Mercedes-Benz of Knoxville has announced a new name, image and likeness (NIL) deal with Tennessee football quarterback, Heisman-hopeful and fan favorite Hendon Hooker.
“Performance meets performance!” the dealership posted on Instagram, alongside an image of Hooker in a sleek loaned Mercedes GLE 53 SUV, part of the luxury SUV class. Hooker also posted on his
Instagram: “Grateful to announce my partnership with our local elite dealership.”
Hooker will represent the Mercedes-Benz of Knoxville brand on social media and in ads. The agreement comes before the highly anticipated game this Saturday, Nov. 5, against the Georgia Bulldogs in Athens
in a battle of unbeaten teams and highlights the value and influence that Tennessee’s athletes bring to businesses in Knoxville.
“We couldn’t be more pleased to work with Hendon Hooker, who is both a tremendous person and ambassador for Tennessee and an incredible student-athlete,” said Lee Ann Furrow-Tolsma, president
and CEO of Furrow Automotive Group, which includes the Mercedes-Benz of Knoxville brand among others. “His energy and integrity on and off the field inspire not only his team and fan base, but also
anyone who meets him.”
The NCAA passed legislation that took effect July 1, 2021, to allow student-athletes to benefit from the use of their name, image and likeness, which allows partnerships for everything from apparel to
vehicles. Hooker leads Tennessee’s high-flying offense that has staked the Vols to an 8-0 record so far this season.
“We felt that a high-performance athlete deserved a high-performance car,” Furrow-Tolsma said. “Our team was ecstatic to be able to support Hooker and see him benefit from his hard work. We can’t wait to cheer him on this weekend and for the rest of the season. Go Vols!”
