SuckerPunch enters sports hydration, signing NIL deals with Maason Smith, Cutter Boley

As SuckerPunch rolls out its new sports hydration line, the brand focusing on all things pickles has tapped into the NIL space to introduce its product. 

Name, image and likeness has provided a pathway for companies to enter the college sports world and put themselves in front of a new audience. 

SuckerPunch is using the NIL as a launchpad, signing endorsement deals with LSU defensive tackle Maason Smith and Kentucky quarterback commit Cutter Boley. Unique to this endorsement deal is the athletes can use the product in their everyday lives, whether it be coming off the practice field or prepping for a game. 

An effective solution for muscle cramps, Smith was first introduced to the product at LSU. Repped by WME Sports, when the opportunity to partner with SuckerPunch was introduced, he jumped at the chance. 

“SuckerPunch was introduced to our team recently, and our Director of Sports Nutrition, Dr. (Matt) Frakes showed me the product,” the former five-star recruit told On3. “Truly enjoyed it and felt refreshed. Made for a great partnership.”

For Cutter Boley, working with SuckerPunch is one of his first experiences in NIL. The four-star recruit and senior at Lexington Christian Academy, he’s looking forward to growing his personal brand with the hydration line. Boley will be participating in marketing for the company, promoting its two-ounce Pickle Juice Shots for hydrating on the go, available in Classic Dill and Spicy Pepper flavors. 

“It’s kind of surreal for me to sign my first NIL deal in high school,” the quarterback said. “Seeing all the other guys promoting different things out there, it’s definitely really cool. But being able to promote something that I can use from game to game and use in preparation and during the game to stay hydrated – that’s very cool.”

SuckerPunch partnership makes sense for Smith, Boley

Founded in 2011, SuckerPunch is known for its pickles and pickle pouch snack packs. Working with Smith and Boley will provide access to new markets to tap into and put its sports hydration line in front of customers. The pickle juice shots bring a new electrolyte option to the marketplace for athletes. 

“As SuckerPunch enters the hydration space with our electrolyte-enhanced pickle juice, we have begun working with young athletes who embody our values,” SuckerPunch co-owner Brian Schmucker said. “Maason Smith and Cutter Boley are ideal SuckerPunch athletes. Maason demonstrated loyalty to his home state when he committed to LSU as a top recruit out of high school, and he showed an admirable fighting spirit following his knee injury in 2022. 

“Cutter’s leadership abilities, academic accomplishments, and work ethic are impressive, but his commitment to philanthropy has truly set him apart. We look forward to supporting and partnering these young men as they continue to live our shared values on and off the field.”

On3 Elite aided in SuckerPunch’s NIL partnership

On3 Elite assisted in the deal, amplifying SuckerPunch’s entry into the NIL space by signing agreements with Smith and Boley. 

“Our focus is on empowering student-athlete’s narratives,” said Grant Frerking, the head of On3’s Elite division. “Through our On3 Elite amplification services, we’re highlighting SuckerPunch Hydration’s commitment to NIL. Excited to highlight the impact of this partnership.”

Smith has tallied six total tackles and a sack this season. Working with WME Sports, he’s grown out his NIL brand. The third-year player has a $91,000 On3 NIL Valuation with more than 26,000 social media followers. The LSU defensive tackle faces a major test on Saturday, visiting Tuscaloosa for a top-15 matchup with Alabama.

Boley committed to the Wildcats this past May, providing a major recruiting win for Kentucky. Now gearing up for the playoffs, he’ll be able to have SuckerPunch next to him for the run for a state title. He has an On3 NIL Valuation of $153,000. 

“At On3, we’re passionate about supporting student-athletes,” said John Staton IV, On3 Elite’s NIL Sports Marketing director. “Partnering with SuckerPunch Hydration allows us to amplify their story, uplifting the journeys of athletes like Maason Smith and Cutter Boley while generating a return on investment for the brand through data-driven insights.”