Powerade inks NIL deals with college basketball stars Flau'jae Johnson, Isaiah Collier
Powerade continues to tap into the college sports talent pool for marketing.
The sports drink announced Tuesday it signed NIL deals with LSU women’s basketball star Flau’jae Johnson and USC men’s hoops standout Isaiah Collier. Through the agreements, the duo will be featured in a national upcoming marketing campaign and appear at retail and sponsorship events.
Two of the bigger names in college basketball, Johnson helped lead the Tigers to a national title this past spring. She’s averaging 13.4 points and 5.9 rebounds this season for LSU, which is 16-2 and ranks No. 10 in the country.
Collier is a former five-star recruit and starting for the Trojans, averaging 15.4 points with 4.1 assists.
Powerade active in NIL
Powerade, part of the Coca-Cola Company, has partnerships at more than 20 schools. The hydration company launched a national marketing campaign with five college football players this summer, filled with activations across TV, social media and radio.
The brand has worked closely with Altius Sports in the last year to learn about NCAA policy, school rules and state laws surrounding NIL. The firm also broke down what a brand should look for in college athletes when it comes to NIL.
“Powerade is one of the most exciting and competitive brands out there today, so I couldn’t be more thrilled to join the team,” Collier said in a statement to On3. “I’m always looking to improve my game – and hydration plays a major role in that. Powerade keeps me hydrated better than anything else out there. I’m proud to represent an iconic brand that has such a strong commitment to college sports.”
Both have strong On3 NIL Valuations
Johnson holds a $1.1 million On3 NIL Valuation, which ranks No. 2 in women’s basketball. Her social media following of more than 3.1 million followers also makes her one of the most marketable athletes in college sports.
On top of his work with Powerade, Collier has signed an NIL deal with Beats by Dre. His $588,000 valuation is in the top 15 of men’s college basketball.
The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.
About On3 NIL Valuation, Brand Value, Roster Value
While the algorithm includes deal data, it does not act as a tracker of the value of NIL deals athletes have completed to date, nor does it set an athlete’s NIL valuation for their entire career.