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NIL
What Barilla's Formula 1 move means for sports advertising beyond the Super Bowl
At 300 kilometers per hour, Formula 1 is all about speed, precision, and performance. Pasta, on the other hand, is slow-cooked comfort. But in today’s marketing landscape, unexpected pairings are often the most powerful—and that’s exactly what makes the recent partnership between Barilla and Formula 1 so intriguing. Barilla’s new multi-year deal as an official […]


At 300 kilometers per hour, Formula 1 is all about speed, precision, and performance. Pasta, on the other hand, is slow-cooked comfort. But in today’s marketing landscape, unexpected pairings are often the most powerful—and that’s exactly what makes the recent partnership between Barilla and Formula 1 so intriguing.
Barilla’s new multi-year deal as an official partner of Formula 1 marks the latest in a wave of FMCG brands aligning with the sport—not just for visibility, but for storytelling. Following in the footsteps of KitKat and RedBull, Barilla is using the global stage of motorsport to reframe its brand around connection, culture, and experience.
For starters, one might question what does a plate of pasta have in common with a Formula 1 car? At first glance, not much but dig deeper and one might realise that the partnership works on multiple levels. At a product level, each domain needs a lot of craftsmanship and practice to deliver a high quality and well branded experience, said Prantik Mazumdar, president of TiE Singapore and SportsTech evangelist.
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Additionally, Barilla group isn’t new to sports sponsorship given their past association and brand campaigns with tennis legends, Roger Federer and Coco Gauff. Moreover, Paolo Barilla, the company’s vice president and billionaire owner himself was a Formula 1 driver, who raced for the Minardi team in 1989-1990. “Given these associations, I think it makes for an interesting and intriguing angle for Barilla to come on board as a second-tier partner with the F1 and speed up their growth leveraging the category,” added Mazumdar.
Similarly, Deborah Rowe, managing director of boutique sports and lifestyle PR agency, Talk of the Town said that both Formula 1 and Barilla are iconic brands with global reach. “Formula 1 is about high performance, precision, and passion – values Barilla shares in its approach to food and heritage. There’s also a growing trend of integrating lifestyle into sports,” said Rowe.
While a pasta bar in the Formula 1 paddock may feel indulgent, it is also human and relatable. “Imagine the fan who experiences this at a Formula 1 race. The next time they watch Formula 1 from home; they may crave pasta. That’s where brand affinity starts: through consistent, meaningful moments,” added Rowe, stating that:
F1 is no longer just about racing; it’s a lifestyle experience.
As such, FMCG brands stand to gain more than just visibility. They gain frequency, relevance and emotional storytelling. This is because Formula 1 offers not just global exposure but recurring touchpoints with fans. The season format also allows brands to build long-term narratives, unlike one-off sports events, said Rowe.
“More importantly, it gives FMCGs the chance to become part of rituals. Just like a hotdog is synonymous with American Football, pasta could easily become a race-day staple. With the right storytelling and activation, that kind of brand association can be incredibly powerful,” she added.
Firstly, at the product level, each domain needs a lot of craftsmanship and practice to deliver a high quality and well branded experience. Beyond that, the Barilla group isn’t new to sports sponsorship given their past association and stellar brand campaigns with tennis legends, Roger Federer and Coco Gauff. Last but not least, Paolo Barilla, the company’s vice president and billionaire owner himself was a F1 driver, who raced for the Minardi team in 1989-1990.
Given these associations, I think it makes for an interesting and intriguing angle for Barilla to come on board as a second tier partner with the F1 and speed up their growth leveraging the category
That said, FMCG brands are not the only brands that stand to gain from partnering with Formula 1. This is for as long the partnership aligns and is authentic to the brands. In conversation with MARKETING-INTERACTIVE, Darrelle Eng, head of brand, Singapore Sports Hub said the strength of a partnership is not just about the dollars, but the impact and association of what it means for the brand.
“It can be at a strategic or tactical level, depending on the objective, whether it is purely for awareness or it is for association,” said Eng. Even then, Formula 1 is in the position to choose who and what they would like to partner with.
Brands also have a choice of whether to partner with Formula 1 as a league or with a team. “Why choose Formula 1 and not a Formula 1 team or a Formula 1 driver? There is a distinction between wanting to sponsor a tour or a team or driver, it is ultimately dependent on what the objective is,” added Eng, explaining that brands could gain consistent exposure and awareness, but not loyalty as a partner of the sport.
In addition, partnering a team or a driver may give less exposure due to performance, but may achieve greater loyalty from fans who follow said team or driver. Eng stated:
“Ultimately, it is about the alignment of the brand to the audience that they are targeting and the authenticity of the partnership.”
Is Formula 1 the next Super Bowl?
As Formula 1 continues to evolve into a lifestyle and entertainment platform, its appeal to consumer goods companies has never been clearer. With global reach, digital-first storytelling, and an increasingly younger, more engaged fanbase, Formula 1 offers brands a unique proposition. The question is no longer why companies such as Barilla are getting involved—but what this shift signals about the future of sponsorship, and how Formula 1 is offering something that even legacy platforms like the Super Bowl or major football leagues may not.
According to sportspreneur Padmanabhan Manickam, the rise of FMCG partnerships with Formula 1 points to a broader shift in the global sponsorship landscape—particularly in regions where traditional tentpole events such as the Super Bowl hold less sway.
“Formula 1 definitely reaches a global audience, especially in this part of the world—Asia—where the Super Bowl can be less relevant for consumers,” Padmanabhan explains. “There are only a few sporting properties with true mass appeal here. Football, especially the FIFA World Cup, remains a key sponsorship asset, but it only comes around every four years. Beyond that, the English Premier League has global dominance, but football as the whole world knows, is super crowded.”
That’s where Formula 1 stands out. For FMCG brands, its regular race schedule and year-round visibility offer a level of consistency that’s hard to find elsewhere. “Formula 1 races happen regularly, and each event is backed by high-profile publicity. Continuous mass awareness is a no brainer for FMCG brands where high brand awareness amongst target consumers is a key requirement,” said Padmanabhan.
