Georgia DB signs another NIL deal inspired by controversial Peach Bowl hit

Inspired by the third-quarter pass break-up in which Harrison suffered a concussion and briefly lost consciousness, Bullard is partnering with Alumni Cookie Dough to sell "Bullard's Buckeye Crunch."

The Athens ice cream shop will release the signature flavor, consisting of brownie batter cookie dough, crushed Reese's Peanut Butter Cups and Oreos, for a limited time starting April 1.  

"I thought it was a blessing, man, to have a cookie dough named after myself and the team we played," Bullard said of the deal, via the Athens Banner-Herald. "It's pretty funny, and I feel like it's good for advertising."

In the wake of the partnership announcement, Athens Cookie Dough has come under fire for cashing in on the hotly debated play. On Facebook, store owners Jennifer and Mike Dollander explained that the flavor doesn't celebrate Harrison's injury but instead commemorates Bullard's performance throughout the game.

Despite the owners’ claim, Gaines Group Activations founder and CEO Cannon Gaines, who handled Bullard's four-figure deal, told the Athens Banner-Herald's Marc Weiszer that the play was crucial to the campaign.

"We wanted to make it a little bit crunchy because of that pivotal play he had on Marvin Harrsion Jr. in the Peach Bowl," Gaines said. 

As distasteful as Bullard's latest exploitation of his arguably flag-worthy hit on Harrison is, it isn't as insensitive as his previous attempt to monetize it. Last month, the Atlanta-based memorabilia store "More Than Sports" sold autographed photos of the hit with an inscription reading "Night Night" for $129.99. 

Although Harrison said that the play "was just a regular hit" following the game, it appears he'll be using the photo as bulletin-board material. Upon discovering the item was for sale, he tweeted, "'Night Night' lol bet."

After backlash over the picture spread, More Than Sports CEO Nick Radosta apologized to Harrison, removed the listing and donated the proceeds to Nationwide Children's Hospital in Columbus, Ohio.  

Bullard, who recorded 46 tackles, seven for loss, 3.5 sacks and two interceptions last season, was named Defensive MVP of the Peach Bowl and the College Football Playoff National Championship. 

Entering his junior season, he'll aim to build on his CFP success and should be a significant contributor to Georgia's defense, which returns seven starters from 2022.

It may not come this season, but whenever their paths cross again, Harrison's response to Bullard's marketing efforts will be worth watching.