Skip to main content

LOOK: Juice Kiffin inks NIL deal with Grove Collective

Nikki Chavanelleby:Nikki Chavanelle10/05/22


Ole Miss’s NIL arm, The Grove Collective, announced a historic deal on Wednesday after “inking” Lane Kiffin’s dog Juice as the collective’s NIL program ambassador.

According to the contract, which the Grove Collective shared on Twitter, Juice will receive compensation in the form of gift cards to Hollywood Feed in Oxford, Mississippi. In exchange, Juice Kiffin grants his name, image and likeness to the GC. However, “only for the purpose of showing that Juice is much cooler than all other SEC mascots.”

Also, to remain compliant with the terms of his agreement, Juice must continue to be a “good boy.” His contract stipulates that he refrain from digging holes in the Grove, and never wear maroon. He must also wear REAL TREE gear when hunting (including while chasing squirrels).

On top of all those rules, Juice also has to avoid association with “disreputable and unsavory creatures.” Animals that fall under that category include elephants, tigers, war eagles, razorbacks and more.

There’s no doubt Juice will carry out his duties with the loyalty and commitment everyone expects from man’s best friend.

Grove Collective relaunches under Walker Jones

In a press conference on Friday, The Grove Collective, under the new leadership of former Rebel Walker Jones, announced its relaunch after restructuring and securing a full-time staff.

Jones made the announcement at the Inn at Ole Miss with Ole Miss athletics director Keith Carter in attendance. Nearly all of Ole Miss’ head coaches were in attendance, including Lane Kiffin, Mike Bianco and Kermit Davis.

The Grove Collective is a for-profit LLC. It functions to provide turn-key solutions for businesses and individuals that desire to utilize the publicity rights of Ole Miss student-athletes for advertising and promotion.

“Short-term challenge is long-term opportunities and that’s what this is” Jones said of leading the collective. “The more I looked at it the more I could see that there was a need for a better model.

“One of the first things that we all talked about is that this is going to be 100-percent compliant and 100-percent legal by the NCAA and by the State of Mississippi.”

On3’s Jake Thompson contributed to this report.