Saint Peter star Doug Edert – the man, the myth and the mustache himself – signed a NIL contract with Buffalo Wild Wings and launched a clothing line in his image. Edert’s endorsements are one of March Madness’s earliest and most notable developments 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 a sniper off the bench 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 Over Time. The photo showed him, wing in hand, devouring what appears to be 12 boxes of wings and fries.
As for the clothing line with Barstool Sports, it rightly features a heavy dose 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 clothes, encouraging others to grow mustaches in his caption, and using the hashtag #stacheiscash.
Edert is easily one of this year’s best March Madness stories, as is his team, which knocked out No. 2 seed Kentucky in the first round to win the program’s first-ever NCAA Tournament game and the followed it up with a second-round victory. on the No. 7 seed Murray State. He came off the bench in both upsets but combined for 33 points, seven rebounds and four assists in both games. He and his Peacocks will return closer to home this week for Sweet 16 action where they face No. 3 seed Purdue in Philadelphia.