. | Reese Strickland-Imagn Images

A 6’6″ middle of the field target, Brahmer had a quick jaunt in the portal. Last year, he snagged 37 passes for 446 yards and six touchdowns. He also had a big 2023 season with an injury-plagued 2024 in between. Brahmer’s coach, Matt Campbell took the Penn State job following the departure of James Franklin. Brahmer followed him to State College and should help Penn State’s passing game in 2026, which will be his final year of eligibility.

Abu Sama, Iowa State RB to Wisconsin

A 5’11” back, Sama has been a steady contributor through three seasons of college football. He ran for 732 yards and five scores in 2025 at Iowa State, which brought his career numbers to 1,933 yards and 13 touchdowns. Like Brahmer above, Sama had played for Matt Campbell. But he didn’t follow his prior coach, instead moving on to Wisconsin, where Luke Fickell needs to juice up a ground game that had no back running for more than 363 yards in 2025.

Noah McKinney, Oklahoma State OL to TCU

McKinney started his career at UNLV and saw extensive action there in 2023 before missing most of the season in 2024. He came to Oklahoma State and was part of the disastrous 1-11 season in 2025. McKinney has now left OSU to finish up his college career with a season at TCU. The Horned Frogs averaged 30.7 points per game in a nine-win season in 2025 and McKinney should see early time there.

Houston Thomas, Texas-San Antonio TE to Texas A&M

Thomas posted back-to-back seasons with 34 receptions for UTSA in 2024 and 2025. For his career, he has 78 catches for 918 yards and five touchdowns. The 6’4″, 245 pound target is moving on from UTSA for his final college season at Texas A&M. Two of A&M’s top three pass-catching tight ends in 2025 were seniors, so Thomas should get a shot.



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Pete Golding addresses status of LSU assistants at Ole Miss for remainder of College Football Playoff

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Pete Golding gave an intriguing statement about the current Ole Miss staffers who are under contract at LSU. Essentially, the former Rebels’ coaches are on loan from former coach Lane Kiffin, who departed for the Tigers.

Ole Miss is now 2-0 in the College Football Playoff with wins over Tulane and Georgia. It’s been a great start to Golding’s head coaching tenure as they prepare for Miami in the CFP Semifinals.

But Golding was honest about guys like Charlie Weis Jr. and others who are finishing out the playoff run with Ole Miss. He’s simply not paying them but they’re free to keep doing what they’re doing.

“They’re doing two jobs,” Golding said, via OM Spirit’s Ben Garrett. “They’ll be at the practices and all those things. They have every opportunity to [keep coaching]. They’re not employed by me.”

AD Keith Carter told Yahoo Sports’ Ross Dellenger that he was unsure if those departed assistants would continue with Ole Miss in the semifinals and potentially national championship. Everyone’s status seems to be up in the air.

“I don’t know,” Carter said. “We’re going to celebrate tonight and get ready for Arizona in the morning.”

Those six assistants, currently ‘working’ under Golding include: Weis Jr., tight ends coach Joe Cox, receivers coach George McDonald, inside receivers coach Sawyer Jordan, quarterbacks coach Dane Stevens, and running backs coach Kevin Smith.

Amid the opening of the transfer portal, things could get crazy as Ole Miss players could be enticed to leave Golding’s watch and go play for Kiffin at LSU, at some point. Having former staffers who left for Baton Rouge in the building is certainly a unique situation, particularly for a final four team.

“There are going to be some fireworks,” an unnamed Ole Miss source said, via ESPN. “We always knew this might be a possibility.”

Golding and Ole Miss will keep eyes forward while Kiffin collects contract bonuses from the Rebels advancing. How the situation manifests itself after the CFP semifinals is anyone’s guess.

After Kiffin’s high-profile departure for LSU, Golding took over as Ole Miss’ full-time head coach. But the Tigers said they would include “ancillary benefits” in Kiffin’s deal with the Rebels, and that means a $500,000 payout because his former program is advancing in the CFP.



