The 2025–26 college basketball regular season has concluded with historic ratings, as major networks report significant year-over-year growth for both men’s and women’s programs. Viewership increases were driven by high-profile matchups and a modernized measurement methodology from Nielsen. Key Takeaways Looking Ahead to March The record-setting regular season provides massive momentum heading into the NCAA…
Former Longhorn legend and current NBA superstar Kevin Durant has returned to his roots to transform the Name, Image, and Likeness (NIL) landscape at the University of Texas. In a first-of-its-kind partnership with Nike, Durant announced the launch of a comprehensive NIL program designed to celebrate and support elite Longhorn student-athletes. The Rise of “Team…
US President Donald Trump has committed to issuing an “all-encompassing” executive order within the next week to address what he describes as a growing financial and structural crisis in American college athletics. Following a high-level roundtable at the White House with key figures—including NCAA president Charlie Baker, SEC commissioner Greg Sankey, and US Olympic and…
Coca-Cola is making a strategic shift in college sports: BodyArmor will replace Powerade on the sidelines of March Madness this year as the beverage giant attempts to salvage a struggling sports drink division. The move reflects Coca-Cola’s ongoing challenge in competing against Gatorade, which controls more than 60% of the sports drink market while BodyArmor…
The era of “amateur” aesthetics is officially over. In a landmark decision, the NCAA Division I Cabinet has approved a proposal allowing college teams to wear corporate sponsorship patches on their uniforms, equipment, and apparel starting August 1, 2026. This seismic shift comes as universities scramble for new revenue streams to fund the $2.8 billion…
