UIC Athletics Introduces Flames Exchange to Enhance NIL Opportunities | Gatorade Extends 41 Year NBA Relationship

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Babe's in Chicago joins national wave of women's sports bars Chicago is on the cusp of welcoming its 2nd sports bar dedicated to showcasing women’s sports. Whiskey Girl Tavern was one of the first to open nationwide in 2022, over in Edgewater. Now, Babe’s looks to make its mark in Logan Square. It’s hard to pick another segment of sports with as rapid a spike in popularity as women’s sports. The wave of women’s sports bars has grown from just 1 to 12 in 3 years, with 17 others in development. People like Nora McConnell-Johnson, co-owner of Babe’s, decided to make a move when she struggled to find a place to catch a Sky game back in 2021, the year they won the WNBA Finals. Unfortunately for us, the Sky look as far away right now from that version of themselves as the Bulls do from the D-Rose or MJ days. But back to the trend of women’s sports bars, it’s riding the same wave that women's sports are, and doesn’t look like it’ll slow down anytime soon. To get an idea of what Babe’s will offer and where the wave of sports bars started, check this article out.

NBA extends 41-year Gatorade partnership another eight seasons So much history in this partnership. Besides the iconic commercials featuring the best hoopers, it feels so natural to see Gatorade on NBA sidelines. It’s hard to imagine Colby White taking a sip of Prime or BodyArmour before checking back into the game. Gatorade has been with the NBA since the 80s, when the NBA became the premier league to watch. They even sponsored the first-ever dunk contest. Of course, it was a young Michael Jordan who took both brands to another level when he won the dunk contest in back-to-back years in 1987 and 1988. Gatorade has also been a founding partner of the WNBA and sponsors the G League. Although its headquarters are located here in Chicago, Gatorade’s footprint on basketball is worldwide through its partnership with the NBA. For more on how the partnership began and MJ’s most famous Gatorade commercial, click here.

Arby’s Has the Streets; Named Newest Founding Partner of the NASCAR Chicago Street Race After ending its 16-year absence from NASCAR in 2024, Arby’s wants to increase its influence on the track in 2025. Next month’s race in Grant Park will now feature signage and integrated media for the thousands of attendees expected to be present. Arby’s takes the place of McDonald’s, which opted out of sponsoring this year’s race (covered previously here). Last year, Arby’s returned to the circuit as an anchor partner for Rick Ware Racing (RWR). Its logo will appear on driver Cody Ware’s No. 51 Ford Mustang, and he’s scheduled to make a fan appearance beforehand. Set for Independence Day weekend, the Chicago Street Race will be a 2.2-mile, 12-turn circuit that winds through the heart of Grant Park. Tickets are half the price of last year’s edition and can be found through this link provided by NASCAR Chicago.

UIC Athletics Introduces Flames Exchange to Enhance NIL Opportunities We only hear about the big-name stars who earn seven-figure NIL deals in the news. Players like JuJu Watkins and Cooper Flagg definitely have lawyers and other support to review NIL deals and contracts. But what about your Javon Jacksons or Jordan Masons? Those were two of UIC’s best players this past season who aren’t household names. Flames Exchange provides a streamlined process for UIC student-athletes to vet and report NIL deals that come their way. UIC fully understands the importance of streamlining NIL-related matters for its athletes. NIL has transformed college recruitment conversations, and having an easy-to-use platform for NIL deals will be a huge selling point. UIC Athletics details more on the arrangement and how it works.

Athletes express concern over NCAA settlement’s impact on non-revenue sports Many people may think the House vs NCAA settlement is only about revenue-sharing. In case you missed it, schools that opt in will be allowed to ‘share’ revenue up to $20.5 million among their athletes starting July 1st. "Share" is a keyword here, as not all sports offer the same benefits, and that’s what this Tribune article explores. Essentially, no one is safe outside of football and basketball, the top-revenue generating sports in college by a wide margin. Outside of getting scraps after the football and basketball departments eat, thousands of athletes in sports that don’t profit their schools could find themselves suddenly stripped of their student-athlete designation. Worst of all, the complexities of this case and its unprecedented nature leave many affected students confused about what to expect. The Tribune covers the landmark decision from the perspective of three students involved in track and field, volleyball, and cross country, all non-revenue sports.

NHL, Sony announce multi-year global technology partnership Since 2015, Sony and the NHL have worked together to enhance game presentation and fan experience through Sony’s innovative technology. This partnership will expand its current capabilities and push the boundaries even further on what is possible. Sony’s Beyond Sports, which it acquired in 2022, will increase its involvement with the NHL. Beyond Sports is best known for its Hawk-Eye technology that helps enable precise tracking and animated data visualizations. It was behind the NFL’s successful Toy Story Funday Football and The Simpsons Funday Football alternate casts. Sports brands and technology continue to collaborate as watching sports moves away from a strictly passive experience. Fans expect engaging and individualized options that put them in the driver's seat, rather than the passenger's seat, when watching their teams play. For more details on what to expect from the partnership, see the NHL’s press release.

Eligibility Lawsuits More Likely to Increase With NCAA Revenue Shares More money, more problems rings true again. As the dust settles on the House vs NCAA settlement approved on June 6th, two things are certain: more collegiate athletes are set to get paid than ever before, and more collegiate athletes will try to extend their window in college because of this. There have already been a number of cases, starting with Diego Pavia (which we touched on), of collegiate athletes suing the NCAA for more eligibility. Currently, the NCAA’s eligibility rules state that athletes can compete in four seasons over a five-year period. But what about the student who was sidelined for a year due to an injury that happened late in the season? Or for the star hooper who was making millions in NIL but, since they are too short for the NBA, would lose the opportunity to continue making that type of money? That’s the case of Zakai Zeigler of Tennessee, who is only 5’9”. Sportico examines the topic from both the NCAA’s perspective and that of collegiate athletes. The NCAA believes there are good reasons to keep eligibility rules that benefit both students and the organization. Collegiate athletes think the new state of affairs makes any old rules obsolete. Read more here on both arguments.