Fried chicken and NIL? Yes, please.

Hi everyone,

In today’s newsletter, we’ve some fun stuff coming out of the weekend from Jamie Plunkett, who made some calls to learn more about Popeyes’ foray into the world of NIL. We’ve also got some links and news, plus a fun video from the weekend.

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— Joan

KICKOFF

A candid take from the Ohio State AD

Ohio State athletic director Ross Bjork spoke recently on the “Next Up with Adam Breneman” podcast, offering some interesting comments on NCAA governance and the role of the courts in shaping college sports.

“Look, I’m a big believer that we need national standards,” Bjork told Breneman. “We need a national governing body. I don’t think anyone would disagree with that piece of it, per se. The problem is the way we’ve been governed has led us into the courtroom, and we haven’t been very successful in the courtroom. … We never really adapted to technology. Think about if we would have allowed people to monetize YouTube. Think about if we would have said, ‘Hey, Adam … [number] 81 is in this video game. He looks like you. He’s got blonde hair, he’s 6-foot-5. You know what? Here’s $1,000 to be in that game.’ ‘Hey, we’re gonna put your name, image and likeness on a poster with a Coke logo. Here’s $500.’

“We never adapted to modern technology and modern innovation the way we should have around name, image and likeness, which put us in the spot. So I do think the NCAA can govern academics, I think they can govern playing roles, I think they can run championships. I do think our conferences have to have much more of a voice, and we’ve already seen a lot of those changes. And then, because of the way enforcement has taken place around, basically, the financial arrangement between the institution and the athlete, we lost confidence in that model. Inducements, pay-for-play, we lost confidence.”

NIL Store releases August sales data

NIL Store, which produces officially licensed NIL apparel, recently released data on its August sales, which gives us an interesting look into which athletes are most popular at the outset of the 2025-26 school year. Unsurprisingly, Ohio State was the top-selling school, and Buckeyes wide receiver Jeremiah Smith was the top-earning male athlete through NIL Store. On the women’s side, UConn guard Azzi Fudd had the highest earnings, followed by teammate KK Arnold. 

Among the top 10 female earners were basketball players, volleyball players, soccer players and gymnasts.

VIDEO OF THE WEEK

St. Joseph’s band plays Boomer Sooner

Oklahoma’s band didn’t make the trip to Philadelphia for Saturday’s game against Temple — so the Sooners conscripted a local band to bring some pep to Lincoln Financial Field. And as a bonus, St. Joseph’s University got a chance to root against its rival in Temple’s blowout loss.

DOWN TO BUSINESS

Popeyes has entered the world of NIL

by Jamie Plunkett

If you’ve been subscribed to NIL Wire or Extra Points for a while now, you already know that there are a host of food related NIL deals in play for student athletes. From personalized potato chips to major brands like Red Bull, the food and beverage industry is heavily involved in NIL.

The latest is Popeyes, which has entered the space with a creative, competition-based campaign tied to its “Better Wings, Better Mayfield” campaign alongside Tampa Bay Buccaneers quarterback Baker Mayfield. 

The popular chicken fast food chain has also pulled together its “Better Popeyes NIL Roster,” a collection of student athletes, all football players, paid to promote Popeyes’ new wings menu. 

The Roster

The roster includes 10 college athletes. A Popeyes spokesperson noted to NIL Wire that Popeyes specifically selected student athletes who were primed to move from being backups in 2024 to more prominent roles in 2025. Social following, talent and school brands weren’t a consideration during the selection process.  

The 10 athletes selected are:

• James Peoples (RB, Ohio State) – Code: Peoples12

• Chris Hilton Jr. (WR, LSU) – Code: Hilton12

• Fredrick Moore (WR, Michigan) – Code: Moore12

• David Eziomume (RB, Clemson) – Code: Eziomume12

• Earl Little Jr. (DB, Florida State) – Code: Little12

• Rae'Mon Mosby (CB, Louisville) – Code: Mosby12

• Kam Perry (WR, Miami (OH)) – Code: Perry12

• Dexter Williams II (QB, Kennesaw State) – Code: Williams12

• Sire Gaines (RB, Boise State) – Code: Gaines12

• Colton Joseph (QB, Old Dominion) – Code: Joseph12

The Challenge

Each of the 10 athletes has received a personalized promo code, which offers customers 12 wings for $12. Whichever athlete earns the most uses of their referral codes between now and November 8, the end of the campaign, wins a fully-catered Popeyes tailgate for fans on campus during rivalry week. 

Beyond the reward of a tailgate, each player is compensated for their participation in the program, but they can also earn extra rewards for their school through fans using their promo codes. 

More Popeyes In the Future?

The same Popeyes spokesperson also indicated to NIL Wire that this wouldn’t be Popeyes’ last foray into NIL sponsorships. 

“This is just the beginning,” the spokesperson said. “Popeyes sees NIL as a powerful way to celebrate the stories of hard work, grit and perseverance that resonate with fans. The brand will continue exploring creative opportunities to support student-athletes and bring “better” flavor and experiences to college sports culture in the seasons ahead.”

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