Hendon Hooker has seen his stock rise into a Heisman favorite on the No. 1 ranked team in the country and companies have taken notice.

The Tennessee quarterback signed an NIL endorsement deal with French’s Mustard this week.

“I’ve been a huge fan of French’s my whole life, so it’s a dream to work with such an iconic brand,” Hooker said. “I love that French’s has become part of our games, and this will be a fun opportunity to keep building that relationship with the community – not to mention raising my sneaker game.”

French’s mustard and Tennessee football became intertwined last year after Ole Miss defeated Tennessee, 31-26, in Lane Kiffin’s return to Neyland Stadium. Fans threw objects at the Ole Miss coach including a bottle of French’s mustard.

Since then French’s would occasionally make subtle references to Tennessee football through its Twitter account.

Now through the power of the NIL, Tennessee and French’s mustard will be officially linked.