Hellmann’s Mayo plans to hand out the Hellmann’s Award later this season. The trophy will be given to the player who creates the best tailgate recipe featuring the condiment. The trio of players have signed NIL deals with the company. Running through Sept. 28, fans will vote on their favorite recipe by liking the athlete’s video on social media.
The winner will be named on Hellmann’s Instagram, where the athlete will be able to claim the award which comes with a trophy.
Along with the NIL campaign, the competition coincides with Hellmann’s new multi-year deal with six institutions. Through a sponsorship agreement with Learfield, it is now the “official mayo” at Alabama, Florida, Georgia, Texas and Texas A&M.
“The Hellmann’s Award is a one-of-a-kind recognition that fuses culinary creativity with the competitive spirit of college football and will showcase how Hellmann’s is the ultimate ingredient MVP for game day and everyday recipes,” said Chris Symmes, Marketing Director, Dressings & Condiments at Unilever Nutrition North America. “On the heels of our Will Levis’ lifetime supply contract, we’re blitzing football season head-on and championing flavor as the official mayonnaise of these top universities.”
Hellmann’s has planned a fan fest tour, too. The first stop will be Sept. 30 at AT&T Stadium ahead of the Texas A&M-Arkansas rivalry game. The Hellmann’s tailgate truck will be making appearances at the following games:
- Oct. 7 – Kyle Field, College Station, Texas
- Oct. 14 – Bryant-Denny Stadium, Tuscaloosa, Ala.
- Oct. 21 – Donald W. Reynolds Razorback Stadium, Fayetteville, Ark.
- Nov. 4 –Ben Hill Griffin Stadium, Gainesville, Fla.
- Nov. 11 – Sanford Stadium, Athens, Ga.
- Nov. 24 – Darrell K Royal–Texas Memorial Stadium, Austin, Texas
Raheim Sanders, Conner Weigman headline Hellmann’s campaign
Hellmann’s tapped a trio of SEC stars for the NIL portion of the marketing campaign.
Sanders ranked 13th in the nation last year, rushing for 1,443 yards and averaging 6.5 yards per carry. The tailback finished with 12 total touchdowns on the season and was an All-SEC first-team pick. He will miss his second consecutive game this weekend, however, dealing with a knee injury. He’s found success in the NIL space, inking deals with ZIPS Car Wash and Huggies. He holds a $280,000 On3 NIL Valuation.
Through two games this year, Conner Weigman has thrown for seven touchdowns and two interceptions with 572 passing yards. He threw five touchdowns in the season opener, becoming the first quarterback in program history to reach the mark. The quarterback will have to bounce back after last week’s loss at Miami. With a $256,000 On3 NIL Valuation, he recently signed a season-long NIL agreement with Cotton Holdings.
Arnold has emerged as an NIL star in his second year at Alabama. With more than 275,000 followers, the former four-star recruit has worked with Crypto.com. He’s made nine total tackles on the season and has a $193,000 On3 NIL Valuation.
The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.