Name, image and likeness has hit March Madness. The popular sports bar and restaurant chain Buffalo Wild Wings is getting in on the action.

St. Peter’s has been the darling of the NCAA Tournament this year, making a run to the Sweet 16 as a No. 15 seed. The Peacocks upset No. 2 seed Kentucky in the opening round and proceeded to beat Murray State in the Round of 32 to advance.

A big part of St. Peter’s success has been because of the play of guard Doug Edert, who scored 20 points against Kentucky and added 13 more against Murray State. His performance — along with his highly-popular mustache — landed an NIL deal with Buffalo Wild Wings.

Edert shared the news by promoting the Buffalo Wild Wings product through his social media channels:

This is the really cool aspect of NIL. Edert played for a program that not many had heard about until this year’s NCAA Tournament. Now, he’s getting an opportunity to make a little money.

It’s what NIL was meant to be when it was adopted last summer.