Jones Medical Supply tackles marketing deal

TROY, Ala. - Jones Medical Supply is one of the first DMEs in the country to sign a name, image and likeness (NIL) deal with not one, but two local college athletes. 

“First and foremost I'm a huge supporter of Troy University Athletics,” said Jason Jones, president of Jones Medical. “From a company standpoint, we’re their official oxygen provider. Eighty percent of our marketing budget goes to Troy Athletics." 

Founded in 2005, Jones Medical has two locations in Troy and Greenville, Ala., and specializes in oxygen and CPAP. 

Jones has deals with Scott Taylor Renfroe, a freshman kicker at Troy and Carlton Martial, a two-time All American. Martial, a walk-on linebacker who was once told he was too short to play college football, is 104 tackles away from having the most career tackles in Division 1 college football. 

“We’re a small community in southern Alabama and so the only time you’re going to get 30,000 people in one spot is a college football game,” said Jones. “But more importantly we want to do what we can to help student athletes.” 

As of July 2021, student athletes in Alabama have the right to receive financial compensation through marketing and promotional deals. 

“Before this was created, if you were a scholarship athlete, you couldn't go out and work, there's no time for you to deliver pizzas and be a football player,” said Jones. 

As brand ambassadors, Jones and the athletes create marketing content highlighting Jones Medical Supply, which they then post to their social media accounts on Instagram and Twitter. 

“Social media is the least expensive option when it comes to an NIL deal and the reason for that is, if you're going to do radio or TV, you have to pay radio or TV or newspaper, plus you’re paying the athlete,” said Jones. 

While NIL deals are still a relatively new phenomenon—only 28 states have NIL laws on the books—no one in Troy was caught off guard by the partnerships, says Jones. 

“I think for sure our customers appreciate it and I think it will relate to them as well.” he said.