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.
#20 Michigan vs Wisconsin = Off the Eaten Path vs Moon Cheese
Midwest snack innovation clash. Off the Eaten Path (Michigan) convinced America that veggie crisps could replace chips. PepsiCo acquisition validates the vision. Moon Cheese (Wisconsin) literally launched cheese into space (freeze-dried). Crunchy cheese that doesn’t need refrigeration. Both redefined road trip snacks. Edge: Michigan by 7.
#7 Penn State vs UCLA = Partake Foods vs Supergoop!
Allergy-friendly meets sun safety. Partake (Penn State) built a cookie empire on what’s NOT in them. Gluten-free, vegan, still delicious. Jay-Z backed. Supergoop! (UCLA) made sunscreen cool with glowy formulas and $100M in revenue. Both solving real problems with better branding. Edge: Partake by 21.
SMU vs Syracuse = Nutpods vs Spindrift
Creamer wars meet sparkling water supremacy. Nutpods (SMU) cracked the dairy-free creamer code and went from Amazon to everywhere. Spindrift (Syracuse) put real fruit in sparkling water when everyone else used “natural flavors.” Both proved simple tweaks create billion-dollar categories. Edge: Nutpods by 17.
#16 Vanderbilt vs #10 Alabama = Banza Chickpea Pasta vs Jack Link’s
Better-for-you versus beef tradition. Banza (Vanderbilt) turned chickpeas into pasta and somehow made it not weird. Now in 15K stores. Jack Link’s (Alabama) owns gas station real estate with jerky dominance spanning decades. Innovation versus institution. Edge: Alabama by 14.
#9 Texas vs Florida = Tacodeli Salsa vs Truff Hot Sauce
Authentic versus luxe heat. Tacodeli (Texas) bottled Austin’s favorite taqueria salsa. Still made in small batches, still sells out weekly. Truff (Florida) put truffles in hot sauce and charged $20. Instagram gold, Oprah’s Favorite Things. Tradition versus trend. Edge: Texas 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 Ann Arbor posting Moon Cheese hauls to 150K followers. No sponsorship.
Smart brands should be:
Creating athlete study snack bundles (Partake “Finals Week Fuel”)
Sponsoring dorm room fridges with product drops
Building partnerships with athletic trainers who recommend products daily
Finding the third-string tight end who’s TikTok famous for cooking videos
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 programmatic ads. It’s a safety from Syracuse who genuinely drinks Spindrift at every meal.
Every Saturday tells a story. What’s yours?
Next week: Rivalry week meets regional flavors. Get ready.
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 the recycling bins after tailgates. That’s your real market research.