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Three College Football Playoff teams linked to 1,000-yard RB in transfer portal

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The NCAA transfer portal has opened for all college football players seeking a new destination for the 2026 season. The portal is open for a two-week period that ends on Jan. 16.

In the weeks following the end of the 2025 regular season, thousands of players decided to leave the school they had play for to go to different places in 2026.

While Power Four quarterbacks have been a dominant topic in the weeks leading up to the portal opening, other significant offensive skill players are also shifting across the college football landscape.

One skill player on the move is former NC State running back Hollywood Smothers. He will have two seasons of eligibility remaining at his third school.

The 5-foot-11, 195-pounder began his college football journey under Brent Venables at Oklahoma in 2023. He played in the maximum four games to maintain his redshirt with the Sooners, logging 42 rush yards on 11 carries and catching a pass for a yard.

Smothers transferred to NC State in the 2024 season. He missed a pair of games due to injury but still ran for 571 yards and six touchdowns while grabbing 19 receptions for 263 yards and two touchdowns. He ran for 100 yards in a blowout win over Stanford and in the Military Bowl against East Carolina.

Injuries once again hampered some potential production from Smothers in 2025. He finished with 939 rush yards and six touchdowns to go with 37 catches for 189 yards and another touchdown in 11 games in his last season with the Wolf Pack. He was named All-ACC First Team for his 2025 output.

Smothers’ production in the 2025 season has programs across the Power Four landscape vying to acquire him from the transfer portal. Pete Nakos of On3 reported three different participants in the 2025 College Football Playoff are making the heaviest pushes for Smothers on Friday.

Alabama

Jam Miller in the 2025 Iron Bowl.

Alabama Crimson Tide running back Jam Miller (26) runs the ball vs. the Auburn Tigers | Jake Crandall/ Advertiser / USA TODAY NETWORK via Imagn Images

One of the weaknesses plaguing Alabama in 2025 was the inability to produce on the ground offensively. With Jam Miller’s eligibility expiring and Richard Young heading for the transfer portal, the depth at running back is going to thin out for the Crimson Tide.

Alabama has not used the transfer portal to acquire running backs in Kalen DeBoer’s two seasons in Tuscaloosa. However, the last time the Crimson Tide went into the portal to find a running back, it catapulted Jahmyr Gibbs to stardom. Gibbs’ all-purpose numbers in his final season at Georgia Tech bear some similarity to Smothers’ at NC State in 2025.

Georgia

The Bulldogs have shifted to a running back by committee approach in the last six seasons of Kirby Smart’s tenure. Injuries have forced Georgia’s hand in that philosophy sometimes, but the talent pool in Athens is deep enough each season to where the Bulldogs can feature multiple running backs.

As for the portal, Georgia has acquired a running back each of the past two seasons. The Bulldogs brought in Trevor Etienne (Florida) in the 2024 offseason and Josh McCray (Illinois) in the 2025 offseason. Georgia could be looking at Smothers to add as a rotational piece with its other running backs in 2026.

Ole Miss

Kewan Lacy at the Sugar Bowl.

Mississippi Rebels running back Kewan Lacy (5) celebrates after scoring a touchdown against the Georgia Bulldogs | Geoff Burke-Imagn Images

The biggest potential obstacle to Smothers seeing the field at Ole Miss hinges on whether or not AP All-American running back Kewan Lacy stays with the Rebels next season. Lacy has 295 carries on the season for Ole Miss, 266 more than the next man in the Rebels’ running back room.

However, should Lacy return, he will not have much depth behind him to give him a breather. Logan Diggs and Damien Taylor are both out of eligibility, so Smothers could fill a rotational need for the Rebels by transferring to Ole Miss in the offseason.



