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A Gopher and Gushers: Mo Ibrahim enters NIL deal to promote General Mills snack

Andy Greder, Pioneer Press
·2 min read
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Gophers tailback Mo Ibrahim was just going about his business — running for touchdowns and eating his favorite snack — when ESPN cameras caught him on the bench munching on Gushers during the 31-0 victory over Rutgers on Oct. 29.

Less than three weeks later, Ibrahim has entered into a name, image and likeness (NIL) partnership with the General Mills product, according to public relations firm Edelman on Friday.

The NCAA has allowed student-athletes the opportunity to monetize their public profiles with these types of deals since July 2021, and Gophers head coach P.J. Fleck called this match “a perfect example.”

“That is why NIL was brought into the college game,” Fleck told the Pioneer Press. “For this reason: a young man at the university, benefiting off his name, image and likeness and based on all the things he’s done on the field and off the field.”

Gushers will produce limited edition “Mo Packs” with “Touchdown Splash” and “Tropical Rush” flavors. Ibrahim will be giving them away on his social media accounts in upcoming weeks, and the packs will be available via KFXN-FM.

Fleck will hold up this NIL example as what’s possible to recruits and transfers considering Minnesota. Fleck said the topic of NIL comes up in nearly every conversation with a prospect, and it increasingly factors into the competition between the Gophers and other programs.

Terms of Ibrahim’s contract were “unable” to be disclosed by General Mills, according to Stephanie Lensing, the brand experience manager for Gushers. Lensing said via email that “Gushers is honored to be Mo’s long-time sideline snack of choice” and “we reached out to collaborate and create a fun, one-of-a-kind offering.”

Ibrahim told reporters after the Rutgers game that Gushers — and coconut water — are his “go-to snacks in games” and a way to keep his energy up when he’s carrying the ball. In a news release, Ibrahim said he has been doing it for a while and “having the opportunity to partner with the brand is a dream come true. I’m excited to bring the Mo Pack to Gushers fans.”

Ibrahim has been climbing the Gophers and Big Ten record books this season. The sixth-year senior has 51 career rushing touchdowns, which is now sixth-best in Big Ten history. His 4,264 career rushing yards are second all time in Minnesota history.

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