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World Cup 2026: Story Angles Beyond the Pitch

The 2026 FIFA World Cup will be one of the biggest sports stories of the year, with matches underway across Mexico, Canada and the United States. But the story will reach well beyond the field. As the tournament moves from city to city, it will bring host communities, public agencies, local businesses and civic leaders into the spotlight. That creates a wide range of story angles for journalists, from public health and safety, tourism and economic impact to sports technology, fan culture, athlete performance, national identity and the politics of international sport. Institutions using ExpertFile are helping media cover these broader World Cup stories through dedicated Topic Authority Hubs, Spotlight posts and expert profiles featuring trusted sources across health, business, technology, public policy, culture and sport. Featured World Cup Expert Hubs With the World Cup coming to the New York metro area, Hofstra University’s hub brings together experts on athlete health, recovery, injury prevention, mental performance, public health, tourism, local business impact and the cultural history of soccer. Explore Hofstra’s World Cup 2026 Hub. Source: Hofstra University The University of Delaware’s hub focuses on player safety, concussion research, sports analytics, tourism, youth development, fan behavior, shared experiences and the science behind elite competition. Explore the University of Delaware’s World Cup 2026 Hub. Source: University of Delaware Carnegie Mellon University’s hub looks at the tournament through the lenses of geopolitics, diplomacy, sports marketing, fan engagement, AI, robotics, biomechanics, human performance and emerging sports technologies. Explore Carnegie Mellon’s World Cup 2026 hub. Source: Carnegie Mellon University Emory University’s Goizueta Business School hub explores World Cup 2026 through the business of the tournament, including host city economics, ticket pricing, fan engagement, sports marketing, global sponsorship, brand strategy and the rise of the player brand. Explore Goizueta Business School’s World Cup 2026 hub. Story Angles As coverage plans take shape, these are some of the World Cup 2026 story angles journalists may want to explore. The Topic Authority Hubs featured above offer a helpful starting point, with Spotlight posts and expert profiles connected to many of these issues. Journalists can also search directly on expertfile.com to find additional academic experts who can bring depth, context and clarity to their coverage. The politics behind the tournament The World Cup is never just about sport. It can become a global stage for diplomacy, national pride, protest, soft power and political tension, with countries not only competing on the field but also presenting themselves to the world. For journalists, that creates timely story opportunities around national identity, international relations and the political flashpoints that often surface around major global sporting events. The next generation of fans A World Cup can shape how young people connect with sport, family, community and national identity. For many children and teenagers, this may be the first tournament they experience in a big way — at school, at home, in their community or through local soccer programs. The mental pressure of representing a country Few sporting events carry the emotional weight of the World Cup. Players are not just competing for clubs or contracts. They are carrying national expectations in front of a global audience, often under intense media and social media scrutiny. The science of movement under pressure World Cup matches are full of moments that happen almost too quickly to see: a sudden change of direction, a hard landing, a collision, a late tackle, a split-second decision to accelerate or pull back. Experts can help explain the biomechanics behind elite soccer movement, how the body absorbs stress during competition, and why injuries such as ACL tears and concussions remain such important issues at the highest level of the game. How technology is changing the game AI, sports analytics, wearables, robotics, motion tracking and virtual experiences are changing how soccer is played, trained, analyzed and watched. Some of this technology is visible to fans. Much of it is happening behind the scenes. The hidden science behind the tournament Some of the most important parts of the World Cup are easy to overlook. Playing surfaces, stadium preparation, natural grass requirements, turfgrass systems and venue logistics all play a role in the quality of the tournament. What host cities gain — and what they have to manage The World Cup can bring major attention to host cities, along with increased demand on hotels, restaurants, transportation systems, small businesses and public services. The story is not only how many people visit, but who benefits and what remains after the tournament moves on. Sports analytics in action Data is now part of how elite soccer is understood, taught and analyzed. From performance trends to real-time decision-making, analytics can help explain what is happening inside the game and how teams, coaches and analysts evaluate play at the highest level. Soccer as culture and identity For many fans, soccer is tied to family, community, immigration, history and belonging. The World Cup offers a chance to tell stories about fan culture, grassroots soccer, Latin American soccer history, gender and power in the sport, and why watching together can feel so meaningful. Public health and mass gatherings Millions of fans travelling across borders and gathering in stadiums, fan zones and public spaces create important public health questions. Cities need to think about disease surveillance, emergency preparedness, health system readiness and health equity — all while hosting one of the most visible events in the world. About ExpertFile ExpertFile helps organizations become the most trusted and visible source of expertise in an AI-driven world. The platform combines expert profiles, content publishing, inquiry management, analytics and media distribution into a single Visible Authority infrastructure - enabling universities, healthcare organizations, corporations and associations to improve how their expertise is discovered, cited and engaged across search engines, AI assistants and media channels. Built-in workflow orchestration, governance controls and compliance oversight help organizations reduce risk and achieve greater impact with existing resources. Trusted by leading institutions including Carnegie Mellon University, the Massachusetts Institute of Technology (MIT) and ChristianaCare, ExpertFile helps organizations unlock the full value of their expertise at scale. The ExpertFile Mobile App connects journalists, conference organizers, policymakers, researchers and industry partners with authoritative expertise across more than 50,000 topics.

