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Georgia’s Javon Bullard secures NIL deal inspired by controversial hit in College Football Playoff

Javon Bullard
Photo credit: Georgia Athletics

In the NIL age, a collegiate student-athlete has the opportunity to cash in on their fame. For Georgia defensive back Javon Bullard, that fame led to a bizarre collaboration with Alumni Cookie Dough.

Alumni Cookie Dough is a Georgia-based dessert shop.

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Through this partnership, facilitated by Cannon Gaines of Gaines Group Activations in Athens, Georgia, Bullard is promoting Alumni Cookie Dough in a most peculiar way. Bullard will showcase a new flavor on the menu, “Bullard’s Buckeye Crunch,” which is a play on his controversial hit in the College Football Playoff game against the Ohio State Buckeyes.

The new flavor will include crushed Oreos and Reese’s Cups as the focal ingredient in the cookie dough offering. Bullard will promote the brand on social media in this partnership.

For a refresher, in the Chick-Fil-A Bowl, Bullard dislodged the ball from Ohio State star receiver Marvin Harrison Jr. in the end zone, in a key sequence in the game. Officials originally ruled Bullard for targeting, but a review led to the overruling of that call. In what was a close game, this play was huge in determining the winner.

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Kudos to Bullard, who earned Defensive MVP in both the Chick-Fil-A Peach Bowl and the College Football Playoff championship game, for making the most of the opportunity.

This is not the first time someone made profits off of that hit, either.

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A Georgia-based memorabilia company in February sold a “hand-signed photo” of the infamous hit between Bullard and Harrison Jr., for $129.99 with the text in the photo reading “Night Night.”

Bullard is coming off a fantastic sophomore campaign and will be a key factor in Georgia trying to win an unprecedented third national title in a row.