Texas Tech’s Behren Morton and Cam Dickey team up with CVS for CFP holiday activation

Texas Tech football players Behren Morton and Cam Dickey shared their latest NIL collaboration with Postgame, creating content for CVS’ holiday campaign ahead of their College Football Playoff matchup against Oregon this week. As part of the activation, both athletes highlighted CVS as their go-to destination for holiday shopping, showcasing the brand’s convenience, accessibility and wide selection of seasonal essentials.

Postgame filmed and distributed the content leading up to the team’s second-round College Football Playoff matchup against Oregon, giving fans an authentic look at how Morton and Dickey balance holiday traditions with game-week preparation during one of the most significant moments in program history.

Both athletes have seen major success on and off the field this season. Morton, the team’s starting quarterback, has led Texas Tech to a 12-1 record while earning All-Big 12 honorable mention recognition. Dickey, the team’s starting running back, has emerged as one of the nation’s most dynamic backs, earning first-team All-Big 12 honors while ranking among the national leaders in rushing and total touchdowns. He was also named a Doak Walker Award semifinalist and received multiple national weekly honors throughout the season.

Morton and Dickey have participated in multiple NIL campaigns with Postgame this year, working with brands such as adidas and CVS to maximize their opportunities while leading Texas Tech to one of the best seasons in school history.