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Greenville Business Magazine

Bo Time: Bojangles Signs Clemson, UNC QBs to NIL Deals

Jul 22, 2021 01:45PM ● By David Dykes

Shown: DJ Uiagalelei, quarterback for Clemson, officially joins Team Bojangles in NIL deal. (Photo: Bojangles)

Bojangles said quarterbacks DJ Uiagalelei of Clemson and Sam Howell of UNC-Chapel Hill have agreed to name, image and likeness deals with the Southern chicken and biscuits brand that allow college athletes to cash in on their fame.

Terms weren’t disclosed.

“College football is a huge passion point for Bojangles and our fans, so we are excited to be able to work with the athletes that make this sport so great,” said Jackie Woodward, chief brand and marketing officer for Bojangles. “These local stars have enjoyed our delicious food to fuel their athletic careers, and we’re thrilled to officially be part of their journey.”

The brand is one of the first major quick-service restaurants to sign endorsement deals with college athletes, and Woodward says the company is looking to add more men and women college athletes to “Team Bojangles” across its growing footprint in a variety of sports.

The chain already has well-established deals with the NFL’s Carolina Panthers and schools in the Atlantic Coast Conference, the Southeastern Conference and several Historically Black Colleges and Universities (HBCU).

In addition, Bojangles has relationships with Dale Earnhardt Jr., PGA golfer Chesson Hadley, Bassmaster fisherman Guy Eaker and outdoorsman Brad Staley.

Bojangles said both college athletes will get to work right away, making appearances on behalf of Bojangles and sharing content on their personal social media accounts.

Howell’s recently announced partnership with TABLE, a non-profit that provides hunger relief to children, will be among the first opportunities for Bojangles to support his passion for the community.

“Coming from California, I’ve learned that this area is serious about three things – faith, college football and their Bojangles,” said Uiagalelei, a sophomore expected to claim the starting quarterback role with the highly ranked Tigers. “I’m excited to be working with a brand that has become my go-to since coming down here.”

The NCAA moved to allow college athletes to benefit from their name, image and likeness, effective July 1, 2021.