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Why The NIL Gold Rush Is Sending Trae Young And Steph Curry Back To School

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Amid the NIL gold rush, college sports programs seeking an edge with top talent are reuniting with star alumni—and sending them out on the recruiting trail.


Last month, as the NBA regular season was barreling toward its conclusion, Atlanta Hawks guard Terance Mann had more on his mind than his team’s push for a playoff spot. The basketball program at his alma mater, Florida State University, had won only 17 games and failed to qualify for the NCAA tournament, and Mann wanted to help. So he chipped in with recruiting, connecting the team with guard Martin Somerville—a transfer prospect from the University of Massachusetts whom he knew from off-season workouts—and eventually steering Somerville to Tallahassee.

“Martin Somerville is going to play a lot for us next year,” says Luke Loucks, who was hired as Florida State’s coach in March. “Without Terance, we had no shot at getting him, and we beat out some really big schools that were willing to pay way more in NIL to get him.”

In the four years since the NCAA begrudgingly began to allow its athletes to profit off their name, image and likeness, big-time college sports have quickly become a bidding war for top players. In addition to the branded social media posts and local television commercials that rulesmakers might have envisioned when they opened the doors to commercial deals for athletes on campus, boosters have pooled their resources and formed collectives to funnel money to recruits—nominally for marketing services but in practice often a thinly veiled form of pay-for-play.

Three antitrust lawsuits—House v. NCAA, Hubbard v. NCAA and Carter v. NCAA—are currently awaiting court approval for a settlement that would inject even more money into the system, enabling universities to directly pay athletes a share of their media, ticket and sponsorship revenue and effectively ending college sports’ commitment to amateurism. For example, according to the Houston Chronicle, the University of Texas plans to spend $35 million to $40 million on its football roster next season between its NIL payouts and the revenue-sharing payments, which are expected to be capped initially at $20.5 million. Already, however, programs’ price tags are eye-popping. Last July, Ohio State’s athletic director told the Columbus Dispatch that the school’s football players had received roughly $20 million in NIL deals over the previous year through a variety of third parties.

Naturally, not every university has the wherewithal to keep up, and even the ones that do are fighting for a competitive edge. A handful of institutions believe they have found an answer that goes beyond dollars and cents—all-star alumni like Mann, a six-year NBA veteran who played for the Seminoles from 2015 to 2019.

In April, Mann officially rejoined Florida State as assistant general manager of the men’s basketball program. He will not be an FSU employee or be paid for his role, but he will be expected to play a part in player development as well as recruiting.

“It’s a great idea,” says Mann, 28. “As long as the landscape stays this way, colleges should find somebody that will help them recruit, raise money and be an ambassador all in one, and I think eventually we’re going to see most of them doing it.”

A month before Mann started his new side hustle, Golden State Warriors superstar Stephen Curry paved the way by becoming the assistant general manager for the men’s and women’s basketball teams at his alma mater, Davidson College—billed as the first time an active athlete from a major North American sports league had accepted an administrative role with an NCAA program. Three weeks later, Trae Young, Mann’s teammate on the NBA’s Hawks, went back to the University of Oklahoma in a similar role, and Las Vegas Raiders defensive end Maxx Crosby followed in April by taking a position with Eastern Michigan University’s football program. (And this doesn’t even include former Indianapolis Colts quarterback Andrew Luck, who became Stanford football’s general manager in November, five years after retiring from the NFL.)

It’s hardly the first time schools have leaned on famous alumni for a boost. Former players of Duke University’s basketball program routinely show up to games at Cameron Indoor Stadium, Loucks notes, and the Blue Devils’ “Brotherhood” has long been a selling point to prospective recruits. But the new trend is a more formal relationship, and it comes with one additional advantage: Official members of a program can contact recruits, whereas alumni and boosters are generally prohibited under NCAA bylaws from calling them directly and are limited to certain types of interaction on campus.

The reinforcements give colleges a new tool to build—and preserve—their rosters in an era complicated by not only NIL money but also laxer transfer rules, which allow athletes to seek better compensation from rival schools without having to sit out seasons if they switch programs. The offers can be enticing: According to NIL deal marketplace Opendorse, the top 100 earners in men’s college sports bring in more than $1 million on average, and the corresponding figure for women’s athletes is around $250,000. There is even big money to be found in smaller sports, such as softball, which saw ace pitcher NiJaree Canady jump from Stanford to Texas Tech last year with a guarantee of more than $1 million for a single year’s commitment.

Across NCAA Division I men’s basketball, more than 2,500 players entered the transfer portal in 2025, according to college basketball recruitment website VerbalCommits.com, nearly triple the 957 that did so in 2019, a year after the new transfer system was introduced.

