When I look at college football, I don't see just games. I see America's closest thing to international futbol – regional pride, generational loyalty, and most importantly, a largely untapped market for small CPG brands. With NIL partnerships opening doors that were locked for decades, smart founders should be paying attention to what's happening on Saturdays.
At Pickle Advisors, we invest in consumer culture. And nothing captures American consumer culture quite like 100,000 people tailgating at 8am for a noon kickoff. So in the spirit of competition (and finding the next billion-dollar brand hiding in plain sight), I'm launching a weekly series matching college football games to snack showdowns.
#1 Texas vs #3 Ohio State = Siete Tortilla Chips vs Lesser Evil Popcorn Both premium upgrades to stadium classics. Siete (Texas) brings that grain-free swagger, family heritage, and billion-dollar exit energy. Lesser Evil (Ohio State) counters with organic simplicity and Midwest sensibility. Just like the game, this matchup comes down to execution – can Siete's premium positioning beat Lesser Evil's mass appeal? Edge: Siete by 3.
#9 LSU vs #4 Clemson = Tony Chachere's vs Duke's Mayo Southern tradition versus southern institution. Tony's (LSU) has that Cajun authenticity you can't fake – they season everything down there. Duke's (Clemson) might seem basic, but they've got distribution locked and loyalty that spans generations. This is about soul versus scale. Edge: Tony's in overtime.
#8 Alabama vs Florida State = Golden Flake vs Rap Snacks Dynasty meets disruption. Golden Flake (Alabama) is your traditional powerhouse – Birmingham-based, consistent, owns their region. Rap Snacks (FSU) came in hot with celebrity partnerships and cultural relevance that legacy brands dream about. Sometimes the establishment wins. Edge: Golden Flake by 14.
#6 Notre Dame vs #10 Miami = Dot's Pretzels vs Siete Queso Midwest fundamentals versus Miami flash. Dot's (Notre Dame) did one thing perfectly and got acquired by Hershey for real money. Siete Queso (Miami) is bringing dairy-free heat to a category that needed disruption. Both are case studies in finding white space. Edge: Pick 'em.
Virginia Tech vs #13 South Carolina = Utz vs Biscuit Head Jam Regional favorite versus regional revelation. Utz (VT) has that Mid-Atlantic lockdown – family-owned for 100 years and not going anywhere. Biscuit Head (SC) is what happens when Southern breakfast culture goes CPG. Distribution versus differentiation. Edge: Utz by 8.
The NIL Opportunity Nobody's Talking About
Here's what keeps me up at night: College athletes can now partner with brands. But most CPG founders are still thinking influencers and TikTok. Meanwhile, there's a quarterback in Tuscaloosa with 100K engaged followers who actually uses your product.
Smart brands should be:
Partnering with players who authentically align with their values
Creating limited campus editions (imagine Siete "Burnt Orange" chips)
Sponsoring tailgate activations where your customer already congregates
Building regional loyalty before going national
The same founders who understand community-driven growth need to recognize that college football IS community. It's loyal, it's local, and it's looking for authentic brands that get it.
At Pickle Advisors, we're actively exploring NIL strategies for our portfolio companies. Because sometimes the best marketing isn't an Instagram ad – it's a linebacker from your hometown repping your hot sauce.
Every Saturday tells a story. What's yours?
Next week: SEC showdowns meet Southern snacks. Place your bets now.
Want to explore NIL partnerships for your brand? Reach out at jonathan@pickleadvisors.com
P.S. - If you're a founder watching games this Saturday, pay attention to the local commercials. That's your competition – and your opportunity.
