Alabama
These are the power brokers behind Alabama and Auburn’s major NIL collectives
In the fast-changing landscape of college sports, connections matter.
Players want the best NIL deals and businesses want the most lucrative marketing opportunities. It’s all part of the expensive new game for universities to land top recruits and stack their rosters.
Some describe this new landscape as the “wild, wild west,” as players and schools are still figuring out the toddler-aged policy that allows pay for student-athletes.
After the NCAA adopted its name, image and likeness policy in July 2021, allowing student-athletes to financially benefit from their personal brands, booster groups scrambled together to form NIL collectives.
But who are the movers and shakers behind the scenes of the collectives at Alabama and Auburn?
Some of them are former athletes. Others are big fundraisers for the universities with notable nonprofit and business connections across the state. They’re the ones handling the so-far unregulated flow of money, as it moves from boosters and fans to the pockets of student-athletes.
[Read more: Boosters started a nonprofit to pay Alabama athletes millions. Now, it’s shutting down.]
Bill Lawrence, a partner at the law firm Burr & Forman in Birmingham, has advised On to Victory, Auburn’s NIL collective.
He said the return of players like Johni Broome at Auburn and Mark Sears at Alabama, exemplify the impact NIL is having on rosters. Broome, Auburn basketball’s All-American big man, is staying this year.
“Because of what Auburn’s NIL collective has been able to do, and the amount of money it’s been able to generate for its athletes,” Lawrence said, “Broome has decided to forego his professional career in large part due to the NIL compensation he’ll be able to earn next year.”
Alabama guard Mark Sears holds the winner’s trophy after defeating Clemson in an Elite 8 college basketball game in the NCAA tournament Saturday, March 30, 2024, in Los Angeles. (AP Photo/Ashley Landis)AP
In Tuscaloosa, Sears, the star guard for the men’s basketball team, decided not to go pro.
“The reason he would return at this point is simply because of the NIL compensation he could get returning for another year at Alabama,” Lawrence said. “You’re seeing, two to three years in, the good that can come out of NIL collectives and NCAA dropping its restrictions on compensation for student athletes.”
There still isn’t any federal legislation on NIL guidelines, which means the rules vary by state and even by university. Right now, Yea Alabama operates as Alabama’s official NIL collective, and On to Victory is Auburn’s official group. Both collectives offer membership benefits for fans. They can pay a monthly subscription for tiered access to exclusive events, content and merchandise.
On To Victory has about 3,000 active monthly members, said executive director Brett Whiteside. The collective reported 3,174 members at the end of 2023, growing 154% from August to December.
Meanwhile, it’s unclear just how many members Yea Alabama has. Jay McPhillips, the collective’s executive director, declined an interview and wouldn’t answer questions.
“Yea Alabama is the official NIL agency for student athletes at the University of Alabama,” McPhillips said in an email to AL.com. “Our purpose is to help facilitate licensing and endorsement deals for student athletes.”
In late January, Yea Alabama announced that it gained 900 new members in just six weeks after the hiring of new head football coach Kalen DeBoer to replace Nick Saban.
Kristi Dosh, founder of the Business of College Sports, said many collectives initially had a model where fans could pay between $9 to $100 a month via a membership tier to join.
But now, more collectives have expanded to larger fundraising strategies, such as a yearly donation of $5,000 or a one-time gift of $100,000, she said. That was so they could attract and retain student-athletes.
“What was sort of happening outside of the collective that we’re all very aware of now is that it became a recruiting advantage,” Dosh said. “Offering NIL deals to student-athletes became a way to attract new recruits or retain talent or get someone in the transfer portal.”
Here’s what we know about the people and businesses behind Yea Alabama and On to Victory:
Yea Alabama
The Alabama basketball team held its first practice at Coleman Coliseum in Tuscaloosa, AL on Monday, Sep 26, 2022.
Crimson Tide Photos / UA Athletics
The University of Alabama’s official NIL collective formed in February 2023. Yea Alabama had a “charitable partner,” an organization called Walk of Champions, which became a public nonprofit in March 2023. But Walk of Champions told AL.com in a statement that it has stopped accepting donations and plans to dissolve.