“Because players can leave and go to other schools, how do you keep them happy?” says Mark Conrad, director of the sports business program at Fordham University. “You can’t sign them to long-term contracts, yet you want them to stay.”

One strategy might be to keep around a professional athlete like Young, a four-time NBA All-Star who was the league’s fifth overall draft pick in 2018. He could help Oklahoma identify talent, mentor young players and balance the egos that come with uneven compensation in a locker room, Conrad contends. Young could also assist with creating a culture of retaining athletes—even if that might be a bit ironic for a player who spent a single season in college, in 2017-18, before turning pro.

Young says college sports’ emerging obstacles are exactly what drew him back to his alma mater. After Oklahoma lost its first-round NCAA tournament matchup against the University of Connecticut this year, he was moved when he heard Sooners coach Porter Moser say that winning in April and May—a key time for transfers and recruiting in college basketball—translates to winning in March Madness.

“It hit home,” Young says. “I definitely am always rooting for my school.”

Since leaving college life in Norman, Young has maintained close ties with the university and says he spent years talking with athletic director Joe Castiglione about how he could get involved. The idea to step in as an assistant general manager materialized shortly before the school made the announcement in March. (Mann says that when Young struck his deal, a “light bulb went off” for him, too, and he got a call from Loucks the same day.)

Young, whose Hawks ended up losing their two play-in games and missing the NBA playoffs, has already begun talking to athletic department donors as well as recruits and transfers, although he declined to name anyone. His most impactful move thus far, however, was a $1 million commitment he made to Oklahoma as part of his deal to join the program. Castiglione did not offer specifics on how the money would be deployed but says it will be used in “areas that help the basketball program,” which could include NIL funding. (Oklahoma also declined to reveal the amount of NIL money its athletes receive.)

Young hasn’t ruled out making additional donations in the future—and he could certainly afford to. In addition to his $43 million NBA playing salary this season, Forbes estimates he earned $3 million off the court over the past 12 months from endorsements, appearances, licensing income and other business endeavors. Mann, meanwhile, collected more than $12 million in total earnings (before taxes and agent fees) and made an undisclosed donation to Florida State. And Curry—who pulled in an estimated $156 million over the past 12 months, ranking second among the world’s highest-paid athletes—is contributing to a new eight-figure fund for Davidson athletes.

It remains to be seen exactly how much time these celebrities will dedicate to their schools since none are planning to give up their day jobs anytime soon. Young, who just finished building a house in Norman, says there will be weeks or months when he’s more involved and others when he’s less engaged, depending on the ebbs and flows of the NBA season. The same goes for Mann, who plans to make a few trips to Tallahassee this summer and has already joined the Florida State coaches’ group chat.

“I don’t think it’s just an ambassador thing where we show up, smile, shake hands and post on our social medias about it,” Mann says. “I think me and [Young] are very much involved in our colleges, and we are hands-on. We both don’t want to see anything on our name not be good. We’re both competitors.”

Young is also thinking in competitive terms.

“I need myself a ring,” he says. “I only had one chance at it, and I didn’t do really well in my tournament experience—we lost in the first round.

“You need four, five, six, seven guys that can win you a championship, so I’m going to go get them and bring me and this university our first championship.”

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NIL

How would I put together a $25 million Arkansas football roster?

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If I were given $25 million to build the 105-man Arkansas football roster, how would I do it? All schools on the Power Four level have $22.5 million allotted for revenue sharing across all sports. SEC programs have pledged to donate $2.5 million of that to scholarships. For most schools, football is expected to receive approximately 75% of the remaining balance.

That comes out to $13.5 million in revenue sharing for football. That means we need to raise an additional $11.5 million in NIL to get to $25 million, which is probably the amount of money a program would need to be considered to be in the upper-half of NIL among SEC programs. And that’s an educated guess. Arkansas is likely working somewhere between $20 million and $25 million, I would assume.

That’s probably what it takes to bump someone out among programs like Georgia, Alabama, Texas, Texas A&M, Florida, Tennessee, Oklahoma, Auburn and Ole Miss. Let’s suppose the breakdown below is for Arkansas. It has always been said Arkansas must do more with less. I’ve got a formula that should stretch that $25 million in Monopoly Money I’m playing with today…



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Commute: Wilson Countersues Georgia in Monumental NIL Case

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Welcome to the Morning Commute

Today we are talking about Mizzou Football!

In case you missed it, Mizzou defensive end Damon Wilson II got sued by Georgia in regards to breached agreement by transferring and owes $390,000, the unpaid portion of the deal, under a liquidated damages clause.

