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The Rise Of Women's Sports

Tracy Call, CEO of Media Bridge, co-founded Highlight Reel with Griffin Archer to reshape sports marketing through an integrated approach. Women’s sports aren’t just having a moment; they’re leading a movement. Viewership is breaking records, attendance is climbing, and athletes are becoming household names. Yet many brands still treat sports sponsorships as side projects rather […]

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The Rise Of Women's Sports

Tracy Call, CEO of Media Bridge, co-founded Highlight Reel with Griffin Archer to reshape sports marketing through an integrated approach.

Women’s sports aren’t just having a moment; they’re leading a movement. Viewership is breaking records, attendance is climbing, and athletes are becoming household names. Yet many brands still treat sports sponsorships as side projects rather than a fundamental part of their marketing strategy.

For too long, sponsorships have been an exercise in logo placement and premium seating. Brands slap their name on a jersey or a scoreboard and call it a day. But there’s an opportunity to do so much more. At my agency, and at the sports marketing firm we recently cofounded, we believe that instead of being an ego play, women’s sports sponsorships should be fully integrated into a brand’s marketing mix, leveraging creative storytelling and delivering measurable impact.

The Opportunity: Go Beyond Traditional Sponsorships

Women’s sports teams offer incredible platforms for brands to engage passionate and loyal fan bases. However, many sponsorship deals still rely on templated packages that don’t fully maximize brand engagement. Brands have a chance to work more collaboratively with teams to build activations that create meaningful interactions rather than just brand visibility.

What if, instead of buying a one-size-fits-all package, brands co-created activations tailored to their unique objectives? What if success wasn’t just measured in impressions but in conversions, engagement and long-term brand loyalty?

A Smarter Approach To Women’s Sports Sponsorships

Sports sponsorships should function like any other media channel: They should be data-driven, strategically integrated and designed for measurable impact.

Here’s how brands should be thinking about women’s sports partnerships:

Start With Research, Not Personal Preference

You might love basketball, but if your target customer is watching tennis or volleyball, that’s where your investment should be. At my agency, we always start with the data. It’s not about what we like; it’s about aligning brands with the sports and athletes their audience already cares about.

Ask your agency or media partners for audience insights specific to women’s sports. Tap into social listening to see where the real-time conversations are happening. And don’t be afraid to go straight to the source—most women’s leagues have valuable fan data they’re ready to share.

Move Beyond The Logo

Visibility alone doesn’t build brand loyalty. True connection comes from storytelling, shared values and memorable experiences.

Partner with athletes to co-create content on platforms where their voices feel most personal, often social or community-based events. Align with causes that matter to their fans, and follow through with real action, whether that’s local activations, charitable support or collaborative campaigns. Focus on creating memorable moments through behind-the-scenes access, fan surprises or purpose-driven storytelling that invites people into the heart of your brand. That’s how you build lasting connections in women’s sports.

Measure Everything

Courtside tickets may impress executives, but what’s the actual return? Make sure you track lead generation, purchase behavior, social engagement and brand lift. If the sponsorship isn’t delivering, it’s time to pivot.

Foster True Partnerships With Teams

Sports teams are valuable partners, and collaboration is key. By working closely with teams, you can ensure that your sponsorships are fully realized, creating campaigns that extend beyond the arena and into digital, social and experiential marketing strategies.

As a former Team USA bobsled athlete and rugby player, I know firsthand that what women’s sports need most is financial support. In bobsled, we paid for our own gear and travel—and even the sled transportation for some races. A single sponsor often meant the difference between competing or staying home. When brands invest, it’s deeply felt. And because most female athletes aren’t used to that kind of backing, their loyalty tends to run deep, often delivering a higher ROI than expected. Treat the team like a partner, not an ad placement, and the impact will go far beyond the game.

Integrate Across Channels

A sports sponsorship isn’t a one-and-done strategy; it should fuel content, social engagement, digital marketing and in-store promotions. The most successful brands amplify their sponsorships across every touchpoint.

