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Ahead of last season’s Orange Bowl, North Carolina quarterback Sam Howell made a stunning admission: he never ate steak. No cheeseburgers or seafood either. His teammates teased him endlessly, he said, but he was just a chicken.
Howell turned that culinary shot into a new marketing deal on Wednesday, teaming up with North Carolina-based Bojangles on a new social media campaign in what is one of the most high-profile endorsements since that the NCAA opened the door for all athletes to earn their Name, Image and Likeness (NIL) revenue on July 1.
“Honestly, I thought that someday something like this could be in play, but I never thought it would happen so soon,” said Howell, who grew up in Union County, Carolina. North, minutes from Bojangles headquarters in Charlotte. ESPN. “But it’s a once-in-a-lifetime opportunity, and it’s been a cool experience.”
Howell and Clemson quarterback DJ Uiagalelei are the first college athletes to partner with Bojangles, who already works with several SEC and ACC schools. Both players will use their social media feeds to promote the brand, while making various in-person appearances in the coming months.
When the new NIL rules opened the door to mentions, Jackie Woodward, director of marketing for Bojangles, said the company had a number of varsity athletes contacting directly via social media in hopes of partnering with the Mark. Howell and Uiagalelei came up with two top options that fit Bojangles’ target market perfectly, she said.
“More than anything, we felt like the Bojangles fans are college sports fans,” Woodward told ESPN. “It’s an extension of what matters to our customers and fans.”
Bojangles is one of the most recognizable brands to partner with varsity athletes since the new NIL rules came into effect. Other big deals include Boost Mobile, which works with Fresno State basketball players Hanna and Haley Caviinder, and PetSmart, which has teamed up with Arkansas wide receiver Trey Knox. Meanwhile, Alabama coach Nick Saban said on Tuesday that quarterback Bryce Young was already approaching $ 1 million in NIL earnings after less than a month on the market.
Howell said he was initially reluctant to enter the NIL market, wanting to prioritize opportunities that would give back to the community and also benefit his teammates. After hiring marketing firm ESM to manage his NIL contracts, Howell said Bojangles was a perfect fit.
“The main thing for me was that I never want there to be a conflict where I have to neglect my football homework,” he said.
Howell also works with a Chapel Hill area non-profit group called Table, which helps provide meals for children in need. His first project with Bojangles aims to support the work of Table.
Woodward said Bojangles plans to expand its partnerships with varsity athletes in the coming months, seeing the NIL market as an ideal pivot point between the Southeastern restaurant brand and the varsity sporting audience.
In the meantime, Howell’s penchant for chicken – his favorite dish for Bojangles is a Chicken Supreme combo with fries and a sweet tea, he said – has reached the perfect tone for the first foray of the string in NIL.
“It’s definitely a part of Sam’s story and a part of the story we’re going to start writing together,” said Woodward. “He is not only a well-known chicken lover, but he grew up in the garden of Bojangles.”
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