Tennessee's Bru McCoy signs NIL deal with Moonshine Mountain Cookie Co.

Bru McCoy is the top returning receiver in the Tennessee offense.

After transferring in from USC for the 2022 season, the former five-star recruit emerged as an option next to Cedric Tillman and Jalin Hyatt. Now as one of the most marketable athletes returning to the Vols this year, he is starting to cash in on his NIL potential.

On Friday, the Moonshine Mountain Cookie Co. dubbed McCoy as its cookie monster for the upcoming season. It’s the third consecutive year the brand has run the NIL campaign, working with a star Vol player each time.

The marketing move debuted in the inaugural season of NIL in 2021, with defensive back Alontae Taylor. Tillman followed it up last year. Now McCoy is taking over the title of the cookie monster. As part of the agreement, if the receiver catches two touchdown passes in any game this year, Moonshine Mountain Cookie Company will give away two free cookies.

“Excited to be this year’s Cookie Monster! Best cookies in Knoxville and it ain’t close!” he wrote in his Instagram caption.

Nicknamed “Get Two With Bru,” the NIL advertisement is also a win for Tennessee fans. McCoy finished this past season with 52 catches for 667 yards and four touchdowns. While Hyatt had one of the best seasons by a Vol receiver in recent memory, winning the Biletnikoff Award, McCoy quietly had the best year of his career.

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A post shared by Horace McCoy (@brumccoy)

Now he’s looking to build off of that, positioned to be the top target in Tennessee’s offense. Quarterback Joe Milton appears poised for a breakout season, ready to take over for Hendon Hooker.

McCoy is working with Athletes First for NIL representation. The management firm primarily works in the NFL but has started to sign more and more athletes to NIL representation agreements. The Preseason All-SEC Second Team member signed with The Volunteer Club, the Tennessee-focused NIL collective run by Spyre Sports, back in January.

Bru McCoy’s On3 NIL Valuation

The Tennessee wide receiver currently holds a $141,000 On3 NIL Valuation. Bru McCoy has nearly 30,000 social media followers, and that will only rise as the Vols’ fan base gets to know him more. With Hyatt and Hooker off to the NFL, he will be the face of Tennessee’s offense next to Milton.

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.

The On3 NIL Valuation accounts for an athlete’s roster value and brand value. Roster value is the value an athlete has by being a member of his or her team at his or her school, which factors into the role of NIL collectives. Brand value factors in an athlete’s personal brand and the value it could bring to regional and national brands outside of the scope of NIL collectives.

The On3 NIL Valuation is publicly available. Performance, Influence, and Exposure ratings along with the athlete’s personal Brand Value Index and Roster Value Index are available only to the athlete in the “Athlete Verified” private dashboard on the On3 Athlete Network.