To get the most out of a women’s sports sponsorship, integration is key. Tailor your message by channel. What works in a stadium won’t always land the same on-air or online. Use TV and radio to highlight the emotion and momentum of the partnership, tying your brand to the energy of the game. On digital channels, lean into behind-the-scenes content or athlete takeovers that feel personal and native to the platform. Keep the message consistent, but adapt the delivery to fit each medium. That’s how you meet fans where they are and make the sponsorship pay off.

The Future Of Sports Marketing: More Strategic, More Inclusive

Women’s sports and emerging leagues have some of the most passionate and engaged fan bases today. They aren’t just worthwhile investments; they are the future of sports marketing. Brands that recognize this shift and approach sponsorships strategically (not as passion plays) will see the greatest returns.

The old sports marketing playbook is evolving. It’s time for brands to move beyond sponsorship as a static investment and start maximizing its potential as an integrated, measurable and impactful marketing strategy.


Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


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Contracts? Buyouts? Study at 1 school, play for another? Ambitious pitches to revamp college sports

Associated Press As the amateur model of college athletics disintegrates, a handful of unusual ideas have been floated as ways to reign in some of the chaos surrounding the explosion in name, image and likeness compensation and a transfer portal that sees thousands of athletes changing schools every season. Whether any of the ideas end […]

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Associated Press

As the amateur model of college athletics disintegrates, a handful of unusual ideas have been floated as ways to reign in some of the chaos surrounding the explosion in name, image and likeness compensation and a transfer portal that sees thousands of athletes changing schools every season.

Whether any of the ideas end up being implemented is unknown and every school is awaiting a decision from a federal judge on whether a $2.8 billion antitrust settlement against the NCAA and the five largest conferences will take effect as early as July 1. If it does, that opens the floodgates for schools to share millions in revenue directly with their athletes amid a host of other changes.

Here is a look at some of the topics:

Athlete contracts

A formal agreement between an athlete and a school is not a new concept, but with the uptick of NIL deals the thought of pro-style contracts is becoming increasingly more common.

There are plenty of ways to get creative with contracts. Rich Stankewicz, operations director for Penn State’s NIL collective Happy Valley United, said he favors an incentive-based approach — essentially adding money for athletes who not only perform but stick around.

“I personally really like the idea of incentivizing performance in school, those kinds of things that would only be occurring in the season while they’re playing,” Stankewicz said. “If more money is paid out in those time frames, then that gives the incentive for the player to stay and see those dollars from their contract, rather than potentially collect up front and then decide the grass is greener somewhere else three months later, barely doing any school, you know, without playing at all.”

Transfers and buyouts

This topic is red hot at the moment. Entering the transfer portal comes with the risk of not landing in a better spot — or any spot — but athletes have shown every single season over the past few years that they are comfortable going anyway. Athletic departments are beginning to fight back.

Arkansas athletic director Hunter Yurachek recently encouraged the school’s NIL collective to pursue legal action after quarterback Madden Iamaleava departed for UCLA after just five months in Fayetteville. Iamaleava allegedly collected significant money upfront and cited homesickness as his reason for following his brother to California.

This is a scenario Penn State hopes to avoid. And the importance of contract details is clear.

“Commonly, there’s nothing binding students in certain instances to the institution they’re with for the entirety of the contract,” Stankewicz said. “We’ve definitely looked into having measures in place to discourage transfers during the time of the contract. There are a bunch of different ways to do that, from buyouts to how you load the contract.”

Athletes as employees

Groundbreaking shifts in the landscape have sparked conversations about athletes becoming official employees of their universities.

It’s a controversial subject to say the least. Universities would become responsible for paying wages, benefits, and workers’ compensation and schools and conferences have insisted they will fight any such move in court (some already have).

Complexities go beyond the concept. While private institutions fall under the National Labor Relations Board, public universities must follow labor laws that vary from state to state and it’s worth noting that virtually every state in the South has “right to work” laws that present challenges for unions.