He added that Formula 1 still offers room for brands to innovate and stand out, compared to more mature and crowded sports platforms. “Formula 1 still has plenty of room and space for FMCG brands. It is less crowded compared to much matured sporting events,” said Padmanabhan.
Mazumdar agrees, adding that:
Barring soccer, Formula 1 is the only sport that offers this large global platform and a regular frequency to engage them, something even the Super Bowl can’t achieve given its geographical and season limitation.
Rowe echoes this, describing Formula 1 as a “storytelling powerhouse”—one that rivals the cultural impact of the Super Bowl. “The rise of ‘sportainment’ has changed how fans engage with sports. Many sporting leagues such as LIV Golf and the HSBC SVNS have adopted faster formats, more entertainment layers, and fan-centric innovations,” said Rowe. “This has attracted younger, digitally savvy audiences—and FMCG brands are taking note and want to be part of this high-energy space where sport, culture, and lifestyle intersect.”
A major catalyst in Formula 1’s transformation has been the success of Netflix’s Drive to Survive. “It’s helped fans connect deeply with the personalities behind the sport and made F1 more accessible and emotionally compelling. That kind of narrative depth is a dream for FMCG brands looking to build authentic connections,” Rowe explained. “They want to be part of these evolving stories, not just on race day but throughout the season.”
Formula 1 delivers global scale, regular engagement, and a luxury-meets-lifestyle narrative that allows brands to go far beyond a 30-second commercial. From VIP paddock experiences and digital activations to influencer collaborations and content creation, F1 offers a multi-layered sponsorship model with year-round visibility. “We’ve seen firsthand how blending sport with lifestyle elements such as music, food, and fan zones significantly boosts audience engagement,” added Rowe. “It’s this multi-sensory, emotionally resonant environment that makes F1 partnerships genuinely memorable and effective.”
However, Eng offers a different perspective, suggesting that comparing Formula 1 to the Super Bowl may be a case of apples and oranges. The Super Bowl is a one-off event, whereas Barilla’s association with Formula 1 is continuous—spanning 24 events across 21 countries. “Most importantly, is the ‘Super Bowl effect really what the sport or the industry wants?” said Eng.
Eng also raises an important point about the nature of Super Bowl advertising:
The Super Bowl has leaned on entertainment with the half-time show probably generating more views than maybe the game itself, so is it really the Super Bowl, or is it the half-time show generating the interest in brands to partner with?
What sets Formula 1 apart, Eng argues, is its unmatched level of aspiration. “To become a Formula 1 driver takes so much more than almost all other sports. You can pick up a racquet or a ball, you can run or swim nearly anywhere—but you can’t just get into a Formula 1 car and drive. The lack of accessibility to the equipment and the elite pathway to the sport makes it aspirational beyond just physical talent,” said Eng.
For brands such as Barilla, that aspirational quality aligns perfectly with its positioning. Barilla has clearly aligned itself with aspirational figures – Roger Federer, Coco Gauff, Michelin-starred chef Davide Oldani, stated Eng. Where Barilla is engaging with a global, high-value audience over time, Super Bowl advertisers are targeting the masses through volume and reach – primarily within a US-centric audience.
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NIL
Can Trump Fix College Football?
Coach Trump at a college-football game. Photo: Jabin Botsford/The Washington Post via Getty Im As most college-football fans have repeatedly heard, their sport is broken. In 2021, the U.S. Supreme Court finally put an end to the involuntary servitude of student athletes that created a vast treasure chest of wealth for their schools and coaches […]


Coach Trump at a college-football game.
Photo: Jabin Botsford/The Washington Post via Getty Im
As most college-football fans have repeatedly heard, their sport is broken. In 2021, the U.S. Supreme Court finally put an end to the involuntary servitude of student athletes that created a vast treasure chest of wealth for their schools and coaches while only a small portion was kicked back to some of them via illegal under-the-table payments — a rather blatant violation of antitrust laws. College football (along with other collegiate sports) is in a wild-West era: Colleges compete for players, who can transfer repeatedly in pursuit of the best deal, financially and otherwise. This player-friendly situation has massively offended football traditionalists and exposed the fecklessness of the National Collegiate Athletic Association, the sport’s alleged governing authority. It’s also arguably unsustainable, thanks to the instability it has introduced into college-football rosters and conferences in a sport where competitive balance is important.
The obvious solution (modeled by professional sports teams) is to recognize players as employees and let them bargain collectively for pay and benefits, which would create enforceable labor contracts and bring order and predictability. But the same traditionalists who deplore the loss of student-athlete serfdom hate this idea, in part because it means abandoning the hoary myth of college athletics amateurism, and also because they tend to be crusty old reactionary men who would just as soon ban unions everywhere. So their preferred “solution” for the “crisis” in college football is to get an antitrust exemption from Congress that allows schools and conferences to reimpose at least some of the recently abolished shackles on player compensation and movement. Congress, of course, is reluctant to wade into this legal, financial, and cultural morass, and no filibuster-proof formula is evident either. Thus, inevitably, traditionalists have turned their lonely eyes to someone who is forever pleased to seize power and “fix” things: the 47th president of the United States.
Last week, after introducing Donald Trump as commencement speaker at the University of Alabama, where he was until last year the all-powerful and all-dominant football coach, Nick Saban bluntly asked the fixer-in-chief to intervene, as The Wall Street Journal reported:
The Trump administration is considering an executive order that could increase scrutiny of the explosion in payments to college athletes since 2021, after the president met with former Alabama coach Nick Saban, White House officials said.
Trump met with Saban on Thursday night when he was in Tuscaloosa to deliver the University of Alabama’s commencement address. Saban talked about “NIL” deals with Trump, telling the president how he believed the influx of money had damaged college sports.
“NIL” stands for “name, image and likeness,” but is used as a catchall term for the new era in which college athletes are allowed to earn money from their fame.
