The era of Name, Image, and Likeness (NIL) deals has completely shaken up college sports. Now, student-athletes can cash in on their personal brands in ways nobody really saw coming.
Some deals feel like pure business, but others are so spot-on for the athlete’s name or vibe that you can’t help but think it was meant to be. Let’s check out a few of the most memorable, genuinely on-brand NIL partnerships—proof that creativity and chance can collide in the wildest ways in college athletics.
The NIL Revolution: A New Dawn for Student-Athletes
The NCAA used to have strict rules stopping student-athletes from making money off their name, image, or likeness. That all changed after a big Supreme Court decision in 2021.
Since then, college sports’ financial world has flipped. Some fans worry about what it means, but honestly, NIL deals have opened doors for student-athletes to really build their brands.
Decoldest Crawford and SOS Heating & Cooling
One of the earliest NIL deals to go viral? Decoldest Crawford—a high school football star from Louisiana. His name alone made him an internet sensation.
When he got to Nebraska in 2022, he signed with SOS Heating & Cooling, an Omaha HVAC company. Even with injuries and a few school changes, Crawford’s partnership with them is still a great example of how a unique name can turn into marketing gold.
Ga-Quincy “Kool-Aid” McKinstry and Kool-Aid
Ga-Quincy McKinstry, who goes by “Kool-Aid” (thanks to his grandma), landed a deal with the actual Kool-Aid drink brand. Playing cornerback at Alabama, this pairing just made sense—it’s almost too perfect.
After going pro in 2024 with the New Orleans Saints, McKinstry’s brand only got bigger. Seriously, who wouldn’t remember a football player named Kool-Aid?
General Booty and Rock ‘Em Socks
General Maximus Axel Booty—yeah, that’s really his name—got plenty of attention before he even stepped on the field. He teamed up with Rock ‘Em Socks after transferring to Oklahoma in 2022.
The deal? Socks and underwear with his name on them. Even though he bounced around a bit during college, this one stands out as a fun, clever use of NIL.
Dieunerst Collin and Popeyes
Remember the kid from the viral side-eye meme? That’s Dieunerst Collin. He turned his internet fame into an NIL partnership with Popeyes after publicly wishing for it.
Popeyes went for it, and Collin became one of the more recognizable faces in NIL. Even though he didn’t get much playing time at UT-Permian Basin, his Popeyes deal shows just how far a meme can go these days.
Innovative NIL Deals: Beyond the Ordinary
Some NIL deals are just standard endorsements. But a few are so creative, they almost feel like inside jokes between the athlete and brand.
Iowa State’s “Purchase More Ham And Bacon” Campaign
In 2023, the Iowa Pork Producers Association pulled off a genius move. They partnered with Iowa State players Myles Purchase, Tyler Moore, Tommy Hamann, and Caleb Bacon.
The campaign slogan? “Purchase More Ham And Bacon.” It’s witty, and honestly, pretty catchy. They even added Alec Cook and Zach Lovett to the mix, making sure the pun reached as many fans as possible.
Jake Retzlaff and Manischewitz
BYU quarterback Jake Retzlaff leaned into his “BY-Jew” nickname and linked up with Manischewitz, the kosher food company. He promoted matzo and potato latke mix, which is just not something you see every day in college football.
Being a Jewish athlete at a mostly Mormon school made this partnership stand out. It’s rare, and somehow, it just worked.
Bijan Robinson and Bijan Mustardson
Texas running back Bijan Robinson saw a chance with his name sounding like “Dijon.” So, he launched his own mustard brand—Bijan Mustardson.
It’s clever, and honestly, kind of hilarious. He also landed deals with Lamborghini, C4 Energy, and Raising Cane’s, showing he knows how to play the NIL game.
Mohamed Ibrahim and Gushers
Mohamed Ibrahim, who played for Minnesota, got spotted eating Gushers on the sideline. Next thing you know, he’s got a partnership with them and even a custom flavor called “Touchdown Splash.”
It’s proof that even a small, random moment can turn into a legit NIL deal if you play your cards right.
Expanding the NIL Horizon: Non-Football Athletes
Football players get a lot of the spotlight, but athletes from other sports have snagged some cool deals too. These examples show NIL isn’t just for the gridiron crowd.
Jeremy Roach and Darianna Littlepage-Buggs with Raid
Basketball players Jeremy Roach and Darianna Littlepage-Buggs teamed up with Raid, the pest control brand. Roach played at Duke before moving to Baylor, and Littlepage-Buggs is a Baylor standout.
Why them? Their last names fit perfectly with the brand. It’s a little tongue-in-cheek and a reminder that sometimes, a good pun is all you need for a memorable NIL deal.
John Daly II and Hooters
John Daly II, son of golf legend John Daly, landed an NIL deal with Hooters. His dad’s been linked to the restaurant chain for years, so Daly II partnering up just feels right.
Even after Hooters filed for bankruptcy, the deal stands out. It’s a pretty memorable example of how family ties can play out in the NIL world.
The NIL era has sparked a wave of creative partnerships between athletes and brands. Some of these deals are clever, others just go viral for reasons nobody can quite predict.
If you’re curious for more quirky examples, the full article over at Brobible is worth a look.
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