In what is being called one of the most surprising and ambitious NIL agreements in college football this year, Nebraska running back Emmett Johnson has signed an “extremely lucrative” partnership with global energy drink giant Red Bull. The deal, announced early Friday morning, reportedly positions Johnson as one of the highest-earning collegiate athletes in the Big Ten Conference. While exact financial terms have not been disclosed, sources close to the negotiations hinted that the multi-year agreement could rival those of top-tier quarterbacks in the NIL landscape.
Johnson, a rising junior who emerged as Nebraska’s primary rushing threat last season, said the partnership was about more than money. “It’s the brand fit,” Johnson explained in a brief press conference. “Red Bull represents energy, drive, and pushing limits — that’s exactly how I approach the game. I want to be the kind of athlete who inspires people to go beyond what they think is possible.” The announcement came with promotional images showing Johnson in his Huskers uniform leaping mid-air with a football, a can of Red Bull digitally edited into his hand.
The campaign, according to Red Bull’s marketing team, will include appearances in national TV spots, social media challenges, and exclusive behind-the-scenes content showcasing Johnson’s training routines. A particularly unique component of the deal is the inclusion of “Red Bull Performance Days” — events where Johnson will train with extreme sports athletes in disciplines like BMX, skateboarding, and cliff diving. These events will be filmed and released as part of a mini-documentary series on YouTube.
Nebraska head coach Matt Rhule expressed his support for Johnson’s off-field venture, emphasizing that it wouldn’t interfere with the running back’s commitment to the team. “Emmett is one of the hardest workers I’ve ever coached,” Rhule said. “If anything, this deal is a testament to how well he’s handled himself both on and off the field. He’s earned it, and I’m excited to see him grow his brand while still giving his all for Nebraska football.”
Fellow Huskers players reacted with a mix of excitement and good-natured envy. Quarterback Heinrich Haarberg joked, “I’m still waiting for my deal with chocolate milk,” while wide receiver Malachi Coleman said, “It’s motivating. If you see your teammate getting rewarded like that, it pushes you to work harder.” Several players noted that Johnson’s NIL success highlights the opportunities now available to college athletes willing to build their personal brands.
For Red Bull, this move marks a notable expansion into the college football scene, a space they’ve largely stayed away from until now. Industry analysts believe the brand sees Johnson as a perfect crossover figure — a player with explosive athleticism, charisma, and the potential to become a household name if Nebraska contends for a Big Ten title. “It’s a smart bet,” sports marketing consultant Jalen Hicks said. “If Johnson has a breakout year, Red Bull’s brand will be right there with him in every highlight reel.”
As the NIL era continues to reshape college athletics, Johnson’s Red Bull deal may set a precedent for other high-profile partnerships between major consumer brands and student-athletes. While some critics worry about the growing commercialization of college sports, Johnson appears unfazed. “Football comes first,” he said. “This is just another way to fuel my dreams — literally and figuratively.” Nebraska fans will get their first look at the Red Bull-backed Johnson when the Huskers open their season next month against UTEP, a game that’s already drawing more national attention than usual thanks to the buzz surrounding the new deal.
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