Another NIL first: Kent State WR Dante Cephas strikes deal for TD celebrations
The NCAA’s interim policy prohibits NIL deals based on athletic performance. However, the guidelines don’t strictly prohibit businesses from sponsoring a touchdown celebration. That’s where Kent State receiver Dante Cephas, Water Street Tavern and Jaster Athletes come in.
Cephas – one of the top returning pass catchers in the Mid-American Conference – has agreed to a NIL deal with Water Street Tavern. As part of the deal brokered by Jaster Athletes, Cephas will have his touchdown celebrations sponsored by the local bar and grill that’s known as “the official fan headquarters of the Golden Flashes.”
It’s believed to be the first NIL deal where a touchdown celebration is sponsored, according to Mit Winter, a sports attorney and NIL expert at Kennyhertz Perry LLC.
“NCAA rules prohibit deals based on athletic performance, for example, compensation can’t be based on scoring a touchdown,” Winter said. “But they don’t prohibit sponsoring a touchdown celebration.”
According to Water Street Tavern, every time Cephas does his signature end zone celebration – which is essentially a referee-friendly version of the Cabbage Patch dance – Kent State fans can stop by the bar and grill to get a $6 chicken sandwich and fry special.
“When Dante Eats, we all eat,” Water Street Tavern said when promoting the deal.
In the commercial that rivals other locally produced spots like Decoldest Crawford’s HVAC promotion at Nebraska and BYU star quarterback Jaren Hall’s “dad uniform” ad, Cephas demonstrates his dance in front of the Water Street Tavern.
“I’m excited to announce that with my partnership with Water Street Tavern, every time you see me do this touchdown celebration… all fans can come in and get a $6 chicken sandwich and fries special.”
‘This is where NIL gets fun’
Jaster Athletes CEO Jordon Rooney said the deal with Dante Cephas and Water Street Tavern has been in the works for a while. He, too, called it another NIL first.
“This is where NIL gets fun,” Rooney said.
“We started working with Dante before the beginning of the season to improve his marketability. He’s one of the most underrated receivers in the nation. I felt like he deserved more hype. We saw him being at a MAC school as a unique challenge when it came to NIL. So, the goal wasn’t going to be big six-figure deals.”
Rooney said that’s when it came time for Jaster Athletics to get more creative.
“I met Mike Beder, who runs the Water Street Tavern and is a huge supporter of Kent State,” Rooney said. “Dante was already known for his touchdown celebrations. So, I came up with the idea to use the most marketable part of him to leverage a NIL deal.
“Mike was all in.”
And the payoff has been great so far with both Water Street Tavern and Cephas generating a lot of headlines.
“This is how you do NIL,” Rooney said. “You find creative ways to leverage the most marketable aspects of an athlete to directly provide value for a business. Water Street Tavern’s engagement has skyrocketed since yesterday.”
Dante Cephas put up big numbers in 2021
Through four games – including three games at powerhouse programs Washington, Oklahoma and Georgia, Dante Cephas has 255 receiving yards and one touchdown reception. Those are respectable numbers against quality defenses.
Additionally, look for his numbers to balloon once he gets further into the 2022 schedule. In the 2021 season, the Pittsburgh Penn Hills High School native had 82 receptions for 1,240 yards and nine touchdowns grabs.
Many NFL experts say he’s the receiver most likely to play on Sundays from the MAC.