West Lafayette, Indiana — In a move that underscores the growing influence of name, image, and likeness deals in college athletics, Purdue guard Braden Smith has signed what sources are calling an “extremely lucrative” agreement with global energy drink giant Red Bull. The sophomore standout, already a fan favorite for his court vision and leadership, is expected to be one of the faces of Red Bull’s new collegiate sports marketing push. Terms of the deal have not been disclosed, but insiders suggest it ranks among the top NIL contracts in Big Ten basketball history.
Smith, who averaged 13.8 points and 6.1 assists per game last season, has quickly become one of the most marketable athletes in the conference. His combination of on-court production, humble off-court persona, and social media presence made him an appealing target for brands looking to tap into the vibrant college sports audience. Red Bull, which has historically focused on extreme sports and global events, appears to be broadening its U.S. college sports portfolio, and Smith’s growing national profile made him an ideal choice.
The partnership will reportedly see Smith featured in a series of national commercials and social media campaigns that blend basketball action with Red Bull’s trademark high-energy style. There are also plans for campus events, including interactive fan experiences at Mackey Arena, where Smith will hand out limited-edition Red Bull cans featuring Purdue-inspired designs. The company is said to be developing a “Boiler Up” flavor as part of a special promotional run, though neither party has confirmed the release date.
For Smith, the deal is more than just a financial boost. In an interview following the announcement, he emphasized the importance of aligning with a brand whose values matched his own competitive mindset. “Red Bull has always been about pushing limits and going beyond expectations,” Smith said. “That’s the same mentality I take to the court every night. This isn’t just about a logo on a shirt — it’s about representing something that inspires me.”
Purdue head coach Matt Painter expressed his support for Smith’s new venture, noting that the guard has handled increased attention with maturity and focus. “Braden’s worked for everything he’s gotten, and this deal is a testament to his dedication,” Painter said. “I’ve told our guys that NIL can be a great thing if you stay grounded and remember why you’re here. Braden understands that better than anyone.” The coach added that he believes the exposure could also benefit Purdue’s recruiting efforts by showing prospective players the opportunities available in West Lafayette.
The deal comes at a time when the NIL landscape is rapidly evolving, with student-athletes across the country securing major brand partnerships once reserved for professionals. Smith joins a growing list of basketball players signing with global companies, a trend that is likely to accelerate as the NCAA continues to adjust its policies. For many in the sport, the move signals that high-level college players are now viable long-term investments for international brands.
As for Smith, he is focused on helping Purdue make another deep run in March Madness. While the Red Bull partnership will undoubtedly raise his public profile, the guard insists it will not distract from his primary goal — winning games. “This is an exciting chapter for me, but my heart is still on the court,” Smith said. “The best way I can honor this opportunity is by giving everything I have to my team and my fans. At the end of the day, it’s all about Purdue basketball.”
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