ICYMI: Happy Valley United inks new NIL partnership

Since forming via merger last summer, Happy Valley United has inked several deals with product-based companies to create limited-edition items supporting Penn State athletics and student-athletes. Last month, HVU partnered with Boyd & Blair to create “Happy Valley Vodka.” If you’ve been to Beaver Stadium or the Bryce Jordan Center this fall, you may have seen “State Light,” a product of New Trail Brewing Co. This week, Happy Valley United announced another limited-edition NIL product partnership to support Nittany Lions across 31 varsity sports.

Happy Valley United and Yerbaé partner to create “Happy Valley Blue Razz”

Yerbaé is an energy drink company based out of Scottsdale, Arizona. Yerbaé makes “energy seltzers” and “energy beverages” using plant-based ingredients. The company started in 2017 and uses herbs from South America to create “one of nature’s cleanest caffeine sources.”

On Tuesday, Yerbaé announced that it was partnering with Happy Valley United to create “Happy Valley Blue Razz.” A portion of the new flavor’s sales will be directed toward Happy Valley United and the NIL initiatives of Penn State athletics. The product won’t hit the shelves until 2024, but it is available for pre-order. 

Yerbaé Unveils Exciting Innovation: Exclusive Branded Product with Happy Valley United#NIL #zerocalories #TSX #energydrinks #CPG #HVU #yerbamate #WeAre #plantbased #zerosugar #goodenergy #ESG #HappyValleyUnited #retail #investing

Read the full press release here!… pic.twitter.com/k2FKjCPESA

— Yerbaé (@DrinkYerbae) November 30, 2023

“Our Happy Valley Blue Razz energy drink is inspired by the blueberries and raspberries that grow all around State College, and the iconic blue and white can design makes a clear statement of Happy Valley pride,” Yerbaé co-founder and CEO Todd Gibson said of the agreement.

“Buy-in from alumni and businesses across the state and country is crucial to maintaining championship-level rosters across all sports,” Happy Valley United General Manager for Corporate Partnerships and Development Jen Ferrang said.

More to come?

In my opinion, NIL partnerships like this do no harm. In fact, they are nothing but good. Businesses continue to grow. Penn State athletics and student-athletes are supported. Alumni get limited-edition goods available to them for their school.

For better or worse, these types of brand deals will likely only become more common in the age of NIL.

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