Since the crux of the matter is CFB’s ongoing, blatant violation of congressionally established antitrust laws, it’s unclear how an executive order could be relevant at all. But as we know very well by now, Trump isn’t inhibited by laws or constitutional provisions that limit his power. Some legal observers, like Sportico’s Michael McCann, are concerned that an executive order would create more, not less, chaos:
Any executive order that restricts athletes, schools, conferences or the NCAA would encounter a bevy of problems since it would interact, and possibly conflict, with multiple areas of federal and state laws …
There are also potential constitutional problems with a Trump executive order on college sports. It could run afoul of Equal Protection if college athletes are denied the same rights, including for employment and other economic opportunities, that their classmates enjoy. An executive order might also run afoul of the First Amendment to the extent it limits how college athletes express themselves.
A Trump intervention could also create yet another direct collision with the federal judiciary, insofar as district court judge Claudia Wilken is on the brink of finalizing a $2.8 billion antitrust settlement that will let schools use TV revenue to directly compensate athletes in addition to the NIL money they now bargain to receive. You can definitely and reliably imagine that college football’s old-school faction hopes Trump throws a big monkey wrench into the wheels of justice.
If the legal and financial complexity of the situation doesn’t faze Trump, he might also be motivated to intervene by some inflated notion of his own sporty expertise. He did, after all, once own a pro-football franchise for two seasons in the upstart United States Football League. But let’s recall how it ended: in a huge antitrust lawsuit against the NFL, which he won but which yielded a $3 jury reward that doomed the USFL to extinction. If he brings that sort of success to college football, traditionalists may learn there are far worse outcomes to the current crisis than unionization.
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Dan Lanning ready to ‘adapt’ based on House settlement ruling, roster limits
Whether it’s the Transfer Portal, NIL, conference realignment, or a new postseason format, college football has rapidly undergone changes in recent years. The Oregon Ducks and head coach Dan Lanning have, during that time, been among those who have best adapted to the changes. Now, it looks like another change is coming. Roster limits appear […]

Whether it’s the Transfer Portal, NIL, conference realignment, or a new postseason format, college football has rapidly undergone changes in recent years. The Oregon Ducks and head coach Dan Lanning have, during that time, been among those who have best adapted to the changes. Now, it looks like another change is coming.
Roster limits appear to be on the horizon thanks to the House settlement. With that, Lanning knows he needs to be ready to take on another new challenge.
“Adapt,” Dan Lanning said. “You’ve got to be ready to adapt. That’s one thing we’ve learned about college football, right? It’s going to continue to change. You’ve got to be the team that’s ready to adapt when that happens.”
The House settlement is the settlement for a lawsuit that is set to allow direct payment to student athletes, but its scope has gone beyond. With Judge Claudia Wilken in charge of giving final approval for the settlement, both sides have been working through the details. That now includes roster limits, which propose football teams go down to 105 players. That cap would likely force cuts.
“I like our roster. I like who we have on our team right now. So, hopefully, every one of those players that have worked really hard gets the opportunity to be part of the roster in fall camp, but we don’t completely control all of that. So, we’ll see how it plays out.”
Wilken recently gave attorneys 14 days to change the language so that House Settlement regarding roster limits. That would make it so that they grandfather in roster limits or phase in the roster limits. So, while waiting for the final settlement, coaches like Lanning need to wait and see with their rosters.
While Wilken did give preliminary approval for the House settlement, she still needs to give it final approval. That language around roster limits is something that could completely disrupt things.
Ryan Day details plan to adjust when NCAA House Settlement determines roster size
Dan Lanning isn’t the only Big Ten head coach with concerns around roster size. Ohio State head coach Ryan Day also shared that he needed to put a plan in place depending on how things shake out.
“So, we’re looking at increasing it to 90 [scholarships]. That’s what the conversations have been, and then, like you said, it’s difficult when you think it’s going to be 105 and now they’re saying maybe it won’t go to 105, but if it does we better make sure we can pivot quickly. So, if the 105 cap isn’t put into play, we’ll operate at right around 120, 121, like we’ve been. Those are kind of the parameters that we’re working with right now, knowing we might have to pivot quickly, which I know is tough for a lot of those guys who are on the fence,” Day said.
“So, that’s kind of why we wanted to make sure we’re transparent but this is kind of the way it is in college football right now. You’ve got to be able to adapt quickly and move on the run. The easy thing to do is throw up your hands, get frustrated. But just try to adapt and communicate well and make sure we have everything we need.”
Under the current House Settlement, proposed rosters include football (105), men’s and women’s basketball (15), baseball (34), men’s and women’s soccer (28), softball (25) and volleyball (18). Some schools have already begun working to hit those limits.
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NIL is changing college sports; for better or worse?
HUNT VALLEY, Md. (TNND) — It’s been nearly four years since the NCAA enacted a new policy allowing college athletes to profit from their name, image and likeness, and just a few weeks since a federal judge opened the door for college athletic departments to pay athletes directly. Much of the details are still being […]

HUNT VALLEY, Md. (TNND) — It’s been nearly four years since the NCAA enacted a new policy allowing college athletes to profit from their name, image and likeness, and just a few weeks since a federal judge opened the door for college athletic departments to pay athletes directly.
Much of the details are still being worked out in the courts. Key components like roster limits, scholarship limits and payment pools are still up in the air.
As is a governing body to oversee all of these new rules, since most current regulation is a patchwork of state laws, legal settlements and NCAA rules.
But, we are starting to see the impacts of college athletes getting paid – and what it means for the enterprise as a whole.
Depending on who you ask, the historical shift is: long overdue for athletes who’ve spent thousands of hours grinding for their craft; late to the party in terms of global sports; the official death certificate for amateurism and the “student” side of “student-athlete”; or, an inevitable reality that has to run wild before it gets reined in and regulated.
To the league itself, it’s a positive step.
When a judge granted preliminary approval for a framework for schools to pay athletes, NCAA President Charlie Baker said it would “help bring stability and sustainability to college athletics while delivering increased benefits to student athletes for years to come.”
The push for college athletes to get paid spans decades, with legal challenges and legislative efforts dating back to at least the early 2000s. Which is surprising, considering the NCAA has been a multi-million dollar industry for several decades, and a multi-billion dollar industry for about a decade.
That disparity is due to the idea of “amateurism,” a word many experts and analysts use when they cite concerns about completely commercializing college sports. That idea goes back more than a century, to 1800s England, where sports were only for the wealthy, and the working class didn’t want them to be able to pay their way to victory.
