Park Avenue returns with Clean Energy NIL deal for three South Carolina athletes

Park Avenue has returned to the South Carolina market.

In August, South Carolina and Everett Sports Marketing (ESM) announced a two-year, $2.2 million partnership. Through the agreement, ESM would establish Park Avenue to procure NIL deals for Gamecock athletes. The in-house South Carolina-focused firm quickly made an difference. Touted basketball freshman GG Jackson signed on with Topps, while SAXX Underwear struck a six-figure, team-wide deal with the football team.

But the NCAA’s guidance in October labeled it impermissible for third-party entities to represent athletes on behalf of an athletic department. Park Avenue went dark for a few months but now has created a new infrastructure, separate of South Carolina.

In its first NIL announcement since October, the firm has facilitated agreements between Clean Energy and high jumper Rachel Glenn, tennis player Sarah Hamner and soccer forward Corinna Zulo. The trio will be featured in a promo video explaining why they use Clean Energy. A plant-based sports nutrition company, the brand has become known for its on-the-go smoothie packets.

“This partnership showcases a trio of incredible female athletes across a variety of sports,” Park Ave agent Chaise Belt told On3 in a statement. “At Park Ave we have experience creating novel deals and partnerships that highlight the specific brand attributes in tandem with the athlete’s talent. This is another example of commercial partnership done right.”

Glenn won the national high jump title in 2021, while Zulo started in 17 games this past fall with two goals and five assists. Hamner was the SEC Freshman of the Year last season.

Terms of the agreements were not disclosed. While Park Avenue is no longer working hand-in-hand with South Carolina, it still plans to work exclusively with Gamecocks athletes. In the initial release, the marketing firm said it will work with about 25 to 35 of South Carolina’s high-profile athletes, with the goal of incorporating players across other teams.

ESM continues to build out NIL roster

ESM has built a reputation as one of the top marketing agencies in the NIL space. The agency currently represents Brock Bowers and the Cavinder twins. All three have emerged as some of the most successful athletes in NIL. The Cavinders recently inked agreements with Intuit TurboTax, Raising Cane’s and Under Armour.

ESM also recently signed Jalin Hyatt, brokering the former Tennessee receiver’s agreement with Hyatt. And while the agreement with ESM is strictly for NIL purposes at the moment, the company also assists NFL clients such as Jalen Hurts, Mac Jones and Nick Chubb.