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Today’s Case

Powerade signs five college football players to NIL deals

Powerade has returned to the NIL space, signing five college football players with plans for activations across TV, social media and radio. Players include:

• LSU quarterback Jayden Daniels

• Iowa running back Kaleb Johnson

• Georgia cornerback Malaki Starks

• Florida State defensive end Jared Verse

• USC wide receiver Mario Williams

Powerade has partnerships at 20+ schools and ensured athletes were able to rep their institution’s IP marks in the deal.

Dubbed the “It Takes More” campaign, the first 30-second spot of the campaign will air nationally on September 3 with plans to air multiple regional spots focusing on the five college markets. Additionally, as part of the college football campaign, Powerade will team up with over 60 other athletes across the country for additional campaign content to go live throughout the season.

The Verdict:

• Big way for Powerade to enter the NIL college football space

  • Partnering with five notable college football players sends a strong message that the company is ready to compete in the NIL space - and look for this to carry over into basketball season.

    • I also like the fact that five players from five different positions were chosen instead of five QB’s or another single position.

• The attention to detail in the ad is phenomenal

  • If you watch the commercial, you will notice Jared Verse breaking the rock (FSU tradition), Malaki Starks between the hedges (Georgia tradition), etc.

    • This is extremely well done and gives the ad a more personal touch that ties in to each team and their respective fanbases.

• Does Gatorade now step up their NIL game in response?

  • Right now, Gatorade only has two college athletes signed to NIL deals; Paige Bueckers (UConn women’s basketball) & Shadeur Sanders (Colorado football).

    • Will Gatorade create a hydration company NIL battle for deals and awareness? Only time will tell - although I wouldn’t be surprised if Gatorade has something in the works…

Athletes shouldn’t turn down product-only deals

Not every deal will involve cash - and that’s ok. Check out this video for more.

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Court is adjourned. Go be great!!