USC’s backfield is getting more than just a boost in talent this season—it's gaining influence. Incoming running back Waymond Jordan has signed an NIL deal with C4 Energy, joining the next wave of college football players with NIL deals who are attracting major brand partnerships before ever stepping onto a Power Five field.

Jordan, a JUCO standout who transferred to USC earlier this year, is entering a competitive depth chart, but he’s already differentiating himself as a rising brand figure off the field.

Why Waymond Jordan Stood Out to C4

Jordan brings more than just strong tape—he brings serious attention. According to the Out2Win athlete intelligence platform, he holds a 24.43% engagement rate across his social channels, far surpassing the typical college athlete. That kind of digital connection signals high-impact storytelling potential, which is exactly what brands like C4 are looking for.

His content resonates with fans, creating the kind of trust and relatability that transforms followers into loyal audiences. For C4, it's a smart move—pairing their performance-focused product with an athlete whose growth trajectory aligns with their brand values.

Partnerships in Football Are Getting Smarter

The Jordan–C4 alignment is part of a larger shift in partnerships in football. Brands are no longer just watching the box scores—they’re watching storylines, authenticity, and digital traction. Waymond Jordan’s path from junior college to the USC spotlight adds depth and relatability to his narrative, making him a compelling athlete for campaign inclusion.

Even as he competes for snaps in a crowded USC backfield that includes transfers like MarShawn Lloyd and Eli Sanders, Jordan’s ability to make noise off the field is becoming just as important as his role in Lincoln Riley’s offense.

College Football and NIL: A New Kind of Game Plan

This deal also reflects the changing landscape of college football and NIL, where performance potential and personal platform now go hand in hand. Jordan is still fighting to earn carries, but he's already earned brand confidence—proving that NIL value isn’t just about playing time, but about audience impact.

His partnership with C4 comes as the energy drink brand continues to expand its presence in sports marketing, tapping into athletes who bring both physical explosiveness and cultural relevance. Jordan fits that mold—offering a mix of speed, humility, and visibility that translates well both on-field and on-camera.

College Football Players with NIL Deals Are Getting Younger—and Smarter

Waymond Jordan represents a new kind of NIL athlete: confident, data-backed, and proactive. As more brands seek long-term value through early relationships, Jordan’s high engagement and unique narrative put him in rare company. His C4 deal reflects what more and more partnerships are starting to prioritize: influence over hype, connection over clout.

For USC, it’s a win that extends beyond the football field. And for brands, it’s a reminder that the smartest investments in college athletes often start before the breakout season.