Alabama’s Jalen Milroe signed a $45 million endorsement deal with Powerade, donating $18 million to the football program and $4.8 million to an… #alabama #rolltide
By Daniel Phillip, Tuscaloosa Bureau Chief
#Alabama #RollTide
TUSCALOOSA, Ala. — In an unprecedented development in the college sports landscape, Alabama Crimson Tide quarterback Jalen Milroe has signed a jaw-dropping $45 million endorsement deal with sports drink giant Powerade. The deal marks the largest individual NIL (Name, Image, and Likeness) contract ever awarded to a collegiate athlete and is being hailed as a turning point in the modern era of college athletics.
But the headline doesn’t stop at the dollar figure. In a stunning and generous move that has captured national attention, Milroe announced that he is donating $18 million of his earnings back to the University of Alabama football program. An additional $4.8 million will be directed toward initiatives that support underserved communities in Alabama and across the Southeast, particularly those focused on youth education, health, and athletic development.
“This isn’t just about me,” Milroe said during a packed press conference at Bryant-Denny Stadium on Friday afternoon. “This is about giving back to the people and the program that believed in me. Alabama football shaped who I am, and I want to make sure future players have even more opportunities. And I haven’t forgotten where I came from or the communities that need the most help.”
A Groundbreaking Deal
The Powerade deal is more than just a marketing contract; it is a strategic partnership that will span multiple platforms, including national television campaigns, social media activations, and community engagement programs. The agreement also includes a five-year post-college clause, allowing Milroe to remain a brand ambassador even after he transitions to the NFL.
“This is the biggest NIL deal we’ve seen to date, and it’s not just a financial milestone—it’s a cultural moment,” said Olivia Hartman, a sports marketing analyst for NIL Insider. “Milroe has star power, charisma, and leadership qualities that brands love. Powerade saw an opportunity not only to elevate their brand but to partner with someone who represents excellence on and off the field.”
Powerade executives confirmed that Milroe will be the face of a new “Fuel the Legacy” campaign, which will roll out nationwide during the upcoming college football season and feature a series of high-energy commercials, community events, and youth football camps.
Giving Back to the Program
Milroe’s $18 million donation to Alabama football is believed to be the largest ever made by a current student-athlete to their own program. According to the University of Alabama Athletic Department, the funds will be used to enhance facilities, expand recruiting efforts, and provide increased support for player development, mental health services, and NIL education.
“This is historic,” said Alabama head coach Kalen DeBoer, who took the reins after Nick Saban’s retirement. “Jalen’s leadership on the field is only matched by his commitment to this team and this university. He’s setting a new standard not just for Alabama, but for what’s possible in college athletics.”
DeBoer emphasized that Milroe’s donation will immediately be put to use in several key projects, including renovating the players’ lounge, upgrading training equipment, and expanding the Crimson Tide’s already cutting-edge sports science program.
Athletic Director Greg Byrne added: “We are deeply grateful for Jalen’s generosity. His impact on Alabama football will be felt for generations to come, not just because of what he’s done on Saturdays, but because of the doors he’s opening for future student-athletes.”
Empowering Underserved Communities
Perhaps most inspiring is Milroe’s decision to allocate $4.8 million toward nonprofit organizations and community development initiatives across Alabama. His team confirmed that the funds will support youth education programs, provide scholarships for underprivileged students, and build athletic facilities in underserved areas.
One of the primary recipients will be the “Rise Up Foundation,” a new organization Milroe is launching to help bridge the opportunity gap in youth sports and academics.
“I know what it’s like to come from a place where opportunities feel limited,” Milroe said. “There are so many kids with dreams just like mine. I want to make sure they have the tools and support they need to reach them.”
The Rise Up Foundation plans to host free football clinics, offer mentorship programs, and partner with schools to provide academic resources. Early plans include the construction of a multi-sport youth facility in Birmingham that will feature classrooms, training centers, and tutoring spaces.
Birmingham Mayor Randall Woodfin praised Milroe’s investment in the city, calling it “a transformative act of leadership and love.”
“Jalen Milroe isn’t just playing for the Crimson Tide—he’s playing for Alabama,” Woodfin said.
A Role Model in the NIL Era
Milroe’s actions are being celebrated nationwide as a powerful example of how NIL opportunities can be used not just for personal gain, but for collective uplift. Social media exploded with praise following the announcement, with hashtags like #MilroeMovement and #RollTideLegend trending on X (formerly Twitter).
ESPN’s Paul Finebaum remarked, “This is a game-changer—not just for Alabama, but for college football. Milroe’s not just building a brand. He’s building a legacy.”
Even former Alabama greats chimed in. Tua Tagovailoa posted, “Proud of you, Jalen. You’re doing something bigger than football.” Derrick Henry added, “This is how you lead. This is what ‘Bama built’ looks like.”
Looking Ahead
With Milroe returning for what is expected to be his final season at Alabama, the spotlight will shine even brighter on the Crimson Tide. Already projected as a Heisman contender and a potential first-round NFL Draft pick, Milroe enters the 2025 season not just as a star quarterback, but as a leader redefining what it means to be a student-athlete in the NIL era.
And he’s not done yet.
“We’re just getting started,” Milroe said, smiling as he sipped from a Powerade bottle at the end of the press conference. “Roll Tide forever.”
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Editor’s Note: Jalen Milroe’s record-breaking NIL deal marks a pivotal moment in the college football landscape. As debates over athlete compensation, amateurism, and institutional control continue to unfold, Milroe’s actions offer a bold new model: one rooted in excellence, generosity, and the power of giving back.
