SAXX Underwear signs NIL deal with South Carolina football team

The men’s underwear brand SAXX Underwear announced Thursday that it signed a six-figure, team-wide NIL deal with the South Carolina football team. SAXX says the partnership will help raise awareness and funds for testicular cancer.

South Carolina cornerback Cam Smith, EDGE Jordan Burch, wide receiver D.K. Joyner, running back MarShawn Lloyd, tight end Jaheim Bell, tight end Austin Stogner and defensive lineman Zacch Pickens will be the lead brand ambassadors. The players will share content on social media, make media appearances and attend an on-campus event in November, according to a press release.

The release said the players donated $5,000 to the Testicular Cancer Foundation. SAXX has committed to donating an additional $1,000 for every time South Carolina sacks an opposing quarterback this season, up to $10,000.

“The Gamecocks were the perfect match,” SAXX CEO Wendy Bennison said in a statement. “We’re excited to not only secure their balls, but also support philanthropic initiatives around testicular cancer, which is especially close to home for SAXX.”

Every South Carolina football player was invited to participate in the partnership, which will provide them with more than $1,000 in SAXX gear, according to the release.

Brothers Stefon and Trevon Diggs — the former a wide receiver for the Buffalo Bills and the latter a cornerback for the Dallas Cowboys — also represent the company.

Park Ave involved in the SAXX, South Carolina partnership

The team-wide NIL deal between South Carolina and SAXX is the first full-team agreement facilitated by Park Ave, a subsidiary of Everett Sports Marketing (ESM) that was created through South Carolina’s two-year, $2.2-million agreement with ESM.

Park Ave solely works with South Carolina athletes.

“We are excited to bring these opportunities to our student-athletes,” South Carolina athletic director Ray Tanner said in a release when the agreement was announced. “ESM is a leader in the field of sports marketing and has a tremendous track record in representing athletes in brand development.  I appreciate our staff and donors who helped us put this arrangement together.  I am confident it will be a tremendous Name Image and Likeness resource for our student-athletes.”

Park Ave provides data and analytics to determine influence and brand partnerships. It will also leverage ESM’s experience in deal negotiation and procurement.

ESM has numerous clients who play in the NFL, including Indianapolis Colts running back Jonathan Taylor, New England Patriots quarterback Mac Jones and Philadelphia Eagles quarterback Jalen Hurts. It also has experience representing college athletes in the NIL space, working closely with Haley and Hanna Cavinder, twins who play basketball for Miami.