Michael Brauner is a Senior Sports Analyst and Contributing Writer for Yellowhammer News. You can follow him on Twitter @MBraunerWNSP and hear him every weekday morning from 6 to 9 a.m. on “The Opening Kickoff” on WNSP-FM 105.5, available free online.
NIL
Unexpected Celebrity Endorsements Have Earned These 3 Brands Millions

Kim Kardashian’s single Instagram post about her Prenuvo whole body MRI scan generated approximately 100 life-saving cancer diagnoses. Biohacker Bryan Johnson gave FlexBeam its on-screen debut in the Netflix documentary Don’t Die: The Man Who Wants to Live Forever. Carlos Santana’s backstage encounter with a young guitar maker launched what became a $360 million empire. When celebrities find products truly delivering on promise, their unsponsored advocacy creates the most powerful customer acquisition strategy: unexpected celebrity endorsements.
I’m not one for keeping up with the Kardashians, nor do I consider celebrities credible outside their craft. Yet a New York Magazine article about Kardashian’s Prenuvo scan led me to book my own shortly before my 47th birthday. I discovered no surprises, only confirmation of what my body has told me for years—my spine requires more TLC than regular yoga and Pilates provide. Johnson’s documentary, meanwhile, introduced me to FlexBeam, a portable red-light therapy device using targeted wavelengths to reduce inflammation and accelerate recovery. While I have no desire to replicate Johnson’s lifestyle martyrdom, who could doubt the unsponsored endorsement of a wellness device from the man doing everything to live forever?
Chronic health issues affect 60% of executives, yet relentless quarterly cycles leave little time to research and experiment with remedies. An unexpected celebrity endorsement can thus serve as the ultimate filter, simplifying choices and fast-tracking decisions on what deserves attention. If a product or service can win over the most scrutinized, overserved customers in the world, surely it can work for you.
When Celebrity Endorsements Save Lives: Prenuvo’s Early Detection Technology
LightRocket via Getty Images
“These scans can really give tremendous peace of mind,” Andrew Lacy, Prenuvo’s CEO told me over Zoom. “It’s not always the life-saving diagnosis. It’s sometimes the clean bill of health that really is the most meaningful. [A customer]
wrote a letter to me saying, ‘You have no idea how just knowing this has affected positively my relationship with my partner, with my kids, with my own body.’”
Prenuvo’s origin story came from Lacy’s own confrontation with mortality. “I woke up one day after having done three startups with some level of success and I wanted to do another one,” he reflected. “I remember looking in the mirror and just saying, ‘Holy cow, I’ve abused my body so horribly. I’m stressed. I’m overworked. I don’t sleep enough. I don’t exercise enough. And we do all this to build this future, right? Well, how do I know I’m not going to die next year and not even be a part of this future I’m investing so much of my life in building?’”
That same week, he took his car to a repair shop and received a 30-page diagnostic report: oil leaks, brake wear, transmission issues. “Why on earth do I have such information about this vehicle that if it breaks down, I can always buy a new one, but I don’t have any of this information about my body, which if it breaks down, I’m dead?”
This was the aha moment behind Prenuvo, a company attracting a roster of high-profile advocates sharing stories of early detection and peace of mind. Maria Menounos credits Prenuvo for detecting her stage 2 pancreatic cancer early enough to avoid chemotherapy after doctors couldn’t explain her symptoms. Paris Hilton’s 2022 social media post after her own scan generated over 231,000 likes, while supermodel Cindy Crawford became both user and investor. More than 500 celebrity endorsements now amplify Prenuvo’s message of early detection.
“We decided to just provide a great medical service and rely on word of mouth almost exclusively to grow,” Lacy said. “And that’s been such an important part. It’s nice because it aligns the organization. We only grow as fast as our ability to deliver a great product for a great service.”
Prenuvo did $100 million in revenue last year, serving 110,000 members across 17 centers, with 15 more in development. A $120 million Series B in early 2025 is funding expansion into Europe and Australia, while its AI team builds predictive models to detect conditions like dementia decades before symptoms appear. Lacy added, “All these things are designed to really help us get not 5 years ahead, not 10 years ahead—20 potentially even more years ahead of a potential dementia diagnosis.”
