The NCAA had to evolve on July 1 as the name-image-licensing era began. Some athletes had their rates posted for hire, others such as Auburn quarterback Bo Nix announced a deal at 12:01 a.m., and still some, sought deals with Barstool Sports. Dave Portnoy, never one to miss a marketing or new business venture, took to Twitter to announce a deal with Jacksonville State volleyball player Adelaide Halverson.

Portnoy has long been a marketing savant, taking advantage of the rise in the legalization and popularity of sports betting. He has also been on the forefront of meme investing, legitimizing TikTok celebrity, and is now dipping his toes in the very fresh waters of athlete promotion. Barstool never ceases to further its army, and with college athletes firmly in the Barstool demo, it will be interesting to see how Portnoy's latest venture progresses.