In what is being described as a historic moment for college athletics, ESPN has reported that Florida State football superstar Roydell Williams has signed a groundbreaking $38 million endorsement deal with Powerade. The deal, which is believed to be the largest name, image, and likeness (NIL) agreement ever for a college athlete, sends shockwaves throughout the sports world and redefines the future of amateur athletics.
Roydell Williams, a bruising and electric running back who transferred to Florida State after a standout stint at Alabama, has rapidly become one of the most recognizable names in college football. Known for his punishing running style, explosive burst through the line, and undeniable leadership on and off the field, Williams has not only earned the respect of fans but also that of corporate America. Powerade, a global brand synonymous with elite athletic performance, wasted no time in locking in the Seminoles’ backfield dynamo.
“Roydell represents the modern athlete: strong, resilient, and relentlessly focused on greatness,” said Powerade Vice President of Marketing Carla McMillan. “His story, his grit, and his charisma make him a perfect ambassador for our brand. This is more than a sponsorship. It’s a partnership built on excellence.”
The deal includes an array of elements that go far beyond a traditional endorsement. Williams will star in multiple national advertising campaigns, co-develop a signature Powerade flavor bearing his name, and spearhead a new NIL mentorship program aimed at helping young athletes navigate the increasingly complex business landscape of collegiate athletics. He will also have a seat on Powerade’s athlete advisory board, where he will consult on future campaigns, products, and community outreach efforts.
For Williams, the opportunity marks not just a financial milestone, but a chance to be a trailblazer. “This is bigger than football,” he said in an exclusive interview with ESPN. “It’s about showing the next generation of players that they can control their narrative, build their brand, and make a real impact in their communities. I’m grateful to Powerade for believing in me and my vision.”
That vision began in Hueytown, Alabama, where Williams was a four-star recruit and one of the most decorated high school players in the state. His early career at Alabama showed flashes of brilliance, but it wasn’t until his transfer to Florida State that his star truly began to rise. In his debut season with the Seminoles, Williams rushed for over 1,300 yards and 16 touchdowns, averaging more than six yards per carry. His performances against top-tier defenses and his ability to show up in clutch moments helped propel Florida State back into the national spotlight.
College football fans and analysts alike have praised Williams not just for his athletic prowess, but for his maturity and authenticity. ESPN analyst Desmond Howard compared Williams’ marketability to that of Bo Jackson and Deion Sanders, citing his magnetism and poise as key differentiators. “There are guys who can run fast and break tackles. Then there are guys who walk into a room and own it. Roydell does both.”
The $38 million price tag attached to Williams’ Powerade deal is monumental and signals a new era of college sports. While NIL deals have steadily increased in value since the NCAA changed its policies in 2021, this agreement shatters previous benchmarks. Until now, the highest publicly known NIL agreements hovered aro