Duke Cannon Sponsors Iowa State Mascot During March Madness

Duke Cannon, a grooming goods brand, is making waves during March Madness by sponsoring the Iowa State University mascot, Cy the Cardinal, in what is touted as the first-ever 'un-NIL' deal. The campaign, which aligns with Duke Cannon's brand refresh centered on the motto 'Earn Your Clean,' aims to highlight the often-overlooked hard work of college mascots who bring energy to the games without receiving the fame or financial rewards that athletes do. As part of this effort, humorous vintage-style videos will feature Cy and emphasize the brand's message, while targeting the male audience captivated by the NCAA tournament. The success of this initiative is partly contingent on Iowa State's performance in the tournament, as the Cyclones are a #3 seed. Duke Cannon's CMO, Oliver Perez, noted that this approach is designed to differentiate the brand in a crowded market and celebrate the unsung heroes of college sports. This innovative marketing strategy reflects the growing trend of brands engaging creatively with sports events to enhance visibility and brand identity.