Caleb Williams With The Sweetest NIL Deal Yet

USC quarterback and Heisman Trophy winner Caleb Williams has landed another major Name, Image, and Likeness (NIL) brand deal. This time, the 22-year-old is partnering with a brand that represents one of his favorite snacks. 

The perfect partnership

On January 18, the popular gummy candy brand, Trolli, announced its partnership with Williams. The news comes right after Williams announced his official declaration for the 2024 NFL Draft. 

“I’ve been a fan of Trolli’s Sour Brite Crawlers ever since youth football, and fans have even caught me sneaking them in on the sidelines during games throughout my college career,” said Caleb Williams.”

Williams has teamed up with the brand to create an exclusive, limited-edition line of Trolli Sour Brite Crawlers. The “Caleb Williams Mix” features sour cherry-lemon gummy worms that represent his alma mater, USC’s signature red and gold. 

“Trolli partnered with Caleb given this authentic fandom of our various sour gummi products. Just like Trolli, Caleb Williams pushes boundaries and always brings an element of excitement and thrill on and off the field, making him the perfect partner for the brand,” said Tia Craddock, Brand Manager for Ferrara Candy Company.

This is the brand’s first partnership with a projected first-round draft pick, Brand Innovators says. Trolli was involved in a viral social media video showing a Rice University strength and conditioning intern handing out the brand’s gummies to players during one of their games this past season. More information about the viral video can be found here.

Exciting opportunity for fans

A few fans will be lucky enough to try out these gummies, too. Through February 18, Trolli is holding a national online sweepstakes. They will select 4,000 fans to win Williams’ gummy mix, according to PR NewsWire. 

In addition, five lucky fans will also win exclusive Trolli merchandise signed by the brand’s “MVW” or “most valuable worm,” Caleb Williams.

Individuals can enter at this link.

A dream come true for Williams

This isn’t Williams’ first time publicly stating his love for Trollis. In September he shared 10 things he can’t live without in an interview with GQ Magazine. 

“Octopus is the best kind for Trollis, to be honest with you,” said Williams. Whether I’m at practice, in class, playing a game, watching a movie, lying on the couch, [or] playing with my dog, I have candy everywhere. I have a candy drawer at my apartment. In the meeting room, we have a candy bin. During games, we have a candy box that travels with us. [There’s] candy everywhere.”

Trolli gummies were number 7 on the list, among items like his dog, ginger beer, and sneakers.

When his partnership with the candy brand was released, Williams shared just how excited he was.

“My friends and teammates have always joked about how much I love them so having my own personal “mix” with this partnership with Trolli is truly a dream come true,” On3 writes. “I’m super excited to share these special packs with everyone!”

Williams is likely to receive more NIL deals leading up to the draft. Make sure to keep an eye out for anything else the star QB might be promoting.

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.