Arizona State quarterback Sam Leavitt has signed what insiders are calling an “extremely lucrative” Name, Image, and Likeness deal with global energy drink powerhouse Red Bull. The agreement, finalized late Thursday evening, is believed to be one of the largest NIL contracts ever secured by a Pac-12 athlete. While official figures remain undisclosed, sources close to the negotiation suggest the deal is worth well into the seven-figure range over the next two years, putting Leavitt in rare company among collegiate athletes.
The partnership comes at a pivotal moment for Leavitt, who enters the upcoming season as the undisputed starter for the Sun Devils. Known for his rocket arm and unshakable poise under pressure, the sophomore signal-caller has already built a reputation as one of the most marketable young athletes in the country. Red Bull’s marketing team is reportedly planning a series of high-energy campaigns that will feature Leavitt in commercials, social media takeovers, and even live stunt events blending football with the brand’s extreme sports culture.
Leavitt’s journey to this moment has been anything but ordinary. After a standout high school career in Portland, Oregon, he initially committed to a different program before transferring to Arizona State in search of more playing time. His breakout performances last season, including a stunning comeback victory against UCLA, drew national attention and elevated his profile both on and off the field. Industry experts note that this kind of visibility is exactly what companies like Red Bull are seeking in their NIL partnerships.
The deal is also a significant win for Arizona State’s athletic department, which has been actively working to position its athletes for NIL success in an increasingly competitive marketplace. The Sun Devils’ recent investment in a dedicated NIL support team appears to be paying off, with Leavitt’s agreement serving as a marquee example of what’s possible. Athletic Director Ray Anderson praised the quarterback in a statement, calling him “a leader who embodies both competitive excellence and the kind of charisma that resonates with fans and brands alike.”
For Red Bull, the move represents a strategic expansion into college football, a market they’ve only lightly tapped in the past. While the company has long dominated extreme sports, Formula 1, and esports, executives have hinted at a desire to connect with a younger, football-loving demographic. Leavitt’s dynamic play style and youthful personality make him an ideal ambassador for that push. Rumors are already circulating about a potential “Red Bull QB Challenge” event in Tempe later this year, where fans could interact with Leavitt and test their throwing skills in a high-energy atmosphere.
Teammates have expressed nothing but support for Leavitt’s new venture, with several joking that they hope the deal means free Red Bull in the locker room. Wide receiver Jalen Carter said the partnership “fits Sam perfectly” because of his relentless work ethic and ability to stay locked in during high-pressure moments. Head coach Kenny Dillingham, while careful to keep the focus on football, acknowledged that NIL deals like this can be a game-changer for recruiting, showing future players that Arizona State is a place where big opportunities are possible.
As the season approaches, all eyes will be on Leavitt to see whether his on-field performance can match the hype surrounding his off-field earnings. The Red Bull deal adds another layer of expectation, but if his past is any indication, the quarterback thrives under the spotlight. For now, both Arizona State fans and the college football world will be watching closely, eager to see if Leavitt can lead the Sun Devils to a winning season while becoming the face of one of the most recognizable brands on the planet.
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