Norman, OK – In a move that has sent shockwaves through the college football world, Oklahoma Sooners star running back Jovantae Barnes has signed what sources are calling an “extremely lucrative” Name, Image, and Likeness (NIL) deal with global energy drink powerhouse Red Bull. The agreement, believed to be one of the largest NIL deals ever secured by a college athlete, positions Barnes as a central figure in Red Bull’s sports marketing push in the United States. While financial details remain undisclosed, insiders close to the negotiations say the figure is “well into seven digits,” signaling a new era of commercial partnerships for college football athletes.
Barnes, who burst onto the scene with an electrifying freshman season, has quickly become a fan favorite in Norman. His blend of speed, vision, and relentless work ethic has made him a critical component of the Sooners’ offensive attack. Red Bull executives reportedly targeted Barnes not just for his on-field talent, but for his growing social media presence and his ability to connect with younger audiences. With over 200,000 followers across Instagram and TikTok, Barnes has cultivated a brand that extends far beyond football — something Red Bull was eager to tap into.
As part of the deal, Barnes will appear in multiple Red Bull commercials, digital campaigns, and live events throughout the 2025 season. A source familiar with the contract revealed that Barnes will also be involved in a unique content series documenting his training, recovery, and game-day preparations, which will be distributed on Red Bull’s YouTube and streaming platforms. In addition, the company plans to feature him in its popular extreme sports exhibitions, giving Barnes a rare crossover into non-football fanbases.
Oklahoma head coach Brent Venables praised Barnes’ maturity in handling the negotiations, noting that the running back sought advice from mentors and former players before finalizing the agreement. “Jovantae’s focus has always been football first,” Venables said during a Thursday press conference. “But he’s also smart enough to recognize that opportunities like this don’t come around often. Red Bull wanted him for who he is on and off the field, and I think he’s going to handle it in a way that makes everyone proud.”
For Barnes, the deal marks not only a financial milestone but also a personal one. In a statement released through his publicist, he described the partnership as a dream come true. “I’ve been drinking Red Bull since high school during those late-night study sessions and early morning workouts,” Barnes said. “To now represent the brand while doing what I love is a blessing. I hope to inspire young athletes to work hard, stay humble, and chase their dreams, no matter how big they are.”
The announcement comes amid an increasingly competitive NIL landscape, where brands are vying to secure top-tier college athletes before they turn professional. Red Bull, which has traditionally focused on extreme sports, Formula 1, and global soccer, appears to be signaling a more aggressive push into American football. Sports marketing analysts believe this move could pave the way for more energy drink companies to seek partnerships with NCAA stars, potentially changing the dynamic of athlete endorsements in the sport.
As for the Sooners, the timing of Barnes’ Red Bull deal couldn’t be better. With the 2025 season just weeks away, the program is looking to build momentum both on the field and in recruiting. Seeing one of their own land such a groundbreaking agreement is sure to resonate with prospective players, especially in an era where NIL opportunities can influence commitment decisions. For now, Barnes remains focused on preparing for Oklahoma’s season opener, but one thing is certain: he’ll be doing it with a lot more Red Bull in the fridge — and perhaps a few more eyes watching.
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