Five college live animal mascots sign NIL deal with national pet food brand
The Farmer's Dog has signed a three-year NIL partnership with five college live animal mascots, marking what the company describes as the first such deals for live animal mascots. The five dogs involved represent the University of Tennessee, the University of Georgia, the University of Connecticut, the University of Tulsa, and the University of Washington. Under the agreement, The Farmer's Dog will provide meals and treats for the animals, and brand representatives will appear at campus events including tailgates and stadium appearances. The company will also fund a small animal veterinary nutrition residency at the University of Tennessee and the University of Georgia.
They're the first live animal mascots to be paid for their name, image and likeness, the company says.
Why it matters
For brands: This deal demonstrates an unconventional NIL activation strategy, using live animal mascots as brand ambassadors to reach deeply loyal college fan bases at five schools.
For collectives: The partnership signals that NIL creative structures continue to expand well beyond student-athletes, potentially opening new sponsorship categories for universities.
Read the full story at Yahoo Sports
Sources
- Yahoo Sports: Tired of being left on the sidelines, Smokey XII strikes NIL deal