In August this year, Angel Reese achieved a monumental milestone by landing a partnership with Reese’s, a collaboration that seemed destined but came with its share of challenges. Although it now appears seamless, the journey to secure the deal with the Hershey Company, worth $34.49 billion, was far from easy. Initially, Reese and her manager, Jeanine Ogbonnaya, faced silence from Reese’s, which almost derailed their efforts.
On the podcast Unapologetically Angel, Reese and Jeanine shared insights about the extensive groundwork required for brand collaborations. Jeanine explained, “The Reese’s Puffs deal people are seeing now—that’s been in the works for over a year and a half,” dating back to Reese’s time in Louisiana. Reese had expressed that her dream partnerships were with Reese’s and Barbie. However, their initial outreach to Reese’s went unanswered. Reflecting on this, Jeanine humorously recalled, “When I deal with Reese’s team now, they’re like, ‘Yeah, we remember you reached out.’ I’m like, yeah, you guys didn’t answer me.”
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Despite the rocky start, Reese’s Puffs, which licenses its name from Hershey, eventually collaborated with Reese, resulting in a partnership that fulfilled her childhood dream. The collaboration made Reese the first WNBA player to team up with Reese’s, joining the ranks of sports icons like Michael Phelps and Simone Biles. Officially launched in October, the “Angel X Reese’s Puffs” cereal came with four unique box designs featuring Reese herself.
Reese expressed her excitement, saying, “Not only does this fulfill my childhood dream of being on a cereal box, but there couldn’t be a better fit for me than Reese’s Puffs cereal.” She shared her joy through a video showcasing her customized cereal box.
This success didn’t come without challenges. Following her 2022 national championship win, Reese’s NIL valuation stood at $1.8 million, and she received offers from major agencies. However, she chose to remain loyal to Jeanine and her boutique agency, Clearview Group. Reese insisted that if big agencies didn’t include Jeanine, she wouldn’t sign with them. This decision led to partnerships with Topps, Airbnb, Tampax, Beats by Dre, and Reebok, propelling her net worth to $2 million.
Jeanine highlighted that smaller agencies like theirs provide a more personalized, hands-on approach, unlike larger agencies that might overlook crucial details. Reese’s determination, paired with her manager’s dedication, has proven that authenticity and loyalty can yield powerful results. As she continues to dominate both on and off the court, Reese’s brand journey serves as an inspiration for athletes navigating the world of endorsements and partnerships.