There is also a new administration in power now, said Michael LeRoy, a labor and employment professor at Illinois who has studied the NCAA and athlete rights.

“With the election of Donald Trump, and what that would mean for a new National Labor Relations Board, what that would mean for repopulating the courts with judges who are likely not congenial to that view, I no longer have much hope that we’ll get a ruling in the next 5-10 years that these are employees,” LeRoy said.

Despite the lack of employment status, LeRoy said, athletes should advocate for themselves and use the entertainment industry as a model. He said athletes currently are offered “take-it-or-leave-it” NIL contracts when a broader approach might have benefits.

“I think athletes should start to look at Hollywood and Broadway contracting arrangements that deal with publicity rights,” he said. “I think there’s a way to frame this collectively. The framework of collective bargaining and employment, I would say, the entertainment industry generally offers a blueprint for success.”

Playing for another school

Things are so chaotic right now that the very lines of who an athlete is playing for could get blurred.

Saying he was inspired by the NBA’s G League, University of Albany basketball coach Dwayne Killings is proposing a two-way contract for college players. Albany would welcome transfers from top-tier programs who need more seasoning and help them develop — with plenty of game time vs. sitting on the bench — before sending them back to their original program, where they’d be ready to compete.

“The best development happens on the floor, not necessarily on the scout team, given the new 15-man scholarship limits,” Killings told CBS Sports.

And then there is Division III, which recently approved an unusual pilot program: Athletes would play for one school but do their coursework at another school that does not sponsor varsity athletics.

The NCAA said the program, which would run during the next academic year, “will offer expanded pathways for student-athletes to pursue their academic objectives and complete their participation opportunity.”

“This program intends to address the changing, dynamic higher education environment we find ourselves in right now,” said Jim Troha, president of Juniata and chairman of the DIII President’s Council. “It recognizes existing academic programs and provides flexibility to expand participation opportunities for student-athletes.”

The program will be assessed before any decisions on whether to make it permanent or expand it.

___

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




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College Baseball Rankings: New No. 1 headlines changes to D1Baseball Top 25

This was a pivotal week across the country in college baseball. The stakes were obviously high, and there are a ton of changes in D1Baseball’s latest top 25 rankings as we shift into the final week of the regular season. Weather played a big role in a ton of series this weekends, with a lot […]

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This was a pivotal week across the country in college baseball. The stakes were obviously high, and there are a ton of changes in D1Baseball’s latest top 25 rankings as we shift into the final week of the regular season.

Weather played a big role in a ton of series this weekends, with a lot of suspensions, cancelations and delays. Still, 12 ranked teams entered their series finale deadlocked at 1-1 with the series on the line in a rubber game. Nine ranked teams won the first two games of their series, while four started 0-2.

We had four series between ranked teams on the weekend’s schedule, and all were massive ones. No. 3 LSU hosted No. 7 Arkansas, No. 4 North Carolina hosted No. 16 NC State, No. 23 Alabama hosted No. 6 Georgia, and No. 15 Tennessee hosted No. 11 Vanderbilt.

With the penultimate week of the regular season now complete, it’s time for the final week of the regular season and then conference tournaments. Here’s how D1Baseball changed up their top 25 rankings entering the pivotal stretch.

Previous Ranking: No. 3 (+2)
Weekly Record: 2-1
Overall Record: 40-12 (17-10 in SEC)

It was a great week for LSU, putting an impressive stamp on their top eight resume. The Tigers hosted No. 7 Arkansas over the weekend, winning 5-4 in 10 innings on Friday and then 13-3 on Saturday via the run-rule to take the series. Going for the sweep on Sunday, LSU instead fell 7-4 and instead walk away with the series victory.

