Celsius has entered the NIL arena in a big way, launching a campaign featuring some of the most marketable names in college football. Ohio State safety Caleb Downs, Michigan quarterback Bryce Underwood, Notre Dame running back Jeremiyah Love, and Clemson quarterback Cade Klubnik headline the roster, bringing a mix of on-field talent and digital influence to the energy drink brand.

The campaign aligns Celsius with athletes whose performance and personality resonate across both sports and social media. For fans, it’s another sign of how college football players with NIL deals are shaping the business of the game.

Why They Chose Them

According to the Out2Win Athlete Intelligence Platform, this group represents some of the most marketable athletes in the country:

• Bryce Underwood, QB, Michigan (Out2Win Score: 93)
  As the second-most marketable quarterback in college football, Underwood has already built a social following of over 308K with an 8.48% engagement rate. In his debut against New Mexico, he threw for 251 yards and a touchdown with no interceptions, showing why brands view him as a long-term investment. His partnerships with Beats by Dre and EA Sports further highlight his crossover appeal.

• Caleb Downs, Safety, Ohio State (Out2Win Score: 82)
  One of the most dominant defensive players in the country, Downs has 242.3K Instagram followers with a 7.46% engagement rate. In Ohio State’s week one upset win over No. 1 Texas, he posted five tackles, including three solo stops. Already partnered with Beats, Crocs, and Chipotle, Downs brings a proven balance of athletic success and social influence.

• Jeremiyah Love, RB, Notre Dame (Out2Win Score: 79)
  Love has steadily built his NIL presence with partnerships that include New Balance. He owns 111.8K Instagram followers with a 13.92% engagement rate—showcasing a highly engaged audience. On the field, he opened 2025 with 59 all-purpose yards in Notre Dame’s win over No. 10 Miami, adding consistency to his growing brand power.

• Cade Klubnik, QB, Clemson (Out2Win Score: 72)
  Klubnik continues to establish himself as one of the most reliable quarterbacks in the ACC. He boasts 126.5K followers on Instagram with an 8.93% engagement rate. His NIL résumé already includes EA Sports, HeyDude, and Rhoback, and his performance in week one—230 yards against No. 9 LSU—reinforced why he’s a steady figure for brands.

Celsius Expands Its Athlete Reach

This campaign shows how brands are increasingly aligning themselves with athletes who embody energy, resilience, and authenticity—qualities Celsius has built its identity around. By featuring players from powerhouse programs in the Big Ten, ACC, and SEC, Celsius ensures visibility across the most passionate fan bases in college football.

It also reflects the impact of name image and likeness on college athletics, where national companies are no longer just signing one-off deals, but crafting broad campaigns designed to connect with athletes and audiences at the same time.

The Bigger Picture

This campaign doesn’t just promote Celsius—it elevates the athletes as cultural figures. Downs, Underwood, Love, and Klubnik are not just football players but influencers, brand ambassadors, and entrepreneurs in their own right. For Celsius, this means instant credibility with college fans; for the players, it means another step in expanding their platforms and personal brands.

As name image likeness college athletics continues to evolve, expect more companies to follow Celsius’s blueprint: finding a mix of proven stars and rising names to build campaigns that connect both on the field and online.