5 of The Best Food-Related NIL Deals

If there’s one thing all fans love, no matter the team, it is food. Name, Image, and Likeness (NIL) deals involving food are popping up everywhere. Here are five of the best deals from the 2024 draft class.

Joe Milton III – McDonald’s

Tennessee QB Joe Milton partnered with McDonald’s to create the “Milton Meal” in September. This order included a Big Mac, medium fry, a large sweet tea, and a sweet-n-sour sauce to match Milton’s personal order. The price ($7 before taxes and other fees) even matched his jersey number.

It is unclear when the promotion ended, but the meal was available at six Tennessee locations.

Javon Bullard – Cookie dough

Another creative food NIL deal comes from Georgia safety Javon Bullard. The Bulldog teamed up with Gaines Group Activations and Alumni Cookie Dough last June to concoct his own flavor of cookie dough called “Bullard’s Buckeye Cookie Krunch.” 

The snack consists of candied buckeyes (chocolate-covered peanut butter balls), plus Oreo Cookies, and Reese’s Peanut Butter Cups, two of Bullard’s personal favorites. 

One representative from Gaines Group Activations said the company wanted to make the flavor “crunchy” to represent Bullard’s impressive performance against Ohio State at the 2022 Peach Bowl.

“I thought it was a blessing, man, to have a cookie dough named after myself and the team we played,” Bullard told Online Athens. “It’s pretty funny, and I feel like it’s good for advertising.”

Marvin Harrison Jr. – Chipotle

Speaking of Ohio State, wide receiver for the Buckeyes, Marvin Harrison Jr. has his own unique NIL deal, as well. In September, Harrison and several of his teammates partnered with Chipotle to create a commercial.

Because Chipotle is an official sponsor of Ohio State athletics, producers were able to shoot the commercial inside the Chipotle restaurant on campus, plus in parts of the football locker room. Players were also able to wear OSU uniforms and apparel that included the school’s logo. 

Brock Bowers- Met-Rx

Probably one of the best food-related partnerships involves Georgia tight end Brock Bowers and MET-Rx. Although not as well known as some of the other big-name culinary companies, Bowers’ deal is perfectly suited for him.

Just 26 days after receiving surgery on his ankle, Bowers returned to the field, demonstrating his impressive strength and resilience.

“As an athlete, I understand the importance of proper nutrition to accelerate muscle recovery and achieve peak performance,” said Bowers. “MET-Rx is a brand athletes can depend on for an assist to power through a tough workout or recover after a big game.”

Caleb Williams – Wendy’s

Finally, USC quarterback Caleb Williams partnered with Wendy’s in August of 2023. 

Like Milton, Williams is advertising a new meal. However, the Loaded Nacho Cheese Burger wasn’t Williams’ creation and it is still available today at all Wendy’s locations.

The 2022 Heisman Trophy recipient starred in the commercial with 2004 Heisman Trophy winner Matt Leinart. However, Williams receives much more recognition as the Wendy’s employee has no idea who Leinart is. 

Victoria Jonach is an aspiring writer and media analyst fascinated by what kinds of activities players participate in off the football field. Growing up in New Jersey, she is a New York Giants fan and attends Rutgers University, pursuing a career in Journalism and Media Studies. She writes for FirstRoundMock.com covering anticipated draft picks and their acts of volunteerism, entrepreneurship, and other interests that shape these individuals.