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 Michigan State = Enso Chips vs Folded Potato Chips
West Coast wellness meets East Lansing engineering. Enso Chips (UCLA) made vegetable chips that actually taste like vegetables should. Beet, sweet potato, green bean. Clean label California vibes. Folded Potato Chips (Michigan State) solved the structural integrity problem. Thicker cut, perfect for dipping, engineering students’ favorite. Innovation versus iteration. Edge: UCLA to cover.
#15 Michigan vs USC = Date Smarter vs Hot Girl Pickles
Better-for-you snacks collide. Date Smarter (Michigan) cracked the code on healthy indulgence. Chocolate covered caramels with date powder instead of corn syrup. Sweet genius. Hot Girl Pickles (USC) just hit Whole Foods after conquering TikTok. From viral video to prime shelf space in 18 months. Function versus phenomenon. Edge: Michigan to win.
#8 Alabama vs #14 Missouri = Loopini Pizza vs Porta Pizza
Portable pizza wars. Loopini (Alabama) created pizza you can pack in a lunchbox. Frozen, foldable, actually good. Porta (Missouri) went the fresh route with Roman-style slices ready to travel. Both solving the eternal pizza portability problem. Edge: Bama by 3.
#1 Ohio State vs #17 Illinois = Kloud vs Bunky
Protein popcorn perfection. Kloud (Ohio State) made popcorn a protein source without sacrificing taste. Light, airy, actually crunchy. Bunky (Illinois) went the artisanal route with gourmet flavors and 10g protein per serving. Both proving popcorn can fuel your gains. Edge: OSU by 21.
#7 Indiana vs #3 Oregon = HOL Health Club Broth Protein Bar vs Intrinsic Protein Bar
Protein bar evolution. HOL Health Club (Indiana) put bone broth in a bar because why not. Collagen meets convenience. Intrinsic (Oregon) keeps it clean with grass-fed whey and adaptogens. No fillers, no BS, just premium protein. Both elevating the bar category in different ways. Edge: HOL in an upset.
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 linebacker in Columbus who meal preps with Kloud treats. Zero sponsorship.
Smart brands should be:
Creating team-specific flavors (Date Smarter “Maize and Blue” blend)
Sponsoring position group snack supplies (O-line needs those Loopini pizzas)
Building partnerships with strength coaches first, athletes second
Finding the backup QB who’s secretly a food influencer
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 paid media. It’s a running back from Eugene posting about cricket protein to 100K followers who actually care.
Every Saturday tells a story. What’s yours?
Next week: Homecoming games meet hometown heroes. Mark your calendar.
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 players mention specific snacks in post-game interviews. Those are your future brand ambassadors.