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Kansas quarterback Jason Bean inks NIL partnership with Serious Bean Co.

Jason Bean
Photo credit: 247 Sports

Kansas Jayhawks quarterback Jason Bean’s last name scored him an NIL deal that has a nice ring to it.

The Jayhawks quarterback announced his new NIL partnership with Serious Beans Co. on Saturday, which happened to be on the same day as one of Bean’s biggest wins to date.

“Get your free can of SER!OUS Bean Co beans at the link in my bio,” Bean wrote on his Instagram post.

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The Kansas Jayhawks defeated Oklahoma State 37-16, and this unforgettable performance by Bean has helped the football program become eligible for a bowl game. This would be the first time the Jayhawks are in this position since 2008, which is an impressive feat for the quarterback.

After taking over for Jalon Daniels, Bean has put on quite a show, throwing for 986 yards, 11 touchdowns, and has three rushing touchdowns of his own. His success has allowed him to stand out and become a new source of opportunity when it comes to companies considering who to represent them in the NIL space.

The Serious Beans ad is said to be the perfect balance between brand awareness and comedy. Hitting this “sweet spot” is difficult to do in marketing, and puts Bean in a great position for acquiring future NIL deals. 

“Hey, it’s Jason Bean, quarterback for KU and your favorite Bean,” said Bean. “When I’m not playing football, I’m eating Serious Beans. I gotta say I like all the different flavors in their lineup, especially the jalapeno & bacon. It really is the perfect bean for tailgating recipes. You can run the bean. Can pass the bean. You can even wave the bean.”

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This was the first major deal for Bean, and was arranged by Mass Strategies Chief Operating Officer Dan Beckler and his colleagues; who feel that it is a win-win for Bean and the company.

Sports attorney and NIL expert Mit Winter agrees that this NIL partnership is a great one, saying “Another NIL deal that plays off an athlete’s name, these are always the best.”