KU stars Jalon Daniels, Hunter Dickinson appear on NIL NASCAR paint scheme

Mass St. Collective is known as one of the most ambitious NIL collectives in the country for a reason.

The Kansas Jayhawk-focused collective has firmly established itself as one of the top in the country with its dizzying array of outside-of-the-box style agreements. But its latest NIL deal literally laps the rest of the country.

Mass Street partnered with BeONE Sports to feature 11 of KU’s top stars in football, men’s and women’s basketball and volleyball on JD Motorsports driver Brennan Poole’s NASCAR Xfinity Series race car.

Featured on the paint scheme are many of the top current players in KU sports, including preseason Big 12 offensive player of the year Jalon Daniels. Running back Devin Neal and defensive backs JaCobee Bryant and Kenny Logan are the other football players included.

Hunter Dickinson arrived at KU from Michigan this offseason as one of the country’s most heralded transfers. He’s featured on the hood of the car along with Bryant, Logan, women’s basketball player Holly Kersgieter and teammate Kevin McCullar.  

Who else is featured on KU NIL NASCAR?

Star guard Dajuan Harris and power forward KJ Adams join Dickinson and McCullar on the paint scheme from the KU men’s basketball team. Taiyanna Jackson, a unanimous All-Big 12 pick last season, and volleyball star Caroline Bien are the other female student-athletes included.

The “KU NIL NASCAR” paint scheme will be featured on Poole’s car on Sept. 9 during the Kansas Lottery 300 at the Kansas Speedway in Kansas City, Kansas.

“Our goal at Mass St. Collective is to find new and unique instances where we can grow the brand of our KU student-athletes in new and meaningful ways through name, image and likeness,” Mass St. Collective president Dan Beckler said. “To partner with BeOne Sports and have 11 Jayhawks on a NASCAR is something that has never been done before. It’s an exciting way to bring NIL and college athletes to the racing industry.

“Brand loyalty is the best among NASCAR fans. We hope this car only adds to that. What makes this even more special is to debut the car in our home state at Kansas Speedway.”

BeONE Sports developed a platform “where accomplished athletes’ movements are digitized into a phone app.” The goal is to create a training paradigm for athletes to learn. In addition, BeONE Sports is developing technology to level the racetrack with JD Motorsports.

“We believe athletes are everywhere,” BeONE Sports Founder and CEO Scott Deans said. “We are very excited to bring new and interesting NIL opportunities to student-athletes. The KU NIL NASCAR is a great example of collaboration and driving innovation…literally.”