RICHMOND, Va. (WRIC) — Homestyle frozen mac and cheese brand, Myles Comfort Foods, has announced a partnership with athletes from Virginia Union University and Winston-Salem State University for its NBA’s Historically Black Colleges and Universities (HBCU) Classic during All Star Weekend.
The partnership will be the first deal for the event that involves the use of a college athlete’s use of their name, image and likeness, or NIL.
A spokesperson for the brand said the deal “showcases the opportunity for NIL to participate in HBCU Sports.”
For the partnership, Myles Comfort Foods collaborated with David Pope, Michael Harrell and Tahj Harding from Virginia Union University’s basketball team. This collective is given the name the “ALL Mac and Cheese” team, with each member representing one of the unique flavors that Myles Comfort Foods has to offer.
The athletes will be brand ambassadors that promote Myles’ signature mac and cheese on social media platforms.
“I’m thrilled to partner with Myles Comfort Foods,” said Tahj Harding from Virginia Union University. “Mac and cheese has always been one of my favorite comfort dishes back home. With Myles’ version, I get to savor that same quality taste even while away at school, without worrying about its impact on my performance, thanks to its high protein content.”
The HBCU Classic takes place during NBA All Star Weekend as a platform to showcase the talent and cultural importance of athletes at HBCUs.
“We are incredibly excited to partner with the talented athletes from Winston-Salem State and Virginia Union for the HBCU Classic during All Star Weekend,” said founder, Myles Powell. “At Myles Comfort Foods, we believe in the power of bringing people together through the shared experience of enjoying delicious comfort food. This partnership allows us to celebrate the rich tradition of HBCUs while showcasing our product to the community who can relate and enjoy it.
For more information about Myles Comfort Foods, visit the brand’s website.