Inside the Partnership Between Texas Christian University and Taylor Sheridan’s Four Sixes Ranch

A unique partnership between Texas Christian University and the legendary Four Sixes Ranch is giving students hands-on experience helping shape the future of one of the most recognizable brands in the American West. Recently featured at a major national rodeo event, the ranch’s newly designed retail booth, created by TCU faculty and students, blends heritage-inspired design with modern merchandising, reflecting the ranch’s growing national profile under the ownership of Taylor Sheridan and Nicole Sheridan. “We’re now written into the history of the Four Sixes Ranch.” The collaboration spans fashion merchandising, branding and business strategy, allowing students to contribute directly to product development, retail design and digital marketing initiatives. For students involved, the project offered a rare opportunity to see classroom ideas become real-world products tied to an internationally recognized Texas brand. Faculty members say the partnership reflects TCU’s focus on experiential learning while helping preserve and evolve an important piece of Texas cultural identity. Check out the video TCU and Four Sixes Ranch, and you can read more about this project in the full article below: Looking to connect with Chares Freeman, Kevin Smith, Nicole Bettinger or Rima Shrestha about this exciting project? Simply contact Holly Ellman, Associate Director of Communication, at h.ellman@tcu.edu today.

Villanova Sports Business Expert Bret Myers, PhD, Previews the World Cup

Move over, American football fans. Hello, American… fútbol fans. Soon, the homes of NFL franchises like the Kansas City Chiefs, Dallas Cowboys and Philadelphia Eagles will play host to the 2026 FIFA World Cup, returning to the United States for the first time in 32 years. Through five-plus weeks of action-packed matches, soccer lovers from across the country—alongside more than 1.2 million international visitors—will flock to the nation’s metro areas to take in and celebrate the “beautiful game,” contributing to an atmosphere of revelry, drama and overall excitement. One person adding to the chorus of “olé”s will be Bret Myers, PhD, a sports business expert and professor of the practice of Management and Operations at Villanova University. Formerly a consultant with the Philadelphia Union, the Columbus Crew and Toronto FC, he recently shared some thoughts concerning the upcoming World Cup, its stateside appeal and the latest developments relating to the international contest. Q: The last World Cup game played on U.S. soil took place in 1994. How has soccer’s profile, and the American relationship with the sport, evolved since then? Dr. Myers: Undoubtedly, soccer has grown in this country since 1994 across all relevant metrics—namely, youth participation and academy development, domestic professional league development, TV and streaming viewership and the strength of the national team. A recent Economist survey even identified soccer as the third most popular sport in the country. A lot of that can be attributed to different demographic trends. Many Gen Xers grew up playing and following the sport, and Millennials and younger have become accustomed to engaging with it through social media. The popularity of EA Sports’ FIFA on gaming consoles has also helped with brand and player recognitions domestically. That said, while there have been many positive signs of growth, it is still a complex landscape in the U.S. Major League Soccer (MLS) has increased in quality over its 30 years of existence, but it has been challenging for them to carry the same kind of stature and appeal as the English Premier League, Mexico’s Liga MX, Spain’s La Liga and Germany’s Bundesliga—whose global broadcast rights and merchandising have attracted a lot of American fans due to higher standards of play and tradition. Q: How effective are promotions surrounding the World Cup? And do domestic professional and youth soccer teams benefit from the interest cultivated? DM: Honestly, it doesn’t take much to generate interest in World Cup games. Back in 1994, promotional efforts were arguably more important because soccer was in its infant stages of growth in the U.S., and the ticket prices were accordingly much lower, to spur demand. For this year’s World Cup, there’s an inverse problem. There is so much demand that FIFA is capitalizing with high ticket prices, unfortunately pricing out a lot of avid soccer fans. As for youth soccer and MLS, I don’t see a direct relationship between the promotional effort for the World Cup and the dynamics there. Participation in youth soccer is already high, and it has become a very competitive landscape with a lot of different tiers across multiple age groups, male and female. Meanwhile, MLS interest and ticket sales really boil down to the talent the league attracts. For instance, Lionel Messi’s decision to sign with Inter Miami was an enormous lift factor, bumping up attendance levels and increasing revenue levels for tickets, sponsorships and broadcast rights. Q: This year’s competition marks the first that will feature 48 teams, up from 32 previously. Could you speak about the logic and potential benefits of boosting the number of participants? DM: With the expansion of the World Cup field, there are certainly revenue benefits that come with more matches, more ticket sales, more consumption by fans and more viewership potential. That is the business side of things. From a competition standpoint, the clear beneficiaries are the smaller nations from less competitive continents that get the opportunity to participate, like Curaçao and Cape Verde. These teams are not going to win the World Cup, but they will make things interesting at times in the group phase, as there is always the potential for a surprise knockout or qualification for the next stage. Q: As Sports Illustrated reports, a series of rule changes have been put into effect for the World Cup to “maximize fairness and eliminate the dark arts.” Do you see any of these tweaks meaningfully impacting the product on the pitch? DM: While I think it’s good that FIFA is continuing to examine how to make the game safer, fairer and more exciting, I don’t think the World Cup is the place to experiment. Players should have the chance to get accustomed to rule changes during other types of competitions, so that they can better understand how they are being enforced. That said, in the long term, I think the proposed changes [aimed at preventing time-wasting and feigned injuries] will impact the sport positively. On-field theatrics compromise the integrity of the game, and most fans pick up on it and don’t appreciate it. Q: What elements of the upcoming tourney have you most excited? Are there any particular trends or stories you suggest fans track? DM: Personally, I’m satisfied to see that certain players are defying the traditional notion of an “age curve.” Many countries have players over 35 on their roster, with some of the bigger names being Messi (38), Cristiano Ronaldo (41) and U.S. team captain Tim Ream (38). It is also interesting to see the other end of the spectrum, with emerging talents like Spain’s Lamine Yamal (18) and Brazil’s Estêvão (19). With all the “GOATs” and “young bucks,” it isn’t exactly clear who is effectively the best player in the world right now. It’ll be interesting to see who emerges at the end of the World Cup to stake a claim.