Yea Alabama pledges that all of its income from subscriptions – starting at $18 a month – goes to student-athletes, and salaries for staff are fundraised separately.
The leaders of Yea Alabama didn’t answer questions for this article.
Staff:
Jay McPhillips, executive director
McPhillips has been leading Yea Alabama since the beginning. He has 17 years of experience working in sales and fundraising. He previously was director of development for the University of Alabama’s College of Arts & Sciences, as well as assistant director of sports for the Tuscaloosa Tourism and Sports Commission, per his LinkedIn page. He graduated from Alabama in 2005 after earning his master’s and bachelor’s degrees in management and marketing.
Aaron Suttles, director of content
Suttles’ work for Yea Alabama includes publishing blogs with sports analysis for subscribers and hosting Q&As with coaches. He previously worked in journalism as sports writer covering Alabama and the Southeastern Conference for The Athletic and the Tuscaloosa News. He graduated from Alabama with a bachelor’s degree in journalism in 2009.
Peyton Browne, events coordinator
Browne graduated from the University of Alabama in 2024 with both a bachelor’s and master’s degrees in sport management with a concentration in event management. While in college, she worked in events planning with the Office of the Director of Athletics, per Yea Alabama’s website.
On to Victory
Auburn wide receiver Malcolm Johnson Jr. (16) catches a pass for a touchdown as safety Caleb Wooden (21) defends during the A-Day NCAA college spring football game at Jordan-Hare Stadium, Saturday, April 9, 2022, in Auburn, Ala. (AP Photo/Butch Dill)AP
On to Victory, Auburn’s primary NIL collective, launched in July 2022, after the collective acquired a previous collective, called NIL-Auburn, led by Rick Davidson.
“We certainly appreciate their initial efforts in this space and are proud to have built upon that foundation over the last two years,” Whiteside said in an email.
Lawrence represented On to Victory in the deal, one he said is unique for the field.
“They popped up literally overnight, and different collectives, and different owners of the collectives perhaps had different motivations at the outset,” he said. “Some collectives were organized to make money for the owners of collectives. Not only will they compensate student athletes through NIL deals, but the owners of that collective also wanted to make money.”
But On to Victory is different, he pointed out, as its board pledges to not take any profit.
“Its owners aren’t trying to generate income for themselves,” Lawrence said. “They don’t take salaries, and they’re not taking distributions from the collective. They exist to support Auburn athletics, and they cover their overhead and the rest of the money is intended to go to the student athletes at Auburn.”
The collective – a registered corporation in Alabama, not a nonprofit – is owned and managed by Friends of Auburn, LLC, per business entity records filed with the Alabama Secretary of State’s office. Members can join starting at $17 a month. The organization also accepts one-time donations, such as a $1 million founding donation from aerospace engineer Walter Woltosz, 247sports reported.
Wesley Spruill, who organized On to Victory’s board of directors, previously told 247sports that the collective functions as the voice “for a lot of value donors who know we have to make it happen.”
“We want to change kids’ lives, make Auburn competitive. We’re not trying to outspend everybody. We want to have a solid NIL program and do it the right way,” he said. “We will prove every year that nobody in our organization will ever make a penny.”
The organization lists the following businesses as sponsors: The Broadway Group, John Deere, Fulcrum Construction, Momma Goldberg’s Deli, The Sheffield Group, Sun South and CCS Technology Center.
Staff:
Brett Whiteside, executive director
Whiteside has been On to Victory’s executive director since August 2022, per his LinkedIn page. He worked as the chief recruiting officer for the University of Missouri. At Auburn, he was the director of football operations and administration as well as the director of recruiting operations for football. Whiteside earned his bachelor’s degree from Arkansas State University in 2012, his and his doctorate and master’s degrees in higher education from Auburn.
JJ Arminio, director of fulfillment
Arminio has worked as director of fulfillment for On to Victory since September 2022, per his LinkedIn page. He was previously head coach for Auburn’s men’s lacrosse team. He played lacrosse for Auburn from 2005 until he graduated in 2009 in the kinesiology school.