This early warning system enables lifestyle interventions when they can still make a difference. Rather than waiting for memory problems, Prenuvo identifies brain changes predicting cognitive decline years ahead. And in my case, spinal degeneration suggesting future mobility issues if I don’t make some adjustments now.
“There’s something about seeing the pictures of it,” Lacy marveled. “How your lifestyle is impacting your body. That’s a huge catalyst for change. We can start to show you the atrophy, but not at a time where it’s scary; at a time where it’s empowering, when you can do something about it.”
When Celebrity Endorsements Validate Technology: FlexBeam’s Athlete-Tested Edge
© 2025 Bloomberg Finance LP
“We have two of Norway’s biggest superstars globally. Tennis player Casper Ruud, who’s been in the top 10 and was a US Open finalist, and soccer player Martin Ødegaard, captain of Arsenal. Both guys joined after trying the product, invested into the company, and agreed to become brand ambassadors for a pittance to let us use their brand, basically to build the story of how this is so powerful for everyone.”
Bjørn Ekeberg, CEO and co-founder of Recharge Health, maker of FlexBeam, was describing the brand’s celebrity endorsements as we spoke over Zoom. Meanwhile, my own FlexBeam device was strapped to my back, addressing pain from spinal issues my Prenuvo scan identified. That, and the neck and shoulder tension I’d awoken to, apparently after losing a nocturnal jiu jitsu battle with my pillow. Ten minutes into our call, the targeted red-light therapy was already reducing my muscle tightness, delivering red and near-infrared light two to three inches deep into tissue.
“The core mechanism stimulates mitochondria in your cells to produce more energy at the cellular level,” Ekeberg explained. “The near infrared light is converted into energy so cells can accelerate the process they’re already doing.” Stimulated mitochondria generate more ATP, while improved circulation increases blood flow and oxygenation. As a downstream effect, pain-soothing hormones are released into the bloodstream.
“The vision we started with was the realization that you can empower your body to heal itself,” Ekeberg continued. “When we set out to build this, it was not as a magic wand that fixes you but understanding that this is the way to empower you to take better care of your health.”
That vision reached Bryan Johnson, the tech entrepreneur whose extreme anti-aging regimen has become well known. “We have Bryan Johnson with us as an ambassador for this product since 2023, and his authority and credibility in the longevity space has been crucial for us in the US,” Ekeberg acknowledged.
Johnson’s informal partnership has helped Recharge Health penetrate the American market, where biohacking and longevity optimization interests far exceed other markets. He routinely measures biological markers and recovery metrics, immediately removing devices not showing any objective value. That FlexBeam has earned a permanent place in his protocol means the device clearly delivers on promise.
“This is not just for top performance athletes,” Ekeberg added. “But they convey the story it works; that you can use it to become better at what you do, even if you are not necessarily a high performer. If it works for them, it will work for everyone.”
When Celebrity Endorsements Power Stress Recovery: PRS Guitars’ Musical Medicine
Marylene Eytier for PRS Guitars
“My guitar is my best lover, ever,” Carlos Santana told the Associated Press in 2023. “Lovers come and go, but your relationship with the guitar stays. When you put your fingers on that note, you get chills. That’s the best lover.”
Santana is why PRS Guitars exists today, a consequence of a very determined founder, Paul Reed Smith, who originally faked his way backstage at Maryland’s Capital Center to give his handcrafted guitar to the legendary singer.
“He would tell security, ‘I have this guitar for Carlos and I’ve got to get it to him right away!’” Jack Higginbotham, chief operating officer at PRS Guitars told me over Zoom. After bolting past security, Smith reached Santana, who examined the guitar, called it good, then demanded another—he didn’t trust some backstage crasher. When Smith returned with the same quality, Santana knew he’d found someone special and would go on to appear in PRS Guitars early promotional materials, cementing the company’s first celebrity endorsement.
While Prenuvo diagnoses and FlexBeam treats, PRS Guitars offers something less clinical but every bit as essential. Research shows guitar playing reduces cortisol levels symptomatic of high stress while releasing dopamine. The practice requires focused attention, naturally inducing mindfulness and reducing intrusive thoughts – such as if you’ll meet quarterly revenue targets.
