College Sports

USC Trojans women's basketball star Juju Watkins has reportedly agreed to one of the richest shoe endorsement deals in the sport with Nike as she embarks on her sophomore season.

Flau'jae Johnson returns to LSU with a women's college basketball national championship already under her belt, while she also continues to make waves in the music industry.

Chase Fisher's experience wearing $5 "beater shades" to a nightclub led him to start Blenders, a sunglasses brand that has since collaborated with Colorado head coach Deion Sanders.

A contract dispute between DirecTV and Disney left millions of subscribers without access to coverage of major sporting events including the U.S. Open and Sunday's LSU-USC matchup.

LSU quarterback Garrett Nussmeier and Georgia gunslinger Carson Beck are headlining a new POWERADE campaign ahead of the 2024 college football season.

Six Heisman hopefuls have signed NIL deals with CELSIUS, a sugar-free energy drink that each player says helps them tremendously on and off the field.

Texas Longhorns quarterback Quinn Ewers has signed an NIL deal with Athletic Brewing, a non-alcoholic beer company, ahead of the 2024 season.

IMG Academy and Merrill Private Wealth Management are partnering to provide financial literacy education to IMG's student-athletes, including budgeting, investments and managing credit.

Rapper Snoop Dogg's spirits brand, Gin & Juice by Dre and Snoop, is sponsoring the Arizona Bowl and will become the first alcohol brand to sponsor a college football bowl game.

Eric LeGrand's bourbon brand is expanding its reach from New Jersey and Kentucky into New York. The brand is donating proceeds from cases sold to paralysis research.

John Calipari is expected to leave the Kentucky Wildcats for the Arkansas Razorbacks in part due to his ties to a food processing titan who is a major donor to Arkansas.

March Madness with star athletes competing on the biggest stage of the season with their teams, while sponsors are capitalizing on the occasion with NIL deals for standout players.

The NCAA basketball tournament tips off this week and while athletes compete on the court, brands like Nike, Jordan, Under Armour and Adidas are vying for exposure in March Madness.

Social media influencers and popular student-athletes Hanna and Haley Cavinder discuss how TikTok and NIL deals transformed their financial future.

Caitlin Clark and Panini America agreed to an exclusive partnership on Wednesday. Clark's trading cards and memorabilia will be featured with the brand.

Caitlin Clark, the projected top pick in the WNBA Draft, has taken college basketball by storm. And fans will have to pay a hefty sum if they want to watch her in person.

Jim “Mattress Mack" McIngvale has once again put a large sum of money on the line in hopes a Texas-based team will win a national championship.

USC Trojans quarterback Caleb Williams is focused on making millions in the NFL, but he was already making big money in college, according to a new report

Blake Corum is now gearing up for the NFL Draft following a national championship, one he would not have won without the help of CELSIUS energy drinks.

NCAA athlete Macy Petty warned of the potential consequences of allowing trans athletes to continue in women's sports.