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.
#5 Ole Miss vs #9 Georgia = Ballerina Farm vs Diestel Family Ranch
Heritage farming showdown. Ballerina Farm (Ole Miss) turned homesteading into a lifestyle brand. Sourdough, raw milk, and 9 million followers watching every churn. Diestel Family Ranch (Georgia) has been raising turkeys since 1949. Four generations of poultry perfection. Influencer agriculture versus legacy livestock. Edge: Ballerina Farm in the upset.
#20 USC vs #13 Notre Dame = Laurel’s Mocktails vs Melting Forest Mocktails
Functional beverage face-off. Laurel’s (USC) brought A2 milk to the RTD coffee game. Easier to digest, smoother finish, solving problems people didn’t know they had. Melting Forest (Notre Dame) leans into whimsy with botanical mocktails and fairy tale branding. Dairy innovation versus zero-proof magic. Edge: We’re a Laurel’s fan, so choosing them in an upset!
#11 Tennessee vs #6 Alabama = Jacob’s Protein Bars vs David Protein
Plant protein powerhouses. Jacob’s (Tennessee) made protein bars that don’t taste like cardboard. Plant-based, minimal ingredients, actually satisfying. David (Alabama) is the RxBar founder’s next act. Same no-BS approach, new protein bar perfection. Both proving second acts can be better. Edge: Tennessee in an upset.
#23 Utah vs #15 BYU = Sweet Gains Cookie Dough vs Smearcase Cream Cheese Ice Cream
Frozen protein innovation. Sweet Gains (Utah) made protein ice cream that doesn’t compromise on taste. Clean ingredients, serious macros, dessert without the guilt. Smearcase (BYU) went left field with cream cheese protein ice cream. Tangy, creamy, and somehow it works. Traditional protein versus cheesecake dreams. Edge: BYU by 3.
UCLA vs Maryland = Dawnbreaker Oats vs Gamsa Oatmeal
Morning bowl brilliance. Dawnbreaker Oats (UCLA) brought overnight oats to the masses with grab-and-go cups. No prep, all protein. Gamsa (Maryland) elevated instant oatmeal with Korean flavors. Sesame, ginger, and unexpectedly delicious. West Coast convenience versus East Coast innovation. Edge: UCLA 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 tight end in Athens eating Miyoko’s on every bagel. No sponsorship.
Smart brands should be:
Creating rivalry week limited editions (Fly by Jing “Cardinal & Gold” heat level)
Sponsoring team nutritionist recommended lists
Building ambassador programs with offensive linemen who buy in bulk
Finding the long snapper with a cooking show and 300K subscribers
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 performance ads. It’s a safety from Salt Lake City who meal preps with Kodiak every Sunday.
Every Saturday tells a story. What’s yours?
Next week: Playoff push meets premium snacks. 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, check which brands athletes tag in their grocery hauls. That’s authentic endorsement waiting to happen.