This is the coolest NIL deal we’ve done yet with USC’s leading WR (our player, Tahj Washington)
We started working with Tahj Washington 2 years ago and helped him become known as Chef Tahj “The Best Chef in College Football”.
When La Victoria reached out about their salsa, we wanted to focus on creativity + impact.
The idea: Tahj loves supporting the USC food kitchen and we need to tie in salsa somehow.
The concept: Tahj will salsa dance after a big play, touchdown, or just whenever he wants. It will be a 1 sec dance, so it won’t impact the game.
Every time he does, La Victoria will donate 16 lbs of food to the USC food pantry.
“Isn’t the performance-based/pay-to-play? No. Tahj got paid to do a social media post promoting the campaign. Even if he never does the salsa, his deal doesn’t change.
The differentiator: Progressive, forward-thinking NIL departments will always find a way to make it work. USC’s compliance and the added benefit of working with an Altius Sports Partners GM, Lyndsey Lopes made a somewhat complicated process simple.
Also, having a brand like La Victoria Foods that wanted to give back and support Tahj was crucial.
COO at Bell & Evans
2moThat’s a great group in that picture!! Happy retirement!