Shrewd negotiator

J.J. Watt's new deal includes free groceries clause: Schools Tom Brady in endorsement sense

It's only natural that endorsement offers are rolling in for Houston Texans defensive end J.J. Watt. That's what a season for the ages can do for you.

But Watt is showing he's not just about the money.

In his first big deal with grocery chain H-E-B, No. 99 and his reps worked in a clause that should keep the 6-foot-5, 295-pound superstar's refrigerator well stocked.

"He's got a big appetite and we have a lot of groceries," H-E-B Houston president Scott McClelland tells CultureMap. "Part of the contract is that we buy his food."

Hey, you don't get 20 and 1/2 sacks and 16 passes defensed — previously unheard of numbers for a defensive lineman — by munching on tofu sticks.

"He's got a big appetite and we have a lot of groceries. Part of the contract is that we buy his food."

Some of Watt's buddies have Twitter teased him in the past about how he sometimes sits down and eats a whole chicken in one sitting. H-E-B may not know what it's gotten itself into.

Of course, having Houston's next Craig Biggio/Jeff Bagwell-level figure as your new spokesperson more than makes up for the most mega grocery bills.

On a more serious note, the H-E-B deal will help Watt do more with his Justin J. Watt Foundation, a charity dedicated to bolstering after-school programs in Houston and Wisconsin (Watt's homestate) that have insufficient funding. Whether it's building a real relationship with the Berry kids or inviting kids from Newton, Conn., to hang out with him at Reliant Stadium after the horrific school shooting, the Texans star has already built a well deserved rep for reaching out to children in need.

And he's a hunk — apparently.

"He's such a good-looking guy," McClelland says. "I think he'll appeal across gender and he's such a good steward of the community.

"I think our brands — the J.J. Watt brand and the H-E-B brand — will mesh nicely."

One thing's for certain: Watt's H-E-B deal makes a lot more sense (if not cents) than New England Patriots quarterback Tom Brady's much-ridiculed pimping of UGGs boots.

Mr. H-E-B is pumped about the company's new deal with J.J. Watt.

Scott McClelland, H-E-B, January 2013 HEB

Photo by © Michelle Watson CatchLightGroup.com

Mr. H-E-B is pumped about the company's new deal with J.J. Watt.

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RodeoHouston inducts fan favorite barrelman into Hall of Fame

Beloved rodeo clown Leon Coffee enters RODEOHOUSTON Hall of Fame

Photo courtesy of The Houston Livestock Show and Rodeo

Leon Coffee, legendary barrelman

One of Houston’s most beloved rodeo figures, barrelman Leon Coffee, is the sole inductee into the RodeoHouston Hall of Fame Class of 2025.

“The RodeoHouston Hall of Fame is a lifelong celebration of those who have made a remarkable contribution to the Rodeo’s history, and Leon Coffee is a benchmark example,” said Chris Boleman, the president and CEO of the Houston Livestock Show and Rodeo. “Over his 31 years with RodeoHouston, Leon has created a legacy on and off the dirt, making a dangerous job as a barrelman exciting and entertaining. RodeoHouston is a better rodeo because of his dedication to the sport.”

Anyone who's been to the annual Houston Livestock Show and Rodeo in the past three decades has most likely seen Coffee. The venerable rodeo clown has been entertaining audiences and protecting riders in Houston since 1993. His energy and distinctive green cowboy hat always made him recognizable, even from the balcony of the Astrodome.

Barrelmen and clowns have a long history in rodeos. When bull riders are thrown from their mounts, it's the barrelman's job to distract the animal until the rider can get to safety, It's a dangerous profession, requiring bravery, skill, and speed. Clowns often retreat to barrels for safety, hence their name.

Coffee’s career as a barrelman and bull fighter began in 1977 after a stint in the United States Army. He quickly made a name for himself on the rodeo circuit, working for the Professional Rodeo Cowboys Association (PRCA) and the National Finals Rodeo (NFR) in Las Vegas, NV. In 1983, the PRCA named Coffee Clown of the Year. When not in the dirt, Coffee would visit children’s hospitals to cheer up patients.

In 2024, Coffee had his last show as a barrelman, getting a standing ovation from a 70,000-person crowd. Though he will no longer be in the barrel, Coffee continues to work as a clown and ambassador for rodeo sports, particularly for children. Look for him in the 2025 season entertaining in the fan zones.

This is the second year for the RodeoHouston Hall of Fame, which honors people and animals that have contributed to the legacy of the rodeo in the city. In 2024, the first class of inductees included stock contractor Mike Cervi, barrel racer Charmayne James, and legendary announcer Bob Tallman.