“When I really go into a world of music, I am not aware of anything around me,” Higginbottom mused. “It is total. It’s like intense meditation. I am a hundred percent focused inside of what is going on.”
After his own failed record deal collapsed at age 23, Higginbotham joined Smith’s fledgling company for $4 an hour, eventually learning from Smith how to “make chips,” the company’s euphemism for guitar-making. Four decades later, he credits Santana’s endorsement as the catalyst for the company’s current roster of over 600 artists who rely on PRS Guitars uncompromising standards. That roster now includes Ed Sheeran, John Mayer, Mark Tremonti, Solomon Kola for Nigerian star Burna Boy, and Kiki Wong of Smashing Pumpkins.
“We deal with what we call ‘signature artists.’ That means we are making a guitar specifically for an artist with their collaboration or direction,” Higginbotham said. “We will design almost anything a client wants as long as it doesn’t break our rules of what a good guitar is.”
Of course, the company’s growth hasn’t entirely been from celebrity endorsements. “What we do is try to build the very best instruments that we can. That’s almost the end of the business plan.”
This obsessive dedication to R&D focuses on building exceptional guitars across all price points. A stressed executive wanting to relax by reigniting youthful garage band aspirations might start with a $500 model for their new hobby, only to discover its impressive quality inspires fantasies of a different kind of keynote on another type of stage.
“I can have a really bad day, and I can go to an instrument—it can be a guitar, I play piano, I play different things—and it will heal me,” Higginbotham shared. “I will come out with life more in perspective.”
When Celebrity Endorsements Helps CMOs: Five Takeaways
FilmMagic
The pursuit of luxury is often a personal quest, but no amount of money can buy good health or the unexpected celebrity endorsement. It must be earned by meeting or exceeding customer expectation at all turns. While this seems obvious, online reviews are littered with stories of companies who missed the memo. For CEOs and CMOs alike, build something so inherently valuable the most influential people in your category can’t help but talk about it. Here’s how to do it.
- Authentic Celebrity Partnerships Require Mutual Value Creation
Martin Ødegaard and Casper Ruud became FlexBeam investors and ambassadors after confirming undeniably the product worked. Their experience altered their customer journey from consumers to stakeholders who recognized FlexBeam’s potential in the same way Cindy Crawford went from Prenuvo user to investor. Likewise, Carlos Santana appeared in early PRS Guitars advertisements because the instruments elevated his musical expression. Endorsements endure when both sides gain more than financial compensation. - Product Excellence Precedes Celebrity Attention
Prenuvo invested in AI diagnostic capabilities; FlexBeam focused on targeted wavelength precision; PRS Guitars obsessed over craftsmanship. Each company prioritized product development over promotional strategy, with celebrity endorsement becoming the natural outcome. Too often, marketing chases influencers while product teams struggle with quality. Reverse the order. - Word-of-Mouth Scales When Products Deliver Transformational Results
Prenuvo resisted splashy ad campaigns while building a new category, generating $100 million in revenue almost entirely through referrals. FlexBeam gained athlete endorsements after proving fast recovery was possible for people with limited recovery time. Align your business around delivering value first, amplification second. Exceptional performance is the single most effective inspiration for organic advocacy. - Niche Expertise Attracts Broader Markets
All three companies began by serving focused audiences: Prenuvo targeted consumers who weren’t entirely convinced by their doctor’s diagnosis; FlexBeam showed elite athletes a faster way to get back into the game; and PRS Guitars showed professional musicians just how much their unique sound depends on their instrument’s quality. Early celebrity validation within those niches gave each credibility to expand outward. Mainstream adoption comes faster when you begin by being the very best in a specific niche. - Solve Urgent Problems Traditional Solutions Ignore
Prenuvo addressed the gap between basic checkups and advanced diagnostics, allowing for Maria Menounos’s pancreatic cancer detection. FlexBeam solved recovery challenges for time-constrained professionals, leading to Johnson’s well-documented recovery optimization protocol. PRS Guitars created instruments meeting artist specifications in a way other manufacturers couldn’t deliver, gaining Carlos Santana as an early advocate. These are problem-solving testimonials. Celebrities evangelize companies when something fixes a personal frustration.