Jason Campbell, general manager of NIL – football
The 2004 SEC player of the year led the Auburn Tigers’ football team to an undefeated season before he joined the NFL draft. He went to Washington in the 2005 draft before stints with the Oakland Raiders, Chicago Bears, Cleveland Browns and Cincinnati Bengals.
He held a similar role for Auburn’s original collective, NIL-Auburn. Campbell works on the Auburn Sports Network and hosts On to Victory’s podcast. He’s also an analyst for the Washington Commanders.
Sam Ahlersmeyer, operations coordinator
Ahlersmeyer joined On to Victory in August 2023 after she worked as a data entry coordinator at the South Dakota State University Foundation, per On to Victory’s website. She graduated from Purdue University in 2020 with a bachelor’s degree in agribusiness management.
Jamie Armstrong, director of development
Armstrong joined On to Victory in August 2023 after working as Jacksonville State University’s director of foundation and corporate relations and director of professional outreach for Gadsden Regional Medical Center, per On to Victory’s website. She graduated from Auburn in 2012 with a bachelor’s degree in public relations.
Brandon Council, coordinator of student-athlete relations
Council joined On to Victory in April, per his LinkedIn page. He played football for the New York Jets and the Saskatchewan Roughrider Football Club, a Canadian professional team. He graduated from Auburn in 2023, after playing on the football team’s offensive line, with a bachelor’s degree in business administration and the University of Akron in 2020 with a bachelor’s degree in sport and fitness administration and management.
Kendra Short, director of membership and marketing
Short has worked for software companies including ADP, Deltek and JumpCloud, per her LinkedIn page. She graduated from North Carolina State University with a bachelor’s degree in public relations in 2014.
Board of directors:
Mike Arasin
Arasin is the founder and owner of Fulcrum Construction, a commercial general contractor. He’s on the industry executive board for Auburn’s McWhorter School of Building Science. As a scholarship athlete on the men’s golf team, Arasin graduated from Auburn in 1988.
L. Nick Davis
Davis is also a founding member of Friends of Auburn, LLC, per his bio on On to Victory’s website. He leads Momma G’s Inc., the franchisor of Momma Goldberg’s Delis, as president, CEO, CMO and majority shareholder, as well as serves as chief executive The Progressive Companies based in Gainesville, Florida, Vision Restaurants Inc. – which operates six Taco Bell restaurants – and Davista Holdings, LLC, which has several real estate holdings in Alabama, Florida and Georgia. Davis graduated from Auburn in 1984. He’s well-versed in leading various alumni associations and advisory committees for the university, and is a member of the Auburn Athletics’ Tigers Unlimited, Heisman Society level. He also has a longtime executive suite at Jordan-Hare Stadium.
Steve Fleming
Fleming, a retired banking executive, now works as a real estate investor and developer via Fleming Commercial Properties LLC. He owns commercial properties in Auburn and nearby. He graduated in 1983, and now serves on an advisory council for the College of Liberal Arts. He also belongs to two donor societies for Auburn, including the 1856 Society, which recognizes donors who have contributed at least $100,000 to the university.
Keith Jones
Jones graduated from Auburn at Montgomery’s School of Business in 1991. He’s a certified public accountant and realtor for Porter Properties, based in Auburn.
Ned Sheffield
Sheffield recently retired from his role as president and managing principal at consulting firm Jackson Thornton. He graduated from Auburn with an accounting degree in 1978, and has longstanding memberships with the Auburn Alumni Association and the advisory council for the School of Accountancy. He belongs to several donor societies, including the Shug Jordan Society of Tigers Unlimited, which recognizes donors who give between $100,000 and $250,000 to the university.
Wesley Spruill
Spruill runs The Spine Care Center as founder and medical director in Tuscaloosa, and he also is a real estate developer. He graduated from Auburn in 1983, and his son played baseball at Auburn.
Bob Broadway
Broadway is CEO and founder of the Broadway Group, LLC, a commercial real estate developer in Huntsville. He earned his MBA from Auburn’s business school in 1993.
Alabama
Alabama Gov. Kay Ivey signs bills to expand rural health care, promote healthier SNAP buys
MONTGOMERY, Ala. (WBMA) — Gov. Kay Ivey has signed a package of bills into law aimed at expanding rural health care access in Alabama, increasing the availability of emergency medical services and encouraging healthier food choices for people who use Supplemental Nutrition Assistance Program benefits.
