Iowa running back Kaleb Johnson has inked his first major sponsorship. The sophomore was one of five athletes announced to sign with Powerade on an NIL deal.
The sponsorship marks the sports drink brand’s largest NIL push yet in the college football world. Powerade has been a sponsor of the NCAA since 2010, with partnerships at more than 20 schools.
The Coca-Cola Company launched its first NIL campaign during this spring’s March Madness, signing contracts with 37 men’s and women’s college basketball players. This latest venture signifies the brand’s push to be “synonymous” with college football.
As the official hydration partner for many big-time programs, we want Powerade to be synonymous with college football – and there was no better way than to team up with several of the best athletes in the country for our newest campaign.
These top players embody who we are as a brand, putting in the work in hopes of getting to the next level. Given the huge reach of college football, we’re excited to tap into that network of fans and consumers to showcase that POWERADE offers more than the competition. – Tom Gargiulo, Body Armour’s chief marketing officer.
Kaleb Johnson was one of five college football stars to sign NIL deals with Powerade. He joins Florida State‘s Jared Verse, LSU quarterback Jayden Daniels, Georgia cornerback Malaki Starks, and USC wide receiver Mario Williams. The five will take part in Powerade’s “It Takes More” campaign.
According to Sports Business Journal, the first 30-second spot will air Sept. 3, with subsequent spots to follow. They will release two 30-second ads, with 15-second ones to follow focusing on the athletes and their respective school traditions. The brand is calling the campaign their largest marketing campaign in college football, with planned ads on TV, digital, radio, and social media.
Watch Johnson’s feature from Powerade below.
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