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Nico Iamaleava may be shaping up as a cautionary tale of NIL payments and the transfer portal.
After leading Tennessee to a 10-3 season and its first College Football Playoff appearance last year, he was reportedly set to earn $2.4 million in 2025–26. Iamaleava and his advisors pushed for more — $4 million. Tennessee refused, so he entered the transfer portal and eventually landed at UCLA, where his reported deal is now worth much less — $1.5 million this year.
The Bruins are currently 0-2 and while Iamaleava has shown flashes, his UCLA start has been uneven. The shift from a playoff contender to a rebuilding program may explain his struggles.
Compounding matters, UCLA’s quarterback room took another hit recently when top backup Pierce Clarkson was arrested on felony assault charges — a distraction the struggling team doesn’t need.
Nico Iamaleava after a 43-10 loss to Utah in UCLA’s opening game. (Photo: Daily News)
The situation underscores the risks of big NIL investments in football. Players can demand more pay, but universities can also refuse, essentially creating free agency in the form of the transfer portal. Also, unlike pro sports, contracts can’t be voided for poor performance so schools’ investments may not pay off.
The allocated $1.5 million NIL budget could have been used to lure a basketball star — particularly relevant because the Bruins’ women’s team has had upward momentum after last year’s Final Four run.
For marketers, non-revenue sports often provide safer ground. Athletes in those programs aren’t judged as harshly for their performance or wins and losses, making them more stable partners for brands.
By contrast, football at the FBS level puts every NIL deal under the microscope.
Tennessee, now 2-0 under former UCLA quarterback Joey Aguilar, seems to have benefited from what some called a quarterback “trade” when the two programs unintentionally swapped signal-callers.
Nico Iamaleava left Tennessee after an NIL payment dispute, but now he’s making less money with less success. (Getty Images)
And the dangers of NIL disputes aren’t new — in 2024, UNLV quarterback Matthew Sluka led his team to a 3-0 start before leaving after alleging the school reneged on a promised $100,000 payment. He finished his college career out of the spotlight at James Madison University.
The season is still early. Iamaleava and UCLA can regain momentum when they start Big Ten play in a couple of weeks.
But hopes in Westwood are at a historical low. And Iamaleava hasn’t brought the excitement fans and alumni expected to see.
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Josh Allen signs with New Balance after leaving Nike
Reigning NFL MVP Josh Allen made the jump from Nike to New Balance, ending a run with the Oregon company that began when he entered the league in 2018.
The partnership goes beyond footwear. New Balance will fund youth sports programs in Allen’s hometown of Firebaugh, California — a farming community of just over 8,000 residents in Fresno County — to enable more children to play sports regardless of the costs.
The timing couldn’t be better: Allen delivered a statement performance in Buffalo’s 41-40 comeback win over Baltimore on Sunday night, giving New Balance a strong debut moment for its newest ambassador.
(The company’s MLB partner, Shohei Ohtani, is already having another strong season.)
New Balance is clearly betting big on Allen’s star power to fuel its next stage of growth.
Josh Allen in a promotion photo (New Balance)
Freddy’s Frozen Custard taps into college sports with NIL campaign
Freddy’s Frozen Custard signed 12 college athletes from SEC and Big 12 schools to NIL deals — Alabama, Arizona State, Kansas State, Oklahoma and Texas. The lineup spans football, women’s soccer and women’s volleyball — giving Freddy’s a mix of star power and diversity across sports.
What stands out is the campaign’s creative execution. High-quality photography, compelling athletes, including Oklahoma star quarterback John Mateer and the integration of both men’s and women’s sports make this a blueprint for how regional chains can use NIL to build authentic connections with fans. This can also be scaled based on business needs.
It’s also a smart play for Freddy’s brand positioning. By associating with athletes across multiple universities, the chain reinforces its presence in college towns — where sports loyalty and dining habits often go hand in hand. Expect this kind of visibility to drive foot traffic and social media engagement, with sales increases. And fast food is popular among a wide audience, including in college towns.
The takeaway for marketers: variety can make NIL work. Breadth, authenticity, and alignment with your target markets can deliver more impact than a single superstar.
See Freddy’s press release and images on the company’s website for details.
Xavion Alford of Arizona State football
Kansas State soccer player Anna Pagano
Will player rights doom EA Sports’ college football game again?
EA Sports’ revival of its college football video game has been a smash hit. Last year’s College Football 25 was the second-best selling game behind a Call of Duty title, and this year’s edition, while not on the same pace, has been a solid seller.
But a real challenge isn’t on-screen or on the field — it’s NIL rights.
Notre Dame running back Jeremiyah Love’s digital replica stretches for a touchdown in this promotional image from EA’s College Football 26 video game. (EA)
Startup Pathway Sports & Entertainment secured NIL deals for 4,000 players last year, paying $6 million. EA increased its player payout to for most to $1,500, while cover stars earned more. But now Pathway may push for royalties. EA will have to address this challenge and if it chooses to stick with a flat fee, players may opt, making EA have to use incomplete rosters.
The risks are familiar. EA’s original NCAA Football series ended in 2013 after lawsuits over unpaid likenesses — cases that helped spark today’s NIL rules. With the new game booming, players now hold more leverage to demand fairer compensation.
EA must find a balance between growth and fairness, or risk history repeating — and fans losing elements that make the digital college football games so appealing.
Athletes and coaches on the College Football 26 game cover received additional payment because of their added participation and wider use of their names, images and likenesses.
Ohio State shakes up NIL strategy in wake of House settlement
Ohio State is reshaping its NIL approach after last year’s $20 million spend fueled a national title. The House v. NCAA settlement now caps revenue-sharing at $20.5 million and requires deals over $600 to go through NIL Go, prompting the Buckeyes to merge their top collectives into Buckeye Sports Group with Learfield.
Ohio State women’s volleyball players celebrate during a recent match.
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Oklahoma collective funnels $32M into athletes as SEC era begins
Oklahoma’s 1Oklahoma collective has already distributed $32 million to athletes, with football receiving the largest share. Formed last year by merging booster groups, it’s now central to roster building, including landing transfer Washington State transfer quarterback John Mateer.
Head coach Brent Venables even took a $1 million pay cut to support revenue-sharing, and stronger ticket sales have helped offset revenue lost in the Big 12-to-SEC transition — proof of Oklahoma’s all-in approach to NIL.
Oklahoma quarterback John Mateer during the Sooners’ win over Michigan.
Sports Marketing Job Openings List
After a week off, here is a list of top U.S. sports marketing job openings.
