Who are the Celsius “Essential Six?”

Celsius is back with another Name, Image, and Likeness (NIL) announcement. The popular energy drink brand has partnered with athletes since 2022, but this may be the brand’s biggest deal yet.

In August 2022, they signed deals with former Jackson State wide receivers Travis Hunter and Malachi Wideman. Former quarterbacks (QB) from Alabama (Bryce Young) and USC Caleb Williams each received singular deals with the brand, as well.

The next year, they continued working with Hunter but announced an additional deal with a trio of 2023 NFL draftees. This time, QBS from Oregon (Bo Nix) and Washington (Michael Penix Jr.), plus Michigan running back Blake Corum partnered with the brand.

Now, they have their most expansive deal yet with six athletes from the 2024 Draft Class. They have even been given a name: “The Essential Six.” The following athletes are working with the brand:

Oregon QB Dillon Gabriel

Michigan running back Donovan Edwards

Alabama QB Jalen Milroe

Ohio State wide receiver Emeka Egbuka

Florida State QB DJ Uiagalelei

(Now) Colorado wide receiver/defensive back Travis Hunter

“The expansion of our NIL roster demonstrates our continued commitment to further connect our brand with our collegiate communities,” said Celsius CMO Kyle Watson. “Each athlete serves as inspiration and motivation to our consumers and their commitment to greatness truly embodies Celsius’ Live Fit lifestyle.”

Words from the athletes

Hunter is the only athlete from the group to have partnered with the brand three times in a row. He teased the partnership last month on his Instagram.

“It’s going to be an exciting year for me, and I’m excited to be a part of the new campaign they got going on,” Hunter said.

Each athlete filmed 30-second ads with the energy drink brand. Check out the promos from Gabriel, Edwards, Uiagalelei, Egbuka, and Milroe.

They also shared why they felt partnering with the brand felt right. 

“With the type of schedule I have as a college football player, you have class, you have workouts 24/7, you have practice, you have to be locked in for early AM meetings,” Egbuka said according to FOX. “So, it kind of gets me a jump start on the day [and allows me] to take advantage of my mornings – that’s really the way I use it.”

“When you have something you can rely on that gives you that extra boost to maximize your time, with meetings, practice, whatever it may be, that’s how I’ve used it,” said Gabriel. “It’s been a huge help, and you do need that to stay focused and keep going,” FOX reports.

How many people will this campaign reach?

Hunter has three million social media followers. Each of the other athletes currently has between 100k and 300k followers. Combined, they all account for over 3.9 million followers. 

They all have their own corner of the NIL market, as well. 

Hunter has deals with brands ranging from Squishmallows to United Airlines while Edwards was one of three featured athletes to make the cover of EA Sports College Football 25. 

Egbuka showed off his modeling skills when he partnered with Amazon Style last year while Uiagalelei, Milroe, and Gabriel are all part of Beats By Dre’s newest “Elite Class.” 

It wouldn’t be surprising if, in the future, fans saw more deals combining several athletes. These seem to garner much more attention than several individual deals.

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.