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Ole Miss Star Quarterback Joins SEC Rivals in New NIL Partnership

Rebels' signal caller highlights the power of dairy milk for athletes’ hydration, muscle recovery, and peak performance.

Michael Ehrlich

Sep 28, 2024; Oxford, Mississippi, USA; Mississippi Rebels quarterback Jaxson Dart (2) drops back to pass during the second half against the Kentucky Wildcats at Vaught-Hemingway Stadium. Mandatory Credit: Petre Thomas-Imagn Images
Sep 28, 2024; Oxford, Mississippi, USA; Mississippi Rebels quarterback Jaxson Dart (2) drops back to pass during the second half against the Kentucky Wildcats at Vaught-Hemingway Stadium. Mandatory Credit: Petre Thomas-Imagn Images / Petre Thomas-Imagn Images
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A new NIL partnership focusing on hydration, muscle recovery and peak performance, should help Ole Miss star quarterback Jaxson Dart bounce back from an overtime loss to LSU. The Heisman hopeful has joined rival SEC signal callers in a new campaign for The Dairy Alliance, a nonprofit
funded by dairy farm families in the Southeast.

Dart faces off with fellow star quarterbacks Carson Beck of Georgia, Nico Iamaleava of Tennessee and Brock Vandagriff of Kentucky, who signed with The Dairy Alliance earlier this season. The QB1s are featured in a social media campaign that engages with consumers about the benefits of dairy milk. The future pros are competing off the field to demonstrate how dairy milk is a game-changer in sports nutrition, offering hydration, high-quality protein and essential nutrients for muscle recovery.

"Drinking dairy milk gives us protein and electrolytes to stay strong, hydrated and on target all season," Dart said. "I'm proud to represent Mississippi in this campaign and spread the word about milk's nutrition benefits with The Dairy Alliance."

So far this season for the 5-2 Rebels , Dart has thrown for 2,384 yards and 14 touchdowns with three more on the ground. He now adds a new NIL partnership to his diverse portfolio of brand deals.

"By adding Jaxson Dart, we're excited to broaden our reach throughout Mississippi and the Southeast to highlight the value of dairy milk for consumers," added Geri Berdak, CEO of The Dairy Alliance. "Our mission is to support local dairy farmers and highlight dairy milk's benefits for both personal health and the dairy industry. With athletes like Jaxson joining Milk's Got Game, we're connecting with new audiences and inspiring more individuals to choose dairy milk for optimal performance and recovery."

The projected first round pick in the 2025 NFL Draft has been one of the more prolific football players across NIL. With unique - and reportedly lucrative - deals such as telecommunications company C Spire and private jet brand Nicholas Air, Dart and his team at ESM certainly think creatively about NIL opportunities. Dart also has partnerships with the likes of Beats by Dre, Raising Cane's and Ole Miss' The Grove Collective, among others.

Dart and No. 18 Ole Miss look to bounce back at home on Saturday versus Oklahoma.

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Michael Ehrlich
MICHAEL EHRLICH

Michael Ehrlich is a seasoned sports marketing executive with experience across the global sports brand, athlete representation, media and education sides of the business. The Founder and CEO of Playbook Marketing, Ehrlich consults with brands on all things NIL and athlete partnerships, advises student-athletes on their personal brand building endeavors and is an adjunct professor at his alma mater, the University of Southern California where he teaches a course on athlete communications and marketing. As a writer, his previous bylines include Boardroom, Business of College Sports, DIME Magazine and UPROXX, among others. You can follow him across social media at @MichaelEhrlich and reach out via michael@playbook-marketing.com

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