In today’s evolving sports landscape, the intersection of athletic talent and personal branding is reshaping how players engage with their audience. The rise of podcasts, YouTube channels, and other media platforms has provided athletes with unprecedented opportunities to connect directly with fans. Taking full advantage of this trend are Alabama Crimson Tide star freshmen Ryan Williams and Jaylen Mbakwe, who have teamed up to launch their own media project—and the results have been nothing short of remarkable.
Their “New Wave Podcast,” which debuted on YouTube on September 2, has already garnered over 120,000 views across just three episodes, demonstrating the power of blending football fame with digital content.
Mbakwe, speaking on one of the episodes, expressed surprise at the overwhelming reception and how quickly they’ve built an audience. “We were always in front of cameras, and one day we thought, why not start a podcast?” Mbakwe explained, highlighting how natural the transition to media felt for them.
Long before their Alabama days, Williams and Mbakwe were familiar foes, having faced off in the 2023 6A state championship and crossed paths during recruitment events. Their on-field rivalry quickly evolved into a close friendship, culminating in their collaboration for the 2024 Under Armour All-American Game. That experience sparked the initial conversation about launching a podcast, which they made a reality once they arrived in Tuscaloosa.
Williams shared how supportive the Alabama community has been, noting the excitement surrounding the show. “We were going to do it out of our dorm, and the response was incredible. Alabama has done an amazing job allowing us to express ourselves through this platform,” Williams said.
Mbakwe echoed those sentiments, calling Williams his closest friend and recounting how they had talked for years about doing a podcast together. Even during recruitment, the legendary Alabama coach Nick Saban—now retired—encouraged them to explore opportunities like this. Saban had highlighted the school’s cutting-edge NIL center as a perfect place for student-athletes to develop such ventures.
On the field, Williams and Mbakwe are already making significant contributions to the Crimson Tide’s success. Williams, Alabama’s standout receiver, has racked up 285 yards and four touchdowns in the first three games, securing his spot as a starter from day one. Mbakwe, meanwhile, has impressed as a cornerback, tallying four tackles and stepping into the punt returner role following an injury to Cole Adams.
The duo’s podcast has even attracted interest from notable figures, including former Alabama wide receiver Jermaine Burton, now with the Cincinnati Bengals, who has expressed a desire to appear on the show. And, according to Mbakwe, they’re aiming even higher. “Everybody wants Coach Saban on there, so hopefully sooner than later, man. It’s definitely a possibility,” he teased.
With their media venture thriving and their football careers on the rise, Williams and Mbakwe are proving that they’re not just stars on the field—they’re building their brands for the future.