Tennessee's Adidas Deal Sus?

Tennessee unveiled a landmark apparel partnership with Adidas, not with the university itself, but with the University of Tennessee Athletics Foundation (UTAF), a 501(c)(3) nonprofit

August 22, 2025

Adidas Deal Reveals Tennessee Athletic Org’s Hidden Purpose
Sportico’s Daniel Libit reports: “The University of Tennessee last week unveiled a landmark 10-year apparel partnership with Adidas, set to begin next July and expected to include a significant NIL component for Volunteer athletes.

“Yahoo Sports reported the deal is likely valued at roughly $10 million per year in cash and product, though Tennessee has refused to confirm the financial terms, citing competitive concerns.

“That’s because the agreement is not with the university itself, but with the newly created University of Tennessee Athletics Foundation (UTAF), a 501(c)(3) nonprofit that contends it is exempt from state public records laws. The Adidas contract appears to mark just the beginning of UTAF’s role as the deal-making proxy and signatory for the university’s athletic department.”
^Sportico

Jay Feely, Worth Up to $65M, Brings NFL Riches, Niches to Congress Bid
Sportico’s Daniel Libit and Lev Akabas report: “According to financial disclosures filed this week with the House Clerk, Feely reported a net worth between $15.9 million and $65.5 million, alongside 2024 income ranging from $453,000 to $1.52 million. His recent earnings include $220,000 from his role as an NFL analyst for CBS and $35,000 from radio advertisements for Yrefy, a private student loan company.

“Over his 13-year professional football career (2001–2014), Feely earned $17.5 million in salary (unadjusted for inflation), according to Spotrac. After retiring, he began a broadcasting career as a college football analyst for CBS Sports Network in 2015, before transitioning to NFL commentary for CBS. He held that job until earlier this year, when he announced his run for office.”
^Sportico

Premier League Sets New Highs: $3.2B Spent, Record U.S. Viewership
FOS’ Eric Fisher writes, “With 10 days still to go in the Premier League’s summer transfer window and several major deals still expected, England’s top flight of men’s pro soccer has set a spending record. As of Wednesday, the Premier League has allocated more than $3.2 billion in transfer fees, edging just past the record set two years ago. Within the overall total, six clubs have also set individual records for their respective spending, including defending champion Liverpool, which committed as much $157.2 million in June for German midfielder Florian Wirtz.”
^{Front Office Sports}

Launch of Fox One, ESPN DTC Services a Push to Capitalize on New Era
Fox and ESPN are going “full force into streaming” with the launch of their DTC services, attempting the “balancing act of going after so-called ‘cord-nevers’ while avoiding the acceleration of the exodus of traditional pay TV subscribers,” according to Lucas Manfredi of THE WRAP via SBJ. The environment is “particularly thorny for sports fans, who are inundated with different bundles and offerings and still can’t get their sports content all in one place on streaming.”
^{The Wrap via Sports Business Journal}

MLB, ESPN Have Agreement for Network to Sell All Out-of-Market and Some In-Market Games: Sources
The Athletic’s Andrew Marchand reports: “Major League Baseball and ESPN have a framework agreement that would give the network the exclusive rights to sell all out-of-market regular-season games digitally and in-market games for five clubs over the next three years…

“ESPN would continue to broadcast around 30 regular-season games, but not “Sunday Night Baseball.” ESPN would move to a different night during the week. The games on the network would remain exclusive, meaning viewers would only be able to watch these matchups through ESPN. The agreement would begin next season.”
^{The Athletic}

Amid Dream Season, Valkyries Face Potential Playoff Arena Conflict
FOS’ Colin Salao writes, “The Golden State Valkyries are having a dream season for an expansion team. They have a real shot to make the playoffs in their inaugural season. If they get there, however, they may face some logistical issues. The WNBA announced its playoff schedule Wednesday, and several days overlap with the Laver Cup, a tennis event.”
^{Front Office Sports}

Craig Carton Staying in Business With Fox Sports
SBJ’s Austin Karp writes, “Craig Carton is staying in business with Fox Sports with a new daily, one-hour show/podcast that he’ll host. “The Craig Carton Show” is being created in conjunction with Red Seat Ventures, a creator economy business that Fox Corp. acquired in February (Red Seat operates as a standalone entity within Fox’s Tubi Media Group). The program will debut in September ahead of the NFL season and will be available on all major podcast platforms, as well as YouTube.”
^{Sports Business Journal}

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SEC to Go With 9-Game Conference Schedule Starting in 2026
"Adding a ninth SEC game underscores our universities' commitment to delivering the most competitive football schedule in the nation," SEC commissioner Greg Sankey said in a news release. "This format protects rivalries, increases competitive balance, and paired with our requirement to play an additional Power opponent, ensures SEC teams are well prepared to compete and succeed in the College Football Playoff."
^ESPN

Indiana Inks $50M Merchants Bank Sponsorship
Merchants Bank will also provide IU athletes comprehensive financial literacy training as part of the agreement. The training will come at no cost to the athletes and will be centered on maximizing opportunities in the shifting collegiate landscape. The new partnership will be on display as soon as Indiana’s Aug. 30 season opener against Old Dominion, including on the stadium’s playing surface, along with other varying signage.
^{Sports Business Journal}

No. 25 Boise State Looking to Replicate 2024 Success Without Ashton Jeanty
AP News’ Andrew Destin writes, “Replacing somebody that Boise State quarterback Maddux Madsen said was the best player in the country in 2024 will prove challenging going into this season. But, Madsen believes the 25th-ranked Broncos’ running back room is up to the task of helping the team move on after the departure of Ashton Jeanty for the NFL.

“The room right now is better than it was last year, and I’ll say that with a lot of confidence,” Madsen said. “Sire (Gaines) has been amazing. He understands what it takes to be an elite running back. And then you add in a veteran football player like Malik Sherrod to kind of dig into that as well and carry the high level of leadership.”
^{AP News}

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