Since the Coca-Cola Co. launched Powerade in the late 1980s, the company has marketed the drink to athletes and struck marketing partnerships with players, teams and leagues. As such, it was only natural that Powerade last year for the first time signed Name, Image and Likeness (NIL) agreements with college athletes.
This college football season, Powerade has signed NIL deals with Georgia quarterback Carson Beck, LSU quarterback Garrett Nussmeier, USC receiver Zachariah Branch, Iowa running back Kaleb Johnson and Florida State defensive end Patrick Payton.
The players are each on schools that have deals with Powerade, but these are separate, one-off NIL contracts that will run throughout the season, according to Tom Gargiulo, Powerade’s chief marketing officer. The five players will be part of Powerade’s national television commercial and marketing campaign, as well as shorter commercials that will air in their local markets. They will also promote the brand on social media, and their image and likeness will be on display in stores in their respective markets.
