Nebraska wide receiver Decoldest Crawford is taking the meaning of profiting off his name, image, and likeness to another level — his name itself has inspired a brand partnership.
On Thursday, he announced that he’s signed a deal to promote an air conditioning company. Crawford is now the “official spokesperson” for SOS Heating and Cooling.
“If anyone knows which HVAC company is the coldest in Nebraska, it’s him!,” SOS wrote in a social media post. “You’ll be seeing a lot more of him soon.”
Crawford’s first duty as SOS’ spokesperson included a post with multiple photos posing with employees in front of the company’s trucks.
It’s unclear whether this is the first NIL partnership with an air conditioning company, but the deal is part of a large number of smaller, local businesses that have heavily invested in NIL — from local dealerships to restaurant chains.
It probably doesn’t hurt that the news comes amid a particularly hot and sticky summer across the nation.
![[Subscription Customers Only] Jun 15, 2025; Seattle, Washington, USA; Botafogo owner John Textor inside the stadium before the match during a group stage match of the 2025 FIFA Club World Cup at Lumen Field.](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26465842_168416386_lowres-scaled.jpg?quality=100&w=1024)
