'Purdy Good Seed': Pioneer Partners with Purdy

Pioneer Seed Announces Brand Partnership with NFL Quarterback Purdy

Susan Payne
By  Susan Payne , DTN Social Media and Young Farmer Editor
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Brock Purdy, a former Iowa State University Cyclones player and current quarterback for the San Francisco 49ers, is in a brand partnership with Pioneer Seed. (Brock Purdy by Jar-Lar (CC BY-SA 4.0))

OMAHA (DTN) -- Pioneer Seeds announced Wednesday that National Football League quarterback Brock Purdy has "joined the team roster" for the seed company, showing his support for the seed and its use on his wife's family farm.

Hailing from Gilbert, Arizona, Purdy is a 24-year-old quarterback for the San Francisco 49ers and a 2021 graduate of Iowa State University. The former Cyclones quarterback was picked by the 49ers in the 2022 NFL draft. In 2024, Purdy played a key role in Super Bowl LVIII (58) against the Kansas City Chiefs. Although the team fell short, Purdy finished 23 of 38 passes for 255 yards and one touchdown.

In the Pioneer Seeds partnership video posted Wednesday, Purdy said he harvested Pioneer corn on his in-laws' farm last fall. Purdy's in-laws, parents to newlywed Jenna Brandt, farm in Bremer County, Iowa. The video's time frame was around November during the 49ers' bye week.

"We see a lot of similarities between football and agriculture, and Brock is passionate about both," said Adam Theis, Pioneer Corn portfolio marketing leader. "As an Iowa State grad and rising NFL star with a personal connection to farming, Brock is a natural fit to share the message about what it takes to see success on and in the field."

In November, Brandt posted a video on Instagram of Purdy combining in the field which caught the attention of The Des Moines Register, stating he's "finally looked human during his unprecedented start to his NFL career."

Replies on Pioneer Seed's social platform X post, which garnered over 94,000 views in less than 24 hours, comprised general, yet cynical banter. Some questioned how the endorsement makes Pioneer Seed better. Others called it "ridiculous" and comparable to draft prospects taking cannabis sponsorships.

One account named Nicholas Strom said, "It doesn't get any better to know your favorite team's QB is now on board with your favorite seed!"

On TikTok, the video gained less attraction and pull from viewers. One viewer made light of Purdy's name in relationship to the seed company, commenting, "Purdy good seed!" Some support was shown for the partnership with commenters requesting his shirt, a green Pioneer jersey with his last name and the number "1" donned on the back.

DTN reached out to Purdy's team for commentary, which was denied, for the reason being, "at this time, he is not doing any media."

Pioneer Hi-Bred International is a subsidiary of Corteva Agriculture. DTN's media inquiry on the brand partnership was not met with a response at publishing time.

In February, Brock Purdy was named a national partner for Toyota, according to the Toyota newsroom, signing a deal to appear in Toyota's regional advertising efforts across television and social media for the Northern California Toyota Dealers. In September 2023, Purdy joined Alaska Airlines "starting lineup" and gave priority boarding "all season long" to travelers from the San Francisco Bay area wearing Purdy jerseys, according to the airline.

To watch the 25-second Pioneer Seeds partnership video on X, visit https://twitter.com/….

Susan Payne can be reached at susan.payne@dtn.com.

Follow her on X, formerly Twitter, @jpusan.

Susan Payne

Susan Payne
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