Ed Orgeron joins Rhoback's NIL class, signs season-long partnership

Ed Orgeron may not be pacing a sideline this fall but he will be involved in college football.

The former LSU head coach and national champion has signed an endorsement deal to join Rhoback’s NIL class. For each week of the season, Coach O will tape a short personal story from his career regarding a team in a key matchup that week while making his game pick. He will be the face of Rhoback’s social media strategy throughout the fall.

In a promotional video announcing the partnership, Orgeron provided a voiceover ahead of the 2023 college football season. Terms of the agreement were not released.

“Competition is what motivates us,” the former head coach at Ole Miss said. “It’s why we do one more rep, go for one more yard and fight for one more chance. Competition is what college football is built on. Not everybody is a hero or a star, but all it takes is one play, one win, one season. Everybody has their critics. Competition is why we don’t back down.”

Rhoback has been an agressive spender in endorsement deals since the inception of name, image and likeness in 2021. Over the past few weeks, Clemson quarterback Cade Klubnik, Alabama quarterback Jalen Milroe, Ohio State quarterback Kyle McCord, Penn State running back Nick Singleton and Notre Dame tailback Audric Estimé have all signed on as long-term ambassadors.

Orgeron was fired by LSU during the 2021 season, less than two full years removed from winning a national championship with the Tigers. In 2019, the Tigers won a national title as Joe Burrow won the Heisman Trophy.

Now Ed Orgeron is back in college football, just in a different way.

“These five aren’t here to follow in footsteps,” Orgeron said at the close of the video. “They’re here to create their own legacies. The next generation of college football has arrived. See you at the top. This is Rhoback U.”

This is Rhoback U @Coach_EdOrgeron @CadeKlubnikQB @kylemccord16 @NickSingletonn @JalenMilroe @AudricEstime 🙌 #rhobacku #rhoback #craveactivity pic.twitter.com/WROvAfdHOY

— RHOBACK (@rhoback) August 30, 2023

Rhoback’s aggressive NIL strategy

The activewear brand continues to return to the NIL space for marketing. The Charlottesville, Virginia, company started its Rhoback U program in July 2021, shortly after the NCAA made its move. The program allows athletes from all sports and divisions to apply, with more than 3,000 deals signed to date.

Rhoback has also spent significant dollars working with top talent in college football. JT Daniels and Kyle Hamilton were the headliners of the inaugural ambassador program. Last year’s fall campaign was led by Alabama‘s Will Anderson, Notre Dame’s Michael Mayer and Texas running back Bijan Robinson.

In the past, Rhoback has focused on tapping into the college football fanbase with athletes in the SEC footprint. In the last two weeks, the brand has signed athletes at the ACC, Big Ten and independent level.

Each one of the core athletes of the Rhoback U program is given four incentives to sign on. They are all compensated for their work, with a cash base fee. From there they still have an opportunity to earn a commission for sales they drive in, plus a substantial amount of gear.

The other unique aspect of signing with the company is content creation. Rhoback is in the process of creating a media house. That means athletes can work with the apparel company on their brand messaging, along with the creation of content for social media channels.

As for the exclusive apparel aspect of the partnership, the deal expires once they reach the NFL. Rhoback identifies itself in the activewear brand, meaning its athletes are open to signing on with business or formal apparel companies.

Student-athletes from every school, sport and division are welcome to apply to the Rhoback U program. In those deals, Rhoback gives apparel along with the opportunity to earn 20% commission off sales the athlete drives to the website. Since the initiative began, the custom commission codes have led to more than 1,000 purchases.