The NCAA’s shift to allow student-athletes to profit from their name, image, and likeness (NIL) has revolutionized college sports. While some fans have mixed feelings about this change, it has opened the door for some creative and on-brand sponsorship deals.
These partnerships highlight the creativity of brands. They also showcase the unique personalities and stories of the athletes involved.
From HVAC companies to kosher food brands, the world of NIL deals is as diverse as the athletes themselves.
Decoldest Crawford: A Cool Partnership with SOS Heating & Cooling
Decoldest Crawford’s name made him a viral sensation during his high school football days in Louisiana. His first NIL deal came quickly after enrolling at Nebraska in 2022, as he teamed up with SOS Heating & Cooling.
The Omaha-based HVAC company saw a perfect opportunity to use Crawford’s unique name to promote their air conditioning services. Although Crawford’s college career has included several transfers, his initial NIL deal stands out as a perfectly matched partnership.
Ga-Quincy McKinstry: Kool-Aid’s Perfect Fit
Ga-Quincy McKinstry, known as “Kool-Aid” since birth, found a natural sponsor in the iconic drink brand. The Alabama cornerback signed an NIL deal with Kool-Aid ahead of his freshman season, capitalizing on the nickname given to him by his grandmother.
After declaring for the NFL Draft in 2024, McKinstry was drafted by the Saints. His partnership with Kool-Aid remains a highlight of his college career.
General Booty: Rock ‘Em Socks and More
When General Maximus Axel Booty transferred to Oklahoma in 2022, his name alone generated significant buzz. Rock ‘Em Socks created a line of socks and underwear featuring Booty’s name.
This branding move highlighted Booty’s unique moniker and showcased the potential for creative NIL deals. Although Booty later transferred to Louisiana-Monroe, his partnership with Rock ‘Em Socks remains memorable.
Dieunerst Collin: From Viral Meme to Popeyes Partnership
Dieunerst Collin became known for his viral side-eye meme. He turned his internet fame into an NIL deal with Popeyes after enrolling at Lake Erie College.
Popeyes responded to Collin’s interest in a partnership. Collin’s journey from meme star to college football player and brand ambassador shows the diverse opportunities NIL deals can offer.
Iowa State’s Pork-Themed Quartet
The Iowa Pork Producers Association made a clever NIL deal with four Iowa State football players: Myles Purchase, Tyler Moore, Tommy Hamann, and Caleb Bacon. The campaign encouraged fans to “Purchase More Ham And Bacon,” earning the Sports Business Journal’s nod for the best NIL deal of 2023.
The association expanded the campaign in 2024 to include Alec Cook and Zach Lovett. Their message continued in a fun and engaging way.
Jake Retzlaff: The “BY-Jew” Quarterback
Jake Retzlaff, a Jewish quarterback at BYU, earned the nickname “BY-Jew.” He secured an NIL deal with Manischewitz, a kosher food company.
Promoting products like matzo and potato latke mix, Retzlaff’s partnership highlights how NIL deals can celebrate an athlete’s cultural identity.
Bijan Robinson: From Running Back to Condiment Creator
Texas running back Bijan Robinson landed partnerships with Lamborghini, C4 Energy, and Raising Cane’s. His most unique deal was for a condiment called Bijan Mustardson.
Capitalizing on the rhyme between his first name and “Dijon,” this partnership showcased Robinson’s marketability. It also showed the potential for innovative NIL deals.
Mohamed Ibrahim: Gushers’ Touchdown Splash
Former Minnesota running back Mohamed Ibrahim was spotted eating Gushers on the sideline during a game. This led to an NIL deal with the fruit snack brand and a custom pack called “Touchdown Splash.”
Ibrahim’s partnership with Gushers is a fun example of how NIL deals can turn spontaneous moments into marketing gold.
Jeremy Roach and Darianna Littlepage-Buggs: Raid’s Dynamic Duo
Jeremy Roach and Darianna Littlepage-Buggs, both basketball players at Baylor, were tapped by the pest control brand Raid for an NIL deal in 2024. Roach, who was still at Duke when the deal was signed, and Littlepage-Buggs were chosen for their fitting last names.
This partnership is another example of how brands can creatively use athletes’ names for marketing campaigns.
John Daly II: Hooters’ Official Ambassador
John Daly II, son of the famous golfer, secured an NIL deal with Hooters in 2022.
Known for his father’s long-standing association with the restaurant chain, Daly II’s partnership was a natural fit.
Serving as an official ambassador, Daly II’s deal with Hooters highlights the potential for family legacies to play a role in NIL agreements.
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