“I don’t want to say [amateurism] is going to die, but it will certainly be the commercial aspects that are going to permeate,” said David Hedlund, the chairman of the Division of Sport Management at St. John’s University. “I think we’re going to see and hear less and less about amateurism, and college sports are going to look more like professional sports, or a training ground for professional sports.”
The idea that sports are for enjoyment and the love of the game rather than money is a noble one. And players can love the game and make money off their talents at the same time.
But many experts say amateurism has long been dead; the NCAA was just, for whatever reason, the last organization behind the International Olympic Committee to let it die. It’s part of an effort to keep pace with the rest of the world. Overseas soccer and basketball players are spotted when they’re 12 to 14 years old, and go pro when they turn 18.
“We’re in a global marketplace,” said Matt Winkler, a professor and program director of sports analytics and management at American University. “We sort of have to keep up with the other nations if we want to strive and have those great moments in sports for our Olympic teams and our World Cup teams and so forth.”
Coaches have long been compensated, and universities have long profited off their sports teams.
“The money has always been there. It’s just a lot more front-facing now, I think, than it’s been in the past,” Hedlund said.
Some sports analysts say it was quite front-facing in this year’s NCAA Men’s Basketball Tournament.
March Madness was devoid of any significant upsets or Cinderella teams. For the first time in five decades, every team that made it to the Sweet 16 came from a power conference, including all four No. 1 seeds and all but one No. 2 seed.
And, every team that made it to the Final Four was a No. 1 seed.
ESPN analyst Stephen Smith said NIL deals and the now no-limits transfer portal are to blame for why mid-major programs didn’t see much success, and top-tier schools prevailed.
“If there was no NIL, if there was no portal and you have the mid-majors go 0-6 in the second round, please, we ain’t sweating that,” Smith said. “But when you’re able to point to rules that have been implemented that ultimately shows itself to have inflicted upon the game itself, that’s dangerous.
“College basketball as we knew it – which, to me, is all about March Madness – will cease to exist. Because there’s no madness.”
Experts say there is a serious question mark about the current state of how much colleges can pay to entice players, and how many times players can be enticed enough to transfer.
But not all believe it has to be the death of March Madness or competition in college sports. After all, there’s still Division 2 and 3 universities.
Richard Paulsen, a sports economist and professor at the University of Michigan, said it’s hard to gauge the impact of NIL deals and the transfer portal on competition. Because while the top ten or so power schools may be able to offer the most money to the elite players, there’s still a lot of talent out there.
“The top schools have an advantage in getting the A-level talent, but some of the players that might have sat on the bench at a top school previously could be enticed away with NIL money coming from a second tier school,” Paulsen said. “So I think the impact on competitive balance is maybe a little bit less clear.”
Paulsen says, as a professor, he is worried about the impact NIL deals – particularly million-dollar ones – can have on the students themselves, some 18, 19, 20 years old. It raises the question, does a teenager or young adult need this much money?
Shedeur Sanders is 23 years old, and his NIL valuation at the University of Colorado was roughly $6.5 million. Granted, he’s the son of NFL Hall of Famer and head coach for Colorado Deion Sanders.
But, his 2024 stats were top five in completion percentage, passing touchdowns and yards. Several analysts had him as the top prospect in the 2025 NFL draft, but he slid down to the fifth round, shocking much of the sports world.
Various reports place blame on other reasons – maybe he took more sacks than he should have, maybe NFL executives see traits we can’t see, maybe he bombed interviews with the managers, maybe it had to do with his Hall of Famer dad. And he certainly wouldn’t be the first prospect to get picked later than expected and prove all the teams that passed over him wrong.
But, he’s also losing money by going pro. The iced out, custom “Legendary” chain he wore on Draft Day reportedly cost $1 million.
“It is at least worth noting that five years ago, he wouldn’t have had the online presence that he had, and that could have turned off some NFL teams,” Paulsen said. “Without being in the rooms, I don’t know if it did, but that is possible, and it’s not something that would have been possible even five years ago.”
It begs the question, is it even worth going pro for these top-tier college athletes with insane NIL deals?
In the NBA, new data shows it may not be. The league announced last week just 106 players declared early for the 2025 draft. It’s the fewest since 2015. The number typically hovers around 300.
The drop in early entrants could be lingering effects of the extra COVID year.
But, next year, ten schools will pay their rosters somewhere in the neighborhood of $10 million, including several million dollars per top player. That’s far more than the players would make if they were a second-round draft pick in the NBA.
Winkler said the combination of competitive rosters and the scope of these NIL deals has more to do with this drop in early declarations.
“These deals are getting so big that unless you’re going to be a first round draft choice, maybe if you’re going to be kind of a lottery pick or a top 10, 15 pick, it would be better for you to exhaust your eligibility on a major team, because you’re going to make more,” he said.
So, it might be financially advantageous for athletes to wait on the pros. Some announcers were even suggesting Sanders should go back to college if the NFL didn’t deem him ready for the show. (NCAA rules prohibit him from doing so anyway; he declared for the draft and signed with an agent).
But what about the fact that these players, who become millionaires, are still students?
Schools are working to provide resources for these athletes so they can get advice on what to do with their wealth, so that they don’t spend it irresponsibly. Which is not to assume all of them would; it goes without saying this money could greatly benefit an athlete who grew up in poverty and change the trajectory for his/her family.
But Paulsen says he worries about the “student” side of “student-athlete” when we start talking about millions upon millions of dollars and students transferring to whichever school offers them the most. Sometimes credits don’t transfer; sometimes players could feel pressure to fulfill their NIL commitments over their studies, when the stakes are that high.
At a young age, these players are under an unprecedented amount of pressure, from their coach, from their family, from their financial adviser, from social media, from broadcast exposure, from stakeholders, from the tens of millions of people who can now legally bet on them.
“Players should be able to leave bad situations, absolutely, and I certainly support players’ autonomy and chasing financial benefit from their athletic talents,” Paulsen said. “But if we’re going to call them student athletes, we should have some emphasis on the student part of that too. Some of these rules that are helping the athlete are hurting the student.”