Georgia Southern – East Georgia Campus Athletics joins NAIA

The Georgia Southern University – East Georgia Campus has been officially accepted into the National Association of Intercollegiate Athletics (NAIA), marking a significant milestone in the evolution of athletics on the Swainsboro campus. During its April 12 meeting, the NAIA Council of Presidents approved the application of Georgia Southern University – East Georgia Campus, effective July 1. The institution will begin competition in the Continental Athletic Conference during the 2026–27 academic year. The East Georgia Campus was established through the consolidation of Georgia Southern University and East Georgia State College, with the campus formerly operating as East Georgia State College and competing in the National Junior College Athletic Association (NJCAA). This transition to the NAIA signals a new era of growth and opportunity for student-athletes and the broader campus community. “Acceptance into the National Association of Intercollegiate Athletics marks an exciting new chapter and a defining moment for athletics on the Georgia Southern University – East Georgia Campus,” said Georgia Southern President Kyle Marrero. “As we proudly launch our new identity on the East Georgia Campus in Swainsboro as the Golden Eagles, this milestone reflects both where we are and where we are going. At the heart of this milestone are our student-athletes, and this opportunity expands their ability to compete, grow and represent our campus with pride. This milestone strengthens our ties to institutions committed to excellence, integrity and community, and positions the East Georgia Campus within a vibrant and competitive collegiate athletic community.” Currently, the East Georgia Campus sponsors baseball, men’s basketball, women’s basketball, and softball, with plans to add men’s and women’s cross country beginning this fall. To commemorate this new chapter, Georgia Southern University – East Georgia Campus hosted a public celebration to officially unveil its new Golden Eagles athletics brand, which symbolizes excellence, determination and a bold vision for the future of athletics on the East Georgia Campus. Attendees heard remarks from campus leadership, learned about the inspiration and process behind the Golden Eagles identity, received updates on the campus’s transition to the NAIA, and took part in recognizing the student-athletes who will represent the new identity in competition. Interested in learning more about athletics at Georgia Southern University? Simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.

