The Florida A&M cheerleading team recently finalized a significant name, image, and likeness agreement with the renowned Black-owned haircare brand Mielle Organics. Valued at $250,000 over three years, the deal involves members of the Rattlers cheer squad engaging in product sampling, participating in social media campaigns, and serving as brand ambassadors.
Omar Goff, the President of Mielle Organics and a graduate of Florida A&M’s School of Business and Industry, expressed pride in playing an integral part in the partnership coming to fruition.
“I loved everything about my time at FAMU, and this is a full circle moment to give back in this way,” Goff said. “We started the HBCU partnership journey at Howard University with the queens of the pool, and now we are here to partner with the queens of cheer.”
Brandi Tatum-Fedrick, the head coach of the FAMU Cheer team and the Assistant Vice President of Annual and Affinity Giving, also contributed to the formation of the partnership. Tatum-Fedrick expressed gratitude to Goff and Mielle Organics for establishing the team’s first partnership.
“It is great to have Rattlers in great places,” Tatum-Fedrick said. “We are super excited for Omar Goff’s commitment to his alma mater. In my 18 years of coaching, this is our first partnership, so I am excited for many more to come.”
NIL opportunities are inclusive, as demonstrated by this partnership. Rather than reserving partnerships for certain sports, this landmark agreement emphasizes its relevance across the entire NCAA. As this deal sets a precedent, it signals a potential trend for brands to explore untapped sports teams, such as cheerleading, for significant collaborations.