Florida State baseball coach Link Jarrett. (Ben Spicer/Warchant)
Florida State baseball coach Link Jarrett. (Ben Spicer/Warchant)

Previous Ranking: No. 2
Weekly Record: 3-1
Overall Record: 36-11 (16-8 in ACC)

After a 14-2 win against Jacksonville on Tuesday, Florida State took a west coast trip for a series at Cal over the weekend. The Seminoles won 8-2 in the series opener on Friday, but then fell 5-0 on Saturday. That evened up the series, setting up a rubber game on Sunday, where FSU won 5-1 to take the series.

Previous Ranking: No. 1 (-2)
Weekly Record: 2-2
Overall Record: 40-10 (20-7 in SEC)

Texas began its week with a 9-3 win over Lamar on Tuesday, and then hosted Florida over the weekend. The Gators took Friday’s series opener 8-2, but the Longhorns responded on Saturday with a 5-2 win to even the series. Looking to avoid a second straight series loss, and a potential drop in D1Baseball’s top 25, Texas instead fell again, this time 4-1 in Sunday’s rubber game.

Previous Ranking: No. 4
Weekly Record: 2-1
Overall Record: 37-11 (16-10 in ACC)

After a 10-1 midweek win over Campbell on Tuesday, North Carolina hosted No. 16 NC State in a pivotal ACC series starting on Thursday. UNC won the opener, but then fell 8-5 on Friday. That set up a rubber game which got pushed to Sunday, and the game was ultimately canceled altogether.

Mark Wasikowski, Oregon Ducks baseball coach
Oregon coach Mark Wasikowski celebrates with his team following a historic comeback in Game 1 of the Eugene Super Regional against Oral Roberts on June 10, 2023. (Ben Lonergan / USA TODAY Sports)

Previous Ranking: No. 5
Weekly Record: 5-0
Overall Record: 38-13 (19-8 in Big Ten)

Oregon’s week got underway with a pair of midweek victories against Saint Mary’s, 6-3 on Tuesday and 8-1 on Wednesday. They then hosted a Washington team fighting to get into the postseason over the weekend, and might have crushed their hopes. The Ducks won 5-0 on Friday and 6-4 on Saturday to clinch the series, and 5-3 to finish the sweep on Sunday.

Previous Ranking: No. 8 (+2)
Weekly Record: 3-0
Overall Record: 36-15 (16-11 in SEC)

Auburn had a very strong weekend, dominating in a series sweep at home against South Carolina. The Tigers won 24-2 on Thursday to set the tone for the series, and then won both ends of a Friday doubleheader, 11-10 and 11-3, to finish off the sweep. Auburn outscored South Carolina 46-15 on the weekend to move up in D1Baseball’s top 25.

Previous Ranking: No. 10 (+3)
Weekly Record: 3-0-1
Overall Record: 37-12-1

After a 7-3 victory over Hawaii on Monday to wrap up their four-game series from last weekend, Oregon State was on the road this weekend at Iowa. The series was a pretty big one, and the Beavers came out firing with a 9-6 win on Friday and a 5-1 win on Saturday. They were aiming for the sweep on Sunday, but instead tied 6-6.

on3.com/dave-van-horn-on-arkansas-bullpen-pitchers-they-saved-us-this-weekend/
© Gary Cosby Jr.

Previous Ranking: No. 7 (-1)
Weekly Record: 1-2
Overall Record: 41-11 (18-9 in SEC)

Arkansas picked up a series win last weekend, but they’ve now dropped four of their last five series after falling to No. 3 LSU in Baton Rouge this weekend. The Razorbacks fell 5-4 in ten innings in Friday’s opener, and then got run-ruled in a 13-3 loss on Saturday. In Sunday’s finale, Arkansas fell 7-4 to drop the series and move back down in D1Baseball’s top 25.

Previous Ranking: No. 11 (+2)
Weekly Record: 2-2
Overall Record: 36-16 (16-11 in SEC)

This week wasn’t an easy one for Vanderbilt, starting with a 5-4 midweek loss at No. 20 Louisville on Tuesday. They then hit the road for a trip to Knoxville, facing No. 15 Tennessee. The Vols won 3-2 on Friday, before the Commodores responded to even the series with a 10-6 win on Saturday. That set up a pivotal rubber game on Sunday, where Vanderbilt won 7-5 to secure a massive series win and a move into the top ten.

