In a move that has sent shockwaves through the college football world, Tennessee Volunteers freshman running back Peyton Lewis has signed what sources are calling an “extremely lucrative” Name, Image, and Likeness (NIL) deal with energy drink giant Red Bull. The agreement, announced Friday morning, marks one of the largest NIL contracts for a first-year player in the Southeastern Conference this year. Details of the financial terms have not been officially disclosed, but insiders suggest the multi-year partnership is worth well into seven figures.
Lewis, a former five-star recruit from Salem, Virginia, made headlines last season in high school with his explosive speed and versatility, becoming one of the most sought-after backs in the 2024 recruiting class. His decision to commit to Tennessee was widely celebrated by the Vols fan base, with many predicting he could be a game-changer in Josh Heupel’s high-octane offense. The Red Bull deal only adds to the growing buzz surrounding the young running back before he even takes his first collegiate snap.
According to representatives from Red Bull, the company views Lewis not just as an athlete, but as a brand ambassador who embodies their “gives you wings” philosophy. The campaign, which will roll out across social media, streaming platforms, and college game broadcasts, will feature Lewis in high-energy commercials showcasing his training regimen, game-day intensity, and personal story. Early concept art for the ad campaign shows Lewis sprinting through a digitally enhanced field with Red Bull’s iconic logo emblazoned on the scoreboard.
The NIL partnership also reportedly includes performance-based incentives tied to Lewis’s on-field success. If he hits certain rushing yard milestones, touchdown counts, or receives national award nominations, the value of his deal could increase significantly. Sources close to the negotiations say Red Bull was particularly impressed with Lewis’s work ethic and commitment to community outreach, factors that helped seal the deal. In addition to advertising appearances, Lewis will also participate in youth football clinics sponsored by Red Bull throughout Tennessee.
For Tennessee, the announcement couldn’t have come at a better time. With the Vols looking to build on their recent resurgence under Coach Heupel, the added exposure from one of the world’s most recognizable brands brings an extra layer of excitement to the program. Recruiting experts believe this could also position Tennessee as a top NIL destination for future blue-chip recruits, especially those looking to build strong personal brands alongside their football careers.
Lewis himself appeared both humbled and energized by the news. “I’m blessed to be in this position, and I want to thank Red Bull for believing in me before I’ve even stepped on the field,” he said in a press release. “This isn’t just about me—it’s about representing Tennessee, my family, and all the young athletes out there chasing their dreams.” His teammates were reportedly thrilled for him, with several taking to social media to congratulate him and joke about getting free Red Bull in the locker room.
While the true impact of the deal will unfold over the coming seasons, one thing is certain: Peyton Lewis has already made a statement in the NIL era without playing a down for the Volunteers. If his on-field performance matches the hype surrounding his name and this Red Bull partnership, he could quickly become one of the most marketable stars in college football. For now, Tennessee fans can only imagine what’s to come when Lewis finally straps on the pads in Neyland Stadium this fall.
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