One of those rules, he says, is the transfer portal. But in addition to harming the students’ academic careers, experts say this also takes a toll on teams and fans of those teams.
Take Nico Iamaleava for example. The star quarterback abruptly parted ways with Tennessee over an alleged compensation dispute with the school’s collective. He demanded an NIL readjustment to $4 million to keep playing for the Vols, and when they said no, he transferred to UCLA, though it’s unclear if they met his demands.
The exit shocked his teammates in Knoxville, with one of his receivers and defensive backs, Boo Carter, telling reporters, “He left his brothers behind.”
But the new pay-to-play system does also beg the question of school loyalty, not just for the players, but the fans too.
Paulsen says roster continuity, players spending all four years playing for one team, has been an endearing feature of sports like women’s college basketball, when you look at the legacies, for example, Caitlin Clark built at the University of Iowa, or Paige Bueckers at the University of Connecticut.
“I do think there’s definitely some extent to which all this player movement can have negative consequences,” he said.
But, some experts doubt fans of teams need to see the same or similar team year to year.
After all, this past NCAA Men’s March Madness Championship between Florida and Houston – the one ESPN’s Smith said featured no madness at all – scored 18.1 million viewers on CBS. That’s up 22% from last year’s championship, and the biggest audience since 2019.
The Final Four games, featuring all No. 1 seeds, ranked as the most-watched games in eight years.
In other words, so far, so good when it comes to college sports fandom.
One thing broadly agreed upon among experts is that competition must remain intact. The Florida-Houston matchup was a nailbiter.
“The biggest thing that would kill sports is if there is no competitive balance,” Hedlund said. “It is known when you have a really great team being a not-so-great team, if the great team probably will win, people don’t want to watch.”
People still appear to be watching. If they stop, one could assume the NCAA would change its course, or it’d be out of all its money too.
Plus, these experts expect regulation soon – possible measures like transfer restrictions, collectively bargained salary caps, conference realignment to avoid concentration, turning athletic departments into LLCs, putting degree completion into bylaws and evening out the number of roster spots, among other rules.
Experts say: be patient, wait for the legal fights to run their course, and wait for the brightest minds in sports – and Congress – to come up with a solution that pleases the players, teams, coaches, schools and fans.
“This is fundamental to the success of sports, so we just need to figure out what rules, what regulations, what governing bodies, how do we facilitate this?” Hedlund said. “We don’t want to ruin sports. That’s what’s at stake here.”
Winkler says it all comes down to the most “hardcore” stakeholders: fans and alumni. If the SEC and Big 10 just ganged up and created their own Premier League and college sports turned into checkbook sports, it could threaten that school pride.
“This year, we definitely saw cracks in the system,” Winkler said. “If the best athletes just go to the top, are [fans] rooting for an inferior product? Are they still going to have that affinity for their school, their team, their degrees, and people that are doing it? This is really going to test that.
“[Schools] have two key pressure points: keep getting a lot of money from TV so you can fund your athletic department, and keep alumni, fans and donors still feeling as engagedThere’s a lot to be worked out in the next several months and probably the next year to really get a boiler plate idea of what the rules and regulations need to be.”
NIL
Legal expert defends Nick Saban’s recent meeting with Donald Trump, comments on NIL: ‘I don’t think there’s anything wrong with that’
President Donald Trump is reportedly considering signing an executive order surrounding name, image and likeness after a recent meeting with former Alabama head coach Nick Saban. The order would “increase scrutiny” on NIL, which Saban had argued was something that has “damaged college sports,” per the Wall Street Journal. Michael McCann, legal expert for Sportico, author […]

President Donald Trump is reportedly considering signing an executive order surrounding name, image and likeness after a recent meeting with former Alabama head coach Nick Saban. The order would “increase scrutiny” on NIL, which Saban had argued was something that has “damaged college sports,” per the Wall Street Journal.
Michael McCann, legal expert for Sportico, author and professor at UNH Franklin Pierce School of Law, joined Paul Finebaum to provide analysis on the situation. Finebaum would aske McCann for his opinion on Saban sharing his thoughts on NIL with the president.
“Well, I think Nick Saban could certainly share his viewpoints with the president or others. I don’t think there’s anything wrong with that,” McCann told Finebaum. “I think it’s what the president does with that information, and then takes it to sort of insert himself into this topic. And I think that’s where it becomes potentially problematic, not only for the president, but again, I don’t think the NCAA wants this. I don’t think the NCAA wants the president to come in to issue executive orders that would then create new litigation that even if the NCAA isn’t a party, would have a huge stake in.
“Who knows what Nick Saban said, or the manner in which he said it. He may have said, these are just my views. I don’t think he was acting as some emissary of the NCAA, or anything like that. It was just sharing his viewpoints as a obviously super successful coach who knows a lot about college sports, but what the president then does with that is sort of the trickier part, and that’s not necessarily unique to sports, either. It’s any any person who has a conversation with him, if he then takes that to say, here’s a new policy that didn’t go through the sort of necessary channels, it can create some chaos.”
The meeting between the president and longtime college football head coach took place on Thursday night, where Saban expressed concern regarding the amount of NIL dollars added to the college sports landscape. Trump reportedly agreed with Saban that NIL was damaging college athletic, and told aides to begin studying what a potential order would look like.
Saban reportedly expressed interest in “reforming NIL,” and creating a more even playing field, echoing previous sentiment regarding competitive balance within college athletics. How Trump plans to address the situation from this point remains to be seen.
NIL
Nicholls State the latest stop for Latter-day Saint coach – Deseret News
Longtime BYU assistant coach Brent Haring is in his maiden season as a Division I head coach at Louisiana’s Nicholls State University. The Latter-day Saint coach finds strength in his spiritual beliefs. Haring’s baseball coaching resume includes several years as the skipper of the American Samoa National Team. ‘I never had a job. I just […]
‘I never had a job. I just always played baseball.’ — Satchel Paige
It’s no surprise that when the Deseret News recently caught up with longtime college/international baseball coach Brent Haring, he was on a bus loaded with ballplayers, traveling to a road game far from his St. George, Utah, hometown.
A longtime Brigham Young University assistant coach, Haring is wrapping up his first season as head coach at Nicholls State University — a Division I program located along the banks of Bayou Lafourche in southeastern Louisiana.
