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Today’s Case

Duck Donuts launches partnership to support NCAA athletes; Penn State cornerback Storm Duck is first athlete

Duck Donuts announced the launch of Elite Duckletes, the brand’s first partnership program supporting college athletes that provides them sweet treats and coffee during their sports and academic seasons.

The program’s first athlete is Penn State cornerback Storm Duck. “I’m really excited for the opportunity to work with Duck Donuts,” says Storm Duck. “I thought it was the perfect opportunity to elevate my personal brand with a company whose core values I align with. This is just the beginning of a long partnership with them!”

Elite Ducklete athletes will receive exclusive perks, including:

• Digital Elite Ducklete Trading Card

• Starter press kit with Duck Donuts merchandise to sport on and off the field

• Access to monthly collaboration offers for free products during the sports season

The Verdict:

• This is done in good taste (pun intended)

  • The organization is entering the NIL space in a pretty solid way - one that other food/beverage companies can emulate by creating an athlete ambassador program and build a loyal following to Duck Donuts via the athlete’s social media followers.

  • Also a big fan of the organic nature of the deal (Storm Duck x Duck Donuts), which creates a more natural feel to the partnership.

    • Speaking of organic: Duck Donuts currently does not have a location in Eugene, Oregon - home of the Oregon Ducks. Given the company’s newfound push into NIL, this makes TOO much sense to fast track a store to Eugene and create a strong NIL program with Oregon student-athletes.

• Given the above benefits of the Elite Ducklete program, it would be nice to see some type of discount code given to followers to leverage on purchasing Duck Donuts products. (ie., use code STORM10 for 10% off your next Duck Donuts online order.)

  • This would allow the company to measure the success of each Elite Ducklete athlete, while also giving said athletes a way to further connect with fans.

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