Previous Ranking: No. 6 (-4)
Weekly Record: 1-2
Overall Record: 40-13 (16-11 in SEC)

After dominating in a 19-3 victory on Friday against No. 23 Alabama, Georgia fell behind in the second game of the doubleheader before it was suspended in the middle innings. It didn’t resume until Sunday, and Alabama held on to win 9-3. That set up a rubber game on Sunday afternoon, where Georgia fell 5-4 to drop the series.

D1Baseball Top 25 Rankings: 11-25

Elliott Avent NC State Wolfpack
NC State coach Elliott Avent walks before a game in Raleigh. (Photo Credit: NC State Athletics).

11. Coastal Carolina (+3)
12. UC Irvine (+1)
13. NC State (+3)
14. UCLA (+4)
15. Clemson (-6)
16. West Virginia (-4)
17. Tennessee (-2)
18. Alabama (+5)
19. Southern Miss (+2)
20. Duke (NR)
21. Louisville (-1)
22. Troy (-3)
23. Florida (NR)
24. Dallas Baptist (NR)
25. Northeastern (NR)

Duke, Florida, Dallas Baptist and Northeastern are all new teams in D1Baseball’s top 25 this week. They replace Oklahoma (previously No. 17), Arizona (previously No. 22), Ole Miss (previously No. 24) and USC (previously No. 25).



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Contracts? Buyouts? Study at 1 school, play for another? Ambitious pitches to revamp college sports

As the amateur model of college athletics disintegrates, a handful of unusual ideas have been floated as ways to reign in some of the chaos surrounding the explosion in name, image and likeness compensation and a transfer portal that sees thousands of athletes changing schools every season. Whether any of the ideas end up being […]

Published

on


As the amateur model of college athletics disintegrates, a handful of unusual ideas have been floated as ways to reign in some of the chaos surrounding the explosion in name, image and likeness compensation and a transfer portal that sees thousands of athletes changing schools every season.

Whether any of the ideas end up being implemented is unknown and every school is awaiting a decision from a federal judge on whether a $2.8 billion antitrust settlement against the NCAA and the five largest conferences will take effect as early as July 1. If it does, that opens the floodgates for schools to share millions in revenue directly with their athletes amid a host of other changes.

Here is a look at some of the topics:

Athlete contracts

A formal agreement between an athlete and a school is not a new concept, but with the uptick of NIL deals the thought of pro-style contracts is becoming increasingly more common.

There are plenty of ways to get creative with contracts. Rich Stankewicz, operations director for Penn State’s NIL collective Happy Valley United, said he favors an incentive-based approach — essentially adding money for athletes who not only perform but stick around.

“I personally really like the idea of incentivizing performance in school, those kinds of things that would only be occurring in the season while they’re playing,” Stankewicz said. “If more money is paid out in those time frames, then that gives the incentive for the player to stay and see those dollars from their contract, rather than potentially collect up front and then decide the grass is greener somewhere else three months later, barely doing any school, you know, without playing at all.”

Transfers and buyouts

This topic is red hot at the moment. Entering the transfer portal comes with the risk of not landing in a better spot — or any spot — but athletes have shown every single season over the past few years that they are comfortable going anyway. Athletic departments are beginning to fight back.

The nation office of the NCAA is shown in Indianapolis...

The nation office of the NCAA is shown in Indianapolis on March 12, 2020. Credit: AP/Michael Conroy

Arkansas athletic director Hunter Yurachek recently encouraged the school’s NIL collective to pursue legal action after quarterback Madden Iamaleava departed for UCLA after just five months in Fayetteville. Iamaleava allegedly collected significant money upfront and cited homesickness as his reason for following his brother to California.

This is a scenario Penn State hopes to avoid. And the importance of contract details is clear.

