Zaxby’s drafts UGA football QB JT Daniels for NIL deal

The Chicken Wars hit college football.

UGA quarterback JT Daniels has expanded its growing portfolio of name, image and image deals by becoming a brand ambassador for Athens-based Zaxby’s.

Daniels shot a promotional photo at the chain, popular for its chicken fingers and sandwiches, in a store on the Atlanta Highway in Athens.

“It’s a huge all-season partnership and JT will be the sole NIL ambassador for Zaxby’s brand,” said Dan Everett of ESM, the sports marketing company that represents Daniels in the NIL space.

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Clemson quarterback DJ Uiagalelei has a deal to sell Bojangle’s chicken.

Georgia and Clemson will meet in a top five match in Charlotte on September 4th.

“We’re excited to partner with Heisman’s hopeful University of Georgia quarterback JT Daniels for the coming season,” said Joel Bulger, Zaxby’s chief marketing officer, in the announcement. “His leadership skills on and off the field are remarkable and fit well with our brand. We welcome JT to Team Zaxby’s, a brand that has a strong bond with UGA and is deeply rooted here in Athens.”

Zaxby announced Daniels’ deal Tuesday, the day after Action Network’s Darren Rovell reported that Daniels had a six-month exclusive trading card deal worth $ 100 per signature. Everett wouldn’t say which company this is with just yet, but did confirm that with 50 percent of the royalties on signed and unsigned cards, this deal could run to seven digits.

Daniels performed with teammates at a restaurant in Monroe even before his preseason practice session, and his recent deals have an impact on his teammates as well.

Everett said he plans to donate half of the trading card proceeds to teammates.

Daniels, of Irvine, California, mentioned his teammates in comments to Zaxby’s, which has more than 900 locations in 17 states.

“Since I came here in Georgia, Zaxby’s has been my choice. I mean, there really is no comparison. I am asked all the time what is my favorite food. It’s Zaxby’s. No doubt, ”said Daniels. “For me, Zaxby’s offers something that I already enjoy, and I can share it with my teammates and bring food to ESP, an organization we’ve both already supported. I’m really looking forward to this kind of brand partner.”

Daniels also has an exclusive memorabilia deal and an NFT deal.

“He turned down more offers than he accepted,” said Everett. “He wants to do this responsibly and focus on brands that partner teammates or support ESP.”

Daniels will appear for Zaxby’s at corporate and philanthropic events and in commercials – none are currently planned for television, Everett said. He will also post content about the chicken chain on his social media accounts, including Instagram with more than 66,000 followers and Twitter with nearly 28,000 followers.