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Big Idea
The "Wild West" era of Name, Image, and Likeness (NIL) is potentially over. Replaced messily by the "Litigation Era." For years, the industry operated on handshake deals, vague "collectives," and the unspoken rule that schools and players would avoid the courtroom at all costs to protect recruiting optics.
That ended this month after two high-profile legal battles, Damon Wilson’s escalating war with the University of Georgia and Demond Williams’ potential litigation against Washington, are providing a sobering roadmap for the future of the NCAA. These are the first real tests of how the House v. NCAA settlement logic applies to the actual locker room and whether more NIL deals eventually end up in the courtroom.
Women’s Soccer
In the world of sports business, there is a recurring tension within each league between the "sanctity of the salary cap" and the "gravity of the superstar." For the NWSL, that tension has found its breaking point, and potentially its solution, in the form of Trinity Rodman and the Washington Spirit.
As the NWSL matures into a global powerhouse, it has realized that keeping its brightest stars on home soil requires more than just good vibes and competitive spirit; it requires cold, hard, cap-defying cash. Enter the "High Impact Player" (HIP) mechanism, a rule change so conveniently timed for the Spirit’s star forward that it has already been dubbed the "Rodman Rule."
By The Numbers
Numbers That Jumped Off the Page
10%- The NFL just wrapped up its second-most-watched regular season on record with 18.7 million average viewers (1989 averaged 19 million), jumping 10% from last year. Between NBC, CBS, and Amazon Prime Video, all setting individual records, it seems America’s favorite pastime is... still football.
$12.5 Million- Indiana’s Rose Bowl beatdown of Alabama triggered a “good-faith market review” clause in Curt Cignetti’s contract, requiring the school to make him a top-three highest-paid coach (roughly $12.5M+) or let him walk for free. With a $700,000 playoff bonus already banked, Cignetti might already be considered a winner this postseason.
$963 Million- NBCUniversal has officially sold out its 2026 Winter Olympics ad inventory, reportedly surpassing the $963 million record set during the Beijing Games. Advertisers seem to be banking on a massive ratings rebound fueled by a friendlier time zone and a "Legendary February" lineup that also includes the Super Bowl and the NBA All-Star Game.
Pulse Check
Last week, we asked BTS readers, “Which league's regular season marquee game delivers the best product?” Here’s what they thought.
Which 2026 milestone will have the most significant long-term impact on the sports ecosystem?
- "Legendary February": NBCU’s triple-threat of the Winter Olympics, Super Bowl LX, and NBA All-Star Game.
- World Cup Countdown: The massive infrastructure and sponsorship surge ahead of FIFA 2026.
- NBA Expansion Reveal: The official decision on where (and for how much) the league will add new teams.
- MLB Labor Countdown: The industry-wide bracing for the December CBA expiration.
- Other
The Highlight Reel
Catch up on our most-read articles from previous weeks
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