In 1967, the Florida Gators football team was struggling in the heat, losing more fluid than they could replace. Dr. Robert Cade and his colleagues mixed water, sugar, and salts to help the players recover. The initial blend tasted terrible until lemon flavor made it drinkable. They called it Gatorade, and early field tests showed […]
In 1967, the Florida Gators football team was struggling in the heat, losing more fluid than they could replace. Dr. Robert Cade and his colleagues mixed water, sugar, and salts to help the players recover. The initial blend tasted terrible until lemon flavor made it drinkable. They called it Gatorade, and early field tests showed real benefit. A deal with a food company then brought Gatorade to the masses, paving the way for its rise as a top sports drink backed by its own research institute.
Key Takeaways
Gatorade began as a quick fix to stop the Florida Gators from wilting during 1967 practice.
Dr. Cade’s first recipe of water, sugar, and salts needed lemon to mask its off-putting taste.
Researchers measured fluid loss and salt balance to set guidelines on how much Gatorade athletes should drink.
A partnership with Stokely Van Camp secured bottling rights and put Gatorade in stadiums and stores.
Launching a sports science institute and signing pro teams helped Gatorade grow into a leading global brand.
Gatorade’s origin in a desperate hydration challenge
The story of Gatorade begins with a very real problem: football players in Florida were struggling immensely in the sweltering heat. Coaches needed a solution, and fast. The existing methods weren’t cutting it, and the players’ performance was suffering. This led to a collaboration that would change sports drinks forever.
Wilting football players in the Florida heat
Back in the summer of ’65, the Florida Gators were facing a serious issue. The intense heat and humidity were causing players to become severely dehydrated and, as some described it, “wilting” on the field. It wasn’t just about thirst; it was about the players’ physical ability to perform. The coaches recognized that something needed to be done to combat this, leading them to seek help from the university’s medical researchers. The situation was dire, and the need for a solution was urgent. The team’s performance was directly linked to their ability to stay hydrated and maintain their electrolyte balance. This electrolyte-carbohydrate drink was a game changer.
Dr. Robert Cade’s electrolyte formula breakthrough
Dr. Robert Cade, a kidney specialist at the University of Florida, took on the challenge. He and his team began investigating what exactly the players were losing during games. They discovered that the athletes were losing significant amounts of fluids and electrolytes, crucial for muscle function and overall performance. Cade developed a formula that aimed to replace these lost nutrients, a mix of water, carbohydrates (for energy), and electrolytes like sodium and potassium. This wasn’t just about quenching thirst; it was about replenishing what the body was losing. This innovative approach marked a turning point in sports science and hydration.
Players’ initial reactions to taste and recovery
The initial version of Dr. Cade’s concoction wasn’t exactly a hit with the players. In fact, many found the taste to be quite unpleasant, even describing it as “putrid.” Despite the taste, the players noticed a significant difference in their recovery and performance. They felt more energized and less fatigued during and after games. The positive effects on their physical condition outweighed the initial dislike for the taste. This led to further refinements of the formula, including the addition of flavoring to make it more palatable. The team’s success on the field, fueled by this new drink, quickly turned it into a professional thirst quencher and a legend in the making.
Gatorade’s flavor tweak and naming journey
Adding lemon to mask the potion’s putrid note
The initial version of Gatorade, concocted by Dr. Robert Cade, wasn’t exactly a culinary masterpiece. Players described the taste as, well, “putrid.” Imagine trying to convince athletes to drink something that tastes awful, even if it promises better performance. It was a tough sell. Thankfully, Dr. Cade’s wife stepped in with a simple, yet brilliant, suggestion: add lemon. This tweak proved to be a game-changer. The lemon flavoring masked the unpleasant taste, making the drink palatable enough for the players to actually consume it. It’s a testament to how a small adjustment can make a huge difference, turning a scientific formula into something athletes could tolerate, and even enjoy.
Settling on a name tied to Florida Gators
With a drink that was now (somewhat) tasty, the next step was branding. What to call this magical potion designed to keep the Florida Gators from wilting? The answer, it turned out, was staring them right in the face. The researchers formulated a balanced electrolyte-carbohydrate drink that would replace the key nutrients players were losing on the field. They settled on “Gatorade” as the most appropriate name for the drink, as it was specially designed for the Florida Gators football team. The name “Gatorade” was a natural fit, instantly connecting the drink to its origin and purpose. It was a stroke of marketing genius, even if unintentional at the time. It clearly communicated who the drink was for and where it came from, building an immediate association with the team and the university.
