When Kansas walk-on tight end Jared Casey caught the game-winning two-point conversion in the Jayhawks’ first-ever win at Texas last season, he capitalized on the moment through an NIL deal with Applebee’s Grill + Bar. Now, he’s back for another commercial for the restaurant chain. In the latest ad, Kansas quarterback Jalon Daniels makes an appearance alongside Casey.
The Kansas-focused NIL collective Mass Strategies helped facilitate the NIL opportunity. Casey, who earned a scholarship in August, and Daniels, wore shirts promoting the collective in the commercial.
“This year for the holidays, you know I’m giving all my friends Applebee’s gift cards, especially the guy who made me an Internet sensation,” Casey said in the commercial.
The camera pans to Daniels, who’s sitting next to Casey in the commercial.
“Well, I am the guy that threw the pass,” Daniels said, matter-of-factly.
“Buy one $50 gift card and get a second $10 bonus gift card just for yourself,” Casey said, before Daniels interrupts.
“Or, you can give it to your favorite QB,” Daniels said.
“You just can’t lose when you go for two,” Casey said, holding up two fingers.
Mass Strategies facilitates NIL opportunities for Jayhawks
Mass Strategies rebranded in July after the collective launched in 2021 as 6th Man Strategies and 12th Man Strategies. The name pays homage to Massachusetts Street in Lawrence, Kansas.
At the time of the rebrand, Mass Strategies received a $1.5 million gift from Kansas alum and Ripple CEO Brad Garlinghouse.
“Given the monumental moment of Jared’s two-point conversion reception and the Applebee’s spot that ensued, it was a no-brainer to do it again this year with an added celebrity,” Mass Strategies President and COO Dan Beckler said in a statement provided to On3. “The relationship we developed last year with Thrive Restaurant Group really set the stage for a repeat performance this year. Jalon and Jared have a great friendship and it was fun to see them in action during this commercial shoot.
“When brands align and see value in these partnerships with student-athletes, everyone wins, and have some fun along the way.”
In the original Applebee’s commercial after his two-point conversion, Casey said, “Hey, you’ve always gotta go for two.”
It was his first career catch and he followed it with his first NIL deal. Casey then earned a scholarship in August.
The On3 NIL Valuations for Jalon Daniels, Jared Casey
Daniels, who played in Kansas’ first six games before suffering an injury against TCU, was instrumental in the Jayhawks’ 5-0 start to the season. They’re bowl-eligible for the first time since 2008 after they beat Oklahoma State last weekend.
In five-plus games this season, Daniels completed 66.7% of his passes for 1,072 yards, 11 touchdowns and one interception. He also rushed for 341 yards and five touchdowns.
Daniels has an On3 NIL Valuation of $88,000.
Jared Casey has an On3 NIL Valuation of $35,000.
He has 10 receptions for 120 yards and two touchdowns this season.
The On3 NIL Valuation is the industry’s leading index that sets high school and college athletes’ projected annual value (PAV). The On3 NIL Valuation utilizes a proprietary algorithm that calculates an athlete’s NIL market value using dynamic data points targeting three primary categories including performance, influence and exposure.
While the algorithm includes NIL deal data, it does not act as a tracker of the value of NIL deals athletes have completed to date, nor does it set an athlete’s NIL valuation for the athlete’s entire career.
On3’s Jeremy Crabtree contributed to the reporting.