Mar 17, 2022; Indianapolis, IN, USA; Saint Peter’s Peacocks guard Doug Edert (25) reacts after defeating the Kentucky Wildcats during the first round of the 2022 NCAA Tournament at Gainbridge Fieldhouse. Mandatory Credit: Trevor Ruszkowski-USA TODAY Sports

The Saint Peter’s Peacocks have been the darlings of this year’s NCAA Tournament. The plucky 15-seed ransacked through the Commonwealth of Kentucky, first dispatching the Kentucky Wildcats and then taking down the Murray State Racers to advance to the Sweet 16.

One such person who as ridden the wave of sudden stardom has been Doug Edert. The junior guard has been clutch for the Peacocks in the first two rounds of the tournament and now that he has had a chance to take a breath, he has capitalized on his sudden fame via an NIL deal.

In addition to having a clothing line with Barstool Sports, Edert also agreed to an NIL deal with Buffalo Wild Wings and the mustachioed man is raking in the wings according to his Instagram post.


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A post shared by Doug Edert (@dougedert25)

Many thought the NIL rule would just benefit top stars and football players but in actuality it’s provided an opportunity for all college athletes in all sports to make money off their name, image, and likeness. Let’s face it, Edert is currently experiencing his 15 minutes of fame and once Saint Peter’s journey ends, we’re going to forget about them as quickly as they came into our lives in favor of the next trendy thing. Just like the Indiana cheerleader who recovered the stuck basketball and got an NIL deal, it’s an opportunity to cash in on a time-sensitive viral moment where under the old rules, it would’ve been way too late to do anything.


About Phillip Bupp

Producer/editor of the Awful Announcing Podcast and Short and to the Point. News editor for The Comeback and Awful Announcing. Highlight consultant for Major League Soccer as well as a freelance writer for hire. Opinions are my own but feel free to agree with them.

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