Georgia Southern University names new dean of the Allen E. Paulson College of Engineering and Computing

Abhijit Bhattacharyya, Ph.D., has been named the next dean of Georgia Southern University’s Allen E. Paulson College of Engineering and Computing. He will begin his role July 1. Bhattacharyya currently serves as the inaugural dean of the College of Engineering and Computer Science at Arkansas State University, where he has led a period of strategic growth focused on student success, workforce development and research expansion. During his tenure, the college launched new academic programs in high-demand fields, strengthened industry partnerships and advanced initiatives supporting student recruitment, retention and career readiness. “I have the honor and privilege to join Georgia Southern at an exciting time in its journey as it soars beyond its current very strong position in the state of Georgia,” said Bhattacharyya. “The energy on campus and within the college was palpable during my visit, and I look forward to working alongside my colleagues to build on that strong foundation and create a national brand.” Prior to his current role, Bhattacharyya held several leadership positions at the University of Arkansas at Little Rock, including interim vice provost for Research and dean of the graduate school, as well as associate dean of Engineering and Information Technology. He began his career as a faculty member committed to teaching, research and service, and remains an active scholar with externally funded research from federal agencies. Bhattacharyya earned his Ph.D. in mechanical and aerospace engineering from Rutgers University, along with a master’s degree in applied mechanics. He also holds a bachelor’s degree in mechanical engineering from the Indian Institute of Technology, Kharagpur. He is a fellow of the American Society of Mechanical Engineers and serves as an ABET program evaluator. Provost and Executive Vice President for Academic Affairs Avi Mukherjee, Ph.D., said Bhattacharyya’s experience and leadership align strongly with the University’s strategic priorities. “Dr. Bhattacharyya brings a proven record of growing engineering education, advancing academic programs, bolstering research, managing accreditation, strengthening industry partnerships and positioning engineering and computer science for long-term impact,” said Mukherjee. “His commitment to faculty excellence, student success and workforce development will be instrumental as we continue to expand opportunities for our students and elevate the national profile of the Allen E. Paulson College of Engineering and Computing.” Looking to connect with Abhijit Bhattacharyya?  Simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.