“Commonly, there’s nothing binding students in certain instances to the institution they’re with for the entirety of the contract,” Stankewicz said. “We’ve definitely looked into having measures in place to discourage transfers during the time of the contract. There are a bunch of different ways to do that, from buyouts to how you load the contract.”

Athletes as employees

Groundbreaking shifts in the landscape have sparked conversations about athletes becoming official employees of their universities.

Texas forward Kyla Oldacre,front right, throws the ball toward Notre...

Texas forward Kyla Oldacre,front right, throws the ball toward Notre Dame guard Sonia Citron, front left, as she falls out of bounds during overtime of an NCAA college basketball game Thursday, Dec. 5, 2024, in South Bend, Ind. Credit: AP/Michael Caterina

It’s a controversial subject to say the least. Universities would become responsible for paying wages, benefits, and workers’ compensation and schools and conferences have insisted they will fight any such move in court (some already have).

Complexities go beyond the concept. While private institutions fall under the National Labor Relations Board, public universities must follow labor laws that vary from state to state and it’s worth noting that virtually every state in the South has “right to work” laws that present challenges for unions.

There is also a new administration in power now, said Michael LeRoy, a labor and employment professor at Illinois who has studied the NCAA and athlete rights.

“With the election of Donald Trump, and what that would mean for a new National Labor Relations Board, what that would mean for repopulating the courts with judges who are likely not congenial to that view, I no longer have much hope that we’ll get a ruling in the next 5-10 years that these are employees,” LeRoy said.

Despite the lack of employment status, LeRoy said, athletes should advocate for themselves and use the entertainment industry as a model. He said athletes currently are offered “take-it-or-leave-it” NIL contracts when a broader approach might have benefits.

“I think athletes should start to look at Hollywood and Broadway contracting arrangements that deal with publicity rights,” he said. “I think there’s a way to frame this collectively. The framework of collective bargaining and employment, I would say, the entertainment industry generally offers a blueprint for success.”

Playing for another school

Things are so chaotic right now that the very lines of who an athlete is playing for could get blurred.

Saying he was inspired by the NBA’s G League, University of Albany basketball coach Dwayne Killings is proposing a two-way contract for college players. Albany would welcome transfers from top-tier programs who need more seasoning and help them develop — with plenty of game time vs. sitting on the bench — before sending them back to their original program, where they’d be ready to compete.

“The best development happens on the floor, not necessarily on the scout team, given the new 15-man scholarship limits,” Killings told CBS Sports.

And then there is Division III, which recently approved an unusual pilot program: Athletes would play for one school but do their coursework at another school that does not sponsor varsity athletics.

The NCAA said the program, which would run during the next academic year, “will offer expanded pathways for student-athletes to pursue their academic objectives and complete their participation opportunity.”

“This program intends to address the changing, dynamic higher education environment we find ourselves in right now,” said Jim Troha, president of Juniata and chairman of the DIII President’s Council. “It recognizes existing academic programs and provides flexibility to expand participation opportunities for student-athletes.”

The program will be assessed before any decisions on whether to make it permanent or expand it.



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Michael Earley buyout: Details of Texas A&M baseball head coach’s contract

If Texas A&M baseball decided to part ways with head coach Michael Earley at the end of the 2025 season, the Aggies would owe their first-year coach $3 million. The contract requires Texas A&M to pay Earley the entirety of his base salary for the remaining term of his agreement if fired without cause. The 14th […]

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If Texas A&M baseball decided to part ways with head coach Michael Earley at the end of the 2025 season, the Aggies would owe their first-year coach $3 million. The contract requires Texas A&M to pay Earley the entirety of his base salary for the remaining term of his agreement if fired without cause.

The 14th highest-paid coach in the SEC, Earley was hired in June, following Jim Schlossnagle’s decision to take the Texas job. Earley served as the hitting coach for the Aggies under Schlossnagle for three seasons before landing the head coaching job.

Earley is making $900,000 this season, with his salary set to increase to $950,000 in Year Two, $1 million in Year Three and $1.05 million in Year Four. His four-year contract was approved by the Texas A&M Board of Regents in August.