The Missouri defensive end challenges whether or not that agreement was ever legally binding.

Wilson is suing for defamation after spokesman Steven Drummond told ESPN that Georgia “expects student athletes to honor commitments.” The complaint alleges the comment damaged Wilson’s character by falsely implying he breached a contract.

This is definitely an ongoing subject so the best way to stay updated is the Rock M+ forums!

Yesterday at Rock M and Rock M+

Let’s shift our focus to Mizzou Football as Missouri plays in the TaxSlayer Gator Bowl vs Virginia on Saturday night. For the final time this season, it’s game week.

Hey… Missouri Football is playing! Should be an exciting matchup to wrap up Christmas festivities!

MU has seen its three-point field goal percentage drop from 45 percent to 31 percent since Stone, who shot 41.7 percent from beyond the arc in his six games this season, left the rotation. Gates used the analogy of his team as a puzzle in the postgame press conference, pointing to Pierce and Stone as key (missing) pieces.

Key players missing leads to major impact. Mizzou needs to get healthy if it wants a chance to compete in the SEC.

From Rock M Radio: Dive Cuts

In this episode, what turned into a slaughter fest of the Braggin’ Rights matchup is previewed. More to come soon on Rock M Radio!

If you like Rock M Radio drop us a Review and be sure to subscribe on your preferred podcasting platform. Follow @RockMRadio on Twitter and if you haven’t already head over to our YouTube channel and click that subscribe button!

(** RockMNation has affiliate partnerships. These do not influence editorial content, though RockMNation may earn commissions for products purchased via affiliate links.**)





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Georgia football maintains ‘relationship business’ with roster management

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ATHENS — Collectively, the Georgia football program is focused on its Sugar Bowl showdown with Ole Miss that’s rapidly approaching.

But behind the scenes next season’s roster is being determined, as Kirby Smart has met with players about their football futures.

Smart — arguably the master of modern-day roster management with the most NFL draft picks (46) and national titles (2) in college football the previous four years — has held private meetings with players about their football futures.

It’s fair to say retention, as much as recruiting, has been key to the Bulldogs’ championship runs going back to Jordan Davis and Devonte Wyatt deciding together to return for the 2021 season.

Georgia, with 54% of its roster made up of first- or second-year players, figures to have several key contributors returning to a team Smart has enjoyed coaching this season.

“A couple of them just told me they want to go back and practice tonight, they said they want to get out there tonight and get on a Bloody Tuesday when we get back home,” Smart said in his postgame on-field interview after the 28-7 SEC title game win over Alabama.

“That’s the kind of mentality this team has — they want to practice some more, they want to practice some more, they love contact, and we love them.”

Settling up

If there is a silver lining to Georgia missing out on 2026 quarterback recruit Jared Curtis — whose signing would have cost in excess of $700,000 — it’s that Smart has more funds to spread around on returning players.

The Bulldogs, like many other programs, front-loaded investing in the 2025 class with the settlement of the landmark House vs. NCAA case pending, as it brought about a $20.5 million cap that schools could directly pay student-athletes for usage of their Name, Image and Likeness.

Smart noted the challenge some of the front-loaded deals would bring when discussing last year’s signing classes.

“ … What’s going to happen when those people expect that same money the next year and it’s not there because you’re in a cap?” Smart said last April. “There’s going to be a correction eventually, and I don’t think any of us know what’s going to happen.”

What has happened is that Georgia, like other schools, is working to help secure NIL deals for student-athletes that meet the standard for approval required by the College Sports Commission’s “NIL Go” platform.

“We can now help our athletes really serve as a marketing agency to go out and source opportunities, whether it’s corporate opportunities, whether it’s local opportunities, whether it’s social media opportunities,” Ohio State athletic director Ross Bjork said on Front Office Sports Today. “That’s going to be the next race.”

Per ESPN, more than 8,300 NIL deals worth approximately $80 million were approved between June 11 and Aug. 31 alone.

Keeping the culture

Name Image and Likeness deals, though not intended to be an incentive for recruiting talent or inducing transfers, certainly have had an effect.

But in a college football world dominated by high-profile transfers — including seven of the 10 Heisman Trophy finalists — Smart’s program continues to feature a culture built from within.

Indeed, the difference between Georgia and Ole Miss — its CFP Sugar Bowl quarterfinal opponent (8 p.m. Jan. 1) — is no less than stunning.

UGA recruits have made 90% of the starts for the Bulldogs this season, while nearly two-thirds (66.3%) of the starts made in the Rebels’ program have been made by transfers.

