WICHITA, Kan. — Freddy’s Frozen Custard & Steakburgers announced on March 16, 2026 that it has signed Name, Image, and Likeness (NIL) agreements with 10 collegiate athletes. The athletes are based in Arizona, North Carolina, Tennessee, and Texas. The move expands the brand’s marketing strategy through athlete-driven social media partnerships.
The fast-casual chain said the athletes compete in men’s and women’s college basketball. They will promote menu items such as steakburgers and frozen custard. These promotions will appear through digital content and brand campaigns.
The initiative places Freddy’s among a growing group of restaurant brands using NIL deals. These deals aim to connect with younger consumers. They also tap into sports culture and social media engagement.
As part of the program, participating athletes will share their favorite menu items. Content will be posted across personal and brand-owned platforms. The approach blends food promotion with lifestyle content.
According to the company, the roster includes athletes from several programs. These include the University of Arizona, Duke University, the University of North Carolina, Vanderbilt University, and the University of Houston.
Athlete partnerships expand Freddy’s marketing playbook
Freddy’s confirmed that both male and female basketball players are included in the campaign, reflecting a broader push toward inclusive athlete marketing.
The company framed the initiative as a continuation of previous athlete collaborations. In a statement accompanying the announcement, Houston Cougars guard Emanuel Sharp described the partnership as an extension of an existing relationship, noting that the brand has been part of his college experience.
Similarly, Arizona Wildcats guard Mickayla Perdue highlighted specific menu preferences, referencing Freddy’s Original Double Steakburger and frozen custard offerings as part of her endorsement.
The company did not disclose the financial terms of the NIL agreements.
Industry context: NIL deals reshape restaurant marketing
Freddy’s entry into NIL partnerships reflects a broader shift in how CPG and foodservice brands approach influencer marketing.
Since NIL regulations changed in 2021, allowing college athletes to monetize their personal brands, companies across industries (including quick-service restaurants, beverage brands, and snack manufacturers) have increasingly invested in athlete partnerships.
For restaurant chains, NIL deals offer:
- Direct access to Gen Z audiences
- Built-in social media distribution
- Localized marketing tied to college communities
At the same time, the strategy carries risks, including oversaturation and difficulty measuring return on investment.
Why it matters
Freddy’s NIL partnerships highlight how fast-casual brands are adapting to a marketing landscape driven by creator-led content and athlete influence. By aligning with college basketball players, the company taps into regional fan bases and high-engagement audiences during a key sports season.
The move also signals a shift away from traditional advertising toward distributed brand storytelling, where individual athletes act as micro-influencers. As more brands enter the NIL space, differentiation will likely depend on authenticity, content quality, and how well partnerships translate into in-store traffic and long-term loyalty.
Other News
While leveraging NIL partnerships with college athletes is a brilliant, top-of-funnel strategy to build long-term brand equity and capture Gen Z mindshare, QSR leaders know that converting that digital hype into immediate summer foot traffic requires highly experiential menu innovation. To ensure these newly engaged younger demographics actually pull into the drive-thru, Freddy’s is aggressively pairing its influencer marketing with highly craveable, Instagram-worthy LTOs. Perfectly demonstrating this push toward fun, snackable formats, the fast-casual chain recently launched its highly anticipated summer menu lineup, headlined by a nostalgic Dr Pepper Frost and a boundary-pushing Steakburger Taco. For restaurant operators and marketing directors, this dual-engine approach—using localized athlete endorsements to capture attention while dropping bold, limited-time flavors to force a transaction—is the ultimate 2026 playbook for dominating the summer season.
Editor’s note: Source86 perspective
For food brands, Freddy’s NIL strategy reflects a broader trend toward experience-driven marketing and digital-first engagement. Partnerships that connect products with cultural moments (like college sports) can help brands stay visible in a crowded market, but they also require strong operational execution to meet increased demand.
At Source86, we support brands navigating these shifts through ingredient sourcing, private label development, and co-manufacturing solutions that ensure scalability behind the scenes. As marketing strategies evolve, having a reliable supply chain and R&D partner becomes critical to turning visibility into sustained growth. Let’s talk.
FAQs
Freddy’s NIL program involves agreements with 10 college basketball athletes who promote the brand’s menu items through social media and digital campaigns.
The athletes are based in Arizona, North Carolina, Tennessee, and Texas.
NIL partnerships allow brands to reach younger audiences through athlete influencers, leveraging social media engagement and sports culture to drive awareness.
External source: Freddy’s Announces NIL Partnership with Ten Collegiate Athletes
