One of Tennessee football’s best reoccurring NIL promotions is back for the 2025 football season as Moonshine Mountain Cookies named its Vol football “Cookie Monster” last week. It’s a new twist on the promotion with Tennessee kicker Max Gilbert partnering with the local cookie company.
It’s c🍪🍪kie time in Tennessee! See our 2025 NIL athlete that WILL get you free cookies! 👇 #moonshinemountaincookies #gbo #govols #volsfootball pic.twitter.com/4lm91EFAMO
— Moonshine Mountain Cookie Company (@mmccknoxville) August 20, 2025
Any game where the Vol kicker makes a 50-yard field goal, Vol fans can go to Moonshine Mountain Cookies and get two free cookies either on Saturday or the ensuing Monday depending on the Saturday game time.
Gilbert made three field goals over 50 yards as a redshirt freshman during the 2024 season, going three-for-six on attempts of 50-plus yards. The Memphis native hit from 51 yards against Mississippi State, 52 yards against Georgia and 50 yards against Vanderbilt.
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Over the course of the season, Gilbert went 20-of-26 on field goals and 54-of-54 on extra point attempts. Gilbert missed just one field goal that was less than 40 yards during his first season as Tennessee football’s starting kicker.
It’s the fifth year that Moonshine Mountain has had its NIL promotion with Tennessee football. It started with Alontae Taylor in 2021 with Vol fans getting the free cookies whenever the cornerback recorded an interception. It continued with receiver Cedric Tillman needing two touchdowns in 2022 and then Bru McCoy needing two touchdowns both in the 2023 and 2024 seasons.
If Gilbert matches his 2024 total and hits a 50-yard field goal in three different games then he’ll set the new record of cookies earned in a single season.
Taylor totaled two interceptions in 2021, Tillman had one two-touchdown game in 2022 and McCoy had one two-touchdown game in 2023. McCoy didn’t have a single two-touchdown game during the 2023 season but Moonshine Mountain honored the promotion after he suffered a season-ending injury in October.
Gilbert and Tennessee begin the 2025 season Saturday afternoon when they face Syracuse in the Aflac Kickoff Game in Atlanta.
