Athletics Director Jeremiah Donati Shares Vision on SEC Netflix Series, NIL Progress, Revenue Sharing, and the Future of Gamecock Sports
Athletics Director Jeremiah Donati continues to prove why his leadership is as timely as it is forward-thinking. In a fast-evolving college sports landscape, marked by media innovation, NIL (Name, Image, and Likeness) complexities, and questions around athlete compensation, Donati has positioned himself not as a reactive figure, but as a proactive voice for change, sustainability, and opportunity. As the SEC prepares for a highly anticipated Netflix football docuseries and the Gamecocks gear up for a pivotal athletic season, Donati is focused not just on the present moment but on shaping a bold future for South Carolina athletics.
At the heart of this moment is storytelling. The upcoming Netflix series, which will highlight the intensity, culture, and passion of SEC football, represents more than just entertainment. For Donati, it’s a critical avenue for exposure, education, and connection. “This series is going to show the world what we already know—the SEC isn’t just a conference, it’s a way of life,” he says. He views the docuseries as a chance to open the curtain and let fans across the country, and the globe, experience the depth of commitment, pressure, and brotherhood that defines Saturdays in the South.
Donati understands the power of media, especially in today’s digital-first environment. This Netflix partnership comes at a time when traditional narratives around college athletics are shifting, and fans crave more authenticity and behind-the-scenes access than ever before. For South Carolina, this means an opportunity to show the grit and character of its program. It means players will be seen not just as athletes, but as people—students, leaders, and competitors dealing with real-life pressures in real time. And for recruits and families, it offers a window into the Gamecock experience like nothing before.
But Donati isn’t just excited for the spotlight; he’s strategic about how South Carolina will use it. He wants the university’s participation in this groundbreaking series to reflect the values of the program: hard work, humility, resilience, and a team-first mentality. That’s why he’s been deeply involved in ensuring that any media exposure aligns with the core mission of developing student-athletes on and off the field. It’s about showing the world not just how the Gamecocks play—but why they play.
While the Netflix series dominates headlines, the conversation around NIL and revenue sharing continues to shape the foundation of modern college sports. Donati has been a steady, thoughtful voice in these discussions, advocating for a system that honors student-athletes while protecting the integrity and sustainability of college athletics. “We’re in a moment of transformation,” he says. “And we have to make sure we’re building a future that supports the athlete experience while keeping the collegiate model intact.”
At South Carolina, the NIL infrastructure has matured significantly over the past two years. The university has invested in education, compliance resources, and partnerships that ensure athletes can benefit from their personal brands in smart, sustainable ways. Donati emphasizes that the school’s approach is about more than transactions—it’s about empowering athletes to make informed decisions, understand long-term implications, and leverage their platforms responsibly. “We want our athletes to win not just now, but 10 years from now,” he explains.
He is also candid about the challenges. NIL has created a Wild West environment in some areas of college sports, and without standardized rules across conferences or governing bodies, it’s easy for the spirit of NIL to get lost in the scramble for dollars. Donati advocates for more uniform policies and transparent oversight—not to restrict athletes, but to ensure that every institution is competing on a level playing field and that student-athletes are genuinely protected. For him, the solution isn’t to pull back on NIL but to make it smarter, fairer, and more stable.
Revenue sharing is another hot-button topic that Donati doesn’t shy away from. With recent legal decisions and pressure from athlete advocacy groups, the question of whether and how athletes should receive direct compensation from athletic department revenues is on the table. Donati acknowledges that the model is likely to change, and sooner rather than later. But he believes it must be done with deliberate care and strategic foresight.
“There are ways to evolve the model without compromising everything that makes college sports unique,” he says. “It’s not just about paying players. It’s about understanding what a new model would look like—who it includes, how it’s structured, how it’s funded, and what impact it has across the entire athletic department.” He points out that any shift toward revenue sharing must take into account Olympic sports, Title IX compliance, and the educational mission of the university.
Still, Donati is not a leader who fears change. He sees it as an opportunity to innovate, to lead, and to shape what comes next. He believes that South Carolina can be a model for how to evolve with integrity—balancing tradition and progress, competition and community, student success and institutional health. “We don’t want to just keep up,” he says. “We want to set the standard.”
That mindset is reflected in every area of the Gamecock Athletics operation. As the fall approaches, the Gamecock Sports Preview is filled with excitement and high expectations. From football and women’s basketball to soccer, volleyball, and beyond, the energy on campus is electric. Coaches are recruiting and developing at a high level. Facilities continue to improve. The fan base is engaged and energized. And Donati sees all of it as interconnected. “Success isn’t siloed,” he notes. “When one program succeeds, it lifts the entire department. That’s the culture we’re building—one team, across all teams.”
That culture is also rooted in community. Donati believes deeply in the role athletics can play in building bridges—between students and alumni, between campus and the state, between the university and national audiences. Whether it’s a packed Williams-Brice Stadium on a Saturday night or a youth clinic hosted by student-athletes, the goal is the same: to create meaningful, lasting connections. “Athletics is one of the few things that brings everyone together,” he says. “It’s a platform for unity, inspiration, and impact.”
His commitment to student-athlete well-being is another cornerstone of his philosophy. Mental health services have expanded significantly under his leadership, with more access to counseling, performance psychology, and wellness programming. Donati views this as non-negotiable. “If we say we care about our athletes as people, we have to back that up with resources and action,” he says. “Their health—mental, physical, emotional—is the foundation for everything else.”
In many ways, Donati represents a new generation of athletic directors—one that blends business acumen with heart, vision with accessibility. He’s just as comfortable discussing national media trends as he is listening to a freshman athlete talk about balancing school and sport. That accessibility builds trust. And that trust is what allows bold decisions to take root and flourish.
As college sports heads into an era of unprecedented change, leaders like Donati will play a pivotal role in steering programs through the noise and toward clarity. Whether it’s leveraging a Netflix spotlight, navigating NIL complexities, preparing for financial shifts, or building a championship culture, Donati remains anchored in one core truth: this is about people. It’s about giving student-athletes every tool to succeed, building a community that stands strong, and representing the University of South Carolina with pride, passion, and purpose.
With each move, Donati reinforces the idea that South Carolina isn’t just reacting to change—it’s embracing it. And not just embracing it, but shaping it. Under his leadership, Gamecock Athletics is not only ready for what comes next—it’s determined to define it.
