BREAKING NEWS: Nicco Marchiol Inks Landmark Multi-Year Shoe Deal with New Balance Ahead of 2025 NFL Draft
In a move shaking up both college football and the sneaker world, West Virginia quarterback Nicco Marchiol has signed a multi-year endorsement deal with New Balance, solidifying his status not only as a top NFL Draft prospect but also as a rising commercial icon.
Marchiol, the 6’2”, 220-pound dual-threat quarterback from Chandler, Arizona, has been a beacon of promise for the Mountaineers. After a breakout 2024 season where he threw for 3,600 yards and 28 touchdowns while leading West Virginia to a New Year’s Six bowl victory, NFL scouts pegged him as one of the most pro-ready QBs in the 2025 class. Now, he’s adding “brand ambassador” to his growing résumé.
The landmark deal was finalized in early May after Marchiol met with representatives from multiple athletic brands in Los Angeles, where he took part in a closed-door NIL and NFL endorsement summit. Sources close to the negotiations say Nike, Adidas, and Under Armour all expressed interest, but New Balance emerged as the clear frontrunner thanks to its vision for athlete empowerment, long-term equity potential, and a custom-designed cleat and lifestyle sneaker line bearing Marchiol’s name.
“This deal isn’t just about footwear,” said Greg Lathrop, VP of Sports Marketing at New Balance. “It’s about culture, leadership, and the future. Nicco is the modern athlete—fearless, driven, and authentic. He’s got the arm talent to win Sundays and the voice to shape a brand.”
As part of the multi-year partnership, Marchiol will become the face of New Balance’s new football performance campaign, set to launch in tandem with the 2025 NFL Draft in Detroit. Sources say the campaign—titled Next is Now—will include limited-edition cleats, training gear, and a documentary series chronicling Marchiol’s transition from college standout to NFL franchise quarterback.
In a statement released on social media, Marchiol said: “New Balance believed in me before the world saw me on the big stage. They’re giving me the tools to dominate my game and build something bigger than football. This is about legacy.”
The NIL component of the deal is notable. While most NIL deals are short-term or confined to college tenure, Marchiol’s agreement bridges both his final collegiate months and the early years of his NFL career. The contract reportedly includes performance bonuses tied to All-Rookie honors, playoff appearances, and community engagement milestones.
Insiders are already drawing comparisons to when Michael Vick signed with Nike in 2001, but industry analysts say this may have even wider implications. “This marks a new era,” said Amelia Crane of Sports Business Journal. “It’s not just a shoe deal—it’s a stake in storytelling and identity. New Balance just bet on a quarterback to reshape their brand narrative.”
With NFL Draft buzz already surrounding his name, Nicco Marchiol isn’t waiting until draft day to make history—he’s already rewriting the playbook on athlete marketing.