Team acceptance and early field testing
Getting the Florida Gators on board was crucial. After all, they were the target audience and the test subjects. The team’s acceptance wasn’t immediate, but as they experienced the benefits of [Gatorade thirst quencher], their skepticism waned. Early field testing involved tracking fluid loss and electrolyte balance during practices and games. The results were promising: players who consumed Gatorade experienced improved hydration and performance. This real-world validation was essential in building confidence in the product. The 1967 Orange Bowl win further solidified Gatorade’s reputation. Other teams began to wonder if Gatorade was the secret weapon, adding to the drink’s mystique and appeal. It was a combination of science, storytelling, and a bit of legend-making that propelled Gatorade into the spotlight.
Gatorade’s early experiments in performance science
Tracking fluid loss and electrolyte balance
Gatorade’s journey wasn’t just about quenching thirst; it quickly evolved into a quest to understand the science behind athletic performance. Early on, researchers focused on meticulously tracking electrolyte balance and fluid loss in athletes during intense activity. This involved measuring sweat rates, analyzing electrolyte concentrations, and observing how these factors impacted the body’s ability to function optimally. The goal was to pinpoint exactly what athletes were losing and how Gatorade could effectively replenish those vital components.
Marathon trials and subjective runner feedback
To validate their findings, Gatorade scientists conducted trials with marathon runners. These experiments involved comparing runners who consumed Gatorade with those who didn’t, carefully monitoring their physiological responses. One early study had runners doing different runs—one run where they didn’t drink at all and one where they were drinking a lot. However, it wasn’t always smooth sailing. One runner involved in these early studies said that when they were giving him this water it was something like every few minutes, he was just miserable. His stomach felt terrible, he felt like he had an ocean rumbling around in his stomach, and he felt horrible. Despite the data showing positive physiological changes, some runners reported feeling bloated and uncomfortable from drinking so much fluid. This highlighted the importance of considering subjective feedback alongside objective measurements.
Translating data into hydration guidelines
Based on the data collected, Gatorade began developing specific hydration guidelines for athletes. These recommendations aimed to optimize fluid intake and electrolyte replacement during exercise. Gatorade scientists ignored what the runner felt like and just focused on those changes in his body. And based on that, they came up with advice for how much liquid athletes should be drinking while they work out. At one point they’re advising people to take as much as—I think I calculated that it would be if you ran a three-hour marathon, which is actually quite fast, that you would end up drinking the fluid equivalent of, like, a six-pack of soda. These guidelines weren’t just about drinking more; they emphasized the importance of professional thirst quencher at the right times and in the right amounts to maximize performance and minimize discomfort. The company invested in their own scientific research to prove this.
Gatorade’s partnership with a food company to scale up
Stokely Van Camp agreement for bottling rights
Initially, Gatorade was a local phenomenon, mixed in labs and tested on the University of Florida football team. But to reach a wider audience, a partnership was needed. Stokely Van Camp, known for its baked beans, stepped in to handle bottling and distribution. This agreement marked a turning point, transforming Gatorade from a sideline experiment into a commercially available product.
Overcoming manufacturing and distribution hurdles
Scaling up production wasn’t easy. Stokely Van Camp faced challenges in maintaining the drink’s original formula while producing it on a large scale. Distribution was another hurdle. Getting Gatorade mainstream required establishing supply chains to reach stores and sports venues across the country. This involved:
Perfecting the manufacturing process to ensure consistent quality.
Building a distribution network to reach retailers nationwide.
Marketing the product to create consumer demand.
Bringing Gatorade to stadiums and local stores
The partnership with Stokely Van Camp allowed Gatorade to move beyond the university campus and into the broader market. Gatorade started appearing in stadiums, quenching the thirst of athletes and fans alike. It also made its way into local stores, becoming accessible to everyday consumers. This expansion was crucial in establishing Gatorade as the professional thirst quencher and a household name.
Gatorade’s identity as the professional thirst quencher
Crafting memorable slogans and professional tone
Gatorade didn’t just want to be another drink; it wanted to be the drink for athletes. The company understood that branding was key. It focused on creating a professional image, setting itself apart from sugary sodas and simple bottled water. This involved:
Developing slogans that resonated with athletes’ aspirations.
Using language that conveyed scientific backing and performance enhancement.
Associating the brand with dedication and hard work.
Differentiating from juices, sodas, and bottled water
From the start, Gatorade was positioned as more than just a beverage. It was a scientifically formulated solution to a specific problem: dehydration and electrolyte loss during intense physical activity. This distinction was crucial in setting it apart from other drinks on the market. Gatorade emphasized:
Its unique blend of electrolytes and carbohydrates.
The scientific research supporting its effectiveness.
Its focus on performance enhancement rather than just refreshment. The company’s initial slogan was “Gatorade thirst quencher: the professional thirst quencher.”