That’s a long drive from his Washington County neighborhood where Haring grew up smacking whiffle ball backyard dingers with his buddies, competing for the Pine View High Panthers and worshipping in his local Latter-day Saint ward.
But baseball’s a universal language — and the sport has adopted Haring as a world citizen of sorts.
Haring long-ago mastered the baseball coach’s art of snoozing on long flights and lonesome bus rides, always packing light and saving just enough space in your carry-on bag for a broken-in baseball glove.
The stamps filling Haring’s passport reveal his sojourns across the growing baseball globe. Japan. The Dominican Republic. Samoa. Curacao. And then toss in his frequent baseball stops in dozens of U.S. states and American territories such as Guam and American Samoa.
“Being able to see the world through baseball has been a blessing,” observed Haring while navigating a stretch of highway somewhere between Thibodaux, Louisiana, and Jackson, Mississippi.
‘Love is the most important thing in the world, but baseball is pretty good, too.’ — Yogi Berra
It’s no surprise that a guy who played all nine positions as a college player is versatile enough to adapt and embrace teaching and coaching the evolving game across multiple time zones.
Haring played college ball at Colorado Northwestern Junior College and at Southern Virginia University before embarking on a college coaching career that included stops at Harding University in Arkansas, University of Mount Olive in North Carolina, College of the Ozarks in Missouri, his alma mater of SVU — and in his hometown at what was then Dixie State College.
Haring also spent multiple years at BYU — coordinating recruiting, working with Cougar infielders, overseeing team defense prep and, in 2022, serving as the team’s associate head coach.
Then in 2023, Haring was hired as the director of baseball operations at Louisiana State University — one of the premier programs in college baseball. He spent a year in Baton Rouge before accepting his first DI head coaching job at Nicholls State.
BYU head coach Trent Pratt spent more than a decade working in college baseball dugouts with Haring — both at Dixie State and then in Provo.
Pratt’s not surprised his friend has survived and thrived in the grueling, uber-competitive, ever-changing college baseball community.
“Brent’s a people person,” Pratt told the Deseret News. “You’re drawn to him and he’s an honest guy. If you’re that way long enough, it’s going to pay off.”
As a baseball coach, Pratt added, Haring brings calmness to the dugout.
“He’s been around. … Brent’s been around a lot of different coaches and he’s seen a lot of different things. He’s able to take others’ ideas and morph them into his own.”
Most importantly, said Pratt, “Brent treats people the right way. He knows that if you show kids that you love and care for them, they’re going to respond.”
Haring’s maiden campaign as the Colonels’ skipper has been challenging in the baseball-loving Southland Conference. He took over a squad that had qualified for the NCAA regionals in 2024, but then had several players graduate or transfer.
With a record of 16-30, the NSU team could use a bit of luck to qualify for the Southland Conference tournament.
“But it’s been a lot of fun — and a huge challenge,” reported Haring. “We have a long way to go and we’re trying to get there as quickly as we can.”
The Colonels’ manager said being at the helm of a DI baseball team demands “thinking things through a bit more thoroughly and making sure that the decisions I’m making are the right decisions for the program now — and for the future.
“I have an obligation to honor the program and its past.”
And like every other NCAA coach, Haring is tasked with winning games and operating a clean program while managing the new realities of NIL and the transfer portal.
“As a head coach, I’m recruiting my own players all the time,” he said, noting that today’s college baseball scene is “super different” than what he’s experienced across most of his career.
Still, Haring’s pragmatic. He accepts today’s college coaching mantra: “The transfer portal giveth — and it taketh away.”
“You either have to adjust or die,” he said. “We’re trying to adjust and find our niche within the guidelines and how to manage it.”
His tenure on the LSU baseball staff, he added, “has been tremendously beneficial” in the college baseball-crazy corner of the country where he now plies his trade. College sports are simply part of life’s rhythm for Haring’s new neighbors.
“The people in this community love this program,” he said. “It’s not uncommon for our little school to have well over 1,000 fans at our games.”
But Haring said he’s always the same guy — regardless of any particular area’s religious demographics. “My faith is the foundation of everything in my life.”
The lifelong Latter-day Saint added he can trace God’s hand in his professional moves in recent years from Utah to Louisiana.
Haring and his wife, Mary, and their two sons, Tomasi and Nikolao, have also found a welcome landing spot in their new Latter-day Saint congregation.
“They are some of the best people in the world — and I believe Heavenly Father uses us in whatever ways he can. … I’m very grateful for the gospel and what it’s done for me and my life.”
‘I’ve come to the conclusion that the two most important things in life are good friends and a good bullpen.’ — Bob Lemon
Haring regards his 11 years at BYU as pivotal to his ongoing coaching journey.
Lessons he learned in Provo are now serving him well in Thibodaux.
“Coaching at BYU was a dream for me,” he said. “To be able to coach at a university (sponsored) by the religion that I participate in was incredible.
“The school standards, not playing on Sunday, and all those things were incredible.”
The Latter-day Saint population in the Deep South is far different than what he previously enjoyed while coaching in Utah County.
‘Nothing’s ever been as fun as baseball.’ — Mickey Mantle
Haring’s wife, Mary, is of Samoan descent.
That’s a fact without any obvious baseball connection — but almost every detail in Haring’s life has revealed some sort of link to “America’s pastime.”
The Harings marriage has provided the coach with relationships across the Samoan Islands. His father-in-law, who grew up in American Samoa, joked that had he been raised on the U.S. mainland, “he would have played for the Dodgers.”
Meanwhile, Haring long ago committed to learn the Samoan language.
Around 2010, Haring traveled with a group of baseball players to the Samoan Islands to participate in a tournament. It proved to be a prized experience — leading to his hiring as head coach of the American Samoa National Team.
A tiny Pacific island, American Samoa has produced dozens of NFL players. But baseball is still catching on.
Still, Haring enjoyed unexpected success coaching the national team — highlighted in 2019 by an American Samoa victory over Australia, then ranked seventh in the world, and a second-place finish at the Oceania U-18 Baseball Championship in Guam.
