Mercy Miller, Master P’s Son, Lands Lucrative NIL Deal with Black-Owned Frozen Yogurt Startup That Took Off from ‘Shark Tank’

Mercy Miller, the 4-star shooting guard hailing from Sherman Oaks, California’s Notre Dame High School and son as music mogul Master P, has recently made headlines not only for his prowess on the basketball court but also for securing a major Name, Image, and Likeness (NIL) deal.

Mercy Miller
Mercy Miller (photo via Instagram, @mercymiller

Miller, 18, has inked a contract worth a potential $1.4 million with Black-owned frozen yogurt company Sweetkiwi, the company announced this week. Terms of the deal and its structure were not disclosed.

Miller: From Baller to Pitchman

The young baller announced the news — without really giving details — on Instagram to his 150,000 followers with a video. In the clip, dressed in a T-shirt that says “Sweetkiwi,” he says, “…when I’m looking for that healthy snack, I go for that Sweetkiwi,” holding up the yogurt product. He then adds, “Best tasting yogurt ever.”

Miller the No. 91 overall player in the class of 2024, the No. 16 shooting guard, and the No. 11 prospect from California, according to 247Sports’ composite rankings, has already committed to play for University of Houston, season 2024-2025.

“I’m thrilled to partner with Sweetkiwi. Their focus on health and flavor mirrors my lifestyle on and off the court. I’m eager to introduce these fantastic products and our shared values to a wider audience,” he said in a statement.

This sentiment was echoed by Sweetkiwi’s founder and CEO, Ehime Eigbe, who stressed the alignment of Miller’s commitment to health and wellness with the brand’s mission.

“Having Miller as our brand ambassador is a perfect match,” founder and CEO Ehime Eigbe said. “His dedication to health and wellness reflects our brand’s mission. We’re excited to collaborate with him and make a positive impact together.”

Who is Sweetkiwi?

While searching for healthier dessert options in her kitchen, Ehime Eigbe, a 38-year-old, Nigerian-born mother of two, created a frozen Greek yogurt concoction that evolved into Sweetkiwi, a Dallas-based food startup launched in 2011. Today, Sweetkiwi’s desserts are featured in over 2,000 retail stores nationwide, including prominent outlets like Whole Foods, Walmart, and Kroger, CNBC Make It reported. In 2023, Eigbe and her husband and business partner, Michael Akindele, secured a $250,000 investment deal on ABC’s “Shark Tank” from Robert Herjavec, valuing their company at over $2.4 million.

Strategic Partnership

The strategic partnership between Sweetkiwi and Miller helps the company reach young athletes and young sports enthusiasts.

Miller has had a standout record, including scoring 29 points in an upset victory over Harvard-Westlake on Jan. 17 and setting a school-record with 68 points in a Dec. 11 game during the season.

Rap and Basketball

His father Percy Miller, aka Master P, gained prominence primarily through his music career. However, the hip-hop artist and businessman, whose net worth is estimated at $200 million, showcased formidable skills on the basketball court. In the late 1990s, he secured a preseason tryout opportunity with not just one but two professional basketball teams, namely the Charlotte Hornets and the Toronto Raptors.

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