Earning trust through athlete endorsements
To solidify its image as the professional’s choice, Gatorade strategically partnered with high-profile athletes. These endorsements provided credibility and visibility, showcasing the drink’s effectiveness in real-world athletic settings. Some key strategies included:
Selecting athletes known for their dedication and success.
Featuring athletes in advertising campaigns that highlighted the drink’s benefits.
Building long-term relationships with athletes to foster brand loyalty. Iconic sports drink slogans have helped shape consumer perceptions of the brand.
Gatorade’s creation of a dedicated science institute
Gatorade’s success wasn’t just about quenching thirst; it was about understanding the science behind athletic performance. To solidify its position as more than just a beverage, Gatorade invested heavily in research and development. This commitment led to the establishment of a dedicated science institute, a move that would further legitimize the brand and shape the field of sports nutrition.
Funding new studies on hydration and performance
Gatorade recognized the need for concrete data to support its claims. The company began funding numerous studies focused on hydration, electrolyte balance, and the impact of these factors on athletic performance. These studies aimed to move beyond anecdotal evidence and provide a scientific basis for Gatorade’s benefits. One early study had runners doing different runs—one run where they didn’t drink at all and one where they were drinking a lot. This dedication to research helped Gatorade dominate the sports-drink market.
Collaborations with universities and medical experts
To ensure the credibility and rigor of its research, Gatorade actively sought collaborations with leading universities and medical experts. These partnerships allowed Gatorade to tap into a wealth of knowledge and expertise, ensuring that its research was conducted to the highest standards. By working with established institutions, Gatorade gained access to cutting-edge facilities and a network of researchers, further strengthening its scientific foundation. This collaborative approach helped to refine their balanced electrolyte-carbohydrate drink.
Publishing findings to support sports nutrition claims
Gatorade didn’t keep its research findings under wraps. Instead, the company actively published its studies in peer-reviewed journals and presented them at scientific conferences. This transparency helped to build trust among athletes, coaches, and healthcare professionals. By sharing its data with the wider scientific community, Gatorade contributed to the growing body of knowledge on sports nutrition and solidified its position as a leader in the field. This also helped differentiate Gatorade from juices, sodas, and bottled water.
Gatorade’s rise to market dominance among sports drinks
Gatorade didn’t just stumble into success; it strategically carved its path to becoming the king of sports drinks. It’s a story of smart partnerships, memorable faces, and a constant push to stay ahead of the game. Gatorade’s journey to the top is a masterclass in branding and market penetration.
Strategic alliances with professional teams
Gatorade’s rise wasn’t just about taste; it was about visibility. Securing deals to be the official sports drink of major leagues like the NFL, NBA, and MLB gave Gatorade unparalleled exposure. These alliances did more than just put the Gatorade brand on the sidelines; they made it synonymous with athletic performance at the highest level. It’s a simple equation: elite athletes drink Gatorade, so aspiring athletes should too.
Iconic athlete partnerships over the decades
Gatorade’s marketing strategy has always been about associating with winners. Think Michael Jordan. These weren’t just endorsements; they were partnerships that helped define Gatorade’s image. Here’s how they did it:
Credibility: Partnering with top athletes gave Gatorade instant credibility.
Aspiration: Seeing their heroes drink Gatorade made fans want to emulate them.
Memorability: Iconic ads featuring these athletes cemented Gatorade’s place in pop culture.
Expanding flavor lines and low-calorie options
Staying on top means evolving. Gatorade understood this and continually expanded its flavor offerings to cater to different tastes. Recognizing the growing health consciousness, they also introduced low-calorie options, ensuring they appealed to a broader audience. This adaptability has been key to maintaining their market share and fending off competitors. It’s not just about quenching thirst; it’s about offering choices.
Gatorade’s role in shaping sports marketing culture
Gatorade didn’t just quench thirst; it reshaped how sports were marketed. The brand understood that connecting with athletes and fans on an emotional level was as important as the science behind its drink. This led to some truly memorable campaigns that transcended the world of sports.
Iconic ad campaigns on television and in print
Gatorade’s advertising wasn’t just about showing athletes drinking the beverage. It was about crafting stories. Think about the famous “Be Like Mike” campaign featuring Michael Jordan. It wasn’t just an ad; it was an aspiration. The campaign tapped into the desire to emulate greatness, associating Gatorade with peak performance. These ads weren’t just selling a drink; they were selling a dream.
Catchy taglines that became household staples
“Is it in you?” became more than just a question; it was a challenge. Gatorade’s taglines weren’t just catchy; they were motivational. They became part of the cultural lexicon, used by athletes and everyday people alike. The brand understood the power of a simple, memorable phrase to connect with its audience. Consider these examples:
“Gatorade is thirst aid for that deep down body thirst!”
