Celsius launches NIL campaign with six college football stars

Celsius is diving back into the NIL space.

The energy drink brand launched its “The Essential Six” campaign. The group includes Oregon quarterback Dillon Gabriel, Michigan running back Donovan Edwards, Alabama quarterback Jalen Milroe, Ohio State wide receiver Emeka Egbuka, Florida State quarterback DJ Uiagalelei and Colorado defensive back/wide receiver Travis Hunter.

“The expansion of our NIL roster demonstrates our continued commitment to further connect our brand with our collegiate communities,” Celsius CMO Kyle Watson said in a statement. “Each athlete serves as inspiration and motivation to our consumers and their commitment to greatness truly embodies CELSIUS’ LIVE FIT lifestyle.”

As part of the agreements, the athletes will promote the brand across their social media channels. The full terms of the deals were not disclosed. The campaign will also feature a series of TV commercials premiering throughout the college football season, regional retail programs and on-campus activations.

Celsius is not new to the NIL space, though. The energy drink has previously worked with Heisman Trophy winners Bryce Young and Caleb Williams. Hunter has been an ambassador for the company over the last two seasons, too.

The fitness energy drink secured a $550 million investment in 2022, on top of a long-term distribution partnership with PepsiCo. A disruptive brand in the energy drink world, Celsius has targeted consumers on college campuses. It has quickly become one of the most bought energy drinks on the market, starting to compete with Red Bull and Monster Beverage.

Celsius tabs star-studded NIL lineup

Hunter holds a $2.7 million On3 NIL Valuation, ranked third in college football. He finished the regular season playing 1,032 total snaps, finishing with 57 catches for 721 yards and five touchdowns. On the defensive of the ball, he tallied 30 total tackles with three interceptions. Hunter has long-term contracts with the Michael Strahan Brand, Actively Black and NXTRND. He’s tapped into his fishing hobby through NIL, inking deals with WaterLand Co., KastKing and Gary Yamamoto Custom Baits.

Gabriel generated national headlines earlier this summer with his “I’M INSPIRED” event where he presented his former Mililani High School football program with new uniforms and other gifts through partnerships with Nike, Guardian Caps, Raising Cane’s, Riddell, EvoShield and HawaiiUSA Federal Credit Union. The former Oklahoma transfer enters the season fourth in NCAA history in career total touchdowns (152) and seventh in total yards (15,925). He touts a $1.2 million On3 NIL Valuation.

Milroe finished 2023 with 2,718 passing yards, 23 touchdowns and just six interceptions. He also racked up 468 yards on the ground and led the team in rushing touchdowns with 12. Milroe has built an impressive NIL portfolio, touting deals with Rhoback, the NIL collective Yea Alabama and Hey Dude. His On3 NIL Valuation sits at $1.7 million.