Auburn’s Johni Broome Shocks the Sports World with Record $45M Powerade Deal — Donates $22.8M Back to Program in Unprecedented Move!
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In a move that has reverberated across the landscape of college athletics, Auburn Tigers star Johni Broome h as signed a groundbreaking $45 millionendorsement deal with Powerade — the largest single-name, image, and likeness (NIL) contract in NCAA history. But what truly sets this partnership apart isn’t just the staggering amount — it’s what Broome chose to do with nearly half of it.
In an unprecedented and selfless act, Broome announced he will donate $22.8 million of his Powerade earnings directly back to Auburn University’s athletic department, earmarking the funds to support player development, facilities upgrades, and mental health resources for student-athletes. The decision has stunned fans, analysts, and fellow athletes alike — and elevated Broome from star athlete to transformational figure.
Broome, who declared for the 2025 NBA Draft earlier this spring, addressed the media in a packed Auburn Arena on Thursday afternoon. Standing at the podium wearing a custom Auburn blazer stitched with “Powerade” on the inside lining, Broome didn’t waste time getting to the heart of the matter.
“Auburn gave me everything — a platform, a brotherhood, and a purpose,” he said. “This isn’t just about a deal or a brand. This is about giving back to the program that believed in me and helped me grow as both a man and a competitor.”
The gesture not only cements Broome’s legacy as one of the greatest to ever wear the orange and blue but also marks a monumental turning point in how NIL money can be used to create lasting institutional change.
Powerade, Coca-Cola’s iconic sports drink brand, has been making waves in the NIL space over the past two years, but the Broome contract is in a league of its own. The $45 million figure includes:
- $30 million in direct compensation over three years
- $10 million in performance bonuses tied to social engagement and community impact
- $5 million in equity in Powerade’s upcoming athlete-driven performance line
Powerade senior vice president Kim Nguyen called Broome the “ideal ambassador for the next generation of athletes — someone who brings authenticity, work ethic, and heart.”
“He’s not just a player; he’s a leader, a giver, and a force for good,” Nguyen said. “This deal represents more than branding — it’s about building something bigger than all of us.”
Broome will feature prominently in Powerade’s global “Fuel Greatness” campaign and is slated to appear in national TV spots, social media rollouts, and a new documentary series chronicling his journey from a quiet Florida kid to an Auburn icon and national inspiration.
Broome’s donation to Auburn is being carefully structured through a philanthropic trust — one that has specific aims to uplift the university’s athletic ecosystem. According to athletic director John Cohen, the funds will be distributed in the following way:
- $9 million toward state-of-the-art training facility renovations, including basketball, football, and Olympic sports
- $6 million earmarked for mental health and wellness programs, including 24/7 access to therapists and sports psychologists
- $5 million to fund NIL education and financial literacy workshops for Auburn student-athletes
- $2.8 million for the creation of the “Broome Leadership Fellowship,” a program offering mentoring, internships, and development tracks for underrepresented athletes
“This isn’t just generosity — it’s vision,” Cohen said. “Johni is planting seeds that will bear fruit for generations of Tigers to come.”
The sports world reacted swiftly to the announcement, with athletes, coaches, and influencers flooding social media with messages of praise and admiration. NBA legend LeBron James tweeted, “This is how you change the game. Salute young king. Legacy move.”
College basketball analyst Jay Bilas called it the “most impactful act of giving in modern NCAA history,” while ESPN’s Paul Finebaum added, “This is what leadership looks like — not just NIL done right, but NIL done transformationally.”
Auburn head coach Bruce Pearl, who recruited Broome from Morehead State and helped him blossom into a national star, was visibly emotional during the press conference.
“I’ve coached a lot of great players, but what Johni just did — that’s on a whole different level,” Pearl said. “He didn’t just raise the bar; he built a new one.”
Broome’s time at Auburn will be remembered not just for highlight dunks and double-doubles, but for his leadership and commitment to the program’s culture. In his final season, Broome led the Tigers to the Final Four and was named SEC Player of the Year. He averaged 19.7 points, 11.3 rebounds, and 2.4 blocks per game, earning First-Team All-American honors and finishing as a finalist for the Wooden Award.
But off the court, Broome was just as impactful — mentoring younger teammates, volunteering in local schools, and helping organize team-led community drives.
“He showed us every day what it meant to represent Auburn,” said teammate Chad Baker-Mazara. “On the floor, off the floor — he lived it.”
Broome’s donation marks a new chapter in the evolving world of NIL. When NIL legislation was passed in 2021, critics worried it would fracture college sports — creating inequity, encouraging selfishness, and weakening loyalty. But Broome has flipped that narrative entirely.
In one swoop, he’s demonstrated that NIL can not only enrich the athlete — but also enrich the entire institution. Experts believe this move may open the floodgates for other high-profile athletes to reinvest in their programs.
“This may be the start of a movement — a sort of player-led renaissance in college sports,” said economist and sports policy expert Dr. Lila Jones. “We’ve never seen anything like this.”
In today’s college sports landscape, dominated by headlines of transfers, scandals, and short-term gain, Johni Broome is reminding everyone what true legacy looks like.
At just 22 years old, he’s already a millionaire, a role model, and a history maker. But more than that, he’s a builder — using his success to build a better Auburn, a stronger culture, and a new standard for what it means to give back.
When asked what motivated the $22.8 million gift, Broome smiled.
“I made a promise to myself when I first came to Auburn — that I’d leave it better than I found it,” he said. “This is me keeping that promise.”
While his future in the NBA seems inevitable — with most mock drafts placing him in the mid-to-late first round — Broome says he’s in no rush. He’ll participate in the NBA Combine later this month and has reportedly already had private workouts with the Orlando Magic, Miami Heat, and San Antonio Spurs.
But no matter where he ends up, one thing is certain: Johni Broome has already made a mark that will last long after the buzzer sounds.
Johni Broome’s record-breaking $45 million Powerade deal is a landmark in college sports — but it’s what he chose to do with it that truly sets him apart. In donating $22.8 million back to Auburn, Broome has rewritten the narrative of the NIL era and inspired a new generation of athletes to think beyond themselves.
In the world of sports, money often changes people. But in Johni Broome’s case, he’s using money to change the world around him.
And Auburn — and college sports — will never be the same.