Tennessee QB Hendon Hooker Inks NIL Deal with Mercedes-Benz, French’s Mustard

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    Hendon Hooker

    Tennessee quarterback Hendon Hooker announces new NIL deal with Mercedes-Benz of Knoxville. Photo via Hendon Hooker (@HenHook_112) on Instagram.

    Tennessee quarterback Hendon Hooker is a hot commodity in the NIL world right now.

    On Thursday afternoon, Hooker announced a new partnership with Mercedes-Benz of Knoxville.

    “Grateful to announce my partnership with our local elite dealership,” Hooker said in his Instagram post while tagging Mercedes of Knoxville.

    Hooker posted two pictures along with the announcement with him at the dealership.

    “All of us at Mercedes-Benz of Knoxville are just ticked about working with this wonderful young man!” Mercedes of Knoxville wrote in an Instagram post. “Performance meets performance! You belong here!”

    However, that wasn’t the end of Hooker’s NIL week.

    According to a new report from Boardroom‘s Shlomo Sprung on Friday, Hendon Hooker is signing on with French’s Mustard to be “its first-ever NIL athlete.

    To celebrate the new deal, French’s designed a unique pair of mustard-inspired Nike Air Force 1s for the announcement.

    To be clear, yes, we’re all thinking the same thing. Hendon Hooker turned Tennessee’s widely-mocked-turned-widely-memed mustard story from the 2021 football season into a revenue stream.

    Expertly done.

    Hendon Hooker

    French’s Mustard’s unique Nike Air Force 1s. Photo courtesy of French’s Mustard via Boardroom.

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    The connection between Tennessee and the mustard bottle has become long and well-known in its short existence. The mustard bottle first found its fame in Knoxville after one was thrown onto the field during Tennessee’s home game against Ole Miss during the 2021 season.

    Shortly after, it became a meme that was used to poke fun at Tennessee fans…

    …until Tennessee fans eventually embraced it.

    Hendon Hooker

    Tennessee fans dressing up as mustard bottles during the home game against Florida. Photo by Ric Butler/Rocky Top Insider.

    Lane Kiffin has had plenty of fun with it too…

    … but the mustard company looks to have its heart in Knoxville.

    And now, after their new deal announcement from Boardroom, French’s Mustard’s guy, Hendon Hooker, is in Knoxville as well.

    Ric Butler is a Knoxville based sports media personality who has covered University of Tennessee athletics since 2017. Most recently, he served as the lead writer for the website of a local radio station. Ric also helped create and host a daily radio show called “The Blitz." Ric’s passion for sports, smooth vocal, and infectious personality have made him popular with both his peers and Vol Nation. Originally from Dallas, Ric didn’t grow up riding horses to school. But he did dream of the big city lights. When not chasing down the latest Tennessee story, Ric can be found watching the WWE, often attempting their moves in an embarrassing fashion.