We now live in an attention economy where paid celebrity endorsements saturate social feeds. But paying famous people to promote products they don’t actually use is under greater scrutiny by savvy consumers. Prenuvo, FlexBeam, and PRS Guitars earned their way into consumer trust by prioritizing product excellence over promotional strategy and allowed celebrities to fill the gap. The ROI comparison between satisfied celebrity users and paid partnerships isn’t even close. The final takeaway here is not to chase influence. Chase impact. Solve real pain points, and advocacy—whether from everyday customers or global icons—will naturally follow.

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New Arkansas coach Ryan Silverfield says it won’t take long to rebuild the program
FAYETTEVILLE, Ark. (AP) — Ryan Silverfield had a second stop to make Thursday after his first press conference since being hired as Arkansas football coach.
He had to face the people he needs to win over, the ones the Razorbacks need to increase their spending so they can compete with the SEC’s power programs.
Silverfield signed a five-year, $33.5 million deal to take over in Arkansas earlier in the week. He had coached Memphis since the 2020 season, plus a single game with the Tigers as interim head coach in 2019. Memphis qualified for a bowl in every season with Silverfield at the helm and peaked in 2024 with an 11-2 record. The Tigers hold an 8-4 record ahead of a likely bowl game.
Those kinds of results at Arkansas would be a boon. The Razorbacks’ season concluded Saturday with a loss to Missouri. That ended a 2-10 season with an 0-8 record in the Southeastern Conference, the third season in the last seven Arkansas finished with those marks.
“This program is built on pride, resilience and toughness, and it’s time to bring it all back,” Silverfield said at the press conference. “Being all in together, we will rebuild it, we will earn it, and we will make this state proud.”
Finances were one of the biggest points in both the press conference and the public introduction a few hours later. Arkansas athletic director Hunter Yurachek has made a point for the last year that the Razorbacks need more contributions for NIL funds in order to compete at a higher level in the SEC. The first audible announcement over the loudspeaker before Silverfield took the dais was one asking for money.
NIL war chests are tight-lipped secrets across college football. But Arkansas’ football attendance, which equates to revenue earned, ranks fifth from the bottom in the SEC. Both Silverfield and Yurachek said finances were a key topic during the interview and contract negotiations.
“I think it’s our competitive advantage not to give details of what that is, other than to tell you that it is a significant investment in all aspects of our football program that will move us to the top half of spending in all of those categories I mentioned in the Southeastern Conference,” Yurachek said. “I don’t believe we need to be at the top of spending. We need to be somewhere where we’re really competitive and Ryan and I are on the same page with where we are.”
Quarterback KJ Jackson and defensive end Quincy Rhoads Jr. both joined the press conference and announced they would return to the team in 2026. Jackson, a rising sophomore, took over as Arkansas’ starting quarterback for the final game of the season and is largely considered the future of the position. Rhoads finished in a tie for fifth in the SEC in sacks (8) and second in the league in tackles for-loss (17 1/2).
Silverfield told fans he doesn’t think a rebuild will take long.
“It’s not one of those things where we’re sitting here saying, ‘Hey, you know, Hunter, I need three years to rebuild this,’” Silverfield said. “No. We can start rebuilding the culture the moment we step down.”
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NIL
Mitch Barnhart emphatically affirms Kentucky football’s NIL status – Kentucky Kernel
A new era of Kentucky football was celebrated yesterday as Will Stein was introduced as head coach and spoke to fans along with media for the first time.
As expected, NIL came up in this conference as it is the talking point of college sports all around the country.
The new head coach was the first to confirm that Kentucky is where it needs to be to compete for the players it wants under the new leadership.
“Yeah, of course, of course,” Stein said. “Mitch [Barnhart], Mark [Hill] laid out a great plan. Feel like we’re right there to be successful right away.”
To help navigate this process, it is believed that Pat Biondo will be joining the staff as a general manager.
The role has started to become more integrated into the sport in this rising world of NIL in order to have experts at the forefront of this process for recruiting and roster-building purposes.
Barnhart spoke with media after the introductory press conference and doubled-down on Stein’s take about NIL for the program in a fired response.
