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.
UCLA vs #1 Ohio State = Cove Ginger Beer vs OLIPOP Orange Squeeze
West Coast craft meets Midwest power. Cove (UCLA) brings spicy sophistication with their premium ginger beer. Clean burn, real ingredients. OLIPOP (Ohio State) flexes with Orange Squeeze. 9g fiber disguised as creamsicle nostalgia. Both elevating soda, different playbooks. Edge: Ohio State by 28.
#10 Texas vs #5 Georgia = Poppi Classic Cola vs Culture Pop Strawberry Lemonade
Lone Star tradition versus Southern innovation. Poppi (Texas) took on Big Cola with apple cider vinegar and pastel cans. The disruptor that won. Culture Pop (Georgia) brings probiotic power to fruit forward flavors. 40 billion CFUs per can. Who brings the best bubbles to the SEC? Edge: Georgia by 7.
Florida vs #7 Ole Miss = Recess Peach Ginger vs TRIP Peach
Swamp chill meets Grove psychedelics. Recess (Florida) pioneered the adaptogen soda space. Magnesium, L-theanine, actual relaxation. TRIP (Ole Miss) went full mushroom mode. CBD-infused British elegance in Oxford. Adaptogens versus mushrooms in the ultimate functional showdown. Edge: Ole Miss by 17.
#11 Oklahoma vs #4 Alabama = Zevia Cream Soda vs United Sodas Toasted Coconut
Sooner simplicity meets Crimson creativity. Zevia (Oklahoma) proved zero sugar doesn’t mean zero flavor. Stevia-sweetened nostalgia that actually works. United Sodas (Alabama) brings tropical innovation to classic categories. Toasted coconut? In a soda? Why not. Edge: Alabama by 10.
#21 Iowa vs #17 USC = Drift vs Remedy Kombucha
Heartland meets Hollywood wellness. Drift (Iowa) brings next-level hydration to the masses. Clean, functional, actually refreshing. Remedy (USC) turned kombucha into a lifestyle empire. No sugar, maximum gut health, Australian origins thriving in LA. Midwest simplicity versus probiotic perfection. Edge: USC by 3.
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 Columbus who drinks OLIPOP before every game. No deal.
Smart brands should be:
Creating rivalry week limited editions (Poppi “Burnt Orange” vs Culture Pop “Dawg Red”)
Sponsoring recovery lounges with functional beverages
Building “Official Drink of Film Study” partnerships
Finding the punter who reviews sodas to 300K TikTok followers
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 a billboard. It’s a defensive back from Oxford posting TRIP to his story after every win.
Every Saturday tells a story. What’s yours?
Next week: Rivalry week chaos meets category disruption. Buckle up.
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, count how many athletes reach for functional beverages on the sideline. That’s tomorrow’s distribution strategy today.