These College Athletes Have Landed NIL Deals with Their Dogs
By Darian Kelly
Last Updated on January 10, 2025
The growth of name, image, and likeness has led to unique collaborations where college athletes are showcased alongside their furry companions. These partnerships showcase athletes building their brands and involve them incorporating their beloved pets into the mix.
For many, their dogs play a role in establishing a genuine connection with their audience, adding a touch of authenticity to their brand narratives. Some of the standout NIL agreements feature college athletes — even a coach. Let’s dive into partnerships with our four-legged friends.
Blue & PetSmart
The first NIL deal we saw involving an athlete and his dog was on July 1, 2021 as soon as the NIL rules changed. Arkansas wideout Trey Knox and his husky, Blue, signed with PetSmart. The pair created social media content and behind-the-scenes content for the brand.
Sosa & The Farmer’s Dog
During his tenure with the South Carolina Gamecocks, junior wide receiver Antwane Wells Jr.’s dog, Sosa, entered into an NIL partnership with The Farmer’s Dog. Wells and Sosa starred in a campaign commercial to announce the collaboration. The Farmer’s Dog is known for its quality dog food offerings, and ultimately, through this commercial, its goal was to promote healthier dog food options. Wells emphasized in the advertisement the importance of Sosa being provided the same quality of fuel that he consumes to succeed on the football field. Wells adopted Sosa at JMU, then moved on to South Carolina, and now he’s at Ole Miss, ready to make his mark with the Rebels this season.
Dubs & Elkhorn Dog Chews
The Montana women’s basketball team’s poodle, Dubs, is their unofficial mascot and therapy dog. Dubs entered a NIL deal with Elkhorn Dog Chews, which produces premium dog chews made of brown-grade antlers. For each chew bought using a unique code, proceeds would go toward the Lady Grizzlies. Dubs is a regular at the Lady Grizzlies’ practices and even on the sideline for gamedays.
Juice & The Grove Collective
Juice, the dog of Ole Miss football coach Lane Kiffin, signed an NIL partnership with The Grove Collective. Through this agreement, Juice became America’s first canine NIL program ambassador. Juice signed a physical copy of his NIL agreement with his pawprint. Moreover, his contract had specific stipulations. For the 2022-23 season, Juice granted the Grove Collective the use of his NIL, which was only to show that Juice was much more excellent than all other SEC mascots, according to the agreement. In exchange for utilizing Juice’s NIL, the Grove Collective awarded him a gift card from Hollywood Feed. To remain in good standing to receive compensation, Juice must be a ‘Good Boy’ by wearing Real Tree gear, refraining from sporting maroon on the Walk of Champions, not digging holes in the Grove, and steering clear of ‘unsavory’ creatures. It is fair to say that Juice has set the bar high for canines representing NIL collectives.
Murphy & Wagbnb
Former Texas Tech quarterback Tyler Shough’s golden retriever, Murphy, signed an NIL deal with Wagbnb. Wagbnb is a high-end hotel, daycare, and spa catering to dogs, cats, and small pets based in Lubbock, Texas. The owner of Wagbnb, Stephen Quisenberry, contacted Tyler to discuss the opportunity to utilize Murphy’s NIL for the company’s marketing campaigns through social media. In addition, Shough was able to bring Murphy to Wagbnb free of charge.
Turbo & Turbo’s Dog Treats
The Massachusettes Collective partnered with former UMass women’s basketball standout Sam Breen’s dog, Turbo, to produce Turbo’s Treats. A portion of the revenue from Turbo Treat sales was contributed to the Dakin Humane Society, a nonprofit dedicated to animal welfare. This particular NIL campaign was the first time the Massachusettes Collective partnered with a nonprofit organization and served to build more partnerships between the collective and other nonprofit organizations.
These collaborations make a real impact, from promoting healthy pet food to supporting animal welfare. With athletes and their pets connecting with fans in new ways, there’s a lot of potential for more meaningful deals ahead.
