The Utah Utes football team showcased their excitement as they danced around brand new trucks. However, this wasn’t your typical music video; it was the latest sensation in the realm of Name, Image, and Likeness (NIL) deals.

Crimson Collective, an organization committed to facilitating NIL opportunities for Utes athletes while emphasizing charitable initiatives, has orchestrated a groundbreaking deal. They’ve arranged to lease a Dodge Ram 1500 Big Horn truck for each of the 85 scholarship players on the football team, with a total deal value exceeding $6 million.

These trucks feature a vibrant Utah-themed wrap, proudly displaying the school’s colors and promoting the streaming app For The Win 360 (FTW360), a key sponsor of the arrangement. The presentation of these impressive vehicles to the players was streamed live on the FTW360 app, capturing the players’ joy and excitement as they celebrated this remarkable NIL partnership.