Powerade signs NIL deals with LSU's Garrett Nussmeier, Arizona State's Sam Leavitt and more

Powerade is returning to the NIL space for its third consecutive year ahead of the 2025 season. The sports drink has inked NIL agreements with LSU quarterback Garrett Nussmeier, Arizona State quarterback Sam Leavitt, Georgia running back Nate Frazier and Iowa safety Xavier Nwankpa.

Dubbed the “It Takes More” campaign, the four college football players will appear across social media promoting Powerade in a 30-second spot. Powerade is partnered with more than 20 college programs nationwide.

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“Playing at LSU means every snap is in the spotlight, and that comes with a ton of pressure,” Nussmeier said in a statement. “For me, it’s all about staying focused, putting in the work every day and proving I can rise to the occasion when it counts. As you’ll see in this new campaign, Powerade has played a key role in fueling me with more – more focus, more drive, and more determination to become the player I know I can be.”

As an extension to the campaign, the brand is also teaming up with more than 35 NIL athletes from colleges on top of the NIL deals with the four college football stars. To further support the campaign, Powerade is also hosting a “Tailgate Tour” with on-site game day activations featuring hydration stations, prizes and giveaways, and exclusive athlete appearances at several top campuses across the country, including LSU, Georgia, Arizona State and Iowa.

Nussmeier has a $3.8 million On3 NIL Valuation and returns for a final season at LSU after turning down the NFL draft. The Tigers open the season at Clemson on Saturday night. Leavitt is coming off a break out season where he led the Sun Devils to a Big 12 title and College Football Playoff berth. He holds a $3.1 million On3 NIL Valuation.

“Today’s college athletes are balancing more than ever before – between NIL deals, the transfer portal, and the expanded playoff format, the pressure to perform has never been higher,” Body Armour chief marketing officer Tom Gargiulo said. “With our new campaign, we’re proud to shine a light on the drive and determination it takes to succeed in this environment, and to show how Powerade is there every step of the way to keep athletes hydrated and ready to perform when there’s more on the line.”