Alabama, Texas kickers star in NIL ad for Goldman Sachs

Goldman Sachs has tapped the starting kickers for Alabama and Texas for a national commercial ahead of the Week 2 matchup thanks to name, image and likeness.

Focused on promoting Goldman Sachs’ 10,000 Small Businesses Voices program, Will Reichard and Bert Auburn star in the ad which will run during the game and on social media platforms. It is the second NIL campaign launched by Goldman, which brought on Caitlin Clark and Caleb Love for a commercial during March Madness.

Both featured on the preseason Lou Groza Award watch list, the promotion features Reichard and Auburn calling on Congress to reauthorize the Small Business Administration (SBA). The spot plays on the idea that kickers are under-appreciated but essential, similar to a small business.

Launched more than a decade ago, 10,000 Small Businesses is a free, 12-week program focused on business growth with access to a network of leaders and advisors. The Voices initiative allows alums of the program to carry out their work advocating for policy change.

The SBA has not been reauthorized since December 2000. Reichard and Auburn mention that, while discussing college football has evolved in that period of time with the the playoff system. The Senate Small Business Committee passed 10 bills this summer focused on modernizing the SBA.

Goldman Sachs returns to NIL

When Clark and Love signed with Goldman Sachs’ 10,000 Small Businesses Voices program in March, the commercial focused on the modernization of the SBA. Former North Carolina women’s basketball player Iman McFarland, a 10,000 Small Businesses alumna, was also featured.

The brand obviously saw enough return on investment in its first commercial to return to the space. Working with starting kickers at Alabama and Texas is Goldman Sachs’ first move in college football. The most-anticipated game in Week 2 of the season, it’s a smart move to draw attention to the SBA.

“NIL is a great way to support college athletes while also introducing our message about SBA reauthorization to a wider audience,” said Joe Wall, the national director of Goldman Sachs’ 10,000 Small Businesses Voices, told On3. “America loves college football and that includes small business owners and Members of Congress. Will and Bert both played such critical roles in last year’s game, and we felt this year’s rematch was a great opportunity to highlight how, similar to kickers, small businesses are often overlooked yet essential, whether it’s for a winning team or a strong U.S. economy.”

Will Reichard, Bert Auburn in spotlight thanks to NIL

Saturday will not be the first time the two have kicked against each other. Reichard kicked the game-winning field goal in last year’s Alabama-Texas showdown in Austin, connecting from 33 yards out with 10 seconds to play. It was the first game-winning field goal for the Tide since the 2005 season. He also had a career-long, 52-yard field goal in the game.

Auburn also had a strong performance against Alabama, converting 4 of 5 his field goal attempts including a 49-yarder to give the Longhorns the lead with 1:29 remaining in the fourth quarter. He finished the year with an 80.8% field goal conversion rate.

Both kickers have become active in the NIL space, too. Reichard has deals with Barstool Sports, ScienceLogic and the NIL collective Yea Alabama. He’s built a strong social media following with 42,000 followers.

Auburn has a $169,000 On3 NIL Valuation, which ranks in the top 400 of college football. He signed with the Texas One Fund last month. The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. 

Now the duo are starring in an NIL commercial together.