A new name, image and likeness (NIL) deal was announced Oct. 13 between Cliff Omoruyi, a junior Rutgers University basketball star, and 16 Handles, the soft serve and dessert brand.
Omoruyi led the nation in dunks last year and is set to be an integral part of this year’s Scarlet Knights squad. He is also making a big impact off the court, volunteering as a counselor at the “Books & Basketball” program at the Salvation Army’s Newark West Side gym.
Founded in 2008 in New York City, 16 Handles has grown into a recognized brand with more than 30 locations, including many throughout New Jersey, such as the one on Rutgers University’s Livingston Campus.
“We are proud to make Cliff 16 Handles’ first NCAA athlete partner,” said Neil Hershman, CEO of 16 Handles. “We admire his success on and off the court with his leadership, academic discipline, and community involvement. This partnership is especially sweet given Cliff is the star center at Rutgers University – the home of 16 Handles’ first on-campus store location, and because it helps us to support community programs via the Salvation Army.”
As part of the partnership, 16 Handles will make a contribution to the Salvation Army. “Big Cliff” will promote the brand on social media and is planning to develop his own signature sundae, which he will share at the 16 Handles location on Rutgers’ campus during an upcoming semester tip-off event appearance.
“I smile every time I see a Rutgers student on campus enjoying a 16 Handles sundae,” said Omoruyi. “Now, I’ll smile a little brighter.”