I’m Seventy. Try to Keep Up

Seventy There it is. Just sitting there. A number that tends to land somewhere between “good for you” and “are you feeling alright?” And before you answer that, let me tell you I am more than alright. I am thriving. Loudly. Definitely with dancing. And with just enough attitude to make a few people slightly uncomfortable, which I have decided is a sign of a life extremely well lived. But first, let me tell you about the plan. ⁂ The Plan Was Magnificent. It Lasted Eleven Minutes The plan was to retire gracefully. Ease into a slower pace. Read more. Maybe garden. Drink better wine. Finally, work through all those documentaries piling up in my queue with the quiet confidence of someone who had absolutely earned the right to nothing. Here is what actually happened. The documentaries stayed in the queue, and the garden did not get planted. I did, however, read one book. Just one. But it turned out to be exactly the right one. David Brooks wrote The Second Mountain: The Quest for a Moral Life, and I picked it up the way you pick up something that does not look urgent, only to find you cannot put it down. Brooks argues that we spend the first part of our lives climbing what he calls the first mountain: the career, the credentials, the identity, the whole elaborate structure of proving ourselves. And then something happens. You reach the top, or you fall off, or the mountain turns out to be considerably smaller than it looked from the bottom. Either way, you end up in a valley, slightly winded, wondering what comes next. And that, Brooks says, is where real life begins. The second mountain. The one you climb not for yourself but for something greater. The one where the question shifts from “what do I want?” to “what does the world need from me?” I read that while sitting in my living room and thought: that is the whole story, right there. There is a phrase I use throughout this blog: try to keep up. I say it because seventy feels faster and fuller than I ever expected, and because it is an invitation, not a taunt. You still have tread on your tires. I mean that warmly. Try to keep up. ⁂ The Valley Was Not Optional My valley arrived without warning or invitation: I lost my job unexpectedly. No graceful wind-down. No farewell luncheon with a tasteful card, no parade! Just the particular silence that follows the end of something you had not quite finished. Nobody glides gracefully from mountain one to mountain two, no matter how it looks on social media. What nobody tells you about retirement, voluntary or otherwise, is that stopping is quite difficult. Not the logistics. The identity. You spend thirty years answering the question “What do you do?” and then one day no one asks anymore. We carefully plan the money. We almost never plan for the morning when your calendar is empty, your inbox is quiet, and no one expects you anywhere. That morning is its own kind of reckoning. Brooks calls this the valley experience, and he is right that it is unavoidable. It is where you shed the old self so a new one can emerge. There are no shortcuts. I tried several. But then I hired a coach. Not just any coach. A thought leadership coach, which sounds very impressive but turns out to involve a great deal of uncomfortable self-reflection and at least one conversation in which the coach tells you to write a blog. “Do your research,” he said. “Find your niche. Share what you know. And honestly, you should probably write a book.” (Thank you, Peter!) I nodded. I smiled. I thanked him warmly. Then I went home, sat down, and had a completely private, entirely dignified meltdown that I will describe only as spirited. Action absorbs anxiety, so once the spirited moment passed, I got to work. Try to keep up. ⁂ The Second Mountain Has a Name. It Is Retire with Equity I started writing. Article after article, something unexpected happened: I found my voice. It turns out my voice is part educator, part agitator, and part hilarious, where kitchen-table logic meets a spreadsheet. I began calling her Aunt Equity, and she has been absolutely delightful company ever since. A word on naming your alter ego after a financial product: no one recommends it. No self-help book has a chapter that says ‘step three, create a persona rooted in home equity solutions and give her a sassy name.’ And yet Aunt Equity arrived fully formed, with opinions, a logo, and an inexplicable amount of charisma. She is part brand, part character, and entirely my fault. I am keeping her. For Brooks, the second mountain is a calling, not a career move. For me, it is a community. The Canadian retirement community. The people who built this country, paid into it, raised children in it, and are now quietly panicking about whether they have enough to keep going. That community. They are my people, and this is my mountain and I have built my company, Retire with Equity to support it. And I will be honest: this mountain is considerably steeper and way more fun. Try to keep up. ⁂ What Is Your Second Mountain? Here is where this stops being about me and starts being about you. The second mountain is not one thing. It is not a prescription. It is not reserved for people who write blogs, build platforms, or have particularly spirited meltdowns. It is waiting for you, wherever you are, whatever you are carrying, whether you are fifty or seventy or somewhere in between and still not entirely sure you are allowed to want something new. The second mountain looks different for everyone, and that is entirely the point. Also, a feature, not a bug. For some people, it is family. Really showing up for grandchildren in ways that a demanding career never allowed. Being present, not just present-ish. Taking the grandkids to school on Tuesdays because Tuesday is your day now and the best day of the week. Becoming the person in the family who holds things together, not because you have to, but because you finally have the time and the wisdom to do it right. For others, it is community. A neighbourhood organization, a cause that has been pulling at you for years, or a faith community that needs exactly the skills you spent a career building. Brooks tells the story of a woman who was moving out of a rough Chicago neighbourhood, looked out the window, saw little girls playing with broken