Last week, top high school quarterback prospect Quinn Ewers made headlines for something that would’ve been unthinkable and impossible just last year. Ewers decided to forgo his senior season of high school football, partly because Texas wouldn’t let a high schooler profit from his name, image, and likeness. Ewers is heading off to Ohio State University, where he’ll be able to profit from his NIL just like every college student-athlete around the country.
Ewers’ decision was likely very difficult, but extremely practical because his earning potential is off-the-charts. He is the number one overall Rivals.com recruit, headed to the branding powerhouse that is OSU, and has 100,000 followers across Instagram and Twitter. Many believe he has the potential to earn millions of dollars in endorsements.
In his August 2nd statement on Twitter, Ewers mentions “taking the time to think about what lies ahead of me, both in the short and long-term,” before confirming that he will indeed head off to Columbus this fall.
So, who will be the first brand Ewers partners with now that he is no longer a high-school athlete? That question was answered on August 9th when he posted a video in collaboration with Holy Kombucha, a Texas-based drink manufacturer. The deal reportedly includes both cash and equity, plus a partnership with Hope Squad, an organization that seeks to reduce self-destructive behavior and youth suicide.
The video, which features Ewers, a football, and multiple cans of Holy Kombucha, is seeing fantastic numbers in the 24 hours it has been up. On Twitter, it’s been viewed 550,000+ times and is still racking up the likes, retweets, and quote tweets. On Instagram, its viewer count is over 50,000 and climbing, plus it’s boasting an impressive engagement rate of 20%.
All of this is good news for Holy Kombucha, a brand that is gaining huge awareness by partnering with Ewers for such a groundbreaking deal. Not only are they getting increased traction to their profile from Ewers tagging them in his video, but they’re also getting free publicity because of all the publications writing about this deal.
An elite high school prospect skipping his last year of high school in part because his NIL earning potential was so strong is a BIG deal, but so is brands recognizing this marketing ability early on and capitalizing on it. In this new era of athlete marketing, we’re seeing brands step up in a big way on on MarketPryce, partnering with hundreds student-athletes for sponsorship deals, and it’s all for the better.