Last Updated on October 21, 2022
“We Called Our Stuff Gatorade”
University of Florida’s quarterback Anthony Richardson signed a historic name, image, and likeness deal with Gatorade.
Richardson became the first University of Florida athlete to sign with the sports beverage company invented by a group of scientists at Florida’s College of Medicine in 1965. This deal is a part of an extensive campaign led by Gatorade called “Fuel Tomorrow.”
Richardson will promote the SEC Gameday Challenge, in which college football fans can win a trip to the SEC championship game in Atlanta.
Making the Deal
The deal was brokered by IP attorney Darren Heitner, an adjunct sports law professor at the University of Florida Levin College of Law. Heitner told On3, “It brings me great joy to have brought together two of my clients, Gatorade and Anthony Richardson, to work together in promoting the iconic Gatorade brand.”
In addition to Gatorade, Richardson has secured NIL deals with Champs Sports and Fanatics. Given Gatorade’s rich tradition with Gator athletics, this deal could open the doors for more University of Florida athletes to partner with the sports drink brand.