Powerade Expands NIL Presence With New College Football Deals

Powerade, one of the most recognizable names in sports hydration, is making fresh moves in the NIL space. The brand has signed new deals with a roster of standout college football players, headlined by LSU quarterback Garrett Nussmeier and Arizona State quarterback Sam Leavitt. The agreements highlight Powerade’s commitment to building deeper connections with student-athletes while reinforcing its long-standing place in the sports performance category.

A Roster Built on Potential and Performance

By signing Nussmeier, Leavitt, and other emerging talents across the college football landscape, Powerade is investing in athletes whose determination, grit, and leadership embody the brand’s identity. These partnerships aim to showcase how Powerade fuels not only athletic performance but also the relentless drive needed to compete at the highest levels of college football.

Storytelling Through NIL

As part of the campaign, each athlete will be featured in brand content designed to give fans a closer look at their routines and preparation. From practice fields and weight rooms to recovery sessions and gameday moments, the content will highlight how Powerade helps athletes stay hydrated, focused, and ready to perform. The initiative continues a broader trend of NIL storytelling, where authenticity and behind-the-scenes access drive fan engagement.

-Rey Saturn

Elevating the Athlete-Brand Connection

“Partnering with athletes like Garrett and Sam allows us to reinforce our message about the importance of preparation, performance, and resilience,” a Powerade spokesperson shared. “College football is about more than the game—it’s about discipline, culture, and community. These athletes represent the spirit of Powerade, and we’re excited to amplify their stories.”

Expanding the NIL Landscape

Powerade’s move comes as more beverage and lifestyle brands deepen their NIL investments, seeing college athletes not just as endorsers, but as authentic cultural connectors. By working with athletes across multiple programs, Powerade is strengthening its presence in the NIL marketplace while building long-term loyalty among Gen Z consumers.