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Today’s Case

College basketball stars Bryce Hopkins, Kyle Filipowski release chips with Snack Fanatics

NIL Chips: Coming to a store near you.

Kyle Filipowski of Duke and Bryce Hopkins of Providence recently signed NIL deals with Bite Brands and Haystack Sourcing Solutions to release Snack Fanatics Chips. Filipowski will have a signature Hot Honey BBQ Potato Chip flavor, while Hopkins will have a Buffalo Wing Blue Cheese Potato Chip flavor.

The chips are expected to be available at select stores across the United States and on Amazon.

Filipowski: “It’s awesome to join the initial Snack Fanatics lineup. It’s a great way to support me and enjoy delicious chips at the same time.”

Hopkins: “These Buffalo Wing Blue Cheese chips are going to be your new gameday favorites!”

The Verdict

• CPG is a natural fit for NIL

  • Consumer Packaged Goods continues to be a big winner in the NIL space with college athletes and their followers - largely due to being tangible (chips) and affordability of products (especially for fellow college students).

  • Also, college athletes like to snack (they are human, too, after all), and partnering with companies for products they enjoy makes sense.

• Not the first NIL chips deal

  • In August 2022, Missouri receiver Luther Burden signed with Old Vienna, with the company releasing a Honey Barbeque flavor of their Red Hot Riplets with Burden’s image and autograph on every bag for a month.

  • Marvin Harrison Jr. starred in an NIL deal with Grippo’s Chips, with his own Hot Honey BBQ chips.

• What CPG products will be the next big NIL boom?

  • Chips, water, and energy bars and drinks are pretty commonplace among NIL deals. However, is there a new or untapped category that will gain steam amongst college athlete partnerships?

  • I could see more CPG deals that lean towards sustainability and clean sources. (No fillers in products, very few ingredients, ethically sourced, etc.)

NIL does not work!

Student-athletes need to be proactive in order to land deals. Check out this video for more!

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