“We’re confident in what we’re doing and people ask that question 19 different ways, from all the stuff that’s been going on, and it’s exhausting. You know, enough, enough about have we got enough? We’ve got enough, and we’re working at it just like everyone else is working at it We’re no different,” Barnhart exclaimed. “They’ve got Learfield, we’ve got JMI, they’ve got Learfield, they’ve got playflight. So this notion that we don’t have enough is ridiculous. We’ve got enough.”
Another avenue that has caused several debates on NIL is the salary cap that limited the amount schools could directly share to athletes at $20.5 million.
This was meant to limit the amount schools could give players and sounds good in principle, but like most things when it comes to NIL, did not work that way.
A lot of schools have used deals outside the school that has inflated the money within college football programs well above the limit.
Some schools have even incorporated and expanded athletic departments into agency to secure the deals for these players that bend the rules just a bit.
Another major issue is that schools are making NIL promises part of recruitment for high schools players and transfers.
Within the given timeframe, there is nothing wrong with this, but since NIL, teams have been known to reach out to players when they are not allowed to.
This tampering expedited the process for getting Stein to Lexington to become the Wildcats next head coach.
“Make no mistake about it, we can talk about tampering, we can talk about no doing this, no doing that, they’re flat calling players all over the place, and there’s player movement everywhere,” Barnhart said. “So let’s not kid ourselves, so, yeah, to protect our roster, to protect our program, to protect recruiting, we had to move fast.”
However, while others might be not playing the rules and finding workarounds, that is not going to happen at Kentucky.
“We’ve got to resource it the right way. We got to assess talent the right way. We got to acquire it the right way. We’ve got to make sure we’re within the boundaries and the rules,” Barnhart said. “We’re not going to break the rules. That’s flat out. We’re not doing that alright, we will do it the right way. We don’t need to, we don’t need to do that. We’re good enough at what we do. We’ve got good people.”
With National Signing Day over and the transfer portal opening in January, it will not take long to see just how well Stein and Kentucky can compete with the rest of the SEC to recruit talent in this NIL era.
NIL
Vanderbilt QB Diego Pavia pleads to Trump for College Football Playoff executive order
College football has had incredible developments over the last several years, from NIL deals, to the expanded college football playoff and everything in between, so much so that it’s led to more government involvement in the sport than ever before.
Not to mention, the transfer portal process became such an issue that President Donald J. Trump tried several methods to help the greater good of the game, including signing executive orders and encouraging Congress to come up with solutions.
Though, the latest request of the President comes from one of college football’s biggest stars.
Upon the release of the latest College Football Playoff rankings just days before the final reveal of the field, the Vanderbilt Commodores — who are 10-2 with losses to Alabama and Texas — came in at No. 14 with no real path to move into the 12-team field.
Commodores’ quarterback Diego Pavia — who will likely be a Heisman Trophy finalist — has pleaded with Trump to sign an executive order that would expand the field to 16 teams, allowing four from the SEC to be guaranteed, along with four at-large bids.
Needless to say, Pavia’s request is not going to get approved, but it does reflect the current chaos college football finds itself in when star players are openly begging the President to do something about a flawed system.
Whether Pavia’s in the playoffs or not, he and Vanderbilt have been one of the best stories in the nation this year, and he has made huge contributions to college football.
NIL
Ron Hart: Lane Kiffin and the art of the Irish exit
Like most Southerners, I love SEC football. A girlfriend broke up with me once over it — we dated just two seasons. She told me I loved college football more than her. To try to make her less upset, I told her I loved her more than ice hockey.
Ohio State is the team to beat this year, but the SEC is always in the mix. College football appeared right after the Civil War to give Southern and Northern states a safer way to keep on fighting.
Let me say up front that I like Lane Kiffin. I went to basketball schools, so I can be a fair arbiter here.
(IN THE NEWS: Lane Kiffin exits Ole Miss for LSU; Pete Golding takes over for Rebels)
Kiffin is one of a few head coaches with a sense of humor. He gives an interesting interview beyond the superficial platitudes most have been taught to spew. In leagues where coaches speak in measured tones of “process” and “culture,” he will push back and poke, all with a wry smile. He channels Coach Mike Leach, who was the greatest.
Kiffin wins, but loyal he is not. Some coaches build dynasties; he builds frequent flyer miles. He is the coach colleges love to hate. He feeds on it. He does not care. I like that.
