Fueling the Future: How Red Bull is Energizing NIL Deals Across College Sports
By Darian Kelly
Last Updated on February 10, 2025
Red Bull, one of the world’s leading energy drink brands, is partnering with some of the most exciting college athletes. Living up to its mission to ‘Give Wings to People and Ideas,’ these NIL partnerships aim to inspire the next generation of athletes to elevate their game to new heights on and off the field.
MiLaysia Fulwiley
University of South Carolina women’s basketball star point guard MiLaysia Fulwiley was the first collegiate athlete to sign with Red Bull. The partnership materialized after her dominant MVP performance in the SEC Tournament last season. Red Bull took to Instagram to share the collaberation with the caption “shoots, scores, destined to soar.” Fulwiley will promote the Red Bull brand at events in South Carolina. The highly-touted sophomore will also have access to Red Bull’s Athlete Performance Center. Fulwiley also signed a NIL deal with Steph Curry’s ‘Curry Brand,’ becoming the first to sign with the brand from an Under Armour-sponsored school. Expect her to be an instrumental piece in USC’s quest to repeat as NCAA champions.
AJ Dybantsa
In the current high school basketball landscape, no name is much bigger than Utah Prep’s AJ Dybantsa. According to 247Sports, Dybantsa ranks as the No. 1 player in the nation and is the first men’s basketball player to sign with Red Bull. Dybantsa shared the news on the Swish Cultures’ ‘The Youngins Podcast’. While still in the early stages of building his NIL portfolio, he acknowledges the synergies between himself and the energy drink brand.
“I think it’ll be a great partnership because it’ll be beneficial to both of us with the platform that they have,” he said on the podcast. “I think we fit right in with each other, so it’s going to be special.”
Dybantsa is expected to make his college decision in the coming months and could be a top pick in the 2026 NBA Draft.
Dylan Harper
Rutgers freshman guard Dylan Harper became the first men’s college basketball player to sign with Red Bull. Harper is the son of five-time NBA champion Ron Harper and was rated by 247Sports as the top high school player out of New Jersey in the 2024 class.
“It’s honestly been a blessing getting this opportunity, first and foremost,” Harper told Boardroom. “For any kid, to have this opportunity is amazing. Being with the company, they’re great people, and I’ve already gotten time to hang out with everyone and get a feel for each other. It’s a great company.”
Although the specifics of the deal are unclear, Harper told Nick DePaula he looks forward to community-focused activations.
Jeremiah Smith
To say Ohio State football freshman Jeremiah Smith is off to an amazing start would be an understatement. Smith has already broken many Ohio State records for freshmen, including a record-breaking 45 receptions and receiving yards leader with 765. Last month, Smith became the first college football player on Red Bull’s NIL roster. He participated in an Instagram campaign post captioned “Off week, got my wiiings”.
The details of the deal have not yet been released; however, signing Smith gives Red Bull a strong presence in the college football. Smith has a robust social media following, with over 400,000 followers across Instagram, Twitter, and TikTok. Smith has leveraged his following to build a strong NIL portfolio. He holds deals from Lululemon and Battle Sports.
Sam Hurley
University of Texas track & field standout Sam Hurley is one of the more recent signings to Red Bull’s NIL roster. Hurley, who is most known for his participation in the high jump, had moved to number six on the all-time performer list for the Longhorns after clearing 2.21m (7-3) and 5.03m (16-6) in the pole vault last season. Having excelled in the sport, Hurley has emerged as one of the more popular athletes. He has over four million followers across Instagram and TikTok. Hurley has an NIL portfolio that includes Hollister and Raising Cane’s. Hurley is primed for another terrific season for the Longhorns.
Madisen Skinner
University of Texas women’s volleyball player Madisen Skinner is one of three on Red Bull’s NIL roster. She participated in a Red Bull Instagram campaign to share news about the partnership.
“I am officially a part of the Red Bull family, and it could not feel more surreal! Being gifted my 1st Red Bull hat was a perfect start to this journey, and I cannot wait to see what amazing things we can create together.”
In the NIL arena, Skinner is most known for her partnership with Texas-based grocery chain H-E-B, JBL Audio, and Sprouts Farmers Market. On the volleyball court, Skinner is one of the most lauded outside hitters in the game. She is a three-time NCAA champion, was named the 2023 NCAA Final Four Most Outstanding Player, the VolleyballMag.com National Player of the Year, and was an AVCA First Team All-American.
Additionally, Skinner earned titles as AVCA Southwest Region Player of the Year, Big 12 Conference Player of the Year, and First Team All-Big 12.
Olivia Babcock
Olivia Babcock is one of women’s volleyball’s emerging stars for the University of Pittsburgh. In 2024, she was named AVCA National Freshman of the Year, AVCA First Team All-American, and AVCA East Coast Region Freshman of the Year. Babcock built on that success as a sophomore, receiving multiple Player of the Week honors and even took home the Asics Classic tournament MVP. Her NIL portfolio also includes Honey Stinger, a brand specializing in energy-packed, honey-based nutrition designed for athletes and active lifestyles.
Bergen Reilly
University of Nebraska women’s volleyball player Bergen Reilly joins Red Bull as a member of a Cornhusker team responsible for setting records in viewership and attendance. Reilly also holds an NIL deal from Metcalf Coffee, a local Lincoln, Nebraska coffee chain. She participated in an Instagram campaign with a caption stating, “officially got my wiiings!! I am so excited to be part of the Redbull USA family and can not wait for all the exciting adventures ahead.”
On the volleyball court, Reilly was named AVCA All-America Second Team and All-Region honors in 2023 and was the Big Ten Setter of the Year, selected to the All-Big Ten First Team, and included on the Big Ten All-Freshman Team. She and the Cornhuskers will look to avenge its National Championship loss this upcoming season.
Arch Manning
Arch Manning is the latest college football player to enter a partnership with Red Bull. Manning also holds an NIL deal with the trading card company Panini America. He and Ohio State wide receiver Jeremiah Smith are the only college football players on this list. Manning will lead the Texas Longhorns offense heading into the 2025 season as they look to obtain an SEC and a College Football Playoff National title.
Mikaylah Williams
LSU sophomore Mikaylah Williams signed a NIL deal with Red Bull in 2024. The announcement was made via Instagram as Williams dawned a decorative art piece paying homage to her hometown, Bossier City, Lousiana, and sporting her basketball number 12. Williams averages 17.0 points per game while shooting 47% from the field. Williams also signed a deal with Jordan Brand, joining the likes of UCLA’s Kiki Rice and Rutgers’ Kiyomi Miller. Williams and the Lady Tigers will look to make a strong NCAA tournament run come March.
Hannah Hidalgo
Notre Dame point guard Hannah Hidalgo is the latest women’s college basketball player to join the Red Bull family. She joins the likes of South Carolina’s MiLaysia Fulwiley and LSU’s Mikaylah Williams. The partnership announcement merged the past with the present as it was announced in a surprise to Hidalgo by WNBA All-Star and former Notre Dame basketball legend Arike Ogunbowale, who also happens to be a Red Bull athlete. Hidalgo has NIL partnerships with Topps and New Era and will look to deliver a national championship this season in South Bend. Hidalgo kicked off this season as a Pre-Season All-American and ACC Pre-Season Player of the Year.