“Life is a sport, drink it up!”
“Power to Win!”
References in movies, music, and fan rituals
Gatorade’s influence extended beyond traditional advertising. It became ingrained in popular culture. You’d see it in movies, music videos, and even fan celebrations. Remember the Gatorade shower, where winning teams drench their coach with Gatorade buckets? It became a symbol of victory, further solidifying the brand’s association with success. This organic integration into culture was something money couldn’t buy; it was earned through consistent messaging and genuine connections with the sports world.
Gatorade’s response to dehydration myths and criticism
Gatorade’s rise wasn’t without its share of debates and challenges. As the brand became synonymous with athletic performance, questions arose about the science behind hydration recommendations and whether they were always in athletes’ best interests. It’s a complex area, balancing the need for fluid replacement with the potential risks of overhydration.
Debating overhydration versus performance gain
There’s a fine line between optimal hydration and overdoing it. Early Gatorade studies sometimes pushed athletes to consume excessive amounts of fluid, leading to discomfort and raising concerns about hyponatremia (low sodium levels). It became clear that a one-size-fits-all approach wasn’t ideal, and individual needs varied greatly. It’s interesting to consider that:
Some athletes felt miserable drinking so much, even if lab results looked “better.”
The focus was often on measurable changes in body temperature, sometimes ignoring the athlete’s subjective experience.
Recommendations at one point suggested drinking the equivalent of a six-pack of soda during a three-hour marathon!
Reconciling lab metrics with athlete comfort
Gatorade’s initial approach heavily relied on scientific data, sometimes at the expense of athlete comfort. Scientists would track fluid loss and electrolyte balance, but the athletes themselves weren’t always feeling great. This disconnect highlighted the importance of considering both objective measurements and subjective feedback. It’s a reminder that:
The body has built-in protection mechanisms against mild dehydration.
Ultra-marathon runners can often perform well without excessive hydration.
The relationship between salts in the blood and fluid levels is crucial.
Evolving recommendations in light of new research
Over time, Gatorade adapted its hydration guidelines based on new research and a better understanding of individual needs. The company invested in the Gatorade Sports Science Institute to further explore the complexities of hydration and performance. This evolution reflects a commitment to:
Acknowledging the potential risks of overhydration.
Tailoring recommendations to specific sports and environmental conditions.
Promoting a more nuanced understanding of fluid balance and electrolyte replacement.
Gatorade’s global expansion and future outlook
Gatorade’s journey from a sideline solution to a global phenomenon is quite remarkable. But what does the future hold for this iconic sports drink? Let’s take a look.
Moving beyond American fields into international markets
Gatorade’s expansion beyond the U.S. wasn’t always a slam dunk. Getting into new markets meant figuring out different cultures, tastes, and regulations. One key move was partnering with iconic athletes like Michael Jordan, which gave them instant credibility in countries unfamiliar with sports drinks. It wasn’t just about selling a product; it was about selling a lifestyle. The global electrolyte drinks market is constantly evolving, and Gatorade needs to adapt to stay ahead.
Addressing health concerns over sugar and additives
Consumers are increasingly aware of what they’re putting into their bodies. This means Gatorade faces pressure to offer healthier options.
Here are some challenges:
Reducing sugar content without sacrificing taste.
Finding natural alternatives to artificial additives.
Being transparent about ingredients and their effects.
It’s a balancing act between performance, taste, and health. Can Gatorade maintain its edge while catering to health-conscious consumers?
Looking ahead to new formulations and sustainable packaging
The future of Gatorade isn’t just about what’s inside the bottle, but also the bottle itself.
Here are some areas of focus:
Developing new formulations that cater to specific athletic needs.
Exploring sustainable packaging options to reduce environmental impact.
Using technology to personalize hydration recommendations for athletes.
It’s about staying relevant in a world that’s constantly changing. The brand needs to keep innovating to remain a leader in the sports drink industry.
Saban praises Trump order on college sports, pay-to-play restrictions
NEWYou can now listen to Fox News articles! Former Alabama head football coach Nick Saban gave kudos to President Donald Trump for signing an executive order that set new restrictions on payments to college athletes on Thursday. The order prohibits athletes from receiving pay-to-play payments from third-party sources. However, the order does not impose any […]
Former Alabama head football coach Nick Saban gave kudos to President Donald Trump for signing an executive order that set new restrictions on payments to college athletes on Thursday.
The order prohibits athletes from receiving pay-to-play payments from third-party sources. However, the order does not impose any restrictions on NIL payments to college athletes by third-party sources.
