Marketing and Sponsorship

Duke's Mayo Bowl signs South Carolina QB Joyner to NIL deal

Dakereon Joyner as part of his NIL deal will document his time playing in the Duke’s Mayo Bowl in social media postsGETTY IMAGES

Univ. of South Carolina QB Dakereon Joyner has accepted an NIL deal to "become the Duke’s Mayo Bowl ambassador" after leading his team to a 38-21 victory over North Carolina in the Duke's Mayo Bowl, according to Ben Portnoy of the Columbia STATE. The role Joyner has accepted will include "a handful of social media posts over the coming weeks to document his time playing in the Duke’s Mayo Bowl and what the game meant to him." The contract offered to Joyner is "set pay $5,000." The Duke’s Mayo Bowl worked with Opendorse to "put the deal together" (Columbia STATE, 1/6).

ALL IN GOOD FUN: Bespoke Sports & Entertainment CEO Mike Boykin talked about his work with Duke’s Mayo and the Charlotte-based bowl game. Duke's “wants people to have fun with football and they are constantly challenging us, the Sports Foundation and the other great agencies that we get to work with to do something different and be fun.” Boykin: “We have to dump mayo on the winning coach, we have to. America wants to see it, and they did. … It just was a lot of good things over the course of the relationship that have evolved, and it kind of started with Duke's wanting something very creative, very fun.” Boykin said Duke’s has gotten a “lot more than they expected” in terms of ROI, which “goes back” to ESPN and the Charlotte Sports Foundation. Boykin: “They were so well integrated that they squeezed it everywhere they could to get value." He added, “It’s done more than we could have ever dreamed, and now we're going to support that with future plans to help them continue to grow the brand with retailers and food service accounts.” SEC Network’s Paul Finebaum: “I’m just glad to see a bowl game with a sense of humor” (“The Paul Finebaum Show,” SEC Network, 1/4).

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