Here is a full buyout breakdown:

  • Buyout drops to $2.05 million after the 2026 season
  • Buyout drops to $1.05 million after the 2027 season
  • Buyout drops to $0 after the 2028 season

Earley’s contract includes a list of incentives, which he can compound up to $300,000 in bonuses. The head coach would be owed $15,000 for winning SEC coach of the year, $20,000 for winning the SEC tournament and if his team’s cumulative GPA is 3.25 or higher. He would also pocket $25,000 if A&M hosts a super regional, among others.

Swept by Missouri at home over the weekend, the Aggies currently sit in third-to-last place in the SEC. Texas A&M is 27-23 on the season, and on track to miss the NCAA Tournament. Texas A&M was outhit 38-11 in the Missouri series, and the Aggies own the lowest combined batting average in the SEC. The Aggies’ pitching staff ranks No. 6 in the SEC with a 4.33 ERA.

Barring a surprise, Texas A&M will end up being the first preseason No. 1 to not make the NCAA Tournament in at least the last 35 years. Before leaving for the Texas job, Schlossnagle brought Texas A&M to its first-ever spot in the College World Series championship series.

Texas A&M closes out the regular season at Georgia this weekend.



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Contracts? Buyouts? Here are some ambitious pitches to revamp college sports

As the amateur model of college athletics disintegrates, a handful of unusual ideas have been floated as ways to reign in some of the chaos surrounding the explosion in name, image and likeness compensation and a transfer portal that sees thousands of athletes changing schools every season. Whether any of the ideas end up being […]

Published

on

Contracts? Buyouts? Here are some ambitious pitches to revamp college sports

As the amateur model of college athletics disintegrates, a handful of unusual ideas have been floated as ways to reign in some of the chaos surrounding the explosion in name, image and likeness compensation and a transfer portal that sees thousands of athletes changing schools every season.

Whether any of the ideas end up being implemented is unknown and every school is awaiting a decision from a federal judge on whether a $2.8 billion antitrust settlement against the NCAA and the five largest conferences will take effect as early as July 1. If it does, that opens the floodgates for schools to share millions in revenue directly with their athletes amid a host of other changes.

Here is a look at some of the topics:

Athlete contracts

A formal agreement between an athlete and a school is not a new concept, but with the uptick of NIL deals the thought of pro-style contracts is becoming increasingly more common.

There are plenty of ways to get creative with contracts. Rich Stankewicz, operations director for Penn State’s NIL collective Happy Valley United, said he favors an incentive-based approach — essentially adding money for athletes who not only perform but stick around.

“I personally really like the idea of incentivizing performance in school, those kinds of things that would only be occurring in the season while they’re playing,” Stankewicz said. “If more money is paid out in those time frames, then that gives the incentive for the player to stay and see those dollars from their contract, rather than potentially collect up front and then decide the grass is greener somewhere else three months later, barely doing any school, you know, without playing at all.”

Transfers and buyouts

This topic is red hot at the moment. Entering the transfer portal comes with the risk of not landing in a better spot — or any spot — but athletes have shown every single season over the past few years that they are comfortable going anyway. Athletic departments are beginning to fight back.

Arkansas athletic director Hunter Yurachek recently encouraged the school’s NIL collective to pursue legal action after quarterback Madden Iamaleava departed for UCLA after just five months in Fayetteville. Iamaleava allegedly collected significant money upfront and cited homesickness as his reason for following his brother to California.

This is a scenario Penn State hopes to avoid. And the importance of contract details is clear.

“Commonly, there’s nothing binding students in certain instances to the institution they’re with for the entirety of the contract,” Stankewicz said. “We’ve definitely looked into having measures in place to discourage transfers during the time of the contract. There are a bunch of different ways to do that, from buyouts to how you load the contract.”

Athletes as employees

Groundbreaking shifts in the landscape have sparked conversations about athletes becoming official employees of their universities.

