Zaxby’s signs UGA’s Brock Bowers as brand ambassador in NIL deal

Agreement with Bowers marks QSR’s deeper commitment to UGA athlete endorsements

Zaxby’s signed an agreement with Brock Bowers, University of Georgia (UGA) tight end, in a Name, Image and Likeness (NIL) deal. Bowers, 2021 SEC Freshman of the Year, becomes a brand ambassador with the chicken QSR for the upcoming college football season.

Currently, the 2022 Bulldogs are preparing for the annual G-Day game in Sanford Stadium. In the April 16 game, up to 92,000 fans may see the team live after winning the national championship. At 1 p.m. that day, ESPN2 will feature the intrasquad scrimmage. In addition, the game will be on the network’s three games aired on the main ESPN channels.

“We’re pleased and proud to extend our support for UGA football with Brock Bowers as our next brand ambassador,” said Joel Bulger, Zaxby’s chief marketing officer. “Because Zaxby’s is an Athens-based brand, our ties with the University of Georgia football program are strong, and we’re happy to welcome Brock to the Zaxby’s family.”

He earned the Associated Press and Coaches All-SEC First-Team honors and was named the SEC Newcomer of the Year and a Second-Team All-American. As a freshman, Bowers set the UGA record by a tight end for single-season receptions (791) and touchdowns (11). What’s more, Bowers caught 10 passes against Alabama in last year’s SEC championship game. It was a career-high and SEC championship game record for a tight end.

As part of the NIL contract, Bowers will represent Zaxby’s at select corporate and philanthropic events, as well as on social media. Plus, Bowers will also share Zaxby’s-branded content from his personal social media. Bowers hails from Napa, California.


“Ever since I committed to Georgia, I have been a fan of everything Athens has to offer. That goes doubly so for the Athens-based Zaxby’s. To that end, I couldn’t be more excited to announce that we are teaming up. From charity events to community fundraising, Zaxby’s shares my passion for making a positive and lasting impact on the lives of our community. Plus, the chicken is fire,” said Bowers.

Zaxby’s said it was one of the first QSRs to sign an athlete under the NCAA sponsorship parameters. Last season, the chain tapped J.T. Daniels at the start of the 2021 winning season for UGA.

These moves exemplify Zaxby’s commitment to endorsement deals with collegiate athletes at the University of Georgia. It also helps the QSR become “even more deeply embedded in the college sports community,” according to a company statement.

Zaxby’s is headquartered in Athens. Early on, it targeted college towns for unit development as part of its initial expansion strategy.


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