4 Wisconsin players sign NIL deal with Pepsi through renewed partnership

Pepsi-Cola of Madison and Wisconsin Athletics announced a sponsorship renewal that will keep Pepsi as an official partner of the Wisconsin Badgers through the 2028-29 season. As part of the renewed collaboration, Pepsi has also agreed to NIL deals with four Badger football players – running back Braelon Allen, quarterback Tanner Mordecai and receivers Chimere Dike and C.J. Williams.

Basketball players Chucky Hepburn and Tyler Wahl were also included in the video announcement of the renewed partnership between Wisconsin and Pepsi. Both previously had announced NIL deals with Pepsi-Cola of Madison.

Allen was one of the headliners of a NIL deal with Pepsi ahead of the 2022 football season, and he’s excited to partner with the soft drink brand again in 2023.

“I really enjoy working with a brand that not only supports our athletic program but cares about the students and athletes that represent the Badgers both on and off the field,” Allen said in a news release from the university.

Tyler Hartmann, director of brand development for Pepsi-Cola of Madison, said in the release he’s thrilled about the NIL aspect of the partnership with Wisconsin athletics.

“With all the great things happening around UW Athletics and now through the development of NIL, we’re able to amplify student-athletes’ voices and champion their causes,” he said. “As a partner, we’re creating a powerful bond of shared values of our brands and those of the Badgers.”

Deputy athletic director Mitchell Pinta said the renewed partnership also reinforces how committed Wisconsin is to support NIL efforts for its student-athletes.

“By extending this partnership, we’ll continue to create a positive impact throughout the state and actively engage fans in our efforts to make a difference,” Pinta said in the release. “The partnerships that Pepsi is forming with Badger athletes takes this relationship to an even greater level and aligns with our priority to help athletes capitalize on NIL opportunities.”

Excited to announce that we're renewing our great partnership with @Pepsi through 2028-29!

The ground-breaking extension will enhance engagement opportunities for fans, while continuing NIL endorsement deals with Badger athletes

INFO | 📰 https://t.co/eiC47Haxvn pic.twitter.com/Pe43mIWB4a

— Wisconsin Badgers (@UWBadgers) April 17, 2023

Pepsi bets big on NIL at Wisconsin

Pepsi has been invested in NIL with Wisconsin student-athletes from the fall of 2021, including:

• A statewide multi-channel marketing campaign for Mountain Dew in March 2022 featuring All-America men’s basketball player Johnny Davis and his brother Jordan Davis.
• A statewide multi-channel marketing campaign for Pepsi in fall 2022 featuring football RB Allen and former QB Graham Mertz.
• Social media campaign with volleyball All-American and national champion Devyn Robinson promoting Bubbl’r sparkling water.
• A multi-channel marketing campaign for Mountain Dew in March 2023 featuring men’s basketball players Hepburn, Wahl and Jordan Davis.
• Social media campaign featuring multiple student-athletes from across a variety of sports, including basketball, track and field, tennis, rowing to promote new Starry lemon-lime soda in March 2023.

“We’re fortunate to have a number of corporate partners who have found value in building NIL campaigns into their marketing efforts, and our student-athletes have really benefitted from the chance to work with prominent brands like Pepsi in very valuable and visible ways,” Brian Mason, Director of NIL Strategy for Wisconsin Athletics, told On3.

“Pepsi has truly embraced NIL, and I think the result has been mutually beneficial for Pepsi and the student-athletes. The Badgers move the needle for people in Wisconsin, and Pepsi has tapped into that by featuring our student-athletes front and center in its marketing across the state, to great results. I know Pepsi plans to continue leaning into NIL, and that’s good news for our student-athletes.”

Wisconsin players have solid On3 NIL Valuations

As one of the top returning running backs in college football, Braelon Allen also has one of the strongest brands in the NIL market.

He previously executed NIL deals with Outback Steakhouse, Candy Digital, Barstool Sports and Wisconsin-focused collective The Varsity Collective. Allen has an On3 NIL Valuation of $633,000, which is No. 69 in the On3 NIL 100 and No. 42 in the On3 NIL College Football NIL Ranking. Allen was a second-team All-Big Ten pick in 2022 after rushing for 1,242 yards and 11 rushing scores.

After transferring from SMU, Tanner Mordecai is battling for the starting quarterback spot for new coach Luke Fickell. That pursuit, along with a solid social media presence, has put his On3 NIL Valuation at $202,000. Mordecai started all 12 games in 2022 for SMU. He threw for an SMU-record 39 touchdowns.

C.J. Williams is another transfer that’s expected to make a significant impact this season for the Badgers. A former four-star recruit, Williams played in 10 games this past season for USC. Williams totaled four receptions for 34 yards. He has an On3 NIL Valuation of $86,000.

Chimere Dike was an honorable mention All-Big Ten selection in 2022. He led the team with 47 catches, 689 receiving yards and six touchdown catches. However, he’s expected to play an even larger role in 2023 with Fickell implementing a more diverse offense. Dike’s On3 NIL Valuation is $30,000.

About the On3 NIL Valuation

The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.

About On3 NIL Valuation, Brand Value, Roster Value

While the algorithm includes deal data, it does not act as a tracker of the value of NIL deals athletes have completed to date, nor does it set an athlete’s NIL valuation for their entire career. The On3 NIL Valuation calculates the optimized NIL opportunity for athletes relative to the overall NIL market and projects out to as long as 12 months into the future.