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Transfer portal rankings 2026: Updated list of top college football players by position, from DJ Lagway to Dylan Raiola

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Transfer portal rankings 2026: Updated list of top college football players by position, from DJ Lagway to Dylan Raiola originally appeared on The Sporting News. Add The Sporting News as a Preferred Source by clicking here.

College football recruiting never stops, and that’s true even in 2026. One of the biggest tools coaches use to build their respective rosters is the transfer portal.

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Thanks to players having immediate eligibility when entering the portal, football rosters are now built by utilizing both the portal and traditional recruiting classes.

This year’s college football transfer portal is a bit different from last year’s. Starting in 2026, the winter transfer portal window opens Jan. 2 and runs for two weeks through Jan. 16. That is a change from recent years, during which the portal window opened in early December. The move to January allows players to enroll in spring classes on time at their new schools.

Another change to the portal window is that there was previously a spring window, but the NCAA has done away with it entirely. So if players want to go to a new school, this window is their only opportunity to do so.

So who are the biggest names to enter the portal so far? Here’s a look at the top players to enter the portal and a breakdown of the biggest names by position.

MORE: List of QBs headed to the portal in 2026

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Transfer portal rankings 2026: Top players available

Florida QB DJ Lagway

Although some suspected DJ Lagway would stay on with new head coach Jon Sumrall coming to Gainesville, he is expected to enter the portal. The former five-star quarterback prospect from Willis, Texas had a solid true freshman season in 2024, throwing for 1,915 yards with 12 touchdowns and nine interceptions. But he regressed in 2025, throwing for 2,264 yards with 16 touchdowns and 14 interceptions, which led the SEC.

With a fresh start elsewhere, he could immediately elevate a roster, assuming his turnover issues can be fixed. Expect some Texas schools to potentially be in the mix for Lagway.

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Penn State QB Ethan Grunkemeyer

Ethan Grunkemeyer spent the 2024 season backing up Drew Allar, and started his 2025 season doing the same. But Allar tore his ACL midseason, and Grunkemeyer threw for 1,339 yards with eight touchdowns and four interceptions. As a redshirt sophomore in 2026, he will have at least three years of eligibility.

Nebraska QB Dylan Raiola

Nebraska signal-caller Dylan Raiola threw for 4,819 yards with 31 touchdowns and 17 interceptions over two seasons. His 2025 season was cut short in early November after he suffered a broken fibula.

Raiola, the former five-star quarterback prospect from Buford, Georgia was a longtime UGA commit before flipping late to Nebraska. Raiola would have to compete for the starting job with Gunnar Stockton, in Athens, however.

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JMU QB Alonza Barnett II

Alonza Barnett helped lead the James Madison Dukes to a historic CFP berth in 2025, helped by his 2,806 yards passing with 23 touchdowns and eight interceptions. He added another 589 yards with 15 touchdowns on the ground.

Barnett, from Greensboro, N.C., will be a welcomed addition to a power-conference school in need of a dual-threat quarterback.

Arizona State QB Sam Leavitt

This is Sam Leavitt’s second time in the portal, transferring from Michigan State to ASU before the 2024 season. Although he helped lead the Sun Devils to a first-ever CFP berth last season, his numbers regressed in 2025, as he dealt with injuries. His season was ultimately cut short after a season-ending foot injury in late October. 

MORE: Explaining the sometimes strange bond linking Dylan Raiola to Patrick Mahomes

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Transfer portal rankings 2026 by position

Other notable names expected to enter the portal include Texas running back CJ Baxter, Kansas State running back Dylan Edwards, Auburn receiver Cam Coleman, Colorado receiver Omarion Miller, and Louisville defensive lineman AJ Green.

Quarterback 

  1. Sam Leavitt, Arizona State

Wide Receiver 

Running Backs 

  1. Dylan Edwards, Kansas State

Tight End 

Offensive lineman

Defensive linemen

EDGE rushers

Linebackers

Defensive backs 

Kickers/punters 



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