“In December, I announced Alabama’s participation in a new Trump Administration program funded by the ‘One Big Beautiful Bill’ passed by Congress to expand rural healthcare delivery,” Ivey said. “Not wasting a moment, I worked with legislative leaders this session to remove legal barriers to ensure healthcare providers are able to work together to improve healthcare delivery in our rural areas. We have also freed first responders to deliver more life-saving services during ambulance calls, and we have joined other states in streamlining approval of out-of-state physician assistants to practice in Alabama. We are promoting healthier diets for Alabama SNAP beneficiaries by restricting the purchase of sugary foods that contribute to obesity and diabetes. These efforts along with several other pieces of legislation lay a solid foundation as we partner with the Trump Administration in improving rural healthcare delivery to better meet the needs of the public.”
Among the measures Ivey highlighted is the Alabama Rural Health Antitrust Immunity Act (HB605), which provides limited antitrust protections intended to allow collaboration among health care providers to maximize efficiency and sustain and expand services in rural areas. The law allows activities that include shared clinical, administrative and support services; coordinated staffing arrangements; joint quality improvement initiatives; and the purchase and use of shared facilities and equipment.
Another bill, the Alabama Physician Assistant Licensure Compact (HB156), streamlines state license approval for out-of-state physician assistants to practice in Alabama. Under the legislation, Alabama becomes the 24th state to approve the compact, joining Tennessee and Arkansas in the South.
Several new laws focus on emergency medical services. Treat in Place (SB269) allows ambulance operators to be paid for medical services performed on-site. Under current practice, Emergency Medical Services providers are not paid unless they transport a patient to the hospital, even if the patient does not require full emergency department or inpatient care. Removing the patient-transport mandate for reimbursement is expected to increase the availability of EMS care and reduce patient overcrowding in hospitals.
The Expansion of EMS Tuition Reimbursement Program (HB116) adds the Alabama Department of Public Health’s six regional Emergency Medical Services offices to the locations that can offer eligible instruction. Graduates would be required to complete a two-year service commitment to qualify for tuition reimbursement.
Accepting Military Training for EMS Licensure (HB182) requires the Alabama Department of Public Health to accept an applicant’s education, training and experience gained during U.S. military service as credit toward meeting state EMS license requirements.
Two bills address out-of-pocket costs for certain cancer screenings. Under HB300, beginning Jan. 1, 2027, no health benefit plan sold in Alabama will be able to impose a copayment or similar expense on an insured person for a supplemental breast examination or a diagnostic breast examination. Under SB19, beginning Oct. 1, 2027, no health benefit plan sold in Alabama will be able to impose a copayment, deductible, or similar expense on an insured person for prostate screening for men older than 50, or men at “high risk” who are older than 40.
Ivey also signed a measure tied to SNAP benefits. Ensuring Healthy Choices for SNAP Benefits (SB57) has Alabama joining 22 other states in requesting a waiver from the U.S. Department of Agriculture to prohibit SNAP benefits from being used to purchase high-sugar candies and sodas.
Another new law expands restrictions on nicotine use in public places. Indoor Vaping Restrictions for Public Places (SB9) extends the current ban on smoking cigarettes, pipes and cigars in a public space or in public meetings to include the use of a vaping device, electric cigarette or any other “electronic nicotine delivery system,” whether the e-liquid contains nicotine, THC or another substance.
In addition to the legislation, Ivey and the Alabama Legislature made appropriations for the Rural Health Transformation Program. The Centers for Medicare and Medicaid Services this year awarded $203.4 million to Alabama for projects the state proposed to improve health care for rural residents.
Alabama
Freshmen Power Alabama Baseball to Error-Laden Midweek Win Over UAB
Alabama baseball committed six errors through the first five innings on Tuesday night in Birmingham, the program’s most in a game since 2008, but the bats were hot, waking up from a disappointing outing on Sunday to power the Crimson Tide to a 12-6 win over UAB.