It’s a controversial subject to say the least. Universities would become responsible for paying wages, benefits, and workers’ compensation and schools and conferences have insisted they will fight any such move in court (some already have).

Complexities go beyond the concept. While private institutions fall under the National Labor Relations Board, public universities must follow labor laws that vary from state to state and it’s worth noting that virtually every state in the South has “right to work” laws that present challenges for unions.

There is also a new administration in power now, said Michael LeRoy, a labor and employment professor at Illinois who has studied the NCAA and athlete rights.

“With the election of Donald Trump, and what that would mean for a new National Labor Relations Board, what that would mean for repopulating the courts with judges who are likely not congenial to that view, I no longer have much hope that we’ll get a ruling in the next 5-10 years that these are employees,” LeRoy said.

Despite the lack of employment status, LeRoy said, athletes should advocate for themselves and use the entertainment industry as a model. He said athletes currently are offered “take-it-or-leave-it” NIL contracts when a broader approach might have benefits.

“I think athletes should start to look at Hollywood and Broadway contracting arrangements that deal with publicity rights,” he said. “I think there’s a way to frame this collectively. The framework of collective bargaining and employment, I would say, the entertainment industry generally offers a blueprint for success.”

Playing for another school

Things are so chaotic right now that the very lines of who an athlete is playing for could get blurred.

Saying he was inspired by the NBA’s G League, University of Albany basketball coach Dwayne Killings is proposing a two-way contract for college players. Albany would welcome transfers from top-tier programs who need more seasoning and help them develop — with plenty of game time vs. sitting on the bench — before sending them back to their original program, where they’d be ready to compete.

“The best development happens on the floor, not necessarily on the scout team, given the new 15-man scholarship limits,” Killings told CBS Sports.

And then there is Division III, which recently approved an unusual pilot program: Athletes would play for one school but do their coursework at another school that does not sponsor varsity athletics.

The NCAA said the program, which would run during the next academic year, “will offer expanded pathways for student-athletes to pursue their academic objectives and complete their participation opportunity.”

“This program intends to address the changing, dynamic higher education environment we find ourselves in right now,” said Jim Troha, president of Juniata and chairman of the DIII President’s Council. “It recognizes existing academic programs and provides flexibility to expand participation opportunities for student-athletes.”

The program will be assessed before any decisions on whether to make it permanent or expand it.

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Knoxville Regional schedule in the NCAA Softball Tournament: Bracket, TV info

Tennessee softball was announced as the No. 7 national seed in the NCAA Softball Tournament, which begins with the Knoxville Regional on May 16. The Lady Vols (40-14) opens with Miami (Ohio) (35-24) at 1:30 p.m. on Friday, with UNC and Ohio State in the other opening game of the regional. As per normal, regional […]

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Tennessee softball was announced as the No. 7 national seed in the NCAA Softball Tournament, which begins with the Knoxville Regional on May 16.

The Lady Vols (40-14) opens with Miami (Ohio) (35-24) at 1:30 p.m. on Friday, with UNC and Ohio State in the other opening game of the regional.

As per normal, regional play is in a double-elimination format.

Here’s the full schedule for the Knoxville Regional:

All games at Sherri Parker Lee Stadium in Knoxville; double elimination format

Friday, May 16

Game 1: Tennessee vs. Miami (OH), 1:30 p.m. on SEC Network (Watch on FUBO)

Game 2: UNC vs. Ohio State, 4 p.m. on ESPNU (Watch on FUBO)

Saturday, May 17

Game 3: Game 1 winner vs. Game 2 winner, Noon on TBD

Game 4: Game 1 loser vs. Game 2 loser, 2:30 p.m. on TBD (elimination game)

Game 5: Game 3 loser vs. Game 4 winner, 5 p.m. on TBD (elimination game)

Sunday, May 18

Game 6: Game 3 winner vs. Game 5 winner, Noon on TBD

Game 7: Championship game (if necessary), 2:30 p.m. on TBD



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