Back to School… for Pro Athletes?

08.28.26 08.28.26

Welcome back to the Spotlight! It’s back to school season around these here parts. Since my childhood, the phrase “back to school” has evoked school supply shopping (anyone out there remember trapper keepers as fondly as I do?) and a fresh start for the year ahead after a gratifying summer.

Then, a watershed moment occurred that offered an unorthodox understanding of the meaning of “back to school.” The year was 1995. An aging Brian Madison sat atop a sprawling hotel empire with one heir apparent: his rough-around-the-edges son, Billy. The only problem was that Billy was not quite ready for the big time, so he went back to school—to, amongst other things, prove to his dad that he wasn’t a fool.

For those growing up in this generation, who may inexplicably miss out on the comedic gold that is “Billy Madison,” the unorthodox “back to school” may be something entirely different. Indeed, ever since the NCAA changed its eligibility rules in June to allow college athletes to play five seasons in a five-year span, a group of seniors who had left campus to pursue professional sports careers have been seeking opportunities to go back to school. And with college sports now putting these players in the position of making money comparable to, or beyond, what they might make early in their professional careers, why wouldn’t they seek to go back? However, not everyone has been happy with this development, so as you might expect, sports lawyers have been volleying arguments through the courts as to whether these professionals should be able to go back to school, and the NCAA’s constituent conferences have been issuing bans that may or may not violate antitrust laws. One way or another, class–school is very much back in session.

Authentic Brands Group adds Drake’s lifestyle brand OVO to its already impressive intellectual property portfolio that includes brands of Shaquille O’Neal, Kevin Hart and David Beckham, promising to help scale OVO’s business globally. A fittingly wise transaction for OVO (whose logo is a distinctive owl) – ain’t that a hoot?
Golf brand Good Good loses a sponsorship with Callaway and the title sponsor rights to a PGA Tour event on the heels of a controversial advertisement that depicted a man pushing over a woman reaching for a co-branded Good Good and Callaway driver. Clearly, Good Good is in serious need of a great great public relations firm that can offer the brand a mulligan.
Minnesota Lynx and Timberwolves owner Marc Lore sells his controlling stake in the WNBA and NBA franchises at a $4.5 billion valuation less than 14 months after buying the franchise at a $1.5 billion valuation, adds to the growing lore of flipping sports ownership assets for a premium return.

Endorsement Deals, Sponsorships & Investments

Alex Morgan and TOGETHXR Partner with Bet on Her App to Centralize Women’s Sports Fandom
August 27, 2026 via TOGETHXR

Martha Stewart Teams Up With Waymo in Ojai, Slams Old-School Taxis as a “Horrible Experience”
August 27, 2026 via Hollywood Reporter

Authentic Partners With Drake to Scale OVO Globally
August 27, 2026 via PR Newswire

Dove Brings “Hot Seats” to Charli xcx’s Music, Fashion, Film Tour, Giving Fans Access to One of the Hottest Music Moments of 2026
August 26, 2026 via PR Newswire

Aryna Sabalenka Holds Court at Gucci’s Fifth Avenue Flagship
August 25, 2026 via Yahoo! News

Lebron James Borrowed $300 Million From Insurers Arranged By Guggenheim
August 25, 2026 via Financial Advisor

Under Armour Names Gunna Global Ambassador and P-Star Creative Director
August 25, 2026 via Fashion Network

The AI-Related Reason Every Billionaire Suddenly Wants to Own a Sports Team
August 24, 2026 via CNN

Mild Pitch: Dodgers, Red Sox Quietly Roll Out Kalshi Deals
August 24, 2026 via Sportico

Loop Neighborhood Markets Announces New NIL, Digital Marketing Partnership
August 24, 2026 via Convenience Store Decisions

College Sports’ Talent Race is Turning Each Athletic Department Into a $40 Million Business Empire
August 21, 2026 via Fortune Magazine

Marc Lore to Sell Timberwolves, Lynx at $4.5 Billion Valuation
August 21, 2026 via Sportico

Society Management Partners with Canopy Talent to Give the World’s Leading Fashion, Beauty and Luxury Brands Access to the Next Generation of Collegiate Athletes
August 21, 2026 via PRWeb

Mondelēz International Named Official Snacking Partner of the Kansas City Chiefs
August 18, 2026 via Yahoo! News