C4 Energy is One of the Next Big NIL Brands

C4 Energy is making huge moves in the world of Name, Image, and Likeness (NIL).

The popular energy drink brand is investing in the (relatively) new form of marketing to reach new audiences. Currently, its executives are working with Texas quarterback (QB) Quinn Ewers and Miami QB Cameron Ward. These are two high-profile college football players who are have received a lot of hype in the coming 2025 NFL Draft.

Last month, Ewers announced a new VIP contest for fans to enter. C4 is working with 7-Eleven to award one fan a meet & greet with Ewers, two signed Quinn jerseys, one tailgate kit, and gift cards worth $1,000. The winner was selected earlier this week.

The Miami QB announced his partnership with the brand on Friday, October 4.

Ward’s video showcases how C4 helps him power through his everyday routine.

C4 takes advantage of NIL

Marquel Carter, Director of Influencer Marketing at Nutrabolt, the makers of C4 Performance Energy, says investing in NIL-related deals has been incredibly beneficial.

“If you look at it from the standpoint of the college athletes or the Gen Z audience that we’re looking for, that’s the next wave of our consumers,” Carter said. “But also if you look at just the fandom and football, it spans all generations. So I think college football gives us that opportunity to touch and speak to our consumers as a whole.”

College football interest is increasing. That, plus the fact that college athletes can now market products, has opened up new doors for the brand.

“The brand has been in the NIL space since it opened up,” he said. “Working with talent in that space has always been a priority for us. That’s like the real, I think, first embrace that anybody has with the brand. From an athlete’s perspective, personally, the first time I ever had before C4 was when I first got to college. It’s a perfect fit and the perfect start of that journey in that process for talent,” On3 reports.

NIL has allowed new audiences to take an interest in not just football, but all college sports. It has also served as a way for athletes to make names for themselves not just on the field, but off, as well.

C4’s expansion into the world of sports

The brand is also working with Houston Texans QB C.J. Stroud, Atlanta Falcons running back Bijan Robinson, Pittsburgh Steelers QB Justin Fields, and New York Jets wide receiver Garrett Wilson. Each promoted C4’s ‘Energy That Hits’ campaign earlier this year.

“C4 Energy has found a way to meet its customers where they already are,” says Doss Cunningham, CEO of Nutrabolt. “We’ve done this by leaning into the world of sports with C4 Performance Energy as one of the only NSF Certified for Sport energy drinks and the top choice for professional athletes, and our C4 Smart Energy line that responds to consumers who are demanding everyday mental performance benefits in their energy drinks.”

Keep an eye out for C4 Energy as they will likely continue announcing unique deals with college athletes.

Victoria Jonach is an aspiring writer and media analyst fascinated by the activities players participate in off the football field. Growing up in New Jersey, she is a New York Giants fan and attends Rutgers University, pursuing a career in Journalism and Media Studies. She writes for FirstRoundMock.com covering anticipated draft picks and their acts of volunteerism, entrepreneurship, and other interests that shape these individuals.