Freddy’s Frozen Custard & Steakburgers® Signs 12 Collegiate Athletes to NIL Deals

Fast-casual favorite Freddy’s Frozen Custard & Steakburgers® is entering the NIL space in a big way, announcing partnerships with twelve collegiate athletes across Kansas, Arizona, Alabama, Texas, and Oklahoma. The deals spotlight both male and female athletes from a variety of sports, including football, volleyball, soccer, and track & field, reflecting Freddy’s commitment to highlighting diverse talent and building authentic brand connections.

Athletes Share Their Favorites

Through the partnership, athletes will share their menu favorites on social media and the Freddy’s website, blending sports culture with food fandom. “Freddy’s has delicious custard so of course I was excited to partner with them!” said Kadyn Proctor, offensive tackle for the Alabama Crimson Tide. Fellow signee Kenna Miller, outside hitter for the Texas Longhorns, added, “Burgers are one of my favorite foods and Freddy’s makes a great one. I also love dipping my fries in frozen custard. Perfect combo!”

The Freddy’s Collegiate Athlete Partnership Roster

The first class of Freddy’s NIL athletes includes standouts from some of the nation’s top programs: Anna Pagano (Kansas State, soccer defender), Dylan Edwards (Kansas State, running back), Avery Johnson (Kansas State, quarterback), Xavion Alford (Arizona State, defensive back), Tristan Bacon (Arizona State, linebacker), Wilkin Formby (Alabama, offensive tackle), Kadyn Proctor (Alabama, offensive tackle), Melina Rebimbas (Alabama, soccer midfielder), CJ Baxter (Texas, running back), Kenna Miller (Texas, outside hitter), John Mateer (Oklahoma, quarterback), and Kendall Johnson (Oklahoma, track & field, horizontal jumps).

For Freddy’s, the deals mark a strategic entry into NIL, blending the brand’s iconic frozen custard and steakburgers with the influence of rising collegiate stars. For athletes, the partnership provides an opportunity to represent a nationally growing brand while sharing a relatable love for food that resonates with fans.

This move underscores how NIL continues to evolve beyond traditional sportswear and beverage categories. By tapping into everyday lifestyle brands like Freddy’s, athletes can authentically connect with audiences on and off the field, while companies gain a presence in the growing marketplace of college sports storytelling.

-Rey Saturn