The worst form of thinkers, the NCAA, politicians and college presidents, have designed the current NIL/college football landscape. These people who are used to making bad decisions with other people’s money have created a convoluted mess.
Jimmy Sexton, the “coach’s agent” who has a virtual monopoly in the space, owns these colleges. With his $80 million coach buy-outs paid by colleges with tuition going up at twice the rate of inflation, I’m surprised some state has not pursued an antitrust case against him.
Lane left for LSU, where he might find a home. Louisiana has a long history of rogues and reprobates, and not just in politics. Sixty percent of Louisiana is under water, the other 40% is under indictment.
Without an in-state rival to turn him in, and in the rough and tumble nature of Louisiana, Kiffin might thrive. The last LSU coach, Brian Kelly, left for health reasons. Fans were sick of him.
Kiffin’s decision to move, he said, relied on his former boss, Nick Saban. He once described Saban as “like an ex” in a divorce settlement. The man is a conundrum wrapped in a kerfuffle.
(IN THE NEWS: Ole Miss loses coach but moves up a spot in College Football Playoff rankings)
His departure from Ole Miss was a masterpiece of awkward timing, as the team was preparing for the College Football Playoff. As the fan base wailed in betrayal, Kiffin asked if he could coach in the playoffs. Talk about your haughty toddy! Ole Miss said no. As he left Ole Miss in a jet, he told several assistant coaches to get on the plane with him now or no job. Baller move. Five went.
LSU will take its place in this year’s playoff as it has recently: on the couch watching it.
A winning coach can name his terms. UNC signed Bill Belichick with the agreement that his girlfriend would be given a snap bid to pledge Chi Omega and live in the sorority house. Sadly, Belichick’s first loss was 73 to 22, calling even more attention to the relationship.
SEC football is a big deal. Trump attended the Georgia vs. Alabama game. Vanderbilt would not let Trump come for fear he would deport their QB, Diego Pavia. Maybe it would be covered on ESPN Deportes?
Amid the chaos, Vanderbilt has been on the rise. Their coach stayed; they flipped the No. 1 QB commitment from Georgia. Vanderbilt hopes to build the kind of football team their women’s bowling team can be proud of.
Football might be the “bread and circus” of our times. It goes beyond North and South, state versus state. It’s a religious experience. I always told my kids that an atheist is a person who watches Notre Dame play Southern Methodist and doesn’t care who wins.
Contact Ron Hart, a syndicated op-ed satirist, author and TV/radio commentator, at Ron@RonaldHart.com or X @RonaldHart.
NIL
How Much Kalani Sitake Turned Down From Penn State to Stay at BYU
Earlier this week, it appeared that Kalani Sitake might be the next coach at Penn State. Instead, he opted to remain at his alma mater BYU, as it prepares to face Texas Tech for the Big 12 championship. If the Cougars win Saturday’s game at AT&T Stadium, they will punch their ticket to the College Football Playoff.
“If I’m being honest, I just wanted to be here a long [time],” Sitake said after announcing his extension at BYU, his alma mater. “… It’s hard to leave when you have something so special and you have amazing people that support us.”
The decision came after an outpouring of support from the BYU community, which Sitake’s wife referred to as a “love bomb.” The monied parties around the Cougars program evidently mobilized as well, with Crumbl Cookies CEO Jason McGowan tweeting Monday that it was “time for me to get off the sidelines and get to work” as the Sitake/Penn State situation was unfolding.
Now we have an idea of what the finances behind Sitake’s decision looked like. In a Thursday story on the recruiting battle between BYU and Penn State, Richard Johnson of CBS Sports reported that the contract offer from Penn State that the veteran coach rebuffed was “north of $10 million per year,” more than double Sitake’s pre-extension estimated BYU salary of around $4 million per year.
“Sitake’s extension at BYU is set to make him the highest paid coach in the Big 12 besides Colorado’s Deion Sanders, who makes $10.8 million on average,” Johnson reports.
Pete Nakos of On3 reported Tuesday that Sitake is expected to take home between $9 million and $9.5 million per year from BYU, with an additional $10–$15 million in NIL payments committed to the football program on top of the school’s slice of program revenue sharing. Schools are currently allowed to distribute up to $20.5 million to athletes across all spots for the academic year, though NIL outside NIL payments on top of that total are permitted.
