Texas Longhorns Bijan Robinson just debuted a dijon mustard

When the long-awaited and much-debated NIL rules took effect last year, college athletes were finally able to profit off of their names, images and likenesses. Basically, they could shed the limitations of their amateur status and get paid to rep brands.  

Since then, star athletes across a variety of collegiate disciplines, from football and basketball to gymnastics, have been inking endorsement deals with a diverse range of companies: Gatorade, shoe brands, car dealerships and more. As one of the best offensive players in the country, Texas Longhorns star running back Bijan Robinson has cashed in on a few deals of his own, including Lamborghini Austin, Rhoback and C4 Energy. But his latest partnership is more relevant to your next tailgate. Because it’s a new mustard called… Bijan Mustardson.

The venture is a partnership between Robinson and Callen, an entrepreneurial creative lab based in Austin. The recipe was developed with local chef Joe Gentempo, who has consulted for prolific restaurant group McGuire Moorman Lambert Hospitality and also worked as a corporate executive chef for Kimpton, the hotel brand. The idea was to create a mustard with broad appeal — something flavorful but not too spicy. Dijon mustard was the answer. 

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