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Today’s Case

Tennessee's Bru McCoy signs NIL deal with Moonshine Mountain Cookie Co.

There’s a new cookie monster in Knoxville.

Moonshine Mountain Cookie Co. named wide receiver Bru McCoy as its cookie monster for the upcoming season. It’s the third consecutive year the brand has run the NIL campaign, working with a star Vol player each time.

Dubbed “Get Two With Bru”, if the receiver catches two touchdown passes in any game this year, Moonshine Mountain Cookie Company will give away two free cookies per person.

The partnership debuted in 2021 with defensive back Alontae Taylor, and followed up last year featuring fellow wide receiver Cedric Tillman.

McCoy via Instagram: “Excited to be this year’s Cookie Monster! Best cookies in Knoxville and it ain’t close!”

The Verdict:

• On-field performance leading to off-field benefits for fans

  • Similar to the Taco Bell-MLB World Series “Steal a Base, Steal a Taco” campaign, fans will be rooting for McCoy to score multiple touchdowns in games this season - and take advantage of multiple cookies.

  • Would also love to see this NIL deal spread to other Vol athletes with similar in-game incentives. (Free cookies for 25 points scored in a basketball game, two goals in soccer, etc.)

• This should lead to more NIL deals for McCoy

  • McCoy is a highly-touted transfer receiver and should have a big impact on the field this year.

    • This will hopefully translate to more NIL deals for him off the field, as his only other NIL to date is with Perfect Hydration Water.

      • He’s also a member of the NIL Collective The Volunteer Club.

I’m hosting an NIL for Parents Webinar on Wednesday, August 16!

Topics include (but not limited to) What is NIL, what parents should ask schools, and how to get started.

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Court is adjourned. Go be great!!