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), here’s this week’s matchup of gridiron battles and CPG brawls.
#7 BYU vs #8 Texas Tech = BelliWelli vs Bonza
Fiber snacking revolution. BelliWelli (BYU) made hot girl stomach issues mainstream. Gluten-free, low FODMAP bars that actually taste good. IBS girlies rejoice. Bonza (Texas Tech) brings fiber to mac and cheese. Yes, chickpea pasta that doesn’t suck. Both solving digestive drama deliciously. Edge: TT by 3.
#9 Oregon vs #20 Iowa = Olipop vs Poppi
Prebiotic soda supremacy. Olipop (Oregon) went full science mode with 9g of fiber per can. Digestive health meets nostalgia flavors. Poppi (Iowa) kept it simple with apple cider vinegar and 5g fiber. Pastel cans, major retail wins. Complexity versus accessibility. Edge: Oregon by 10.
#3 Texas A&M vs #22 Missouri = Supergut vs Just Date Syrup
Fiber innovation face-off. Supergut (A&M) turned resistant starch into a lifestyle brand. Bars, shakes, science-backed gut health. Just Date (Missouri) proved dates are nature’s fiber candy. One ingredient, infinite uses. Tech-enabled versus traditional wisdom. Edge: A&M by 10.
LSU vs #4 Alabama = Chia Smash vs Flackers
Crunchy fiber classics. Chia Smash (LSU) made chia jams that pack 3g fiber per serving. Spreadable superfood from the bayou. Flackers (Alabama) pioneered flax seed crackers before keto was cool. Doctor’s wife, kitchen experiment, now nationwide. Jam versus crackers, both packing fiber. Edge: Alabama by 14.
SMU vs Boston College = Uprising Food vs GG Crackers
Better-for-you fiber breakthroughs. Uprising (SMU) created bread with 9g fiber per slice. Keto-friendly, actually tastes like bread. GG (Boston College) brought Scandinavian fiber crackers to America. 4g per cracker, appetite control legend. Modern science versus Nordic wisdom. Edge: Ponies in a blowout
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 nutritionist in Eugene putting every athlete on Olipop. No partnership.
Smart brands should be:
Creating “Training Table Approved” product lines
Sponsoring team nutritionist fiber challenges
Building digestive health education programs for athletes
Finding the offensive lineman who credits fiber for his performance
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 quarterback from Waco crediting BelliWelli for his game-day comfort.
Every Saturday tells a story. What’s yours?
Next week: Thanksgiving sides meet CPG disruption. Save room.
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, check which brands the strength coaches recommend. That endorsement moves more product than any influencer.