Celsius expands college partnerships, set to work with Bo Nix, Michael Penix Jr. and Blake Corum

Celsius is making another major investment in college sports.

Through a new partnership with Learfield, the sports marketing company representing more than 200 collegiate properties, the energy drink will partner with five new athletic departments. Oregon, Colorado, Air Force, Washington and Michigan have all signed on. Texas A&M’s existing partnership with the brand will expand, too.

As part of the agreement, Celsius plans to host on-campus activations this season while using digital and in-venue advertisements at institution’s venues.

Celsius is also leveraging the partnership in NIL, too. Since the inception of NIL in 2021, Learfield has assisted brands in maximizing marketing opportunities with athletes. The energy drink has previously worked with former Alabama quarterback Bryce Young and reigning Heisman winner Caleb Williams.

Pac-12 quarterbacks Bo Nix and Michael Penix Jr. and Michigan running back Blake Corum will be used as part of an integrated social campaign. Thanks to athletes being allowed to monetize their publicity rights, the trio of college football stars will be able to profit from endorsement deals.

“Partnering with Learfield presents Celsius with an incredible opportunity to further integrate Celsius into the world of college sports, continuing to drive brand awareness on campuses nationwide and leverage our expanding Celsius University program,” Celsius’ executive vice president of marketing Kyle Watson said in a statement.

The brand already has a presence on campuses through its Celsius University and ambassadors program, which allows aspiring professionals marketing experience by assisting the company’s marketing at institutions. Launched roughly 10 months ago, the program has 170 ambassadors nationwide. According to the company, it’s placing an average of 67,000 cans of its product on college campuses each month.

The fitness energy drink secured a $550 million investment last summer, on top of a long-term distribution partnership with PepsiCo. A disruptive brand in the energy drink world, it has quickly become one of the most bought energy drinks on the market, starting to compete with Red Bull and Monster Beverage.

Celsius taps trio of college football stars for NIL work

The Oregon quarterback could have been one of the better prospects available in this past spring’s NFL draft. Instead, Nix is back for a final season, giving the Ducks one of the top quarterbacks in college football. In his first year at Oregon, he threw for 27 touchdowns and just seven interceptions while leading the Ducks to a 10-3 record. 

He has thrived off the field in NIL, too, inking agreements with Topps, Subway, The Duck Store, ONIT, the Oregon-focused NIL collective Division Street and Bojangles. Nix has a $1.7 million On3 NIL Valuation, which ranks No. 3 in the college football NIL rankings. The quarterback has amassed nearly 200,000 social media followers.

Corum has signed deals with Outback Steakhouse, The 33rd Team and Subway in the last two years. The former four-star recruit has worked multiple camps. The biggest success has come through flipping houses, a business venture he recently said he is hoping to turn into “an empire.” The Athletic reported earlier this year Corum could make over $1 million during his final year in Ann Arbor of NIL.

All of the NIL success has come from on-field success. In the last two seasons, Corum has rushed for 2,415 yards and 29 touchdowns, averaging over 6 yards per carry. He has a $1.1 million On3 NIL Valuation, sitting No. 15 in college football.

Penix has fit in at Washington since transferring from Indiana. He finished his first season in Seattle with 4,641 passing yards with 31 touchdowns and just eight interceptions. The quarterback is a major reason why the Huskies are No. 10 in the preseason AP top 25 poll. He’s started to pick up more deals recently, too, signing on with Beats by Dre and the NIL collective Montlake Futures. He has a $1 million On3 NIL Valuation with roughly 43,000 social media followers.