Luther Burden III Genius Marketing for NIL Deal

Not many college athletes can say they are the face of a food. In fact, former Ohio State Buckeyes wide receiver Marvin Harrison Jr. was one of only several college athletes to advertise their personal flavor of a snack (Grippo’s Chippos). Former Texas Longhorn Bijan Robinson even created his own culinary product (Bijan Mustardson Mustard). 

Mizzou wide receiver Luther Burden III is officially part of this exclusive club with this unique product.

In August of 2022, Burden announced a new flavor of Old Vienna of St. Louis chips. He represents the brand’s limited edition Honey BBQ flavor of the Red Hot Riplets Potato Chips.

The bags featured Burden’s picture and signature and were sold at Schnucks grocery stores all over Missouri throughout August. Now, they can be purchased on sites such as Amazon or by various sellers on eBay. 

Burden’s big statement

Burden’s deal was going according to plan until rumors sparked about former Mizzou wide receiver Dominic Lovett. Lovett had just entered the transfer portal and fans were worried about Burden’s future with the team.

However, Burden wasn’t budging.

With the help of his former Name, Image, and Likeness (NIL) agent Demetrious Johnson, Burden decided to address two things at once. By posting a photo of a chip on his shoulder, he shut down rumors while advertising his chip deal.

“I’m now playing with a CHIP on my shoulder in this Bowl Game,” Burden posted according to 247Sports. “Let’s Go To Work!!! I’m not going anywhere – Tiger for Life – MIZ!!! Go to Schnucks and grab a bag of LB3 Chips so you can snack like you have a CHIP on your shoulder during the Big Game too!!”

Burden’s current NIL agent Chris Bailey recalls the issue saying, “Timing-wise it was one of those perfect storms for the situation. … It was a way to not only quell some of (the rumors) but try and do it in a way that was advantageous,” 247Sports reports.

A bright future for Burden

Johnson, a former defensive back for the Tigers, spoke highly of Burden after the incident, noting his commitment to being a good person, not just an athlete or a businessman. 

“This kid absorbs the things you say to him. He listens to you. But the thing that makes him different than any superstar athlete… he’s the most humble young man I’ve met,” Johnson said. 

Today, Burden has multiple deals surrounding the St. Louis area including Old Vienna, Imo’s Pizza, and Missouri-driven NIL collective Every True Tiger Foundation. Johnson passed away shortly after helping Burden through the situation. However, his and Burden’s plan to stay with Missouri clearly worked wonderfully.

He is likely to ink even more NIL deals, as well.

In terms of his future as a football player, sources such as Pro Football Focus and NFL Draft Buzz describe Burden as a highly-rated prospect. Make sure to keep an eye on this wide receiver because he is likely to have a very promising future.

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.