bottles in an empty lot, turned to her husband, and said: we are not leaving. She ended up running a major community organization. She did not set out to build a movement. She just decided not to look away. And then there are the callings that have been patiently waiting in the back of a drawer since approximately 1987. This is my personal favourite category because it is full of people who surprise themselves completely. Andrea, whom I see every week at the gym, spent her late fifties doing something most people her age were emphatically not doing: she went to law school. In London, England. A yearning carried for decades, quietly set aside while she built a career and raised a family. Then one day she stopped being polite about it and went. She is one of the most alive people I know. David discovered painting. Not dabbling. Painting. He picked up a brush at a class a friend dragged him to, and something clicked open that had apparently been waiting for that exact moment. He paints almost every day now, and the look on his face when he talks about it is that of someone who found something he did not know he had lost. If you are sitting there thinking you have left it too long, or that your moment has passed, that is a you problem, and I say that with complete affection. The door is still open. Walk through it. Brooks calls it the place where your deep gladness meets a deep hunger in the world. I think of it as the morning when you wake up and you are not just filling time. You are fulfilling a purpose. Try to keep up. ⁂ What Actually Works (And What Dottie Has to Do With It) I have a ten-pound dog named Dottie. She is the canine embodiment of purposeful living and, frankly, an unsolicited life coach. Full speed, tail up, no apologies. I take notes. The retirements that work, the ones people describe as genuinely meaningful rather than merely solvent, share a few things in common. They move. Consistently, enjoyably, sustainably. The body is not a liability to be managed in retirement. It is an asset, and it responds remarkably well to being treated like one. For me, part of that meant I needed a break from drinking, and the origin story is not glamorous: I woke up one morning and could not remember how the movie I watched the night before ended. That was the moment. What began as a one-month experiment quietly became almost two years. I sleep better, think more clearly, and no longer find myself wide awake at 2 am doing mental arithmetic about nothing. I feel sharper and more energized at seventy than I did a decade ago. The fifties, it turns out, were not the peak. They were the warm-up act. And for the record, I still cannot remember how that movie ended some mornings. Some things are beyond even sobriety. Physical vitality expands your options. Financial clarity reduces your dread. Purpose gives both of those things a reason to matter. Tend to all three. Not perfectly. Just intentionally. Dottie, for what it is worth, nails all three before anyone else in the house has had coffee. If she is the bar, she is not wrong to set it there. Try to keep up. ⁂ A Confession. Then a Celebration Almost five years into this accidental, exhilarating, occasionally terrifying reinvention, I still do not have it entirely figured out. The documentaries remain unwatched. I still cannot tell you how they end. What I do have is this: evidence, personal and otherwise, that the second mountain is real and better. Not easier. Better. Because when you are climbing toward something that matters beyond your own resume, the climb itself changes. The effort feels different. The setbacks feel survivable. And the view, when you get there, means something. You do not need to have it figured out before you start. You just need to take a step. Then another. Then hire a coach, have your spirited moment, and remember: action absorbs anxiety. Say the number out loud, whatever it is. Forty, fifty, sixty, seventy. Say it. Then decide what it means, because that part is entirely up to you. The first mountain shows you what you are capable of. The second one shows you who you actually are. If you have not read David Brooks’ The Second Mountain, put it at the top of the list. The documentaries can wait. I have confirmed this from personal experience. The Friday night of my birthday week, there was an epic dance party at a local brewery, organized by my wife Bonnie, the woman I met on a dance floor thirty-three years ago and have been dancing with ever since. Bonnie deserves more than a shout-out here. She deserves a medal, a monument, and honestly, serious consideration for sainthood. For over three decades, she has lived with my schemes, my pivots, and my absolute certainty that each new thing is the thing. She has never once wavered. Bonnie is the reason any of this works, and the reason that dance floor was full of people who love me. I am, by any objective measure, an extremely lucky person. I am also aware that she will read this, so I want to be clear: yes, I mean every word, and no, this does not get me out of whatever I am currently scheming. The glow of that party remains, and I know I have truly arrived because there was even a party crasher. I named her Mona. Mona could not resist the pull of that much joy and some absolutely kickin’ eighties music. The story of Mona, the early thirties party crasher, is being reserved for another time, but know this: if your birthday celebration attracts a stranger named Mona, you are doing seventy exactly right. The second mountain, it turns out, has a very good playlist. And if you are worried you are not quite ready for it, or that the moment may have passed, I want to leave you with this: you still have tread on your tires. So does everyone in this community. And if you cannot keep up, at least come dance. You might surprise yourself. Just ask Mona. I am seventy. I am on my second mountain. Come find yours. Try to keep up. ⁂ Sue Don't Retire...Re-Wire! My Book is Now Available for Pre-Order I hope you will consider pre-ordering a copy of Your Retirement Reset for you, a friend or loved one. It's available September 8, 2026 - You can now order on the ECW Press site here. And if you love supporting Canadian booksellers, please also check with your local independent bookstore. Most can easily order it for you.

