NC State star DJ Burns promotes chocolate milk through new NIL deal

NC State basketball star DJ Burns continues to make the most of his one shining moment.

Burns became a national folk hero for leading the Wolfpack to an improbable run to the Final Four. Burns was named the Most Outstanding Player of the South Region after dismantling Duke, and he averaged 16.5 points through five tournament games. His larger-than-life personality, infectious smile and NFL lineman size made him an instant hit as the nation learned more about him.

Brands gravitated toward him to strike NIL deals.

During the tournament run, Burns inked agreements with adidas, Barstool Sports, CVS Pharmacy, Daps, Manscaped, Raising Cane’s and Intuit TurboTax. Ken Caldwell, Burns’ agent, told On3 that the Wolfpack star made well over six figures in endorsement dollars.

DJ Burns adds new NIL deal with state agencies

And the deals keep on coming.

DJ Burns added a new partnership with the North Carolina Dairy Producers Association and the North Carolina Department of Agriculture. As part of the NIL deal, Burns filmed a commercial at NC State’s Dairy Education Center to promote North Carolina-produced chocolate milk.

“We were able to ask the folks over at Howling Cow at the NC State Dairy to utilize their facility,” John Hammond of NCDA’s marketing division told the Southern Farm Network. “A fantastic young man. Came out with just a super attitude. And really he was cracking up over some of the stuff we had scripted. Here’s kind of our scripted material for you in promotion. Do you want to take it and run with it or kind of read it verbatim? And he’s like, ‘No, I’d rather have fun with this.’

“He took a couple of talking points and you know just ran with it. Super super, you know, authentic gentleman, loved working with him. We had a lot of fun. And he did express that this was one of his most fun promotional campaigns that he had worked on.”

Of course, DJ Burns made most of moment

You could definitely tell Burns was having a good time.

“If you’re looking for a way to energize and elevate your game, reach for some chocolate milk,” Burn says while standing in front of a cow with his trademark smile. “My friend here told me that my moves on the court are as smooth as the milk. She’s funny and has great-tasting milk.”

DJ Burns up for 2024 NIL Award

DJ Burns is one of the leading nominees for Breakthrough Athlete of the Year at the 2024 NIL Awards.

The awards highlighting the most impactful players, brands, innovators and breakthrough performers in the NIL ecosystem will be handed out during the NIL Summit, which takes place June 22-24 at the College Football Hall of Fame in Atlanta.

Monmouth track and field standout Grace Stephens, Oakland basketball sharpshooter Jack Gohlke, Oregon track and field star Katriina Wright, South Carolina freshman sensation Milaysia Fulwiley and Sydney Smith of Southern Connecticut State gymnastics are the other candidates in the category.