ST. LOUIS — Sugarfire Smokehouse will launch a new menu offering this week that represents Brady Cook, a football quarterback for the University of Missouri (Mizzou).

This is part of the restaurant’s name, image and likeness (NIL) partnership with the rising football star, according to a press release.

Starting Thursday, Sugarfire customers can order the “Cook Combo” that includes two meats, three sides, a smoked chocolate chip cookie and a drink.

“Sugarfire's had my back since day one and they are family,” Brady Cook said. “Aside from serving the best barbecue in St. Louis, they do so much for our community, which is something I appreciate and align with. It’s special to have them along for the ride this season.” 

This partnership is family rooted as Cook’s father and uncle own three out of the 14 franchises in Missouri, which “lays the foundation for a collaboration that embodies family, tradition and a shared commitment to the community,” the press release states. 

“Teaming up with Brady for the 2024 college football season is exciting,” said Matt Martin, Sugarfire Smokehouse franchise owner.

“He has always been a part of the family. We are extremely proud of his accomplishments on and off the field and can’t think of a better COOK to add to our team.”

In development is a special “Gameday Eats” catering menu for tailgate parties. Additionally, Cook and Sugarfire Smokehouse’s own Chef Mike Johnson will work together to create new specials for fans. 

Cook and Sugarfire are committed to giving back to the community and together have raised funds for Andrew’s Hugs, a local nonprofit dedicated to enriching the lives of people with disabilities.