Saint Peter's star Doug Edert -- the man, the myth and the mustache himself -- has signed an NIL deal with Buffalo Wild Wings and launched a clothing line featuring his image. Edert's endorsements are one of the first and most noteworthy developments of March Madness in the Name, Image and Likeness era of college athletics.
Edert, the surprising hero of the first weekend of this year's NCAA Tournament as an off-the-bench sharpshooter for No. 15 seed Saint Peter's, posted on Instagram late Tuesday night announcing the partnership by posting a photo of a Buffalo Wild Wings campaign with Overtime. The photo showed him, wing in hand, scarfing down what appears to be 12 boxes of wings and fries.
As for the clothing line with Barstool Sports, it appropriately features a heavy dosage of Edert and his special swagger, with a caricature of his face on shirts showing him from the first weekend sticking his tongue out. Edert shared the clothing by encouraging in his caption other people to grow a stache, and used the hashtag #stacheiscash.
Edert is easily one of the best stories of this year's March Madness as is his team, which knocked off No. 2 seed Kentucky in the first round to win the program's first-ever NCAA Tournament game and followed it up with a second-round win over No. 7 seed Murray State. He's come off the bench in both upsets but combined for 33 points, seven rebounds and four assists in the two games. He and his Peacocks will head back closer to home this week for Sweet 16 action where they face No. 3 seed Purdue in Philadelphia.