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Sitake, a native of Tonga, played fullback at BYU in 1994 and, after an LDS mission, from ‘97 to 2000 under legendary Cougars coach LaVell Edwards. After a brief NFL stint, he entered coaching in ‘01, handling defensive backs at Eastern Arizona. He returned the next year to BYU as a graduate assistant.
After stints on staff at Southern Utah, Utah and Oregon State, Sitake returned to his alma mater in 2016 as head coach. In a decade leading the Cougars, he is 83–44 with a 17–10 conference record since the program joined the Big 12 in 2023. The program is 22–3 (15–3) over the last two seasons, giving him his third and fourth 10-win seasons.
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NIL
College football teams expected to explore the transfer portal for QBs
The college football transfer portal’s new Jan. 2-16 window is still weeks away, but the 2025-26 cycle is already moving. Teams have built portal boards for months, players are lining up to enter, and behind the scenes, discussions are happening that make the calendar feel symbolic more than binding.
This cycle arrives with stricter rules. FBS and FCS players can’t officially enter until Jan. 2, graduate transfers no longer have year-round freedom, and the spring window is gone entirely. Even head-coaching changes only trigger a 15-day clock if a hire happens after Jan. 2. The NCAA hopes the changes create predictability; early signs suggest the market will still move fast.
MORE AT 247SPORTS — College Football Transfer Portal 2026: Key rule changes, NIL money battles and the QB market to watch
Money will ensure that. Despite rev-share caps and looming College Sports Commission (CSC) oversight, top programs are signaling they’ll spend aggressively. LSU reportedly committed $25-30 million for roster building, and BYU lined up eight figures to retain Kalani Sitake. Coaches estimate it now takes north of $25 million to build a title-level roster — a number many Power Four schools can’t touch.
And all of it leads to the position that drives every portal cycle: quarterback. Multiple contenders, new staffs and bluebloods with unsettled depth charts are preparing to chase veteran help. These are the teams most likely to shape the top of the quarterback market.
Teams at the top of the market
Miami: The Hurricanes are likely to dip into the portal for a third straight offseason in pursuit of a quarterback with Carson Beck’s impending graduation. Though, there is some internal optimism about the development of Emory Williams.
Texas Tech: The Red Raiders love backup quarterback Will Hammond, but he tore his ACL in late October. Given that there’s no guarantee of him being ready for next season, Texas Tech is expected to go after a starter-quality passer in the portal. Money tends to be no object in Lubbock, Texas.
Indiana: Yep, Indiana absolutely belongs in the top end of the quarterback market conversation. That’s what happens when you make the College Football Playoff in back-to-back years and are about to produce a first-round pick under center. Expect Indiana to go and get a guy to replace Fernando Mendoza.
LSU: Could it just end up being Trinidad Chambliss? That’s certainly possible if he can secure a waiver. Either way, the Tigers are expected to be in the portal market for a starter.
Florida State: There had been some thought tyhat Tommy Castellanos could qualify for an additional season of college football via a waiver. It could still happen, but there’s a good chance Florida State hops into the high-end portal quarterback market either way.
Get ready for the transfer portal storm: 10 players who could reshape college football overnight
Cooper Petagna

Others that could join the mix
That top of the market could grow, too, depending on a few big quarterback decisions. Oregon quarterback Dante Moore could end up going to the draft — right now, sources indicate that it’s more likely he stays — which would mean Oregon jumping into the fray.
Auburn will have a decision to make about its 2026 signal-caller. Deuce Knight is a potential superstar and seems to be an ideal on-paper fit for Alex Golesh’s system. Knight has also started just one game. It wouldn’t be a shock to see Auburn make a move and target an experienced quarterback.
Clemson, believe it or not, is also a team to watch in the quarterback market. The Tigers have indicated to agents that quarterback is a potential need this cycle as they replace Cade Klubnik. Whether that’s a high-end starter or someone to compete with Christopher Vizzina remains to be seen.
There are also a lot of other teams expected to go get a guy. Illinois, Virginia Tech, Louisville and Baylor will all likely need starting arms, and that’s just the tip of the iceberg.
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