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 #2 Indiana = Beefy’s Own vs Folds Potato Chips
West Coast tallow meets Midwest engineering. Beefy’s Own (UCLA) cooked potato chips in beef tallow like your great-grandma would if she was cool. Old-school fat, new-school brand. Folds (Indiana) solved the chip structural integrity problem with their ridged perfection. Built for dips, engineered for victory. Animal fat versus architectural design. Edge: Indiana by 21.
#25 Michigan vs Michigan State = Montauk General Store Matcha vs Isshiki Matcha
Battle for matcha supremacy in East Lansing. Montauk General Store (Michigan) brought Hamptons energy to powdered green tea. Lifestyle brand meets superfood. Isshiki (Michigan State) keeps it pure with ceremonial grade authenticity. No shortcuts, just whisks. Beach vibes versus tradition on Spartan turf. Edge: Michigan by 7.
#8 Ole Miss vs #13 Oklahoma = Sauz vs Carbone
Pasta sauce prestige battle. Sauz (Ole Miss) is bringing fresh thinking to jarred sauce. Clean labels, bold flavors, millennial packaging. Carbone (Oklahoma) took fine dining pasta sauce mainstream. Restaurant quality at retail. New school versus establishment. Edge: Ole Miss by 10.
#16 Virginia vs UNC = Rotten vs Joyride
Better-for-you candy clash. Rotten (Virginia) made gummy worms that won’t rot your teeth. Plant-based, no sugar, still addictive. Joyride (UNC) went the low-sugar route with Swedish candy that slaps. Both proving candy can grow up. Academic approach versus Tar Heel treats. Edge: Pick ‘em.
#10 Vanderbilt vs #15 Missouri = Cotto vs Buffy Protein
Functional food innovation. Cotto (Vanderbilt) is pushing boundaries with their elevated approach to everyday nutrition. Clean, simple, effective. Buffy (Missouri) brings protein to unexpected places with creative formats. Both betting on better-for-you disruption. Edge: Vanderbilt 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 linebacker in Bloomington who’s been eating Folds chips since freshman year. No deal.
Smart brands should be:
Creating rivalry week editions (Montauk vs Isshiki “Battle for Michigan”)
Sponsoring team bus snack supplies (Beefy’s for those long road trips)
Building campus ambassador programs before going national
Finding the walk-on with 100K followers and actual product loyalty
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 ad. It’s a defensive end from Oxford who puts Sauz on everything.
Every Saturday tells a story. What’s yours?
Next week: November chaos meets holiday flavors. 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, notice which snacks show up in the student section. That’s tomorrow’s market share.