- Carnell Tate, the Ohio State WR widely expected to be a top-10 pick in the 2026 NFL Draft, has teamed up with SNICKERS Ice Cream to launch a limited-edition "Chill" campaign.
- The brand is dropping free limited-edition SNICKERS Ice Cream x Carnell Tate "Chill" Bar 6-packs, featuring both the classic Original and the brand-new Crunchy Peanut Butter flavor.
- Tate will debut a custom SNICKERS Ice Cream Chill Chain on the first night of the 2026 NFL Draft on April 23, a solid gold pendant set with 285 lab-grown rubies, sapphires, and diamonds totaling approximately 9.50 carats, created in partnership with Verstolo Fine Jewelry.
- The deal adds to Tate's growing portfolio of brand partnerships, which already includes Dr Pepper, Crocs, and Adidas, with companies continuing to line up ahead of his NFL debut.
Former Ohio State wide receiver Carnell Tate is one of the most talked-about prospects in the 2026 NFL Draft, and not always for the reasons he’d want. He recently posted a 4.53-second 40-yard dash at the NFL Scouting Combine in February.
As the 2026 NFL Draft season heats up, SNICKERS Ice Cream has tapped Tate to headline a “Chill” campaign reminding fans and analysts alike to take a breath from the non-stop speculation.
The campaign includes free limited-edition Chill Bar 6-packs fans can claim at SNICKERS.com/Chill, the first drop goes live today, plus an eye-catching custom Chill Chain Tate will sport on Draft night in Pittsburgh on April 23. Fans can enter for a chance to win the chain at SNICKERS.com/Chill between April 15 and April 30.
The campaign is a savvy move for a prospect who has become one of college football’s most marketable figures. Tate spent three seasons with the Buckeyes, racking up 121 receptions, 1,872 yards, and 14 touchdowns, including a key role in Ohio State’s 2024 national championship run.
His NIL brand-building has been just as impressive: in addition to the SNICKERS Ice Cream deal, he recently joined Adidas’ 2026 NFL Rookie Class.
For SNICKERS, aligning with high-profile celebrity talent is nothing new. The brand’s iconic “You’re Not You When You’re Hungry” campaign, launched with Betty White at the 2010 Super Bowl and featured celebrity endorsers including Elton John and Robin Williams. NFL quarterback Josh Allen and MLB player Ronald Acuña Jr. have also represented the brand.
This time, the brand is leaning into the NFL Draft conversation in a fresh, product-first way. It’s a reminder that the world of athlete-brand deals continues to evolve fast, as seen recently when Will Anderson Jr. signed with Kane Footwear as its first-ever NFL athlete partner.
With the 2026 NFL Draft beginning April 23 in Pittsburgh, Tate is ESPN’s No. 3 wide receiver and No. 13 overall prospect,
Takeaways
This deal is a masterclass in real-time brand relevance. Instead of waiting for Tate to land in the NFL and become an established name, SNICKERS Ice Cream jumped on a live cultural moment (the draft debate cycle) and built a campaign around it. Tying the product’s “Chill” messaging directly to the noise around Tate’s 40-yard dash time was sharp storytelling that felt organic, not forced.
For Tate, this is bigger than a free six-pack drop. Debuting a custom luxury chain on national TV while being selected in the first round is the kind of brand moment money can’t fully manufacture, it’s earned cultural cachet.
The bigger picture here is about the NIL era reshaping athlete marketing. Tate isn’t waiting to become an NFL star to attract major brand deals, he arrived at the draft as a fully formed brand with a real portfolio. That changes what leverage looks like for the next generation of athletes.
Does a campaign like this actually move the needle on SNICKERS Ice Cream sales, or is it mostly a cultural play for brand awareness? Could we see more NFL Draft prospects build campaigns around their own pre-draft narratives the way Tate has here?