Justin Lebron had not homered in 14 games, dating back to March 22 against Florida. He changed that on the fourth pitch of the game, slamming a deep shot to left field to give Alabama a 1-0 lead. Lebron, who has had some very notable struggles this season, has now quietly put together a seven-game hit streak, and still leads the team with 12 home runs.
The Blazers responded the next inning with one of their two earned runs of the day, as a pair of groundouts brought designated hitter Andrew Hunt, who hit a leadoff single followed by a stolen base, home to tie the game. Alabama was then put down 1-2-3 in the top of the third.
The bottom of that inning featured the 14th error of the season from Lebron, who’s previous career-high in a season was 11. The junior fielded a grounder at short as the runner on second rounded third, and missed catcher John Lemm on a throw to the plate that would have beaten him easily.
The teams continued to go back and forth in the fourth. Jason Torres laid down a nice sacrifice bunt to bring Neal home again, and then freshman Andrew Purdy, starting over Luke Vaughn at first base, hit his first career home run, a two-run blast that brought home fellow freshman Eric Hines.
The bottom of the inning featured two errors from Lemm, who has played clean baseball for the majority of the season. The first, an overthrown ball to second, had no impact, but the second, a catcher’s interference, led to two unearned UAB runs. Lebron tied the game the next frame with a sac fly, but Alabama’s defensive struggles were far from over.
Cleanup batter JP Head drew a leadoff walk in the bottom of the fifth, and then ended up on second after Evan Steckmesser sailed a ball into left field on a rundown. A wild pitch would score him, and UAB came out of the fifth with a 6-5 lead. Alabama had already committed six errors.
“This has been about as bad as you could defend a game through five innings, but at the end of the day, we’re down one,” head coach Rob Vaughn said of his message to the team. “So go find an excuse to win anyway.”
The Crimson Tide loaded the bases in the sixth, as Hines ripped a leadoff double followed by walks from Torres and Purdy. Up to the plate came Caleb Barnett, the freshman making his first career start, just minutes away from his hometown of Mountain Brook. Barnett, who recorded his first hit on Saturday, cleared the bases with a double to left-center field that marked a turning point for Alabama.
Sam Mitchell had come into the game in the bottom of the fifth to record the final out and settled things on the mound for Alabama. Coming off a rough outing on Saturday, he allowed just one runner over 2.1 scoreless innings.
Neal, who went 4-for-5 on the day, extended Alabama’s lead with an RBI single in the seventh, and Purdy capped off his career day with a three-RBI double in the ninth. The story of the game was the freshmen, as Purdy, Hines and Barnett all turned in key performances.
“You’ve got a real picture of the future of Alabama baseball with that group of guys there,” Vaughn said. “The beauty is, they are playing at a level where they force your hands, and the future comes a lot sooner than maybe was planned on.”
All three, and four if counting outfielder Chase Kroberger, have seen significantly increased roles over the past two weeks, and will likely be up for some big at-bats as Alabama heads to Austin to face Texas this weekend.
Sign up to our free newsletter and follow us on Twitter/X, Facebook, YouTube, Instagram, Threads and Blue Sky for the latest news.
Follow
Alabama
Do you have a right to wear a penis costume in public? A 62-year-old Alabama woman is about to find out.
In October, millions of people took part in “No Kings” protests against President Donald Trump. In one Alabama town, police arrested a woman in a lewd costume and threatened her with jail time—a clear violation of her First Amendment rights.
Unfortunately, the case is still ongoing, and this week, it’s set for trial.
“Officers were dispatched following complaints regarding traffic hazards in the area,” the Fairhope Police Department posted on Facebook at the time. “Upon arrival, an officer observed an individual in a phallic costume near the Baldwin Square Shopping Center.”
Translation: He found a woman in an inflatable penis costume, holding a sign that said “No Dick-Tator.”
“The officer approached the woman and requested that she remove the costume, which is deemed obscene in a public setting; however, she refused to comply,” the statement continued. It added that officers arrested the woman in question, identified as Jeana Renea Gamble, “an ASL interpreter who bought the penis suit at a nearby Spirit Halloween store,” Liliana Segura wrote at The Intercept. She was 61 years old at the time.
