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The fundraiser will take place in conjunction with the University of Southern Maine’s field hockey home game against Plymouth State at 6:30 p.m. at Hannaford Field in Gorham.
Fans, families and community members can pre-order a four-pack of Crumbl cookies for $25 by visiting PliableMarketing.com/fundraiser. Orders must be placed by Oct. 25, and cookies will be available for pickup at the Oct. 27 game. All net proceeds will benefit cancer research.
Organized by Niles and Pliable Marketing, a Maine-based marketing company and NIL agency which represents Niles, the partnership with the Westbrook Crumbl location is the first fundraiser of its kind in the country involving a collegiate field hockey player using an NIL partnership to raise awareness and funds for cancer research.
Pictured: Maddie Niles takes a photo with boxes of cookies from Crumbl. Photo courtesy: Pliable Marketing.
Niles, the reigning Little East Conference Field Hockey Player of the Week, wanted to use her platform as a college athlete to make a difference beyond the field.
“One of the things I’ve learned through NIL opportunities is being an athlete gives you an opportunity to make a difference in your community,” Niles said. “I’m excited to work with Crumbl on a fundraiser that brings people together to raise awareness and funds to support cancer research. We all want to find a cure and James and Jordan and the team at Crumbl in Westbrook have been so supportive, I am so grateful they jumped in to help our team raise as much money as possible.”
Niles has been a trailblazer in the NIL industry since 2022, when she signed her first NIL partnership with Hilltop Boilers Maple Syrup as a sophomore at Lawrence High School in Fairfield, Maine. The partnership was Maine’s first NIL deal in which a high school student-athlete entered into a formal contract and received compensation for the use of their name, image and likeness. Since that groundbreaking partnership, Niles has secured more than 14 NIL partnerships while building a reputation for success both on and off the field.
Niles early involvement in NIL attracted national attention, including a article in The Wall Street Journal in 2025 highlighting the growing opportunities for student-athletes to benefit from their personal brands.
Niles was also a member of Lawrence High School’s state championship field hockey team before continuing her athletic and academic career at the University of Southern Maine (USM). At USM, she earned Little East Conference Field Hockey Rookie of the Year honors her first season with the Huskies and has continued to distinguish herself as one of the conference’s standout players, including winning the recent Little East Offensive Player of the Week honors.
Beyond her athletic accomplishments and NIL partnerships, Niles has consistently looked for opportunities to use NIL to support charitable organizations and community initiatives.
As an Aroma Joe’s community ambassador, she has participated in community appearances and charitable events that connect local businesses, athletes and nonprofit organizations, including supporting the Maine Children’s Home, Ronald McDonald House and other charitable causes.
Her latest collaboration with Crumbl builds on that commitment by bringing together a local business, a collegiate athletic program and the community around an important cause.
“This event is a perfect way for Maddie to use her NIL to benefit others. Maddie wants to be a nurse, so to tie in her passion for her career with her NIL partnership with Crumbl to help find a cure for cancer was something we wanted to do. We worked hard on this because we recognize that much like in the sport of field hockey, when you have a strong team, anything is possible,” said Greg Glynn, founder and CEO of Pliable Marketing and Niles’ NIL marketing agent. “Maddie has been a trailblazer in the NIL industry and not because of the money she has made, it’s because of the money she has donated in creative ways to give back to her community. By working with Crumbl, she’s showing how an NIL partnership can generate awareness, support an important cause and create a positive impact in the community.”
Pliable is a marketing company and NIL agency that supports more than 35 high school, college, and professional athletes from across the country. Pliable Marketing continues to expand its roster of athletes across the country, with a mission of providing education, opportunity, and lifelong support for student-athletes navigating the evolving NIL landscape. To see the full list of Pliable athletes, visit PliableMarketing.com/pliable-athletes. |