TV News Talent Looks to Build Their Brand on Nontraditional Platforms

Mark Lukasiewicz, dean of The Lawrence Herbert School of Communication, was interviewed by The Hollywood Reporter for the article “With TV News In Free Fall, Anchors Try Breaking Away,” about the trend of TV news veterans leaving the declining world of linear media to build businesses and their brand on social media, podcasts, and other platforms.

How a UF reading program is reaching classrooms worldwide

For more than 25 years, Holly Lane, Ph.D., has been laser-focused on a global educational goal: to ensure that students worldwide have access to information about reading. Her passion project, known as the University of Florida Literacy Institute, or UFLI, has already improved the literacy skills of more than 10 million children. What began as a modest classroom tool now has a Facebook community of over 273,000 members; 18 million online toolbox views; and more than 500,000 instructional manuals in classrooms. And as the UFLI brand gains traction, Lane continues to champion what the acronym means and why the program has been so life-changing. “When you learn to read, you fly,” said Lane, who serves as the UFLI director and a professor of special education at UF. UFLI is an ongoing effort by UF faculty and students to improve literacy outcomes for struggling students by addressing two key areas: reader development and teacher development. The program began in 1998 as a tutoring model for beginning readers working with Lane’s pre-service teachers. The idea was that, if teachers understood how to employ effective, evidence-based practices in a one-on-one tutoring session, they could transfer those skills to their small-group or classroom instruction. However, some teachers struggled to make that transition, so a dedicated small-group lesson model was created. That foundation eventually expanded into a dyslexia support program and caught the attention of a surprising partner, best-selling author and philanthropist James Patterson. Known worldwide for his literacy advocacy and generous support of reading initiatives, Patterson has become a key benefactor for the program. When the COVID-19 pandemic hit, a challenge turned into a breakthrough. UFLI started its Virtual Teaching Resource Hub and, in the first week, about 70,000 teachers visited the site and downloaded materials. The turning point came when a school in St. Augustine reached out to UFLI, asking for professional development. “I said, ‘Well, what if we planned the lessons for you instead of teaching you how to plan these lessons?’” Lane said. What followed was what Lane called her “accidental phonics program.” “They ended the year with the best scores they'd ever seen, better than their pre-COVID scores, and that was unheard of,” Lane said. That success led to an effective district-wide pilot in Alachua County with 21 elementary schools. UFLI leaders decided to publish the contents of the program and create a manual that individual teachers could purchase. This concept boomed, and the program even made waves overseas. “Starting with the virtual teaching hub… we had a huge following in Perth and in Melbourne, and now we have an Australian edition of the manual,” Lane said. “We’ve been in every state and every Canadian province and territory, but we're also now in something like 60-some other countries.” Patterson has continued his support by directing efforts toward expanding UFLI’s reach in Florida, aiming to bring the program to every district in the state. Looking ahead, Lane is especially excited about UFLI’s new technology. “We're calling it our assessment and planning portal,” Lane said. “Teachers assess two skills a week, and they enter their data into this program and it spits out small-group lesson plans for the following week that target specific needs of their students.” The data input system is highly advanced, requiring the teacher to simply hold up work in front of a webcam, and the system then reads the student handwriting and imports the data. The program’s structure also ensures that students apply new concepts daily and revisit them regularly. But behind it all is a deeply connected community. For Lane, the success of UFLI boils down to people. “We have an amazing team here,” Lane said. “If anything, that's my superpower, finding really good people who are really good humans but also really good at what they do.” For more information about UFLI, visit ufli.education.ufl.edu.

Beyond the field: New research highlights how NIL is reshaping college athlete identity

In an era of name, image and likeness, or NIL, many college athletes are thinking differently about who they are — seeing themselves not just as competitors or students, but also as influencers with distinct voices and causes, according to a new study from the University of Florida. Molly Harry, Ph.D., an assistant professor in the Department of Sport Management at the UF College of Health and Human Performance, surveyed 200 athletes from 21 Power Four universities to better understand how NIL, which refers to the rights of college athletes to earn money through endorsements, sponsorships, social media promotions and other commercial opportunities, has impacted the way athletes perceive their roles and identities. “Historically, we’ve viewed them (college athletes) through the lens of athletics or academics, but they’re daughters, brothers, role models, and increasingly, they’re now cultivating public personas and marketing skills.” —Molly Harry, Ph.D., an assistant professor in the Department of Sport Management The findings, published Friday in the Sociology of Sport Journal, reveal a growing recognition among athletes that they are more than the two-dimensional “student-athlete” model that is traditionally used in research and policy. “With the shift in NIL policies, athletes are starting to develop roles and identities related to that of the influencer,” Harry said. “Historically, we’ve viewed them through the lens of athletics or academics, but they’re daughters, brothers, role models, and increasingly, they’re now cultivating public personas and marketing skills.” Through survey responses across seven major sports — football, baseball, men’s and women’s basketball, gymnastics, volleyball and softball — Harry and UF doctoral student Hannah Kloetzer examined athletes' engagement with NIL opportunities, as well as the personal sacrifices they made to pursue them. They found that many athletes now view NIL as a platform to promote causes they care about, build connections with their communities and explore career pathways after college. One softball player described the value of NIL in a way that highlights the broader impact: “It’s been great to feel seen and have your hard work in a sport help in other parts of life. It’s really nice to use NIL on a resume as marketing experience.” Athletes surveyed said they found deals not just with big-name brands, but more often with local businesses like restaurants, boutiques and community partners. This entrepreneurial approach often required initiative and personal outreach, something many athletes had to learn on their own. “Some athletes told us they felt lost when trying to navigate NIL,” Harry said. “Others shared how they reached out to local businesses or organized their own camps.” One particularly striking finding, Harry said, was that some athletes were making athletic sacrifices — like spending less time training — to pursue NIL work, a shift that underscores the importance of these opportunities. Harry stressed that while no one reported skipping practices, athletes did acknowledge shifting their priorities to make room for NIL-related endeavors. “If you’re willing to give up something in your athletic routine, that speaks volumes about how central NIL — and influencer identities — could become for some athletes,” she said. Another key insight: football players of color from low socioeconomic backgrounds were most likely to self-identify as influencers. This emerging pattern stands in contrast to perceived broader trends in the social media world. “That was one of the most fascinating takeaways,” Harry said. “We have this unique subset of influencers — college football athletes — that are starting to enter this space.” Harry’s research builds on a growing conversation in the academic community about the evolving identity of college athletes. A few conceptual pieces have previously proposed the idea of a “student-athlete-influencer,” but Harry’s team is one of the first to gather empirical data to back it up. This new perspective has broad implications for how universities and organizations like the NCAA support college athletes, both during their playing years and as they prepare for life after sport. “As fans, we often see athletes as commodities on the field,” Harry said. “But they’re humans first, and they’re starting to recognize their own value and tap into their potential beyond the playing field.” In addition to academic and athletic support, Harry believes universities should invest in more targeted resources tailored to influencer pressures, like mentorship opportunities and training that goes beyond basic social media etiquette. “Athletes who take on influencer roles may deal with unique stressors, whether it’s comparing engagement numbers or coping with public scrutiny,” she said. “It would be valuable to provide opportunities where athlete-influencers can support each other, share strategies and protect their mental health.” A football player who participated in the study summed up the broader potential of NIL: “I’m very appreciative of NIL opportunities and the ability to continue to grow my camp and greater brand outside of my football program.” Looking ahead, Harry plans to explore this evolving identity through more qualitative research, with a focus on what it truly means to be an “influencer” in the context of college athletics. “Athletes are more than football players. They are more than swimmers,” she said. “They are people who we walk with on our college campuses, and they are people who bring value to our society in a host of ways.”

