Pennzoil signs first NIL deals with student-athletes

Pennzoil is getting into the college NIL space via three new student-athlete partners: Indiana men's basketball F Trayce Jackson-Davis, Michigan swimmer Maggie MacNeil and Boston College lacrosse player Charlotte North. The brand, which to date has primarily spent its sports sponsorship dollars in auto racing, will provide each athlete with a gift card to help cover the cost of their vehicle maintenance. In turn the student athletes will create social media content, primarily through Instagram, providing a glimpse into how their vehicles are “unsung teammates.” Those posts will appear both on Pennzoil's feeds and the athletes' own social channels.

Excel Sports Management represents Jackson-Davis and brokered his deal. Rubicon Talent helped orchestrate/facilitate the deals with both North and MacNeil. Pennzoil Global Brand Manager Amanda Luce is the brand-side lead for NIL activation in collaboration with Coyne PR.