“I think President Trump’s executive order takes a huge step in providing the educational model, which is what we’ve always tried to promote to create opportunities for players, male and female, revenue and non-revenue, so they can have development as people, students, and develop careers and develop professionally if that’s what they choose to do,” Saban told “Fox & Friends” on Friday.
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President Donald Trump shakes hands with legendary Alabama football coach Nick Saban before delivering a special commencement address to University of Alabama graduates at Coleman Coliseum. Graduation occurs over the weekend. (Gary Cosby Jr.-Tuscaloosa News)
“I think we sort of need to make a decision here relative to do we want to have an education-based model, which I think the president made a huge step toward doing that, or do we want to have universities sponsor professional teams? And I think most people would choose the former.”
The order states that “any revenue-sharing permitted between universities and collegiate athletes should be implemented in a manner that protects women’s and non-revenue sports.”
“The Order requires the preservation and, where possible, expansion of opportunities for scholarships and collegiate athletic competition in women’s and non-revenue sports.”
No clear guidelines for how those sports would be accounted for were provided in the initial announcement. However, Saban seemed confident that college sports are safe.
President Donald Trump poses with Alabama Crimson Tide head coach Nick Saban and members of the Crimson Tide ceremony honoring the college football playoff champion Crimson Tide on the South Lawn at the White House on April 10, 2018.(Geoff Burke-USA TODAY Sports)
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“I think the clearing house is there to authenticate name, image and likeness. In other words, is your marketing value relative to what you’re getting paid to do a marketing opportunity? When you cross that line, that’s when it becomes pay for play,” he said. “So you have collectives that raise money that pay players, and they really don’t do a relative marketing job to earn that money, and that’s where this whole thing has kind of gotten sideways. I think this whole clearing house is there to sort of protect the collective affecting competitive balance in college sports.”
“I’m for keeping all the sports that we have as many as we can have, but there are financial concerns relative to how many sports can you promote that don’t create revenue,” Saban added. “I think one of the things people need to understand about college sports, they say it’s a business, but it’s really not a business. It’s revenue-producing, and two sports have created the revenue to have 20 other sports. And I think that’s why it’s important we have a system in place. I think President Trump’s made the first step…that would protect the opportunities that we’ve been able to provide male and female non-revenue sports. I think it’s everybody’s goal to keep all those opportunities intact.”
FILE – President Donald Trump gestures as Alabama Crimson Tide head coach Nick Saban (L) smiles at a ceremony honoring the college football playoff champion Crimson Tide on the South Lawn at the White House on April 10, 2018.(Geoff Burke-USA Today Sports)
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Saban and Trump met back in May to discuss the current state of college athletes and NIL deals. Saban retired in 2024, largely due to the new culture.
Fox News’ Jackson Thompson contributed to this report.
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Florida AD Scott Stricklin issues statement regarding executive order on NIL
President Donald Trump issued an executive order Thursday designed to improve the state of name, image and likeness, specifically to prohibit third-party payments. The order, titled “Saving College Sports”, is in lockstep with the goals established by the College Sports Commission’s name, image and likeness clearinghouse and is widely supported by athletic directors around the country. The College […]
President Donald Trump issued an executive order Thursday designed to improve the state of name, image and likeness, specifically to prohibit third-party payments. The order, titled “Saving College Sports”, is in lockstep with the goals established by the College Sports Commission’s name, image and likeness clearinghouse and is widely supported by athletic directors around the country.
The College Sports Commission, or CSC, was established to govern financial issues in the revenue-sharing era, and it was created in partnership with financial consulting firm Deloitte, . The CSC established an “NIL Go” portal designed to ensure fair market value and valid business purpose based on an actual endorsement. The NIL Go portal provides student-athletes an avenue to report third-party NIL deals to be evaluated for rules compliance; an athlete can do this before accepting any deal, ensuring their eligibility won’t be jeopardized.
The executive order also has the support of the NCAA, which released a statement late Thursday after the executive order was issued.
“The NCAA is making positive changes for student-athletes and confronting many challenges facing college sports by mandating health and wellness benefits and guaranteeing scholarships, but there are some threats to college sports that federal legislation can effectively address and the Association is advocating with student-athletes and their schools for a bipartisan solution with Congress and the Administration,” NCAA President Charlie Baker wrote in a statement. “The Association appreciates the Trump Administration’s focus on the life-changing opportunities college sports provides millions of young people and we look forward to working with student-athletes, a bipartisan coalition in Congress and the Trump Administration to enhance college sports for years to come.”
In the 24 hours since, athletic directors around the country have chimed in on the order, including from the Southeastern Conference; Alabama’s Greg Byrne praised the order, for example, Thursday night.
