TikTok Sensation, UNC Tennis Commit Anna Frey Lands NIL Deal With Nerds
By Darian Kelly
Last Updated on February 18, 2025
Tennis star and internet sensation Anna Frey has entered into a name, image, and likeness partnership with the candy company Nerds. Frey is part of a broader collegiate and professional athlete campaign organized by the sports marketing agency ESM that include Miami basketball players Haley and Hanna Cavinder, Michigan tailback Justice Haynes, Clemson linebacker Sammy Brown, Miami wide receiver Joshisa Trader, Los Angeles Chargers wide receiver Ladd McConkey and several others.
As a key piece of the brand’s Big Game 2025 campaign, each athlete participated in scripted content showcasing their individual personalities. Additionally, each piece of content was curated to engage each athlete’s fanbase and showcase Nerds Gummy Clusters. Nerds also brought in musician and songwriter Shaboozey, along with the Gummy Cluster character, to help ensure the the candy was a part of everyone’s gameday snack lineup.
“At ESM, we strategically curated this athlete lineup to maximize influence and engagement across key audience segments,” said Jeff Hoffman, a Partner at ESM.
“From rising tennis star Anna Frey to breakout NFL rookie Ladd McConkey and the ever-dominant NIL powerhouses, the Cavinder Twins, this roster delivers unparalleled reach and deep brand affinity for the Nerds brand,” said Alexi Hecht, ESM Executive Director of Marketing. “By aligning talent that authentically resonates with core consumers, ESM ensured a campaign designed for high-impact engagement, driving both trial and conversion.”
Frey brings incredible acclaim to her burgeoning tennis brand. Although she is only a junior in high school, the University of North Carolina commit has 875,000 followers on Instagram and 2.1 million followers on TikTok. She has also landed deals with the global sportswear brand FILA and the equipment company Head USA, which provides Frey’s tennis apparel and racquets. Frey has also entered the ownership world as she signed a NIL deal with Utah-based technology company Udo Cam.
