Three UNC Women’s Basketball Players Ink NIL Deal Promoting Chocolate Milk as a Recovery Drink and NC’s Dairy Industry
RALEIGH - (March 21, 2024) – Three members of the University of North Carolina women’s basketball team will promote the benefits of chocolate milk as a sports recovery drink and support the farmers who make up the state’s dairy industry through a unique NIL partnership announced by the N.C. Department of Agriculture & Consumer Services and The Brandr Group. This marks one of the first NIL agreements involving a state agency in North Carolina.
UNC women’s basketball players, Alyssa Ustby, Alexandra Zelaya and Kayla McPherson will participate in a social media campaign designed to share the nutritional benefits of chocolate milk as a highly effective and great tasting post-workout recovery option. Milk is an excellent source of key recovery nutrients such as protein and calcium, and chocolate milk has the added benefit of carbohydrates, which can help replenish energy stores for athletes.
Click here to view Alyssa Ustby’s post (goes live at 6 a.m. (EDT) on March 22)
“Chocolate milk is my favorite recovery drink,” said UNC Women’s Basketball Team Captain Alyssa Ustby. “I am excited to be able to highlight the benefits of dairy, and how chocolate milk helps me perform at my best.”
North Carolina is home to around 38,000 dairy cows, which produce over 23,500 pounds of milk each per year, for a total of 894 million pounds per year. Dairy production is part of the state’s $103.2 billion agriculture and agribusiness industry.
“With its flavor and nutritional benefits, chocolate milk has quietly been a preferred sports recovery beverage for years, and this partnership with The Brandr Group and members of the UNC women’s basketball team is a perfect way to spread this message,” said Peter Thornton, director of the NCDA&CS Marketing Division. “We’re thrilled to be among the first state agencies to take advantage of the NIL platform to showcase the benefits of real dairy milk while also supporting these outstanding UNC female student-athletes.”
“We applaud the N.C. Department of Agriculture & Consumer Services for its creativity with this program and support for women’s collegiate sports,” said TBG Director of Athlete Activations Ashley Kerns. “This is an innovative initiative that not only showcases the tremendous student-athletes at UNC but also puts the spotlight on the hard-working dairy farmers who are critical to the health and success of North Carolina’s agricultural industry. This campaign will demonstrate the effectiveness of chocolate milk as a recovery drink for athletes and that anyone engaging in strenuous activity can enjoy the same benefits by refueling with chocolate milk.”
About The Brandr Group
The Brandr Group (TBG) is a brand management, marketing and licensing agency powered by a team with decades of collective management experience for some of the world’s largest brands. TBG has emerged as the leading agency in group licensing programs, leading efforts for more than 90 college athletic programs and their student athletes in the Name, Image and Likeness category including the biggest brands in college athletics. TBG partners with prominent brands, colleges, sponsors, corporate trademarks, athletes and events to cultivate, diversify and monetize intellectual property through professional brand management and licensing endeavors. For more information, please visit tbgusa.com.
