In one of the most talked-about NIL (Name, Image, and Likeness) deals of the year, Will Howard, the quarterback and Offensive MVP of the College Football Playoff (CFP), has teamed up with Dr Pepper to create a viral branded video. Released after Ohio State’s impressive win over Notre Dame, the partnership is a perfect example of how athletes and brands can collaborate to maximize reach, engagement, and authenticity.

Will Howard: College Football’s Rising Star

Will Howard’s exceptional performance in the CFP solidified his status as a rising star in college football. Not only did he lead Ohio State to a thrilling victory, but he was also named the Offensive MVP of the game. With his growing social media presence, including over 100,000 Instagram followers, Howard was an ideal candidate for a major NIL deal.

What makes Will even more marketable is his 76 Out2Win score, a testament to his potential and overall marketability. This score, combined with his strong social media following and his natural charisma, made him a prime choice for Dr Pepper’s campaign.

The Viral Dr Pepper Campaign

Dr Pepper’s “It’s a Pepper Thing” campaign, which has long been synonymous with college football, was perfectly timed to coincide with the excitement surrounding the CFP Championship. By featuring Will Howard in an authentic and engaging video, Dr Pepper tapped into a major sports moment to connect with its audience. The results were extraordinary:

• 33,000+ shares of the video on Will Howard’s Instagram, surpassing his posts from the CFP and Cotton Bowl.

• Millions of organic views, fueled by the viral nature of the campaign.

• National coverage from outlets such as FOX, CBS Sports, and Sports Illustrated, further amplifying the reach.

This is a perfect example of how leveraging athlete partnerships and timely storytelling can create massive engagement and increase brand visibility.

Why Will Howard’s NIL Deal with Dr Pepper Is a Game-Changer

This NIL deal between Will Howard and Dr Pepper highlights several key aspects that make it a standout in the world of college athlete endorsements:

Authenticity Drives Engagement

The success of this campaign stems from its authentic storytelling. Will Howard’s connection to the audience felt genuine, which resonates with today’s consumers who crave realness from brands and athletes.

The Power of Timeliness

Aligning with the CFP Championship gave this campaign the edge it needed to go viral. Brands that can tap into major sports events create moments that are memorable and shareable.

Viral Potential of Athlete-Driven Content

By featuring Will Howard, a rising college football star with a 76 Out2Win score and a massive social media following, Dr Pepper was able to achieve millions of views and organic engagement. The partnership was a prime example of leveraging an athlete’s influence to fuel brand reach.

The Future of NIL Deals: What’s Next?

Will Howard’s NIL deal with Dr Pepper sets a new benchmark for college athlete endorsements. The combination of timing, authenticity, and athlete-driven content is a model that brands will likely replicate in future partnerships.

As NIL deals continue to reshape the college sports landscape, this campaign proves that athletes and brands can work together to create engaging and meaningful content that resonates with fans, amplifies brand visibility, and drives viral success.

Key Takeaways from Will Howard’s NIL Deal with Dr Pepper

• Will Howard’s NIL deal with Dr Pepper exemplifies the power of authentic athlete partnerships in driving engagement.

• Dr Pepper’s “It’s a Pepper Thing” campaign is a masterclass in aligning with high-profile sports moments for maximum impact.

• The partnership showcases how college athletes can leverage their social media following and personal brand to secure major endorsement deals.

This viral video and its staggering results are proof that NIL deals can be more than just advertisements—they can be an integral part of a brand’s marketing strategy, reaching millions of fans with a personal touch.