South Carolina Watermelon Association signs NIL deals with three athletes through Park Ave

Park Avenue has brought another new business to the South Carolina NIL market.

The South Carolina-focused sports marketing firm has brokered a deal between the South Carolina Watermelon Association and three Gamecock athletes. Women’s basketball forward Sania Feagin, wide receiver Juice Wells and women’s tennis player Sarah Hamner have all inked agreements with the association.

Park Avenue is funded by private donors and run by Everett Sports Marketing (ESM). The trio of athletes are joining the watermelon association’s trademark campaign called, “Watermelon Fuels Athletes.” Terms of the agreements were not disclosed.

A natural source of hydration and replenishment, drinking watermelon puree is as effective as Gatorade in supporting performance, according to research. The changes in blood glucose, inflammation, oxidative stress and innate immune measures were comparable in watermelon and Gatorade when tested.

The decision to enter the NIL space came with the want to attract new, young consumers, which has become a key focus in the watermelon association’s marketing tactics. The three athletes combined have just under 35,000 total social media followers.

“The association wanted to find a creative way to drive awareness while supporting student-athletes” Park Ave agent Chaise Belt told On3. “This partnership is unique and exciting because it demonstrates a variety of athletes across sports driving awareness for a local product. In the executions the athletes engage with the watermelons in a creative metaphor for each athlete’s sport, tennis, football and basketball being the three represented here.”

Hamner was the SEC Freshman of the Year last season, and Fagin averaged 4.9 points and 2.4 rebounds per game. Wells rushed for 928 yards on 68 carries for six touchdowns in 2022.

Park Ave returns to South Carolina

In August, South Carolina and ESM announced a two-year, $2.2 million partnership. Through the agreement, ESM would establish Park Avenue to procure NIL deals for Gamecock athletes. The in-house South Carolina-focused firm quickly made an difference. Touted basketball freshman GG Jackson signed on with Topps, while SAXX Underwear struck a six-figure, team-wide deal with the football team.

But the NCAA’s guidance in October labeled it impermissible for third-party entities to represent athletes on behalf of an athletic department. Park Avenue went dark for a few months but now has created a new infrastructure, separate of South Carolina.

Since its return, Park Ave brokered a deal for three South Carolina athletes with the plant-based sports nutrition company Clean Energy.

While Park Avenue is no longer working hand-in-hand with South Carolina, it still plans to work exclusively with Gamecocks athletes. In the initial release, the marketing firm said it will work with about 25 to 35 of South Carolina’s high-profile athletes, with the goal of incorporating players across other teams.

ESM has built a reputation as one of the top marketing agencies in the NIL space. The agency currently represents Brock Bowers and the Cavinder twins, who announced to forgo their last year of eligibility last week. The twins signed Wednesday with Jake Paul’s betting and media site Betr. Their podcast is joining the network, and they’ll will be equity partners, content creators and creative directors at the brand.