Perhaps it’s fitting that Lane Kiffin, the architect of the Ole Miss roster, has himself transferred in the sense of leaving his team for what’s perceived to be a better job as LSU’s head coach.

Building blocks

Indiana and Texas Tech — the next two most transfer-heavy teams in the 12-team College Football Playoff — took different approaches to free agency.

Hoosiers coach Curt Cignetti has brought 13 transfers with him from his previous job as James Madison head coach, effectively replanting a team culture in Bloomington, Indiana.

Cignetti, like Kiffin a former Nick Saban assistant, was not like Kiffin when it came to cashing in on his success in pursuit of a better job, even while his name was among the hottest for the most high-profile jobs.

Cignetti, whose most recent portal haul included 23 players (including Heisman Trophy-winner Fernando Mendoza and veteran Notre Dame starting center Pat Coogan), re-signed an 8-year contract with Indiana that will pay him $11.6 million annually — this, after more than doubling his salary at Indiana with an extension worth more than $8 million annually signed the year before.

Texas Tech, meanwhile, has a roster reportedly worth some $25 million reportedly funded by prominent Texas Tech booster and billionaire oilman Cody Campbell, a former Red Raiders offensive lineman (2001-04).

Campbell, who founded the Double Eagle Energy oil and gas company, leads the school’s “Matador Club” NIL collective and he is the school’s Chairman of the Board of Regents.

The Red Raiders brought in seven of the top 75 players in ESPN’s transfer rankings.

It’s worth noting five of the top 10 ESPN transfers helped lead their respective new programs into the 12-team College Football Playoff:

• John Mateer (Oklahoma, ranked No. 1)

• Carson Beck (Miami, ranked No. 2)

• Fernando Mendoza (Indiana, ranked No. 5)

• Makhi Hughes (Oregon, ranked No. 7)

• Zachariah Branch (Georgia, ranked No. 10).

The Red Raiders will next face Oregon in the CFP Orange Bowl quarterfinal at noon on Jan. 1.

The Ducks’ roster is widely believed to benefit from the school’s well-known association with Nike co-founder and billionaire booster Phil Knight.

Smart said at the 2024 SEC Media Days: “(I) wish I could get some of that NIL money (Knight is) sharing with Dan Lanning.”

Campaigning for dollars

Arizona State coach Kenny Dillingham openly campaigned on Saturday for $20 million in NIL money from someone — anyone — in the Phoenix community.

“We need to find one of these really rich people in this city to step up and stroke a check,” said Dillingham, whose Sun Devils missed making this year’s CFP field after winning the Big 12 last season.

“We live in Phoenix, Arizona. You’re telling me there’s not one person who could stroke a $20 million check right now? There is somebody out there who can.”

The funding required to compete for championships doesn’t stop with NIL dollars.

Per a recent story in “The Athletic,” this year’s College Football Playoff field reflected the four schools with the highest football budgets — not all calculated the same, the story notes — each made the field.

Total expenses submitted by the schools for 2023-24:

• Alabama: $112.2 million

• Texas A&M: $82.2 million

• Ohio State: $78.6 million

• Miami: $78.1 million

• Georgia: $68.9 million

• Oklahoma: $65.8 million

• Indiana: $61.3 million

• Ole Miss: $57.1 million

• Oregon: $53.9 million

• Texas Tech: $34.3 million

• James Madison: $15.9 million

• Tulane: $13 million

At Georgia, Smart works closely with athletics director Josh Brooks to stay within the proposed budget, while maintaining the necessary relationships with players, eschewing the trend of hiring a general manager.

“It’s still a relationship business for us,” Smart said last spring. “We find our niche in our culture, which is relational, and trying to have a relationship with somebody.”



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The NCAA has made a mess of college football. Here’s a remedy.

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(Rick Egan | The Salt Lake Tribune) Utah Utes quarterback Byrd Ficklin (15) warms up on the field before Big-12 Football action between the Utah Utes and the Kansas State Wildcats at Rice-Eccles Stadium, on Saturday, Nov. 22, 2025.

I enjoy college football, but the College Football Playoff Selection Committee just killed my postseason viewing. I’ll only watch the Utah Utes in the Las Vegas Bowl, but I’m supporting Notre Dame’s bowl boycott after it was cheated out of a spot in the College Football Playoff. The University of Alabama was chosen instead, despite having poorer performance stats and losing big in its conference championship game. The University of Miami was also elevated above Notre Dame despite its less impressive stats — with the exception of having narrowly beaten The Fighting Irish in the season opener.

