Freddy’s Frozen Custard & Steakburgers, the fast-casual chain renowned for its steakburgers, shoestring fries, and rich frozen custard, has made a strategic move into the world of collegiate athletics. In a move that reflects both cultural relevance and marketing innovation, Freddy’s announced a Name, Image, and Likeness (NIL) partnership with twelve standout collegiate athletes from across the United States. This initiative marks a significant moment for the brand, aligning its nostalgic Americana identity with the energy and reach of modern college sports.
Expanding the Brand Through NIL
The NIL landscape has transformed how brands engage with college athletes. Since the NCAA’s policy shift allowing student-athletes to monetize their personal brand, companies like Freddy’s have seized the opportunity to collaborate with rising stars. Freddy’s partnership spans athletes from Colorado, Alabama, Ohio, Texas, Georgia, Kansas, Tennessee, and North Carolina, reflecting a broad geographic footprint and a diverse athletic representation.
These athletes include football players, basketball forwards, volleyball standouts, baseball players, and cheerleaders, showcasing Freddy’s commitment to inclusivity and cross-sport engagement. By tapping into both male and female athletes, the brand amplifies its reach across fan bases and social platforms.
Meet the Athletes: A Blend of Talent and Personality
Among the twelve athletes are names like:
- Jimmy Horn Jr., wide receiver for the Colorado Buffaloes, praised Freddy’s menu for its variety and quality.
- Mark Mitchell, forward for Duke University, shared nostalgic memories of enjoying Freddy’s after practice.
- KJ Adams Jr., University of Kansas basketball player, featured prominently in Freddy’s campaign visuals.
Each athlete brings a unique voice and regional influence, helping Freddy’s connect with local communities while reinforcing its national presence. Their social media platforms serve as key channels for brand storytelling, with posts highlighting favorite menu items, behind-the-scenes content, and personal anecdotes.
Strategic Goals Behind the Partnership
Freddy’s NIL initiative is more than a promotional campaign—it’s a strategic investment in brand authenticity and youth engagement. The goals include:
- Boosting brand awareness among Gen Z and college-age consumers, who value authenticity and peer influence.
- Driving foot traffic and digital engagement through athlete-led content on Instagram, TikTok, and X (formerly Twitter).
- Strengthening regional loyalty by spotlighting athletes from states where Freddy’s has a strong restaurant presence.
This approach aligns with Freddy’s broader marketing philosophy: blending nostalgia with modern relevance. By partnering with athletes who genuinely enjoy the brand, Freddy’s avoids the pitfalls of forced endorsements and instead fosters organic connections.
Content Strategy: From Custard to Community
Freddy’s has launched a multi-channel content strategy to support the NIL partnership. This includes:
- Short-form videos featuring athletes enjoying Freddy’s signature items like steakburgers and custard.
- Social media takeovers, where athletes share their Freddy’s favorites and interact with fans.
- Website features that profile each athlete, including quotes, photos, and personal stories.
The campaign also emphasizes community values. Athletes are encouraged to highlight Freddy’s role in their hometowns, whether it’s a post-practice hangout or a family dinner spot. This storytelling approach reinforces Freddy’s identity as a place where memories are made.
Why NIL Matters for Freddy’s
The NIL partnership reflects Freddy’s understanding of shifting consumer dynamics. Today’s audiences crave connection, and college athletes offer a powerful bridge between brand and community. NIL deals allow Freddy’s to:
- Humanize its brand through real stories and relatable personalities.
- Stay competitive in a crowded fast-casual market by embracing cultural trends.
- Support student-athletes, many of whom rely on NIL income to support their education and training.
This initiative also positions Freddy’s as a forward-thinking brand that respects the evolving landscape of college sports. By investing in athletes’ personal brands, Freddy’s contributes to a more equitable and dynamic sports ecosystem.
Looking Ahead: Potential for Growth
Freddy’s NIL partnership is just the beginning. The brand has hinted at expanding its athlete roster in future seasons, potentially including athletes from additional sports and regions. There’s also room for:
- Collaborative menu items, such as athlete-inspired custard flavors or burger combos.
- In-store activations, including meet-and-greets, autograph sessions, and charity events.
- Scholarship tie-ins, where Freddy’s supports academic initiatives in conjunction with athletic partnerships.
As NIL continues to evolve, Freddy’s is well-positioned to lead with integrity, creativity, and community focus.
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