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.
#25 BYU vs Colorado = Noops Oat Milk Pudding vs HighKey Keto Snacks
Mountain West wellness wars. Noops (BYU) turned grandma’s pudding into a protein-packed DTC darling. Plant-based, nostalgic, and somehow cool. HighKey (Colorado) is betting the keto wave hasn’t crested yet with cookies that don’t taste like cardboard. Both chasing that better-for-you comfort food dream. Edge: HighKey by 3.
#21 USC vs #23 Illinois = Kroma Wellness vs Evergreen Juices
Hollywood health meets Midwest nutrition. Kroma (USC) has Lisa Bonet as founder and bone broth lattes for $12. Peak LA energy. Evergreen (Illinois) keeps it simple: cold-pressed juice that actually tastes like vegetables, because honesty still works in Champaign. Influencer culture versus farmer’s market authenticity. Edge: Pick ‘em.
#4 LSU vs #13 Ole Miss = Stubb’s Bar-B-Q Sauce vs Bachan’s Japanese BBQ Sauce
BBQ battle royale. Stubb’s (LSU) went from Austin legend to McCormick acquisition, proving regional flavor can scale nationally. Bachan’s (Ole Miss) is the venture darling bringing Japanese-American fusion to tailgates. Family recipe, killer branding, Whole Foods to Target trajectory. Old guard versus new wave. Edge: Bachan’s by 3.
#1 Ohio State vs Washington = Jeni’s Ice Cream vs Salt & Straw
Premium frozen showdown. Jeni’s (OSU) built an empire from Columbus with $12 pints and actual waiting lists for ice cream. Salt & Straw (Washington) countered with Portland weird and monthly flavor drops that break the internet. Both proved Americans will pay luxury prices for dairy. Edge: Jeni’s by 14.
#6 Oregon vs #3 Penn State = Coconut Bliss Ice Cream vs Pipcorn
Consciously crafted showdown. Coconut Bliss (Oregon) pioneered plant-based ice cream before oat milk was cool. Eugene hippies turned $100M exit to HumanCo. Pipcorn (Penn State) made heirloom popcorn a thing after Shark Tank, proving heritage varieties deserve premium prices. Both built empires on simple promises: better ingredients. Edge: Pipcorn by 4.
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 defensive end in Columbus who posts Jeni’s runs every week to 100K followers. Zero partnership.
Smart brands should be:
Creating game day flavors (imagine Bachan’s “Tiger Tailgate” sauce)
Sponsoring nutrition programs at major universities
Building relationships with team dietitians who control 85 athletes’ meal plans
Partnering with walk-ons who have authentic stories, not just stars
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 Super Bowl commercial. It’s a lineman from Eugene sharing his recovery routine with Brew Dr.
Every Saturday tells a story. What’s yours?
Next week: Big 12 battles meet better-for-you brands. Stay tuned.
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 post about local food spots. Those are your distribution partners, not your competition.