Down to business: Duke softball star signs NIL deal with Bulls, looks to destigmatize mental health

By Ryan Bisesi, WRAL multiplatform producer

Durham, N.C. — A Duke softball pitcher has signed an NIL deal with the Durham Bulls in hopes to springboard a profession in sports and promote mental health among athletes.

Now near the end of her collegiate career, Peyton St. George will help another Bull City team in the months ahead.

St. George joined Duke's softball program for its infancy in 2018. Four years later and now in business school, St. George is taking advantage of the newfound NIL agreement in college sports by agreeing to be a brand ambassador for the Bulls this season.

St. George will be working behind the scenes with mascot Wool E. Bull, showcasing the players on social media, trying to get younger people to come to the games and marketing the women's merchandise. St. George will provide a more personal look at the team through though digital platforms during the season and represent the Bulls at community events.

Many college athletes are navigating the new environment where players can develop their brand around qualities and causes they most associate with. For St. George, that means encouraging other players when things aren't going their way, something she's benefited from.

St. George was MVP of the ACC Tournament in 2021, helping the Blue Devils to their first conference championship. The Blue Devils are again a contender for the conference crown, at 8-2 in the league and 23-5 overall. In her final season, St. George is among the conference leaders in ERA, opposing batting average, strikeouts and wins.

But the road there wasn't always smooth.

She rode the emotional roller coaster helping the program along during an up-and-down first couple of seasons, which were expected, but nonetheless turbulent.

"When I came in as a freshman, we were a really young team with no experience and hadn't accomplished anything," St. George said. "We didn't have a culture, we didn't have a legacy, we didn't have any idea of how Duke softball wanted to be."

St. George said she grew more comfortable discussing her struggles with meeting the standards expected of her athletically, academically and socially.

"My sports psychologist, he kind of put into perspective that every single athlete here is going through the same thing. There's no reason you should feel isolated here. Then it was like ok why aren't people talking about this if everyone's going through the same thing. we could really help each other if we're talking about how we're feeling."

After publicly talking about her journey, St. George said others have found reassurance through her willingness to talk.

"I've publicly talked about it and I feel like a lot of athletes have reached out to me and said 'this has really helped me,'" she said.

After growing up in Mechanicsville, Virginia, St. George often went to Richmond Flying Squirrels games and hopes to replicate those experiences for those in the stands. The Bulls welcomed fans back to the DBAP in 2021 for another memorable season which concluded in a Triple-A East championship.

"I can't even watch the games stress-free because I'm always watching the games from a baseball and softball perspective," said St. George.

St. George said she eats a gluten-free diet and hopes to bring more gluten-free options to the menu at the stadium.

St. George was granted an extra year of eligibility after the COVID-disrupted 2020 season. She's enrolled in a master's program through the Fuqua School of Business and developed an entrepreneurial spirit through ventures like 'Trick Out My Kicks,' a business she spearheaded that customizes shoes and canvases.

The Bulls' season opener is scheduled for April 12 against the Jacksonville Jumbo Shrimp.