Tennessee’s Josiah-Jordan James made a splash in NIL on the same day his Volunteers, the No. 4 seed in the East Region of the NCAA Tournament, squared off against Louisiana in a first-round matchup.
James inked a NIL deal with Dunkin’, the company announced on Thursday afternoon.
“Thrilled to share that I will be teaming up with @dunkin. Excited to have their support through the road ahead. #TeamDunkin,” James wrote on an Instagram post.
As part of his team with Dunkin’, James will promote the brand on his social media platforms.
“College sports fans are as passionate about their teams as they are about Dunkin’,” Emilly Bartels, associate field marketing manager of Dunkin’, said in a statement, via WVLT. “That’s why the brand is supporting college athletes like Josiah-Jordan, and we are wishing him the best of luck ahead of tonight’s big game!”
James, who is from Charleston and earned first-team honors from preseason All-SEC coaches and second-team honors from media members, finished with eight points, four rebounds, three assists, and one steal in Tennessee’s 58-55 win over Louisiana.
The Volunteers held an 18-point lead at one point in the game, but they managed to hang on.
Next up, Tennessee will take on No. 5 Duke.
It will be the first meeting between Tennessee and Duke in the NCAA Tournament.