“The University of Alabama applauds this executive order from President Trump to help ensure a long-term, sustainable model of intercollegiate athletics,” Byrne wrote. “We are proud of our broad-based athletics programs and strongly support future regulatory and congressional action that will preserve these opportunities for student-athletes.”
Now, Florida’s athletic director, Scott Stricklin, has followed suit, praising the order and its intention to improve the current state of collegiate athletics in the era of NIL and, most recently, revenue sharing.
“The attention President Trump and congressional leaders are giving to the future of college athletics is welcomed and appreciated. Yesterday’s executive order underscores the growing recognition in Washington of the need to modernize the collegiate model while preserving the educational and competitive opportunities it provides to student-athletes nationwide,” Stricklin wrote. “At the University of Florida, we remain committed to supporting our student-athletes in every aspect of their development. We’re encouraged by the White House’s and Congress’s engagement and look forward to working with policymakers, the SEC, and our peers across college sports to shape thoughtful solutions that ensure the long-term strength and sustainability of college athletics.”
Unsurprisingly, the current state of collegiate athletics was a consistent talking point at SEC Media Days, with coaches in attendance discussing the impact of NIL and revenue sharing following the House v. NCAA settlement.
“Right now, I would say that there’s a ton of different interpretations of the market,” Florida football head coach Billy Napier said at SEC Media Days in Atlanta. “We need clarity on: what is the role of a collective? What is going to be approved from a third-party NIL deal? What is legal relative to high school players, pre-enrollment? And then, you know, we have no idea what this market – where’s the dust gonna settle for a veteran player on the team when it comes to marketing, corporate sponsorship, true NIL. We don’t know.”
Less than a week after Napier’s comments, the immediate future of the roles collectives looked a bit clearer. Ross Dellenger of Yahoo! Sports reported attorneys for the House plaintiffs reached an agreement with NCAA officials and the power conferences to allow booster-backed collectives or any “school-associated entity” to operate as traditional businesses do in handing out NIL deals and sponsorships.
If there’s any guarantees regarding NIL and the state of collegiate athletics, President Donald Trump’s executive order won’t be the final action taken at the federal level – it’s simply the latest implementation.
Nick Saban Strongly Endorses President Trump’s Executive Order
Nick Saban Strongly Endorses President Trump’s Executive Order originally appeared on The Spun. The advent of NIL deals significantly diminished the influence that college football recruiters have had over the past few years. But a new executive order from President Trump will aim to curtail that, much to the delight of former national champion Nick […]
Nick Saban Strongly Endorses President Trump’s Executive Order originally appeared on The Spun.
The advent of NIL deals significantly diminished the influence that college football recruiters have had over the past few years. But a new executive order from President Trump will aim to curtail that, much to the delight of former national champion Nick Saban.
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The “Saving College Sports” executive order reins in NIL deals in several ways.
“The future of college sports is under unprecedented threat,” the order says. “A national solution is urgently needed to prevent this situation from deteriorating beyond repair and to protect non-revenue sports, including many women’s sports, that comprise the backbone of intercollegiate athletics, drive American superiority at the Olympics and other international competitions, and catalyze hundreds of thousands of student-athletes to fuel American success in myriad ways.”
US President Donald Trump gestures during the award ceremony for the FIFA Club World Cup 2025 Champions, following the final football match between England’s Chelsea and France’s Paris Saint-Germain at the MetLife Stadium in East Rutherford, New Jersey on July 13, 2025. (Photo by ANGELA WEISS / AFP) (Photo by ANGELA WEISS/AFP via Getty Images) ANGELA WEISS/Getty Images
Saban has been a fan of the order from the get-go and is in favor of more guardrails moving forward. Appearing on Fox News, Saban praised the President for signing the order and believes that the nation is at a crossroads. He feels that the choice is now between “an education-based mode,” which Trump supports, and university-sponsored pro teams.
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“I think President Trump’s Executive Order takes a huge step in providing the educational model that has always been what we’ve tried to promote to create opportunities for players,” Saban said. “I think we sort of need to make a decision here. Do we want an education-based model (which I think the President took a big step towards doing that) or do we want to have universities sponsor professional teams? I think most people would choose the former.”
There are a lot of things that the order does and a lot of things that the order doesn’t do.
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What Trump signed doesn’t appear to be the framework for an “education-based model,” but rather an attempt to simply rein in the athletes getting paid directly. Everything else, from the billion-dollar media rights deals to the huge investments going directly into football infrastructure to the increasingly large coaching contracts, stays the same.
