college sports

Athlete Feature: Bijan Robinson’s Success in Football and NIL

By Brady Lynch|Updated on July 6, 2023 (originally published on April 21, 2023)

With the 2023 NFL Draft on the horizon, high profile athletes from across the nation are hoping to hear their names called next weekend for an opportunity to begin their professional careers and monetize their skills at the highest level.

Among these athletes lies Bijan Robinson, a star running back out of The University of Texas. Standing at 5'11”, Robinson was a 2022 unanimous All-American, received the 2022 Doak Walker Award for best running back in the country, and is a projected year 1 starter after putting together a notable combine performance with a prospect grade of 6.84. Aside from his impressive resume on the field, Robinson has made noise in the NIL world, signing a plethora of deals since legislation was passed in 2020 allowing student-athletes to earn money based on their name, image and likeness.

About a month ago, I had the opportunity to go to SXSW in Austin, TX and listen to Bijan Robinson speak on a panel about the future of NIL partnerships. I was privileged enough to learn about how he has established himself as both an influencer and a businessman. It didn't take long for me to realize that although he is known for being an elite athlete, this was only a portion of Bijan Robinson as a whole.

With this new sector of college athletics unlocked, it is so important that these young adults are understanding the financial literacy that comes with these massive NIL deals they are signing. I was more than impressed to see the dynamic between Robinson and his marketing manager Bryan Burney during the panel, as it was such a cohesive relationship they demonstrated when discussing Bijan's deals and how they have evolved as partners over the past few years. Bijan did most of the talking, doing a fantastic job explaining the deals he chooses to pursue and all of the work that goes into each one.

Bijan's deals include paid partnerships with Lamborghini, Rhoback, C4 Energy, Raising Canes, Athletic Brewing Company, Onyx Authenticated and Digital Candy. Perhaps his most creative and successful deal however, is none other than “Bijan Mustardson” a dijon mustard that Bijan generated from the use of his own name and his love for mustard.

It was this deal that Bijan spoke so in depth about during the “Future of NIL Partnerships” panel at SXSW. The partnership was formed with an Austin-based creative entrepreneurial lab called CALLEN, that works to produce products and brands with their clients. Chief Creative Officer Craig Allen, who was also a feature speaker on the panel described how Bijan embodied everything they could want in a client. He spoke highly of his character and Bijan's willingness to collaborate in an open and creative manner with CALLEN, and how these characteristics ultimately led to the success that is Bijan Mustardson.

While providing the opportunity to make money, NIL legislation has also allowed for college athletes to express themselves in ways they legally never could before. It has given them a platform both from a social media standpoint, but also a creative one as well. The Bijan Mustardson product was a form of creative expression, as well as a very profitable business deal for Bijan Robinson and CALLEN. Robinson leaned into the idea, was passionate about the potential of the product, trusted the professionals he worked with on this deal and became a businessman throughout the process.

While there is still a large gray area in the NIL realm with work to be done, it is proving to be a very marketable and beneficial layer emerging in college athletics. It is providing a financially stable space for athletes to explore, as opposed to banking their whole worth on their athletic ability to take them the professional route and have a career. The lessons and skills these young adults are learning outside of their athletic confinements thanks to their NIL deals are things they will carry with them beyond the NFL Draft, or any professional contract.

So, with the draft looming and Bijan Robinson being one of the most highly touted prospects, his stock goes far beyond his physical abilities. Will he be a first-rounder and a starting running back on the team that scoops him up in his rookie year? Yes, as long as he stays healthy. But he will also continue to be a young, intelligent, creative businessman that has already garnered sufficient funds through his willingness to step outside the lines as an “athlete” and be open to the booming business side of the sports industry as well. The team that drafts Robinson next weekend is cashing in on an elite talent, and a well-rounded individual who will carry his previous successes both on and off the field to the next level.

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Image Credit: University of Texas Athletics