Body camera footage from the responding officer—identified in an incident report as Cpl. Andrew Babb—provides additional context. “I’m not gonna sit here and argue with you,” Babb says as he approaches Gamble. “If my kids had to come by and see this, how would you explain it to them?”
Babb’s tone is immediately confrontational, as he repeatedly demands to know “how you would explain to my children what you’re supposed to be.” When Gamble asks if “your children don’t understand what a pun is,” Babb calls for backup over his radio.
Gamble asks if she’s being detained, and when he doesn’t answer the question, she turns to walk away. Babb then grabs her costume, throws her to the ground, and flips her over while he and other officers handcuff her.
Bystanders criticize his actions, to which Babb retorts, “I told her to take it off.” In fact, he didn’t, at least not according to the footage; it’s possible he told her to remove the costume while first walking up, before he activated the audio on his recording, but otherwise, the entire interaction—from initial approach to throwing Gamble to the ground—took less than 60 seconds.
He also tells the crowd, “This is a family town”—whatever that means.
Babb took a phone call on the way to the jail, as shown on the bodycam footage. He explains he arrested someone “dressed like a friggin’ weiner,” and he says he told her, “being dressed like that is not going to be tolerated….You’re setting an example that doesn’t need to be set.”
Officers booked Gamble on misdemeanor charges of disorderly conduct and resisting arrest—quite a stretch, given the video evidence.
In February, prosecutors added even more charges for disturbing the peace and giving a false name to law enforcement. When officers asked Gamble for her name, she replied, “Aunt Tifa”—an apparent pun on antifa, the shorthand used by antifascist protesters.
After being delayed twice before, Gamble’s trial is set to begin on April 15.
It’s hard not to see this as an abuse of power. Specifically, Babb took offense at Gamble’s costume, and his stated reasoning makes it clear he feels entitled to punish people for offending him or his children. But it’s not against the law to force somebody, even a police officer, to have uncomfortable conversations with his kids.
As Segura noted at The Intercept, the costume Gamble wore that so incensed Babb is sold at Halloween stores. Should he have the right to shut down Spirit Halloween, or arrest its employees, because his children might see it?
Babb would not be the first to let his tender sensibilities override his charge to enforce the law.
In 2019, an officer in Lake City, Florida, arrested Dillon Shane Webb for a sticker on his truck that declared, in bold letters, “I eat ass.” The officer said the sticker violated Florida’s obscenity law, which UCLA School of Law professor Eugene Volokh concluded at the time was “unconstitutionally overbroad and thus invalid on its face.” Indeed, just days later, prosecutors dropped the charges, concluding Webb had a valid First Amendment defense.
Unfortunately, prosecutors in Alabama have not reached the same conclusion. Hopefully, a jury will similarly conclude that Gamble did nothing wrong, but either way, it won’t undo the damage that has already been done, in which officers roughed up a senior citizen because they found her costume objectionable.
“It’s a travesty of justice that this case is even going to trial,” Aaron Terr, director of public advocacy at the Foundation for Individual Rights and Expression (FIRE), tells Reason. “It rests on nothing more than a citizen criticizing the president using a costume anyone could buy at a Spirit Halloween store. The arresting officer didn’t hide the fact that he handcuffed Gamble because he was offended by her costume. But giving offense is not a crime. Gamble’s political expression lies squarely within the First Amendment’s protection. Fairhope officials should be correcting this constitutional violation, not doubling down on it.”
-
Ohio1 day ago‘Little Rascals’ star Bug Hall arrested in Ohio
-
Georgia1 week agoGeorgia House Special Runoff Election 2026 Live Results
-
Arkansas5 days agoArkansas TV meteorologist Melinda Mayo retires after nearly four decades on air
-
Pennsylvania1 week agoParents charged after toddler injured by wolf at Pennsylvania zoo
-
Milwaukee, WI1 week agoPotawatomi Casino Hotel evacuated after fire breaks out in rooftop HVAC system
-
Culture1 week agoCan You Name These Novels Based on Their Characters?
-
Austin, TX1 week agoABC Kite Fest Returns to Austin for Annual Celebration – Austin Today
-
Pittsburg, PA1 week agoPrimanti Bros. closes Monroeville and North Versailles locations