While Saban seems to believe that most people prefer the education-based model, it’s hard to tell if that’s what we’re likely to get moving forward.
More importantly, the pro-style model has become so ingrained in college football and football culture itself that it may be impossible to un-ring the bell in the first place.
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Related: Trump Considers Executive Order on College Athlete Payments
Nick Saban Strongly Endorses President Trump’s Executive Order first appeared on The Spun on Jul 25, 2025
This story was originally reported by The Spun on Jul 25, 2025, where it first appeared.
Trump signs order to clarify college athletes’ employment status amid NIL chaos | Pro National Sports
WASHINGTON — President Donald Trump on Thursday signed an executive order mandating that federal authorities clarify whether college athletes can be considered employees of the schools they play for in an attempt to create clearer national standards in the NCAA’s name, image and likeness era. Trump directed the secretary of labor and the National Labor […]
WASHINGTON — President Donald Trump on Thursday signed an executive order mandating that federal authorities clarify whether college athletes can be considered employees of the schools they play for in an attempt to create clearer national standards in the NCAA’s name, image and likeness era.
Trump directed the secretary of labor and the National Labor Relations Board to clarify the status of collegiate athletes through guidance or rules “that will maximize the educational benefits and opportunities provided by higher education institutions through athletics.” The order does not provide or suggest specifics on the controversial topic of college athlete employment.
The move comes after months of speculation about whether Trump will establish a college sports commission to tackle some of the thorny issues facing what is now a multibillion-dollar industry. He instead issued an order intended to add some controls to “an out-of-control, rudderless system in which competing university donors engage in bidding wars for the best players, who can change teams each season.”
“Absent guardrails to stop the madness and ensure a reasonable, balanced use of resources across collegiate athletic programs that preserves their educational and developmental benefits, many college sports will soon cease to exist,” Trump’s order says. “It is common sense that college sports are not, and should not be, professional sports, and my administration will take action accordingly.”
There has been a dramatic increase in money flowing into and around college athletics and a sense of chaos. Key court victories won by athletes angry that they were barred for decades from earning income based on their celebrity and from sharing in the billions of revenue they helped generate have gutted the amateurism model long at the heart of college sports.
Facing a growing number of state laws undercutting its authority, the NCAA in July 2021 cleared the way for athletes to cash in with NIL deals with brands and sponsors — deals now worth millions. That came mere days after a 9-0 decision from the Supreme Court that found the NCAA cannot impose caps on education-related benefits schools provide to their athletes because such limits violate antitrust law.
The NCAA’s embrace of NIL deals set the stage for another massive change that took effect July 1: The ability of schools to begin paying millions of dollars to their own athletes, up to $20.5 million per school over the next year. The $2.8 billion House settlement shifts even more power to athletes, who have also won the ability to transfer from school to school without waiting to play.
At Big Ten Conference football media days in Las Vegas, Purdue coach Barry Odom was asked about the Trump order.
“We’ve gotten to the point where government is involved. Obviously, there’s belief it needs to be involved,” he said. “We’ll get it all worked out. The game’s been around for a hundred years and it’s going to be around 100 more.”
The NCAA has been lobbying for several years for limited antitrust protection to keep some kind of control over this new landscape — and avoid more crippling lawsuits — but a handful of bills have gone nowhere in Congress. Trump’s order makes no mention of that, nor does it refer to any of the current bills in Congress aimed at addressing issues in college sports.
NCAA President Charlie Baker and the nation’s largest conferences both issued statements saying there is a clear need for federal legislation.
“The association appreciates the Trump administration’s focus on the life-changing opportunities college sports provides millions of young people and we look forward to working with student-athletes, a bipartisan coalition in Congress and the Trump administration,” said Baker, while the conferences said it was important to pass a law with national standards for athletes’ NIL rights as soon as possible.
The 1,100 universities that comprise the NCAA have insisted for decades that athletes are students who cannot be considered anything like a school employee. Still, some coaches have recently suggested collective bargaining as a potential solution to the chaos they see.
It is a complicated topic: 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. 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.
Trump’s order also:
— Calls for adding or at least preserving athletic scholarships and roster spots for non-revenue sports, which are those outside football and basketball. The House settlement allows for unlimited scholarships but does impose roster limits, leading to a complicated set of decisions for each program at each school that include potential concerns about Title IX equity rules. Trump said “opportunities for scholarships and collegiate athletic competition in women’s and non-revenue sports must be preserved and, where possible, expanded.”
— Asks the Justice Department and Federal Trade Commission to “preserve college athletics through litigation” and other actions to protect the rights and interests of athletes — a stance that could influence ongoing lawsuits filed by athletes over eligibility and other issues.