Haring believes the baseball ceiling for Samoan athletes knows no limit.
“We’ve seen a fair amount of Samoan kids — and Polynesian kids, in general — that are starting to play more baseball and make their mark.
“It’s been cool to watch that from the grassroots level.”

‘There is no room in baseball for discrimination. It is our national pastime and a game for all.’ — Lou Gehrig
Beyond the transfer portals and NIL deals that are redefining college baseball, the sport itself has changed since Haring played sandlot ball until dark in St. George parks with his neighborhood pals.
For a growing number of American kids today, baseball is about highly structured clubs, year-round tournaments and personal trainers. Some worry the game is no longer accessible to would-be players with limited resources.
Haring himself chuckles when telling the story of his 7-year-old son being offered a spot to play in a recent “invitation only” all-star event to showcase the child’s talents.
But despite the disruptions, Haring is high on baseball’s future. He’s confident that the game’s timeless magic will continue to draw kids from St. George, Utah, and Thibodaux, Louisiana — to Pago Pago, American Samoa, and countless climes in-between.
“Major League Baseball is doing a good job of trying to (promote) diversity,” he said. “They have urban youth academies now in a lot of major cities, which helps cover the cost of kids playing.
“I’m glad they’re doing that; we need more of that.”
NIL
NIL is changing college sports; for better or worse?
HUNT VALLEY, Md. (TNND) — It’s been nearly four years since the NCAA enacted a new policy allowing college athletes to profit from their name, image and likeness, and just a few weeks since a federal judge opened the door for college athletic departments to pay athletes directly. Much of the details are still being […]


HUNT VALLEY, Md. (TNND) — It’s been nearly four years since the NCAA enacted a new policy allowing college athletes to profit from their name, image and likeness, and just a few weeks since a federal judge opened the door for college athletic departments to pay athletes directly.
Much of the details are still being worked out in the courts. Key components like roster limits, scholarship limits and payment pools are still up in the air.
As is a governing body to oversee all of these new rules, since most current regulation is a patchwork of state laws, legal settlements and NCAA rules.
But, we are starting to see the impacts of college athletes getting paid – and what it means for the enterprise as a whole.
Depending on who you ask, the historical shift is: long overdue for athletes who’ve spent thousands of hours grinding for their craft; late to the party in terms of global sports; the official death certificate for amateurism and the “student” side of “student-athlete”; or, an inevitable reality that has to run wild before it gets reined in and regulated.
To the league itself, it’s a positive step.
When a judge granted preliminary approval for a framework for schools to pay athletes, NCAA President Charlie Baker said it would “help bring stability and sustainability to college athletics while delivering increased benefits to student athletes for years to come.”
The push for college athletes to get paid spans decades, with legal challenges and legislative efforts dating back to at least the early 2000s. Which is surprising, considering the NCAA has been a multi-million dollar industry for several decades, and a multi-billion dollar industry for about a decade.
That disparity is due to the idea of “amateurism,” a word many experts and analysts use when they cite concerns about completely commercializing college sports. That idea goes back more than a century, to 1800s England, where sports were only for the wealthy, and the working class didn’t want them to be able to pay their way to victory.
“I don’t want to say [amateurism] is going to die, but it will certainly be the commercial aspects that are going to permeate,” said David Hedlund, the chairman of the Division of Sport Management at St. John’s University. “I think we’re going to see and hear less and less about amateurism, and college sports are going to look more like professional sports, or a training ground for professional sports.”
The idea that sports are for enjoyment and the love of the game rather than money is a noble one. And players can love the game and make money off their talents at the same time.
But many experts say amateurism has long been dead; the NCAA was just, for whatever reason, the last organization behind the International Olympic Committee to let it die. It’s part of an effort to keep pace with the rest of the world. Overseas soccer and basketball players are spotted when they’re 12 to 14 years old, and go pro when they turn 18.
“We’re in a global marketplace,” said Matt Winkler, a professor and program director of sports analytics and management at American University. “We sort of have to keep up with the other nations if we want to strive and have those great moments in sports for our Olympic teams and our World Cup teams and so forth.”
Coaches have long been compensated, and universities have long profited off their sports teams.
“The money has always been there. It’s just a lot more front-facing now, I think, than it’s been in the past,” Hedlund said.
Some sports analysts say it was quite front-facing in this year’s NCAA Men’s Basketball Tournament.
March Madness was devoid of any significant upsets or Cinderella teams. For the first time in five decades, every team that made it to the Sweet 16 came from a power conference, including all four No. 1 seeds and all but one No. 2 seed.
And, every team that made it to the Final Four was a No. 1 seed.
ESPN analyst Stephen Smith said NIL deals and the now no-limits transfer portal are to blame for why mid-major programs didn’t see much success, and top-tier schools prevailed.
“If there was no NIL, if there was no portal and you have the mid-majors go 0-6 in the second round, please, we ain’t sweating that,” Smith said. “But when you’re able to point to rules that have been implemented that ultimately shows itself to have inflicted upon the game itself, that’s dangerous.
“College basketball as we knew it – which, to me, is all about March Madness – will cease to exist. Because there’s no madness.”
Experts say there is a serious question mark about the current state of how much colleges can pay to entice players, and how many times players can be enticed enough to transfer.
But not all believe it has to be the death of March Madness or competition in college sports. After all, there’s still Division 2 and 3 universities.
Richard Paulsen, a sports economist and professor at the University of Michigan, said it’s hard to gauge the impact of NIL deals and the transfer portal on competition. Because while the top ten or so power schools may be able to offer the most money to the elite players, there’s still a lot of talent out there.
“The top schools have an advantage in getting the A-level talent, but some of the players that might have sat on the bench at a top school previously could be enticed away with NIL money coming from a second tier school,” Paulsen said. “So I think the impact on competitive balance is maybe a little bit less clear.”
Paulsen says, as a professor, he is worried about the impact NIL deals – particularly million-dollar ones – can have on the students themselves, some 18, 19, 20 years old. It raises the question, does a teenager or young adult need this much money?
Shedeur Sanders is 23 years old, and his NIL valuation at the University of Colorado was roughly $6.5 million. Granted, he’s the son of NFL Hall of Famer and head coach for Colorado Deion Sanders.
