Brenden Rice teams up with father Jerry Rice in new NIL deal with Breathe Right

Throughout much of his Hall of Fame career, Jerry Rice could be seen wearing Breathe Right nasal strips when he was on the football field.

Rice said the strips helped him inhale more air through his nose and they gave him an edge over the competition. Rice would later go on to become one of Breathe Right’s biggest pitchmen – including the iconic “Air Jerry” commercial.

And now his son, USC receiver Brenden Rice, is following in his father’s footsteps by promoting the nasal strips through a new NIL deal. Brenden Rice said he’s proud to represent the brand that became so much a part of his father’s success.

“I’ve seen the ad of my dad wearing Breathe Right so many times, and now it’s really cool to be following in his footsteps and working together on this partnership with Breathe Right,” Rice said in a statement.

“Breathe Right has come so far since my dad’s football days. They’re now available in multiple sizes and strengths. My personal favorite is the Lavender strip, especially for sleeping, but you’ll likely see me on the field with Extra Strength Tan. I also love that the strips are drug-free and offer nasal congestion relief for up to 12 hours, which is perfect for me as a busy student-athlete.”

Father and son are partnering in the agreement and will create a series of content to educate people about Breathe Right’s benefits. The duo will also highlight Foundation Consumer Healthcare, the parent company of Breathe Right.

“I know firsthand that the strips can be used in all sorts of situations,” Jerry Rice said in the statement. “For me, it was on the football field or while training. I’m thrilled to once again be working with the brand, this time alongside my son, Brenden, who is paving his own path as a player, but has become a Breathe Right user like me.”

Brenden Rice a key WR for USC

Brenden Rice finished fourth on the Trojans last season with 39 receptions for 611 yards and four touchdowns. Through eight games this season, Rice has 28 receptions for 486 yards and eight touchdowns. He had a breakout performance in Week Four against Arizona State with seven catches for 133 yards and two scores.

“I think he really gained some confidence within the last year,” USC coach Lincoln Riley said earlier this season. “He was very raw when he came in here. He’s always been gifted but he had to really learn to try to put it all together, really become a complete player, more knowledgeable player.”

Riley consistently praises Rice’s practice habits and toughness. He said the receiver is a constant presence on the field and never wants to miss time.

“Because of that, he’s gotten better and better,” Riley said. “His confidence has grown. His skill level’s grown and yeah, he’s making a lot of big plays. You know, we have a lot of confidence in him and the other guys on our team do right now as well.”

Rice building NIL brand

Because of his success on the field, combined with his famous last name, Rice has a strong On3 NIL Valuation of $476,000.

Rice previously executed NIL deals with companies like GOAT Fuel, Centurion Lifestyle, Urban Outfitters and MoneyLion. He has more than 191,000 followers on social media, including 135,000 on Instagram.

Outside of agreements with NIL collectives, social media posts have become the leading activity for athletes. Boasting a large following across Instagram and TikTok, specifically, can make all the difference in compensation.

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.

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