Penn State Sports Magazine
Issue link: https://comanpub.uberflip.com/i/1529598
1 2 D E C E M B E R 2 0 2 4 W W W . B L U E W H I T E O N L I N E . C O M The work began early in the morning of Oct. 15 on the corner of South Atherton Street and West College Avenue. High above one of the busiest intersections in downtown State College, one of the Penn State football team's most recognizable silhouettes took shape against the backdrop of an immense student apart- ment building. When the workers finished, junior running back Nicholas Singleton was covering 10 stories of The Metropolitan building, accompanied by a tag line from Penn State Athletics' official partner and Singleton sponsor Gatorade: "There's no stopping it." Gatorade has worked with Singleton since his sterling high school career at Governor Mifflin High in Shillington, Pa. He was named the 2021 Gatorade National Player of the Year after rushing for 2,059 yards and 44 touchdowns as a senior with the Mustangs, and the outsized partnership has continued into his collegiate career. Unveiled in conjunction with a stretch of season-defining games for Penn State, Gatorade's ad was a sign of progress for both the football program and the State College community. This was an example of a national brand teaming up with a star Penn State player in a prominent location for students and vehicular traffic through town. Given the changes in what's possible for individual student- athletes and sponsors due to the NCAA's relaxation in July 2021 of its previous restrictions on name, image and likeness com- pensation, a comparison doesn't exist in the Nittany Lions' re- cent history. Running back Saquon Barkley would undoubtedly have been a big beneficiary of the new NIL rules had they been in place during his three seasons with the Nittany Lions from 2015-17. Additionally, it's easy to imagine players like quarterback Trace McSorley, linebacker Micah Parsons and wide receiver Jahan Dotson appearing in prominent public spaces. The reality, though, is that none of those players were able to reap the benefits that current players can receive. Through Penn State's first 10 games this season, Singleton had rushed for 583 yards and 4 touchdowns. He topped 100 yards in Penn State's first two games, averaging 9 yards on a combined 26 carries against West Virginia and Bowling Green. Singleton's productivity declined in subsequent games due to an unspecified injury. The 6-foot, 226-pound junior missed the UCLA game and has received fewer touches than usual in recent weeks, with a combined 20 carries against Ohio State, Washing- ton and Purdue. Nevertheless, his ad will prove helpful for the program mov- ing forward. On the talent-acquisition side, the Nittany Lions will make the advertisement a component of their pitch to pro- spective players and their families regarding the power of the program's brand. As appealing as an interview on any national television broadcast, a 10-story ad featuring one of the sports world's most iconic brands invites a visceral response. For local and national brand partners of the Penn State foot- ball program, the ad shows there's an opportunity to go bigger and bolder than ever before. No longer limited to local television advertising or the familiar billboards dotting Route 322 between State College and Harrisburg, Penn State can use buildings as canvases for harnessing the power of Penn State football and its most recognizable student-athletes. Even the State College borough and its decision-makers, who at times have been reluctant to go all-in on Penn State football, have an opportunity to rethink how they interact with the pro- gram. Whether this step is one of many to come, or not, is to be de- termined. Want visitors to have a sense of place when driving into town on East College Avenue? Slap the visages of senior tight end Tyler Warren, junior quarterback Drew Allar, sophomore linebacker Tony Rojas and others on the multiple high-rises that have popped up throughout the State College downtown. Drape them over the skeletal innards of Beaver Stadium. The possibili- ties go well beyond a single ad on a busy downtown streetcorner. Penn State has the type of players and personalities on its roster to make such partnerships appealing. The Singleton ad is a point of significant progress from which the PSU football program can grow. ■ Gatorade Ad Showcases Nittany Lions' NIL Potential NAT E BAU E R | N AT E . B A U E R @ O N 3 . C O M Penn State running back Nicholas Singleton was featured on a 10-story ad that Gatorade installed in October on the side of a downtown State College apartment building. PHOTO BY NATE BAUER