Fresh off a buzzer-beater to send his team to the Sweet 16, Maryland Terrapins center Derik Queen has signed a new NIL deal that celebrates his distinct surname.

In a new advertisement, court royalty converges with ice cream nobility: Derik Queen, meet Dairy Queen.

#ad Thanks to the original DQ for all the love and support. Go Terps! Go @dairyqueen #happytastesgood pic.twitter.com/DI3gM6Hmsw

– Derik Queen (@ Derikqueen1) March 27, 2025

“From one iconic finish,” the advertisement’s narrator intones over a clip of a Dairy Queen soft serve cone, “to another,” cutting to Queen’s game-winner against the Colorado State Rams on Sunday.

The promotion concludes with Queen stating the company’s slogan.

“DQ,” Queen smiles. “Happy tastes good.”

According to CLLCTthe advertisement was filmed in a San Francisco hotel, with Queen and the Terrapins set to face the Florida Gators at the Chase Center on Thursday night.

Maryland and Florida’s Sweet 16 clash is at 7:39 p.m. ET.