But, his 2024 stats were top five in completion percentage, passing touchdowns and yards. Several analysts had him as the top prospect in the 2025 NFL draft, but he slid down to the fifth round, shocking much of the sports world.
Various reports place blame on other reasons – maybe he took more sacks than he should have, maybe NFL executives see traits we can’t see, maybe he bombed interviews with the managers, maybe it had to do with his Hall of Famer dad. And he certainly wouldn’t be the first prospect to get picked later than expected and prove all the teams that passed over him wrong.
But, he’s also losing money by going pro. The iced out, custom “Legendary” chain he wore on Draft Day reportedly cost $1 million.
“It is at least worth noting that five years ago, he wouldn’t have had the online presence that he had, and that could have turned off some NFL teams,” Paulsen said. “Without being in the rooms, I don’t know if it did, but that is possible, and it’s not something that would have been possible even five years ago.”
It begs the question, is it even worth going pro for these top-tier college athletes with insane NIL deals?
In the NBA, new data shows it may not be. The league announced last week just 106 players declared early for the 2025 draft. It’s the fewest since 2015. The number typically hovers around 300.
The drop in early entrants could be lingering effects of the extra COVID year.
But, next year, ten schools will pay their rosters somewhere in the neighborhood of $10 million, including several million dollars per top player. That’s far more than the players would make if they were a second-round draft pick in the NBA.
Winkler said the combination of competitive rosters and the scope of these NIL deals has more to do with this drop in early declarations.
“These deals are getting so big that unless you’re going to be a first round draft choice, maybe if you’re going to be kind of a lottery pick or a top 10, 15 pick, it would be better for you to exhaust your eligibility on a major team, because you’re going to make more,” he said.
So, it might be financially advantageous for athletes to wait on the pros. Some announcers were even suggesting Sanders should go back to college if the NFL didn’t deem him ready for the show. (NCAA rules prohibit him from doing so anyway; he declared for the draft and signed with an agent).
But what about the fact that these players, who become millionaires, are still students?
Schools are working to provide resources for these athletes so they can get advice on what to do with their wealth, so that they don’t spend it irresponsibly. Which is not to assume all of them would; it goes without saying this money could greatly benefit an athlete who grew up in poverty and change the trajectory for his/her family.
But Paulsen says he worries about the “student” side of “student-athlete” when we start talking about millions upon millions of dollars and students transferring to whichever school offers them the most. Sometimes credits don’t transfer; sometimes players could feel pressure to fulfill their NIL commitments over their studies, when the stakes are that high.
At a young age, these players are under an unprecedented amount of pressure, from their coach, from their family, from their financial adviser, from social media, from broadcast exposure, from stakeholders, from the tens of millions of people who can now legally bet on them.
“Players should be able to leave bad situations, absolutely, and I certainly support players’ autonomy and chasing financial benefit from their athletic talents,” Paulsen said. “But if we’re going to call them student athletes, we should have some emphasis on the student part of that too. Some of these rules that are helping the athlete are hurting the student.”
One of those rules, he says, is the transfer portal. But in addition to harming the students’ academic careers, experts say this also takes a toll on teams and fans of those teams.
Take Nico Iamaleava for example. The star quarterback abruptly parted ways with Tennessee over an alleged compensation dispute with the school’s collective. He demanded an NIL readjustment to $4 million to keep playing for the Vols, and when they said no, he transferred to UCLA, though it’s unclear if they met his demands.
The exit shocked his teammates in Knoxville, with one of his receivers and defensive backs, Boo Carter, telling reporters, “He left his brothers behind.”
But the new pay-to-play system does also beg the question of school loyalty, not just for the players, but the fans too.
Paulsen says roster continuity, players spending all four years playing for one team, has been an endearing feature of sports like women’s college basketball, when you look at the legacies, for example, Caitlin Clark built at the University of Iowa, or Paige Bueckers at the University of Connecticut.
“I do think there’s definitely some extent to which all this player movement can have negative consequences,” he said.
But, some experts doubt fans of teams need to see the same or similar team year to year.
After all, this past NCAA Men’s March Madness Championship between Florida and Houston – the one ESPN’s Smith said featured no madness at all – scored 18.1 million viewers on CBS. That’s up 22% from last year’s championship, and the biggest audience since 2019.
The Final Four games, featuring all No. 1 seeds, ranked as the most-watched games in eight years.
In other words, so far, so good when it comes to college sports fandom.
One thing broadly agreed upon among experts is that competition must remain intact. The Florida-Houston matchup was a nailbiter.
“The biggest thing that would kill sports is if there is no competitive balance,” Hedlund said. “It is known when you have a really great team being a not-so-great team, if the great team probably will win, people don’t want to watch.”
People still appear to be watching. If they stop, one could assume the NCAA would change its course, or it’d be out of all its money too.
Plus, these experts expect regulation soon – possible measures like transfer restrictions, collectively bargained salary caps, conference realignment to avoid concentration, turning athletic departments into LLCs, putting degree completion into bylaws and evening out the number of roster spots, among other rules.
Experts say: be patient, wait for the legal fights to run their course, and wait for the brightest minds in sports – and Congress – to come up with a solution that pleases the players, teams, coaches, schools and fans.
“This is fundamental to the success of sports, so we just need to figure out what rules, what regulations, what governing bodies, how do we facilitate this?” Hedlund said. “We don’t want to ruin sports. That’s what’s at stake here.”
Winkler says it all comes down to the most “hardcore” stakeholders: fans and alumni. If the SEC and Big 10 just ganged up and created their own Premier League and college sports turned into checkbook sports, it could threaten that school pride.
“This year, we definitely saw cracks in the system,” Winkler said. “If the best athletes just go to the top, are [fans] rooting for an inferior product? Are they still going to have that affinity for their school, their team, their degrees, and people that are doing it? This is really going to test that.
“[Schools] have two key pressure points: keep getting a lot of money from TV so you can fund your athletic department, and keep alumni, fans and donors still feeling as engagedThere’s a lot to be worked out in the next several months and probably the next year to really get a boiler plate idea of what the rules and regulations need to be.”
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