In recent years, the National Collegiate Athletics Association has made a mess of college football, but if the NCAA wants to redeem itself, it could:

1. Expand the playoff to 16 teams with no byes which would have eliminated this year’s fiasco.

2. Realign conferences to have no more than ten teams. The conference champion would be the team with the best record in nine conference games. No conference championship game needed.

3. Eliminate publishing CFP rankings before the end of the season. The committee embarrasses itself when it reorders those without cause.

4. Put income limits on Name Image Likeness as it grossly enriches some players. NIL has turned college football into the NFL Lite.

5. Fix the transfer portal. Allow players only one transfer and perhaps a second if a coach moves on.

6. Convince the Heisman Trophy Trust to award its statue at the end of the playoffs eliminating the embarrassment when an awardee fizzles in postseason play.

7. Consider eliminating conferences altogether. Create leagues of 60 or so teams in upper and lower divisions like European sports are structured with fluidity between the divisions based on teams’ previous year’s performance.

To do all this would just require some good will.

Jim Catano, Salt Lake City

Submit a letter to the editor



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Nick Saban’s new role with the Nashville Predators

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NASHVILLE, Tenn. (AP) — Nick Saban knows his strengths with seven national championships as a college football coach. He also understands how to put coaches and athletes in the best position to succeed.

That’s what he hopes to bring to the NHL’s Nashville Predators after joining the franchise as a minority owner.

“I’m no expert in hockey, so don’t look at me like I’m going to make some huge impact coaching around here because that’s not going to happen,” Saban said Monday. “But I do have a pretty good idea of what it takes to have successful organizations.”

Saban made his first appearance Monday in his new role as a minority owner alongside Predators chairman Bill Haslam.

The Predators announced Saban’s purchase Dec. 16 through Dream Sports Ventures LLC, an entity controlled by Saban and business partner Joe Agresti. That business group features 10 car dealerships, including two in Nashville.

Haslam, a former Tennessee governor, was working on a possible WNBA expansion franchise when Saban told the Predators controlling owner that he also might be interested in hockey.

“I thought, ‘Well, that’s the greatest no brainer of all time,’” Haslam said. “You have somebody who understands building a championship culture, who understands, I think, better than almost anybody in sports the process that’s needed to get to where you can compete as a champion.”

Saban grew up in West Virginia with no hockey around. He became interested in hockey when coaching at Michigan State and became friends and shared ideas with that team’s coach. Saban called this an opportunity to be involved with a team for the first time since he announced his retirement Jan. 10, 2024.

So what will Saban bring to the NHL and the Predators in his newest role?

His experience building programs both in college football and six seasons in the NFL working for Bill Belichick in Cleveland and as head coach of Miami. A “transformational leader” as Saban put it. Once college football season ends, Saban said he will be involved as much as Haslam wants.

Saban already has spoken to coaches and some players during what he called a minicamp. Saban also has met a couple times with general manager Barry Trotz, saying his goal is to support Trotz and everyone else with the Predators.

Nashville won the Western Conference before losing the Stanley Cup Final in 2017 to Pittsburgh in six games. The Predators won the Presidents’ Trophy for the 2017-18 season but ranked 26th out of 32 NHL teams Monday five points back of the second wild-card spot in the West.

“To be a part of the hockey team here is something special, and we’d love to build it into a championship,” Saban said. “We’d love to partner with Mr. Haslam to do anything that we can do to help this organization be successful.”

___

AP NHL: https://apnews.com/hub/nhl



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Missouri linebacker Damon Wilson II accuses Georgia of illegal punishment in transfer portal lawsuit

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COLUMBIA, Mo. — Missouri pass rusher Damon Wilson II claims that the athletic department at Georgia is trying to illegally punish him for entering the transfer portal in a lawsuit filed by the linebacker in state court Tuesday in Boone County, Missouri.

Wilson transferred to the Tigers last January after signing a 14-month deal with Georgia’s booster collective to capitalize on his name, image and likeness. He received $30,000 in an initial payment on a $500,000 deal before entering the transfer portal.

Georgia filed a lawsuit last month claiming that Wilson owed its athletic department $390,000 in liquidated damages for leaving the team. Wilson’s countersuit claims that his former school is using such damages to “punish” him for his decision to leave.

Georgia spokesman Steve Drummond said the school had no comment because it involves pending litigation.

“When the University of Georgia Athletic Association enters binding agreements with student-athletes, we honor our commitments and expect student-athletes to do the same,” Drummond said upon the school’s initial lawsuit in early December.

Wilson had nine sacks and an interception this season for the Tigers. They will play Virginia in the Gator Bowl on Saturday.



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