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.
#16 Utah vs #17 Texas Tech = Liquid I.V. vs LMNT Electrolytes
Hydration innovation in the desert. Liquid I.V. (Utah) built a billion-dollar brand by making hangover prevention socially acceptable. That Unilever exit was pure elevation gain. LMNT (Texas Tech) took the opposite approach: no sugar, all salt, CrossFit approved. Both understood hydration was due for disruption. Edge: Liquid I.V. by 3.
#21 Michigan vs Nebraska = Muddy Bites vs SkinnyDipped
Midwest snack sophistication. Muddy Bites (Michigan) solved the only problem with ice cream cones. Now you can buy just the chocolate-lined tip. Pure Michigan innovation. SkinnyDipped (Nebraska) made almonds interesting with dark chocolate and no guilt, riding that better-for-you wave to 15,000 stores. Edge: Muddy Bites ML.
SMU vs TCU = Chamberlain Coffee vs Pop & Bottle
Dallas coffee culture clash. Chamberlain Coffee (SMU) is Emma Chamberlain's Gen Z empire, proving influencer brands can have substance beyond the selfies. Pop & Bottle (TCU) went from farmers markets to Whole Foods with oat milk lattes that actually taste good. Youth versus craft. Edge: Pop & Bottle by 4.
#11 Oklahoma vs #22 Auburn = DAVID Sunflower Seeds vs Country Archer Jerky
Better-for-you tailgate classics. DAVID (Oklahoma) reimagined the gas station staple with lower sodium and actual flavor innovation. Your dad's sunflower seeds got a rebrand. Country Archer (Auburn) took jerky from truck stops to Trader Joe's with grass-fed beef and zero sugar. Both proving legacy categories need disruption. Edge: DAVID by 6.
#4 Miami vs Florida = CACTI Agave Spiked Seltzer vs Vita Coco Spiked
Florida fizz fight. CACTI (Miami) was Travis Scott's seltzer play. Limited release energy that sold out everywhere. Vita Coco Spiked (Florida) leveraged coconut water dominance into alcohol, because why not? This is hype versus infrastructure. Edge: Vita Coco by 10.
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 running back in Salt Lake City who drinks Liquid I.V. after every practice. No sponsorship.
Smart brands should be:
Creating athlete recovery bundles (LMNT x linebacker meal prep)
Sponsoring position group snack supplies (O-line loves Muddy Bites)
Building campus sampling programs during spring practice
Partnering with strength coaches who influence 100+ athletes daily
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 post. It's a quarterback from Lubbock keeping LMNT in his locker.
Every Saturday tells a story. What's yours?
Next week: SEC slugfests meet Southern startups. Don't miss it.
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, notice which brands show up in player TikToks versus traditional ads. That organic reach is your North Star.