Louisiana businesses partner with LSU athletes on name, image and likeness

Local News

BATON ROUGE, La. (BRPROUD) — A number of Louisiana businesses announced new partnerships with LSU college athletes Thursday morning. The partnerships were made public after the NCAA Division I schools’ top rules-making group approved policy changes to greatly enhance athletes’ ability to earn compensation from their name, image and likeness.

Baton Rouge-based Smalls Sliders has partnered with LSU quarterback Myles Brennan, according to Brennan and Smalls Sliders’ official social media pages. Brennan said he has also entered into a deal with Smoothie King, founded in New Orleans and now headquartered in Dallas.

Smoothie King has a history of seeking out athletes to endorse their brand. Three-time Olympic gold gymnast Gabby Douglas and former New Orleans Saints quarterback Drew Brees both currently endorse the privately-held smoothie chain, according to its website.

LSU cornerback Derek Stingley Jr. announced on Twitter that he has partnered with Baton Rouge-based Walk-On’s Sports Bistreaux, a casual eatery founded by two former college athletes from the university.

LSU baseball’s Cade Beloso announced that he would endorse his family’s business, Hot Rod’s Creole which sells seasonings, mixes and sauces.

Shortly after 4 p.m. Thursday, the Office of the Governor further announced that Gov. John Bel Edwards had signed Senate Bill 60 into law, outlining what regulations public post-secondary institutions and college-athletes must follow.

For example, an athlete may not agree to an endorsement deal for “tobacco, alcohol, illegal substances or activities, banned athletic substances, or any form of gambling including sports wagering,” nor may he or she seek sponsorships that conflict with pre-existing institutional sponsorship agreements or contracts.

In a statement, Edwards called himself an avid sports fan and said, “It is only fitting that college athletes be able to benefit financially from their hard work and to have more control over their personal likenesses, which many organizations and entities have already done for years.”

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