Beyond Burgers: C-ville McDonald’s owner-operator opens opportunities to student-athletes

'New way to support student-athletes as they pursue their goals'

CHARLOTTESVILLE, VA (MARCH 30, 2022) — RAHE Inc., the owner-operator of McDonald’s restaurants in Charlottesville and the Shenandoah Valley, has partnered with Cav Futures to provide Name, Image, and Likeness (NIL) opportunities to University of Virginia student-athletes.

RAHE, founded in 1971 by the late Rich Hendricks, father of current second-generation owner-operator Rick Hendricks, has long advertised with UVA athletics and its facilities. But the Cav Futures partnership represents the first time the company has participated in NIL. Cav Futures connects interested organizations like RAHE with UVA student-athletes, to provide marketing, promotional and logistical support, and ensure compliance with NCAA and UVA guidelines.“Like my father, one of my hobbies is University of Virginia sports. We have been looking to take part in NIL, but I decided to wait for an alumni-driven marketplace like Cav Futures to do it the right way, follow the rules, and ultimately help UVA student-athletes and our community,” said Hendricks, who oversees 12 restaurants in Charlottesville, Staunton, and Waynesboro. “NIL gives us a new way to directly support student-athletes as they pursue their professional goals. We are excited to see what our local McDonald’s operation can do with Cav Futures leading the charge.”

How the franchisee’s partnership evolves is open to players and RAHE team. It could include, for example, student-athlete appearances at a local restaurant, social media posts by players, or inclusion in UVA sports advertising. Hendricks also said NIL opportunities could extend to supporting the Ronald McDonald House Charities in Charlottesville, or learning about franchise operations or running a business.

“It really comes down to what the player wants and their interests in business, franchising, or charity work,” Hendricks said. “If a student-athlete approaches me or our team and wants guidance in any area where we can offer expertise, we are here to proudly support them.”

“This is the perfect three-legged stool in support of young athletes: A talented business owner who runs a successful franchise operation, an outstanding university dedicated to providing life enriching connections for its student athletes, and an organization like Cav Futures with a mission to guide and secure meaningful business and community engagement opportunities for players,” said Rita Ralston, executive director of Ronald McDonald House Charities Charlottesville. “We are thrilled to play a part in the activities planned by Cav Futures, RAHE, and UVA’s very talented student-athletes.”

“Our partnership with RAHE, the Hendricks family, and the regional McDonald’s franchise illustrates perfectly what ‘Hoos NIL is all about: not simply helping advertise a product, but building a business and participating in community. This is about professional development, career advancement, and community service — all themes aligned to the mission of RAHE and McDonald’s franchises,” said Lo Davis, executive director of Cav Futures.