The first ten days of NIL have brought buzz, ridiculosity, hype, debate, confusion and even some great opportunities with a very long road ahead for what this will actually mean, and who will be the winners, and sadly, the duped losers in the coming months. Like other “opportunities” that have rushed to the forefront in recent years…esports, gaming, sports gambling, CBD…there is a lot of smoke, lots of yelling and shouting but when everything settles in there is work, smart business work, engagement, and opportunity to be had.
Some of the areas in best practices we are starting to see in the space will involve hyper local partnerships, cause marketing, entrepreneurship and a good amount of buzz. We had mentioned thinks like the local pizzeria being able to see an tangible return, or athletes getting a chance to do camps or raise money for causes as examples of what can be, in addition to some star athletes at big schools pulling in some forms of deals with national brands who are looking for the path forward.
One of the best examples of NIL touching on key areas has arisen in and around the great state of New Jersey, and it involves cause marketing, grit, entrepreneurship and the right product at the right time.
First though, if you don’t know the story of Eric LeGrand you should. Rutgers football player paralyzed in an accident during a game against Army, LeGrand has never slowed down or let his disability become a liability. He has become a mentor, broadcaster and positive spirit not just for Rutgers but for anyone with a challenge to overcome. In the spring, LeGrand and his team announced that they were getting into the coffee business, great timing considering that people were just returning to campus and the hyper local meeting places were going to become in high demand, and there are few things college students, and administrators grave more than a good Cup o Joe. All good there.
Then you have NIL come along, and what better way for elite athletes to get involved with a business that is local, a cause that is well known and an opportunity tied directly to the community than LeGrand Coffee and Rutgers. Factor in a blossoming hoops men’s program with a star who was a vocal supporter of NIL during the past few years and who just announced he will stay at the school and forgo the NBA Draft) along with a few other star athletes on campus and you have a great recipe not just for good Java, but for what NIL success can look like.
The ingredients added to LeGrand Coffee were Geo Baker, the Rutgers basketball senior guard along with football player Bo Melton and field hockey athlete Gianni Mancini just to start. Now what the “activations” look like going forward, outside of buzz and social posts, is unclear. What is interesting here is that you have a brand partnered with the University (gameday coffee) now entering NIL space, which again shows a pathway on how everyone can fit together in this new space.
LeGrand Coffee House, which began online, debuted a kiosk inside SHI Stadium as LeGrand Coffee House will be the exclusive provider of coffee for all Rutgers football home games. In September, LeGrand will open an actual brick-and-mortar store in New Jersey as well.
Local businesses with an interest in style, substance and impact take note, the seeds of NIL success have just be sewn in The Garden State, with many elements you would want as a blueprint.
