The Grove Collective and The Brandr Group secure NIL deal for Ole Miss Players

1796 Sports
2 min readDec 30, 2022

The Grove Collective, an Ole Miss-exclusive NIL program, continues to benefit the school’s student-athletes.

The Grove Collective, in partnership with The Brandr Group, reached an agreement with Wheels Up, a private jet charter company. The deal will emphasize giving back to the community.

Ole Miss players will be compensated for promoting Meals Up, a program started by Wheels Up to provide 10,000,000 meals to those facing food insecurity. The players will promote the program and receive monetary compensation, as well as travel access. The deal will also allow players’ families to have transportation to games and events.

This deal is unique for NIL in that it benefits a charity but also helps the student-athletes.

“As part of our ongoing Meals Up charity initiative, we’re thrilled to partner with The Brandr Group and The Grove Collective to usher in the next generation of philanthropists to help support Feeding America and continue to fight food insecurity in the United States,” Wheels Up chairman and CEO Kenny Dichter said in a statement.

7 Ole Miss athletes have been confirmed as part of the deal:

Ole Miss has greatly benefitted from NIL thus far. The Grove Collective has raised over $10 million, making it one of the most effective NIL organizations in the nation.

Former Rebel Walker Jones heads The Grove Collective. Jones called this deal “NIL at its best.”



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