Malik Nabers has found a creative way to turn an unfortunate season twist into one of the most memorable athlete brand partnerships of the year. The New York Giants wide receiver partnered with IHOP to promote the return of its Bottomless Pancake promotion beginning January 5th, leaning directly into the shared culture of fantasy football and its infamous last place punishments.

The timing of the campaign is intentional. As fantasy football seasons come to a close, countless leagues crown a winner and assign a punishment to the loser. One of the most popular traditions involves spending an entire day inside a Waffle House. IHOP playfully enters that conversation by offering an alternative and doing so through an athlete who fantasy managers know all too well this season.

Turning Fantasy Football Pain Into a Marketing Win

Nabers was one of the most sought after players in fantasy drafts, often selected in the first round due to his explosiveness and expected role in the Giants offense. That optimism came to an abrupt halt when he suffered a torn ACL in the first half of Week 4 during New York’s win over the Chargers. For fantasy managers who built their teams around him, the injury dramatically shifted the trajectory of their seasons.

IHOP leaned into that reality with a self aware and humorous commercial that acknowledges the frustration many fantasy players felt. Rather than shy away from it, Nabers embraces the joke, poking fun at how teams that drafted him were suddenly fighting to avoid last place. The ad captures the tone of fantasy football culture perfectly, blending sarcasm, relatability, and humor in a way that feels authentic rather than forced.

Why IHOP Chose Malik Nabers

Nabers was a natural fit for this campaign because his fantasy football story mirrors the experience of so many fans. He represents the high hopes of draft night and the unpredictable chaos that follows once the season begins. That relatability is what gives the campaign its punch.

Beyond football, Nabers has continued to grow his presence off the field. He has built a strong following across platforms, with nearly 750k followers on Instagram and over 407k on TikTok. During his recovery from ACL surgery, his TikTok account gained traction thanks to humorous reactions and casual content that gave fans a glimpse into his personality. That ability to connect through humor made him an ideal partner for a brand looking to win attention without taking itself too seriously.

A Smart Use of Athlete Brand Partnerships

This campaign highlights how partnerships in football are evolving. Instead of focusing solely on performance or accolades, brands are leaning into moments fans genuinely care about. Fantasy football has become a major part of how fans engage with the sport, and IHOP recognized the opportunity to speak directly to that audience.

By placing Nabers at the center of the message, IHOP turned a tough season storyline into a lighthearted and shareable moment. The result is a campaign that resonates across social media, sports culture, and everyday conversation.

As the Bottomless Pancake promotion rolls out, this collaboration stands as a reminder that the most effective athlete brand partnerships are built on honesty, humor, and an understanding of fan behavior. Malik Nabers and IHOP delivered all three, making this one of the most memorable football marketing moments of the year.