From Bench to Brand

In a true March Madness twist, UCLA men’s basketball water boy Finn Barkenaes just made history as the first water boy to sign a national NIL deal—partnering with Niagara Bottling. Dubbed the “Year of the Water Boy,” Barkenaes will be featured on Niagara’s social platforms over the coming weeks.

Initially thinking it was a joke, Barkenaes quickly realized the offer was real after Zoom meetings with execs across the country. The deal’s terms remain undisclosed, but the message is clear: recognition can come from the most unexpected places.

As Barkenaes put it, “Let’s be real, water boys don’t get NIL deals. So it’s been pretty cool to flip the script.”