College Football HQ

Ohio State football duo teams up in spicy new NIL campaign

James Peoples, Luke Montgomery partner with TRUFF to support truffle-infused hot sauce
Michael Ehrlich|
Jan 20, 2025; Atlanta, GA, USA; Detailed view of confetti with an Ohio State Buckeyes helmet after winning the CFP National Championship college football game at Mercedes-Benz Stadium.
Jan 20, 2025; Atlanta, GA, USA; Detailed view of confetti with an Ohio State Buckeyes helmet after winning the CFP National Championship college football game at Mercedes-Benz Stadium. | Mark J. Rebilas-Imagn Images

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Ohio State Buckeyes

The No. 1-ranked Ohio State football team is off to a hot start as reigning National Champions. At 3-0 and with a 121 to 16 point differential, the Buckeyes are scorching. Now, two players on the offensive side of the ball have signed a new NIL partnership that should keep the heat alive as Big Ten Conference play begins this weekend.

Buckeyes' running back James Peoples and offensive lineman Luke Montgomery are partnering with premium hot sauce brand TRUFF to help support its truffle-infused recipe in a new NIL campaign. The Ohio State duo will lead social media content giving fans a glimpse into their lives off the field and how TRUFF fuels their routines as they defend their College Football Playoff title.

"This level of college football is non-stop," Peoples said. "Whether I’m eating in the facility, on the go, or cooking at home, TRUFF is the best way to add flavor to every meal.”

MORE: Georgia quarterback Gunner Stockton leads tasty new NIL campaign

The TRUFF campaign kicked off in collaboration with Starbucks - where at participating stores in the U.S. and for a limited time - the hot sauce packets are available with qualifying purchases of hot breakfast, lunch sandwiches or pockets.

Brought to life by Yellow Dot Sports Marketing, the TRUFF NIL program will expand throughout the duration of the 2025 season.

“Breakfast is the most important meal of the day, especially when I’m in season," Montgomery added. "TRUFF brings flavor and that perfect level of heat to make my breakfast something I look forward to every morning.”

Montgomery, Peoples and Ohio State enjoy a week on bye before kicking off Big Ten Conference play at Washington on Sept. 27.

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Published
Michael Ehrlich
MICHAEL EHRLICH

Michael Ehrlich is a seasoned sports marketing executive with experience across the global sports brand, athlete representation, media and education sides of the business. The Founder and CEO of Playbook Marketing, Ehrlich consults with brands on all things NIL and athlete partnerships, advises student-athletes on their personal brand building endeavors and is an adjunct professor at his alma mater, the University of Southern California where he teaches a course on athlete communications and marketing. As a writer, his previous bylines include Boardroom, Business of College Sports, DIME Magazine and UPROXX, among others. You can follow him across social media at @MichaelEhrlich and reach out via michael@playbook-marketing.com

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