Bo Knows NIL: Exploring Bo Nix’s NIL Journey

University of Oregon quarterback Bo Nix recently became the first college athlete to sign a name, image, and likeness deal with Google, partnering with the company’s shopping platform. The Heisman Trophy contender will promote Google Shopping on social media, which will bring even more attention and awareness to the shopping service this holiday season. But Google Shopping is just the most recent brand on the long list of endorsements that Nix has partnered with over the years.

Let’s take a look at some of the quarterback’s other NIL endeavors:

“Bo Dacious” Brand

Before the 2023 college football season, Nix was featured on Billboards in Dallas, Texas, and New York City, New York with the “Bo Dacious” moniker. Additionally, a full-page ad was taken out in the New York Times, mirroring the billboard images. Many college athletes utilize social media to build their brands, but Nix’s campaign proves the effectiveness of traditional brand marketing.

In New York City, fellow Heisman Trophy candidate and LSU quarterback Jayden Daniels has a billboard promoting his campaign, inspired by Nix.

NIL Legacy

Nix has played in a total of 60 college football games. Although there were highs and lows on the field throughout his career, when it comes to NIL, Nix has always led the way. Dating back to his time at Auburn during the early stages of NIL, Nix secured brand deals with Milo’s Tea Company and Bojangles.

Now, being the first college athlete to partner with Google, Nix’s journey exemplifies the evolving landscape of college athlete endorsements and the limitless potential for those who navigate it strategically.

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