Recently, Novo Brazil Brewing announced a NIL (Name, Image, Likeness) partnership with the San Diego State University men’s basketball team. This deal between student-athletes and the San Diego brewpub demonstrates how these NIL initiatives can offer the brewpub a unique way to strengthen community ties, enhance brand visibility, and contribute to the success of local student-athletes.
This recently accepted policy allows college athletes to earn money by using their personal brand to be paid for their name, face, or reputation. It will enable athletes to profit from their identity while maintaining their college eligibility.
For Novo Brazil, CEO and founder Tiago Carniero tells Brewer that the San Diego brewpub has broken new ground in community engagement with this unique partnership. Through the MESA Foundation, Novo provided $24,000 in restaurant gift cards, as all 16 team members received a $1,500 gift card, while the company introduced a 10% discount promotion for all SDSU students at its Mission Valley location.
The initiative is not only a strategic move for the brewery but also a reflection of its deep ties to the community.
“The SDSU basketball athletes and their supporters have always been there for us,” Carniero said. “It’s our way of contributing to their success and reinforcing our commitment to the local community. We wanted to ensure all team members felt valued and appreciated.”
In addition to the gift cards, the 10% discount program for SDSU students looks to further solidify the brewpub’s connection to the campus community. Students can access the discount by presenting their SDSU card at Novo’s Mission Valley restaurant, located just seven miles from campus.
Carneiro sees this initiative as an extension of Novo’s gratitude for the athletes’ contributions to the city, particularly during the team’s recent run to the NCAA Final Four in 2023.
“SDSU men’s basketball has provided our city with so much joy over the last several years,” he said. “These players bring big business to local companies, including Novo and our sister company NOVA Kombucha. This is our way of saying ‘thank you.’”
Novo’s dual identity as a brewery and restaurant has played a critical role in the partnership’s success and allows it to “create diverse engagement opportunities.”
“We can host events, provide great dining experiences for everyone, and offer activities that align with NIL rules, making our partnership more dynamic and impactful,” he said.
The collaboration builds on the brewery’s existing relationship with SDSU athletics. In 2023, the brewery partnered with the team to launch Azteks Raspberry Kombucha, a product that featured input from players on flavor and design.
WATCH: Brewer Magazine Video Podcast with NOVO Brazil Brewing
For others considering similar ventures, Carneiro said the importance of aligning with community values and finding creative ways to engage student-athletes under NIL rules is key to helping both sides benefit.
“Our approach was straightforward,” he said. “We already host watch parties for SDSU games and have a great relationship with the MESA Foundation. Once we initiated discussions, the response was enthusiastic, and the partnership naturally evolved from there.”
Carneiro also said by choosing gift cards as a form of compensation, the brewpub ensured all team members could participate equally.
The impact of these initiatives will be measured through participation rates, direct feedback, and overall engagement. Carneiro added that the responses from the athletes and SDSU community have been overwhelmingly positive.
“Our support has been warmly received, and students have embraced the discount promotion,” he said. “This shows that when local businesses and universities collaborate, everyone wins.”
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