7-Eleven launches 'Cleat Crew,' signs NIL deals with nine college football stars

Three weeks into college football season, 7-Eleven has made one of the headline NIL investments of the year.

The convenience store chain has inked endorsement contracts with nine college football stars as part of its inaugural “Cleat Crew” program, which will bring together the athletes to raise funds for Children’s Miracle Network Hospitals.

Oregon quarterback Bo Nix, Colorado wide receiver/cornerback Travis Hunter, Texas quarterback Quinn Ewers, USC wide receiver Dorian Singer, Ohio State wide receiver Marvin Harrison Jr., Florida running back Trevor Etienne, Boston College linebacker Kameron Arnold, Penn State running back Nick Singleton and Michigan running back Blake Corum have all inked NIL agreements with 7-Eleven.

As part of their agreements, the athletes will team up with luxury designer The Shoe Surgeon to create their own individual pair of custom cleats that fans can win through weekly auctions. Terms of the contracts were not released.

Proceeds from each sale of custom cleats will go to Children’s Miracle Network Hospital, a longtime partner of 7-Eleven. The auctions will coincide with the athlete’s signature matchup of the season.

“I’m grateful to be able to support PeaceHealth Sacred Heart and give back to the community here in Eugene,” Nix said in a statement. “I can’t wait for fans to see what I’ve been cooking up with The Shoe Surgeon. I think we’ve come up with a design that honors the cause in a unique way.”

The full auction schedule is listed below follows:

• September 22 – 27: Bo Nix, benefitting PeaceHealth Sacred Heart in Eugene, Ore.
• September 29 – October 4: Travis Hunter, benefitting Children’s Hospital Colorado in Denver, Colo.
• October 6 – 11: Quinn Ewers, benefitting Dell Children’s Medical Center in Austin, Texas
• October 13 – 18: Dorian Singer, benefitting Children’s Hospital of Los Angeles
• October 20 – 25: Marvin Harrison, Jr., benefitting Nationwide Children’s Hospital in Columbus, Ohio
• October 27 – November 1: Trevor Etienne, benefitting UF Health Shands Children’s Hospital in Gainesville, Fla.
• November 3 – 8: Kam Arnold, benefitting Boston Children’s Hospital
• November 10 – 15: Nick Singleton, benefitting Geisinger Janet Weis Children’s Hospital in Danville, Penn.
• November 24 – 29: Blake Corum, benefitting Beaumont Children’s in Detroit, Mich.

“I’m excited for the opportunity to collaborate with 7-Eleven, Speedway and The Shoe Surgeon to create something awesome for fans, while also doing good in the community,” Harrison said. “Spreading happiness on and off the field is what football is all about and I’m looking forward to supporting Children’s Miracle Network Hospitals.” 

7-Eleven taps list of NIL stars

As more and more brands enter the NIL space, they continue to spend notable dollars on signing some of the biggest names available. This latest campaign is further proof, with multiple Heisman candidates participating.

“It’s inspiring to watch this next generation of role models get fired up for service – and we are proud to support these young athletes as they give back to their communities,” 7-Eleven’s executive vice president Marissa Jarratt said. “At 7-Eleven and Speedway, we are always looking for ways to spark more awesome in our brand fans’ days, whether that’s through exciting collabs, giving back to the community, or providing the snacks they need to host the ultimate tailgate.”

Hunter is arguably the biggest catch for 7-Eleven, with 1.8 million social media followers and a YouTube page that has nearly 230,000 subscribers. The wide receiver and cornerback has a $2.2 million On3 NIL Valuation, ranking in the top four of college football. He re-signed his endorsement contract with Celsius Energy Drink last week and has multi-year agreements with the Michael Strahan Brand, Actively Black and SoHoodie.

With nearly 200,000 social media followers, Nix has attracted brands since the beginning of NIL. The former Auburn transfer has a 77.6% completion percentage, throwing for 893 yards and eight touchdowns this season. He also has NIL deals with with Bose, Subway, The Duck Store, ONIT, Division Street, Bojangels and Candy Digital. The quarterback holds a $1.3 million On3 NIL Valuation.

The son of NFL Hall of Famer Marvin Harrison has publicly announced eight endorsement contracts with brands and collectives since March, while also launching a memorabilia collection. Harrison has already been tossed around as the potential No. 1 pick in the 2024 NFL draft. His top NIL deals include a partnership with Mark Wahlberg Chevrolet of Columbus, joining the Zoa Energy Drink marketing campaign, a one-off agreement with Dr Teal’s and being featured on a bag of Grippo’s Chips. The receiver has a $1.4 million On3 NIL Valuation.

A former Five-Star Plus+ quarterback, Ewers is repped by Sportstars and Rubicon. He signed at least six endorsement deals last season. And the quarterback landed a deal with GT Sports Marketing worth $1.4 million when he enrolled at Ohio State a year early because the state of Texas does not allow high school players to monetize their NIL. Ewers has nearly 225,000 social media followers and a $743,000 On3 NIL Valuation.

Corum has emerged as one of the Big Ten’s NIL success stories. He has inked deals with Outback Steakhouse, The 33rd Teamand Subway in the last two years. The former four-star recruit has worked multiple camps. The biggest success has come through flipping houses, a business venture he recently said he is hoping to turn into “an empire.” The Athletic reported earlier this year Corum could make over $1 million during his final year in Ann Arbor of NIL. His $1.1 million On3 NIL Valuation is in the top 15 of the NIL 100.

A 5-foot-9, 205-pound tailback from Jennings, Louisiana, Etienne is repped by Sam Leaf at the Ballengee Group. He partnered with GAMEDAY Products last year and has signed with the Gator-driven NIL collective Florida Victorious. Etienne has built a major brand with nearly 70,000 social media followers. He also has a $278,000 On3 NIL Valuation.