“Athletics Director Jeremiah Donati Talks SEC Football Netflix Series, NIL Developments, Revenue Sharing, and Gamecock Sports Preview in Wide-Ranging Update”
The world of college athletics is undergoing one of its most transformative eras in history, and few voices are more compelling in navigating these turbulent waters than that of Athletics Director Jeremiah Donati. With a finger firmly on the pulse of change, Donati sat down to discuss the latest developments surrounding the highly anticipated SEC football Netflix series, the ever-evolving landscape of Name, Image, and Likeness (NIL), the broader conversation around revenue sharing for student-athletes, and what fans can expect in the upcoming Gamecock Sports Preview. In a moment where media, money, and tradition are colliding, Donati’s insights offer a valuable lens into how athletic departments are adjusting to maintain competitive balance, fan engagement, and integrity.
The Netflix series featuring SEC football is one of the biggest media spectacles to hit college athletics in years. Following in the footsteps of successful sports docuseries like Drive to Survive and Quarterback, this deep dive into the culture, chaos, and charisma of SEC football promises to lift the veil on a conference that many already regard as the gold standard of the sport. According to Donati, the series isn’t just about capturing wins and losses—it’s about exploring the emotional and cultural significance of football in the South. From fan fervor to behind-the-scenes preparations, the show aims to show the soul of SEC Saturdays. Donati emphasized that while the production may spotlight the spectacle, the hope is that it also humanizes players, coaches, and staff members whose hard work often goes unnoticed by the casual viewer. He noted that such media exposure will likely have recruiting implications, elevate the profile of participating programs, and potentially set a precedent for other conferences to follow.
Donati was quick to pivot from the media side to one of the most pressing and complicated issues in college sports today: NIL. While NIL has opened the doors for student-athletes to monetize their personal brand and finally share in the financial opportunities generated by their performances, it has also created a challenging environment for athletic departments. Donati acknowledged that NIL is no longer a new frontier—it’s the norm—and programs that fail to embrace and structure NIL effectively are at risk of falling behind. He pointed out that NIL collectives, third-party deals, and institutional support must all work in concert to ensure that athletes are empowered, not exploited. According to Donati, NIL should not be viewed merely as a recruiting tool but as an essential part of the student-athlete experience. He stressed the importance of education, transparency, and ethics, warning that programs that operate in the shadows may enjoy short-term gains but will ultimately face scrutiny or sanctions. While some have decried NIL as the “Wild West,” Donati sees it as an opportunity for leadership and innovation.
Closely related to the NIL conversation is the issue of revenue sharing. With major lawsuits and growing player advocacy, many believe it is only a matter of time before student-athletes—particularly those in revenue-generating sports like football and basketball—begin receiving a direct cut of the profits they help generate. Donati admitted that the topic remains controversial, but also suggested it is no longer a question of “if” but “when and how.” He noted that as media rights contracts continue to balloon and conference realignment reshapes the financial landscape, schools must prepare for a new model where athletes are treated as stakeholders in a business that profits from their labor. While emphasizing the need for fairness and sustainability, Donati also raised questions about equity among sports and the potential unintended consequences for Olympic and non-revenue sports. The key, he believes, will be to craft policies that ensure athletes are fairly compensated while preserving the broader ecosystem of college athletics.
As discussions about finances and policy swirl, Donati was visibly excited to discuss something more immediate and energizing—the Gamecock Sports Preview. With anticipation building for the fall, the preview is more than a showcase of rosters and depth charts. It is a celebration of progress, potential, and the unifying power of sports on campus. Donati spoke at length about the momentum across several programs, highlighting key returners and incoming talent that has Gamecock fans buzzing. Football, in particular, is expected to make strides after recent recruiting successes and coaching adjustments. Donati praised the culture being built within the locker room and on the practice fields, crediting both coaches and players for embracing accountability, growth, and discipline. He also touched on the importance of fan engagement, noting how initiatives around gameday experience, community outreach, and social media have helped galvanize support and bring the university community closer than ever.
Donati also didn’t shy away from discussing the competitive pressure facing programs like South Carolina in the modern SEC. With traditional powerhouses constantly reloading and new programs rising, maintaining relevance in football and other sports requires constant evolution. Donati emphasized the importance of facilities upgrades, staff retention, and comprehensive support services for athletes. He spoke about how recruiting no longer begins and ends with a scholarship offer—it’s now about presenting a holistic vision of athlete development, academic success, and professional readiness. From nutrition to mental health to NIL support, athletic departments must now serve as full-spectrum development hubs. Donati believes South Carolina is making the right investments and that the future remains bright, provided the program continues to adapt and compete with both heart and resources.
In discussing broader topics, Donati also reflected on the growing intersection of college athletics with issues of social responsibility and education. He lauded the efforts of student-athletes who use their platforms to advocate for causes they believe in, emphasizing that the modern athlete is not just a competitor but often a leader in civic and cultural conversations. Donati said that institutions must support this evolution by providing tools and mentorship, not censorship or suppression. He highlighted examples of athletes at South Carolina who are excelling in the classroom, engaging in community service, and pursuing careers in fields as diverse as law, medicine, and entrepreneurship. This balance, he said, is the true promise of college athletics—not just winning games, but shaping lives.
The conversation turned briefly to the mental health of student-athletes, a subject Donati is passionate about. He acknowledged that the pressures facing athletes have never been higher—between social media scrutiny, academic expectations, and the weight of performance, many students struggle with unseen challenges. He said that South Carolina has significantly increased investment in mental health resources, including licensed counselors, peer support networks, and wellness education. For Donati, the goal is simple: to create an environment where athletes feel safe, supported, and empowered to seek help. He believes this is not just a moral imperative but also essential to long-term performance and retention.
While some view the changes sweeping through college sports as a threat to tradition, Donati sees them as an opportunity for renewal. He described this era as a “crossroads,” where those who lead with vision and purpose can help redefine what college athletics means for the next generation. With challenges come opportunities, and with disruption comes a chance to innovate. Whether it’s embracing new media, navigating the complexities of NIL, or preparing for a more equitable revenue model, Donati believes South Carolina is poised to thrive because it refuses to stand still. He credited his colleagues across the athletics department, the university leadership, and the student-athletes themselves for rising to meet the moment.
The SEC Netflix series may soon show the world the passion and pageantry of college football in the South, but leaders like Donati are focused on ensuring that the camera doesn’t just catch the highlights—it captures the heart of what makes college sports special. In a time when headlines are often dominated by controversy, lawsuits, or seismic realignments, his steady leadership and willingness to confront complexity head-on are a reminder that the core mission remains unchanged: to serve student-athletes, inspire communities, and compete with integrity. Whether talking about the bright lights of a Netflix documentary or the quiet resilience of a student studying after practice, Donati’s perspective is grounded in both realism and hope.
As South Carolina prepares for another season, fans can rest assured that the Gamecocks are not just reacting to the changes—they are helping shape them. And in Jeremiah Donati, they have an Athletics Director who is not only paying attention to what’s next, but actively building toward it. The future of college athletics may still be unfolding, but one thing is clear: South Carolina plans to be right in the middle of it.
