Missouri Tigers QB Brady Cook Signs $45 Million Powerade Endorsement Deal, Donates Millions to Football Program and Community
In a groundbreaking moment for college athletics, Missouri Tigers quarterback Brady Cook has officially signed a massive $45 million endorsement deal with Powerade, marking one of the most lucrative Name, Image, and Likeness (NIL) agreements in NCAA history. But perhaps even more impressive than the number itself is what Cook chose to do with a significant portion of the deal: donate $18 million to the Missouri football program and $4.8 million to local community initiatives.
The announcement came early Saturday morning, sending shockwaves across the college football world. Cook, who has rapidly emerged as one of the most talented and respected quarterbacks in the SEC, has now added “trailblazer” to his résumé. The Powerade partnership not only secures him a spot among the top-earning college athletes in the country but also showcases his commitment to giving back.
“I’ve been blessed with an incredible opportunity,” Cook said in a press statement. “But none of this happens without Mizzou, my coaches, teammates, and the community that’s supported me since day one. It’s only right that I invest back into the people and program that made me who I am.”
Cook’s donation of $18 million to the Missouri football program is expected to fund a wide range of improvements—from state-of-the-art training facilities and nutrition programs to mental health resources and NIL education for future players. University officials called the donation “transformational,” noting that no athlete in the school’s history has ever made a personal investment of this magnitude.
Mizzou head coach Eli Drinkwitz expressed deep gratitude: “Brady Cook is a leader on and off the field. This isn’t just a donation—this is a legacy. What he’s doing will benefit Missouri football for generations to come.”
But Cook didn’t stop there. In addition to his gift to the football program, he is donating $4.8 million to several local causes, including youth sports organizations, educational support services, and mental health nonprofits. Part of the funds will go toward creating scholarships for underprivileged student-athletes in Missouri high schools.
The Powerade deal itself will include Cook appearing in national TV campaigns, digital ads, community events, and even co-creating a limited-edition Powerade flavor inspired by Missouri’s school colors. Sources say Cook will also have creative control over some of the campaign messaging, allowing him to blend athletic inspiration with personal values.
College sports analysts say this moment could shift the NIL landscape. “This is a turning point,” said ESPN’s David Hale. “Brady Cook is not only cashing in on his success—he’s showing the country what it means to be a true student-athlete with a heart for others. Expect more athletes to follow this model.”
Brady Cook’s $45 million deal is more than just a financial milestone—it’s a statement. In an era where NIL opportunities continue to expand, Cook is proving that success isn’t just about personal gain—it’s about lifting others while cli
mbing to the top.
