Overview

• Powerade signed NIL agreements with four players: LSU quarterback Garrett Nussmeier, Arizona State quarterback Sam Leavitt, Georgia running back Nate Frazier and Iowa safety Xavier Nwankpa.
• A new 30-second hype spot launched as part of the refreshed campaign featuring the quartet ahead of Week 1.
• Beyond the headline signings, the brand plans partnerships with more than 35 additional NIL athletes to expand digital and social content.
• A season-long Tailgate Tour will bring hydration stations, prizes, giveaways and exclusive athlete appearances to campuses, with LSU, Georgia, Arizona State and Iowa among the featured stops.
• BODARMOR Sports Nutrition CMO Tom Gargiulo framed the push as a response to mounting pressures on college athletes in the NIL era, emphasizing Powerade’s role in fueling performance.