— Directs White House staff to work with the U.S. Olympic and Paralympic Committee to protect the collegiate pipeline feeding Team USA. College sports programs produce around three-quarters of U.S. Olympians at a typical Summer Games, but some are on uncertain footing as schools begin sharing revenue with athletes and the lion’s share going to football and basketball.
Huddle Up and See How Much Money Travis Kelce, Simone Biles and More Athletes Make
The guy on the Chiefs is running straight to training camp. Travis Kelce and his Kansas City Chiefs teammates kicked off day one of practice on July 22. “Feeling good,” the tight end (who’s been sporting a bangin’ new ‘do) told his brother, former Philadelphia Eagles player Jason Kelce, on the July 23 episode of […]
The guy on the Chiefs is running straight to training camp.
Travis Kelce and his Kansas City Chiefs teammates kicked off day one of practice on July 22.
“Feeling good,” the tight end (who’s been sporting a bangin’ new ‘do) told his brother, former Philadelphia Eagles player JasonKelce, on the July 23 episode of their podcast New Heights. “I’m ready to rock and roll, man. I’m ready to get this ball rolling.”
“I will say the Eagles got the better of us,” Travis continued on the podcast about missing out on the three-peat. “But at the same time, this year, we got a lot of really good players coming back. We got a lot of guys that we’re looking to take that next step in terms of their accountability and being playmakers in the league. Sure enough, we kind of remolded the offense and defensive lines. I’m just fired up to get this thing running.”
Trump Signs Order Seeking Guardrails on College Athlete Payments
(Bloomberg) — President Donald Trump signed an executive order looking to implement guardrails on name, image, and likeness payments for college athletes, in the latest changes to a system that has already dramatically altered college sports. Trump’s order asks federal agencies to work toward preserving scholarships for athletes in women’s and non-revenue sports, including by […]
(Bloomberg) — President Donald Trump signed an executive order looking to implement guardrails on name, image, and likeness payments for college athletes, in the latest changes to a system that has already dramatically altered college sports.
Trump’s order asks federal agencies to work toward preserving scholarships for athletes in women’s and non-revenue sports, including by asking the Labor Department and National Labor Relations Board to clarify the legal status of student-athletes.
The order also seeks to prohibit third parties from directly paying students for their athletic performance, though does not address brands who pay for endorsements.
The president also directed the Justice Department and Federal Trade Commission to examine ways to protect athletes and universities from antitrust and legal challenges, and says White House aides will consult with the Olympic and Paralympic teams on development programs.
College athletes are able to profit from their name, image and likeness after a 2021 US Supreme Court ruling eased previous restrictions on their ability to accept brand deals or endorsements, leading to a $1 billion enterprise that has seen students leverage their athletic prowess to secure lucrative payouts.
While the changes finally helped athletes tap into the monetary rewards of the multi-billion dollar college sports industry, the new landscape has also drawn criticism from prominent stakeholders. Athletes now frequently transfer universities to obtain bigger paydays, leaving coaches and fans facing roster turnover and pulling schools into a fierce contest to draw the most prominent stars under rules that vary from state to state.
Trump’s efforts to limit the reach of payments and deals that athletes can obtain reflects the lobbying of some of college sports’ most prominent figures, including former Alabama head football coach Nick Saban.
Saban has been vocal about his concerns over NIL, calling the current system “unsustainable.” Saban and others have warned that the rise in NIL — and in particular larger universities’ rush to form so-called collectives that enable rich donors and alumni to flood programs with cash — will create a lopsided system that reduces competitive balance among schools.
The former coach met with Trump in May. Trump also spoke to Alabama Senator Tommy Tuberville about establishing national standards for NIL.
The Trump administration reportedly was also considering creating a presidential commission on college athletics that would have been led by Saban and Texas energy executive Cody Campbell, but plans for that stalled in hopes of Congress pursuing legislation that could help address issues in college sports.
Legislation would create national standards for NIL deals while also crafting antitrust exemptions for athletic conferences and the NCAA. Critics say that bill would give too much authority to the NCAA at the expense of student-athletes.
Proponents of the system argue that major universities are profiting off of ticket sales and television revenue thanks to the exploits of their athletes — many of whom are unable to work jobs or internships due to their athletic and academic commitments. NIL has disproportionately benefited male football and basketball players, while female athletes tend to bring in smaller sums from such deals.
The NIL order is the president’s latest foray into sports and yet another example of how Trump has sought to put his imprint on higher education in the US. Trump targeted the University of Pennsylvania by freezing about $175 million in federal funding in a clash over school policies that allowed transgender athletes in women’s sports. The school eventually reached a deal with the Trump administration.
More stories like this are available on bloomberg.com