Scientist’s cat, again, helps discover new virus

Pepper, the pet cat who made headlines last year for his role in the discovery of the first jeilongvirus found in the U.S., is at it again. This time, his hunting prowess contributed to the identification of a new strain of orthoreovirus. John Lednicky, Ph.D., Pepper’s owner and a University of Florida College of Public Health and Health Professions virologist, took Pepper’s catch — a dead Everglades short-tailed shrew — into the lab for testing as part of his ongoing work to understand transmission of the mule deerpox virus. Testing revealed the shrew had a previously unidentified strain of orthoreovirus. Viruses in this genus are known to infect humans, white-tailed deer, bats and other mammals. While orthoreoviruses’ effects on humans are not yet well understood, there have been rare reports of the virus being associated with cases of encephalitis, meningitis and gastroenteritis in children. “The bottom line is we need to pay attention to orthoreoviruses, and know how to rapidly detect them,” said Lednicky, a research professor in the PHHP Department of Environmental and Global Health and a member of UF’s Emerging Pathogens Institute. The UF team published the complete genomic coding sequences for the virus they named “Gainesville shrew mammalian orthoreovirus type 3 strain UF-1” in the journal Microbiology Resource Announcements. “There are many different mammalian orthoreoviruses and not enough is known about this recently identified virus to be concerned,” said the paper’s lead author Emily DeRuyter, a UF Ph.D. candidate in One Health. “Mammalian orthoreoviruses were originally considered to be ‘orphan’ viruses, present in mammals including humans, but not associated with diseases. More recently, they have been implicated in respiratory, central nervous system and gastrointestinal diseases.” The Lednicky lab’s jeilongvirus and orthoreovirus discoveries come on the heels of the team publishing their discovery of two other novel viruses found in farmed white-tailed deer. Given the propensity of viruses to constantly evolve, paired with the team’s sophisticated lab techniques, finding new viruses isn’t entirely surprising, Lednicky said. “I’m not the first one to say this, but essentially, if you look, you’ll find, and that’s why we keep finding all these new viruses,” Lednicky said. Like influenza virus, two different types of orthoreovirus can infect a host cell, causing the viruses’ genes to mix and match, in essence, creating a brand new virus, Lednicky said. In 2019, Lednicky and colleagues isolated the first orthoreovirus found in a deer. That strain’s genes were nearly identical to an orthoreovirus found in farmed mink in China and a deathly ill lion in Japan. How in the world, the scientific community wondered, could the same hybrid virus appear in a farmed deer in Florida and two species of carnivores across the globe? Some experts speculated that components of the animals’ feed could have come from the same manufacturer. With so many unanswered questions about orthoreoviruses and their modes of transmission, prevalence in human and animal hosts and just how sick they could make us, more research is needed, DeRuyter and Lednicky said. Next steps would include serology and immunology studies to understand the threat Gainesville shrew mammalian orthoreovirus type 3 strain UF-1 may hold for humans, wildlife and pets. For readers concerned about Pepper’s health, rest assured. He has shown no signs of illness from his outdoor adventures and will likely continue to contribute to scientific discovery through specimen collection.    “This was an opportunistic study,” Lednicky said. “If you come across a dead animal, why not test it instead of just burying it? There is a lot of information that can be gained.”